Marketing Scorecard

Track and optimize marketing performance with this comprehensive scorecard.

1. Objective & Time Frame

Objective: Increase brand awareness by 20% in Q3

Time Frame: Q3 2023 (July 1 – Sept 30)

2. Key Performance Indicators (KPIs)

Category	KPI	Target	Actual	Variance	Notes
Digital Marketing	Website Traffic	50,000/mo	45,000	-10%	SEO efforts delayed
	Conversion Rate	5%	4.2%	-0.8%	Test new CTAs
Social Media	Followers (Instagram)	10,000	9,500	-5%	Boost influencer collabs
	Engagement Rate	8%	6.5%	-1.5%	Revise content calendar
Email Marketing	Open Rate	25%	28%	+3%	Strong subject lines
	Click-Through Rate (CTR)	10%	12%	+2%	High-performing CTAs

3. ROI Metrics

Customer Acquisition Cost (CAC)

$50 (Target: $45)

Lifetime Value (LTV)

$300 (Target: $350)

Marketing ROI

4:1 (Target: 5:1)

Sales Revenue from Campaigns

$150K (Target: $200K)

4. Brand Health Metrics

Brand Awareness

60% (Survey data)

Sentiment: 75% Positive

Share of Voice

22% (vs. Competitor X’s 30%)

Net Promoter Score (NPS)

45 (Industry Avg: 35)

5. Lead Generation & Sales Metrics

New Leads

1,200 (Target: 1,500)

Lead Conversion Rate

8% (Target: 10%)

Sales Growth

+12% (Target: +15%)

6. Customer Retention Metrics

Retention Rate

85%

Churn Rate

Repeat Purchase Rate

40%

CSAT Score

88/100

7. Competitive Analysis

Metric	Our Performance	Competitor X
Market Share	18%	25%
Social Followers	50K	70K
Website Traffic Share	20%	30%

8. Budget & Spend Tracking

Channel	Planned Spend	Actual Spend	Variance
Digital Ads	$20,000	$22,000	+$2,000
Social Media	$10,000	$8,500	-$1,500

9. Action Items & Next Steps

Redesign landing pages to improve conversion rates (Owner: Jane Doe | Deadline: Oct 15)
Allocate $5K additional budget to top-performing social ads (Owner: John Smith | Deadline: Immediate)

10. Scoring & Rating

Overall Performance:

Yellow (On track for 70% of KPIs)

Channel Ratings:

Digital Marketing

Social Media

Email Marketing

11. Summary & Recommendations

Strengths:

Email marketing exceeds targets
Brand sentiment is strong

Weaknesses:

Social media engagement needs improvement
Customer Acquisition Cost (CAC) above target

Next Steps:

Reallocate budget from underperforming channels
Test A/B landing pages
Launch customer referral program

Notes

Data Sources: Google Analytics, HubSpot, SurveyMonkey

Review Cadence: Bi-weekly meetings to adjust tactics

* Adapt this template to your business needs and update metrics regularly for agile decision-making.