Are you setting up a CMO dashboard and feeling hesitant about which KPIs and metrics to include?
您需要问自己一些重要的问题，而不是与KPI和指标一起玩Eny，Meeny，Miny，Moe，而是要添加和离开的指标。例如，谁将成为您的观众指标仪表板？
因此，在这篇文章中，我们不仅要告诉您哪些指标和KPI添加到您的CMO仪表板中，还要告诉您如何制作一个指标和KPI。这是您今天将要学到的知识的快速浏览：
Let’s go:
What is a CMO Dashboard?
顾名思义,CMO指示板给你screen packed with important key performance indicators (KPIs) or metrics across multiple marketing channels so you can access performance in one glance.
通常，您必须从支柱上张贴才能找出每个营销功能的表现。这需要工作，当然还有很多时间。它也无法为您提供全局，这是战略思维所需的一项位置观点，确定营销投资的投资回报率以及做出明智的营销决策。
解决方案？构建一个CMO仪表板，其中一个来自多个源的数据在一个屏幕上显示。
But how do you build such a dashboard? Read on.
如何构建CMO仪表板？
To build a CMO dashboard, you need to be clear about the two points below. You’ll be making your dashboard based on these pointers so that it’s relevant instead of showing just vanity metrics:
- Understand who the dashboard is for?
Sure, it’s for the chief marketing officer. But what does he need it for? When you answer that, you’ll know exactly who the audience for the dashboard is.
For example, the dashboard could be for a CMO reporting to the board of directors. In such a case, the audience is that of directors. Check out these执行仪表板示例for inspiration on how to build great dashboards for management.
您将根据观众的问题为CMO仪表板选择指标。
In the example above where the dashboard is for a board of directors, you’ll need to select metrics like revenue since it’s one of the KPIs that answers the common questions that directors typically have.
您需要注意的其他两个因素：仪表板的视觉效果以及它包含的指标。视觉仪表板可以通过清楚地显示所有重要的数据点来确切说明营销的表现，可以帮助您讲述故事。
至于指标，请知道您需要所有相关指标，这些指标在CMO仪表板上回答观众的问题。我们将稍作介绍一些最重要的指标。
最后一件事：要清楚您需要仪表板来更新数据的频率。
不知道多久一次？我们问我们的专家，大多数人表示，他们每周向领导层提出了绩效更新。
28.6％的人说他们每月报告，而每季度有14.3％的报告。每年只有少数2.9％的2.9％向他们的营销领导报告。
You’ll need your CMO dashboard to update based on how often you report to your leadership and how often you need to look at the metrics to make informed decisions.
PRO TIP: How Are Users Engaging on My Site? Which Content Drives the Most Online Activity?
如果您想发现访问者如何与您的网站互动，哪些内容可以推动最多的参与度和转换，那么您可以从Google Analytics（分析）中跟踪几个页面上的活动和指标，可以使您启动：
- 会议和％新会议。您的网站每天或每月收到多少流量？
- Sessions by channel.哪些渠道吸引了您网站的流量最多？
- 平均会话持续时间。访问者平均在您的网站上花费多长时间？
- 页面浏览量和页面浏览量。您网站上的哪些页面最多？
- 页面上的平均时间。用户在特定网页上花费的平均时间是多少？
And more…
现在，您可以从我们的Google Analytics（分析专家）的经验中受益，他们将plug-and-play Databox template显示最重要的KPI，用于监视您网站上的访客参与度。实施并开始用作独立仪表板或营销报告，最重要的是，它是免费的！
您只需单击几下即可轻松设置它 - 无需编码。
To set up the dashboard, follow these 3 simple steps:
步骤1：获取模板
第2步：将您的Google Analytics（分析）帐户与DataBox连接。beplay体育appios
步骤3：在几秒钟内观看仪表板。
20 KPIs and Metrics to Include in a CMO Dashboard
将近30名营销人员分享了他们的顶级KPI和指标，以根据他们的经验添加到CMO仪表板中。我们已经在下面列出了它们，并确切地列出了为什么这些指标中的每个指标都应在CMO的仪表板中占有一席之地。
- 兑换率
- Churn
- 客户获取成本（CAC）
- Marketing influence
- 客户价值指标
- 产生的收入
- Marketing return on investment
- Marketing-originated customer percentage
- 销售合格的潜在客户
- Number of qualified leads
- 有机覆盖率
- Pipeline contribution (per channel)
- Pipeline velocity
- Returning visitors
- Revenue
- ROAS
- ROI
- 销售收入
- Sentiment analysis
- Share of Voice
编者注：您是否知道在Databox中使用循环仪表板，您可以beplay体育appios将多个仪表板报告连接在一起in one centralized report and seamlessly share it with others? Seems like a suitable solution for your CMO dashboard. Learn more now.
现在就详细信息：
1.转换率
“营销活动通常非常昂贵，”承认Pelicoin的Irene Lopez. “For larger companies, you can be running multiple ad sets on multiple platforms at the same time. In order to measure the success of your campaign, you want to ensure that your ideal audience is actually clicking through and contacting you regarding your products or services.
Beyond that point, it is up to your sales team to be able to keep those leads engaged and close the sale. If you find you are spending a lot on ads but the conversions are low, there needs to be a plan in place to improve the campaigns you are running. Keep in mind that兑换率确实有所不同，具体取决于位置，行业，广告平台以及许多其他原因，因此低转化率或高转化率是相对的。”
2.搅动
For SaaS marketing officers this one’s an essential metric to add to the CMO dashboard.
Ronak Ganatra来自GraphCMS指出：“第一天的流失是一个指标，可帮助计划整体业务健康。即使收入，CACS，LTV和ROI都很有利，第一天的搅拌也意味着更大的潜在损失经常不受限制。它有助于更好地理解产品的采用，并且边际修复了第一天的搅拌，随着时间的流逝，为其他指标开辟了指数增长的可能性。”
为了帮助您掌握SaaS流失率，这里有一些免费SaaS churn dashboard examples从中选择
有关的：14 Proven Ways to Reduce Customer Churn in SaaS
3.客户获取成本（CAC）
Jo McKeeMcKee Creativeexplains, “Knowing what a new customer costs to acquire helps us:
- 在该客户的一生中，将客户盈利能力地图 - 进而帮助我们的客户有信心增加其广告支出
- Measure all facets of paid traffic campaigns, to test whether different images/videos/headlines/copy bring new customers for less.”
简而言之，“当CMO有customer acquisition cost (CAC)，它有助于公司知道营销需要花费多少才能获得新客户。如果该公司知道要花费多少钱来获取新客户，那么上市策略的决定变得更容易执行，” Juan Izquierdo博士Dr. Juan Izquierdo Marketing Consultingsummarizes. Track and manage this data using these free费用仪表板。
4.营销影响
“Marketers understand how complex our campaigns are, and we measure
performance by looking at the details of their performance. And that’s
对营销人员来说很重要，但不一定是高管”Curacubby’s
Anna McVeigh-Murphy股票。
“高管关心我们的营销工作的整体影响，这就是为什么
我们选择专注于营销影响力，因为它使我们能够捕获工作的总影响。它通过关注领导者关心的内容来展示我们在收入背景下的所有活动和活动：收入。”
5.客户价值
Infinity Dish’sLaura Fuentes认为客户价值指标是添加到CMO仪表板中的必不可少的KPI。Fuentes解释说：“我需要知道我的客户在忠诚度，转介，保留率和搅动率的何处，以帮助我了解我们正确的工作以及应该调整的工作。”
“我问我的首席营销官向我报告季度,除了佛r when a new rollout or
package is being offered, then we often check-in every 3-4 weeks.”
6.产生的收入
尼古拉·科祖尔杰维奇（Nikola Kozuljevic）指出：“取决于上下文 - 无论是企业是B2B还是B2C - 这可能是以营销为导向的销售或营销产生的机会。”ThreatMark。
“营销的最终工作是进一步推动业务
与业务成果联系起来的必要性对于任何CMO都至关重要
success.
It’s the key metric for communicating performance. Complemented with the invested costs and budgeting – it is the single point of truth for marketing performance。一切都围绕产生的收入和对销售的影响而解决。这是营销和商业活动的主要驱动力。当然，一旦知道了这一指标，就很容易推断ROI，RPL / RPO等。”
7.营销投资回报率
“该指标可帮助您详细介绍您对营销投资以及基于这些投资的回报和利润的详细信息，”阐述301咨询Cale Loken.
Consequently, “this is one of the smartest ways to judge
您的营销方法的性能和回报。您可以根据MROI结果改变营销策略，并进一步提高您的盈利能力。录制MROI更长的时间甚至可以为您提供有关业务季节性变化的反馈。
8.以营销为基础的客户百分比
With the Marketing-Originated Customer Percentage metric on their CMO dashboard, Lucas Mehnert fromSmartlookhighlights, “I know how many leads my marketing team has attracted.It’s especially important from the sales and business perspective in general, as it helps us to differentiate customers acquired thanks to marketing actions from the rest.透明
“In Smartlook we focus on analyzing our efforts and constant
improvement, and this metric helps us with evaluating the return of investment in the promotion sector,” continues Mehnert.
9.销售合格的潜在客户
“I believe that a CMO needs to track the number of Sales Qualified Leads (SQLs) they bring into the pipeline,” opines Olga Petrik fromNethunt CRM。
“这是一个直接业务影响的指标，表明跨销售和营销活动的保持状况如何。培养这些潜在客户并确保获得交易的机会很高是销售团队的工作。
恒定的流动SQLs是对理想客户资料（ICP）的内部了解的指标。它表明您知道他们的痛点，并且可以清楚地解决消息传递中的这些点。这也是良好的产品渠道合身的指标，这意味着企业使用正确的营销渠道分发其内容并吸引目标受众。”
10. Number of qualified leads
“作为一个CMO，您有许多指标可以跟踪，但一个非常重要的是：与上一期相比，您在上一个时期（一周，月，季度）获得了多少合格和有针对性的潜在客户，” Jonathan Aufray来自成长黑客营销points out.
“You don’t want to focus on vanity metrics such as impressions, likes, followers, or visitors but rather on metrics that bring value to your business. You want to make sure that the traffic you get is targeted by measuring the number of qualified leads you get.”
In fact, Kateryna Reshetilo ofGreenicecalls this metric “our North Star Metric” since “the main goal of our marketing activities is to generate leads.”
“如果这个数字正在增长，则所有其他支持指标，例如CTR，流量和转换率也在增长。This means that we have been doing the right things in the past months and have to double down on what had the biggest impact.
如果潜在客户的数量没有增长甚至减少，则表明我们没有做我们应该做的事情。我们需要研究和分析以找出出了什么问题或缺少什么
marketing plan.”
11. Organic Reach Rate
“This helps communicate the performance of social content organically and it’s really important because ORR can be used to gauge whether paid social is necessary and/or can be used to promote posts which organically perform well,”社会地位'蒂姆·希尔（Tim Hill）亮点。
“In some organizations, ORR can be used as the main business
投资付费社会的案例。特别是因为没有意义的投资
如果没有人看到内容，则内容生产的时间和金钱。Orr可以
突出显示这一点，可以随着时间的推移进行跟踪，以查看有机性能是否是
改善或下降。”
12. Pipeline contribution (per channel)
“It’s too easy to focus on generating a certain amount of marketing qualified leads,” Joris Brabants ofapicbasenotes. “If these leads match certain criteria, it’s still not sure that they are in buying-mode. It also doesn’t give you a sense of the value of these leads. What’s the potential these leads have when they would actually become customers?”
因此，Brabants说：“在性能驱动的环境，尤其是扩大规模的环境中，重要的是，营销和销售团队保持一致并朝着共同的目标努力。”
“您希望能够展示这些线索如何为销售管道做出贡献。然后，您可以真正评估所用来推动需求的不同渠道。
哪些渠道正在驱动管道？哪些渠道正在产生最大的销售机会？只有这样，营销和销售团队才能建立有关绩效以及如何提高绩效的讨论。”
13.管道速度
“尽管我们是独立的团队，但重新考虑将销售和营销视为一支创收团队，”Revegy’s劳拉·霍尔（Laura Hall）
“因此，我们通过漏斗报告了加速度，以帮助我们确保我们与销售和追踪年收入目标保持一致。
It also ensures that marketing’s impact is understood throughout the pipeline; revenue marketing is the future, and that means contributing throughout the buying journey. For us, that means tracking the progression from SAL to SQL to SAO to Closed-Won.
We update Marketing leadership on conversion and管道速度指标每月一次，领导团队和董事会。”
14.返回的访客
“似乎很明显，但访客的百分比是一个关键的表现指标，” Ben Goodey的建议前哨。“It indicates value: content was valued highly enough to be bookmarked and revisited. It also indicates brand awareness: visitors remembered you added value to them in some way and came back.”
15.收入
“毫无疑问，最好的指标是收入，”统治者分析劳拉·卡维尼（Laura Caveney）。“对于CMO，您需要能够证明营销正在引入销售。
There’s often a misconception among non-marketers that marketing doesn’t bring in any more leads and budget is often prioritized elsewhere. For B2B marketers, in particular, it can be hard to evidence the return.”
“But with marketing attribution,” Caveney continues, “marketing teams can implement proper tracking of online and offline sales from online and offline leads, CMOs can then evidence how marketing is returning on not just ad spend, but its budget as a whole.
如果没有收入作为关键指标，CMO就会报道以链接点击，追随者增长甚至转换等指标的营销团队的潜力。收入是了解营销团队及其活动的真正影响的最佳指标。”
因此，为什么有一个SaaS收入趋势仪表板根据获得的客户和收入来监控SaaS业务的增长。
16. ROAS
“ ROAS衡量您的企业在广告上花费的每一美元的收入量，” Matt Bertram从EWR Digital。
“The more effective your advertising messaging, the more revenue you receive per dollar of ad spend. ROAS is superior to CPA (cost per conversion) because ROAS takes into account the value of each conversion. With ROAS, if you’re earning more than $1 per $1 spent you know your advertising is profitable.”
17. ROI
“ CMO仪表板的最重要功能是说明ROI，”徒劳的Sam Underwood comments.
“Marketing by definition is a function to generate more revenue than we spend in marketing costs, and typically ROI is the #1 thing a CMO is measured on。With the high turnover rates of CMOs these days, helping a marketing leader communicate positive ROI is key for any data dashboard.”
有关的：评估您的广告活动的有效性：Romi，ROI或ROA？
18. Sales revenue
销售收入is another crucial metric to add to the CMO dashboard. In their dashboard atGrazitti InteractivePankaj Sabharwal说：“这可以帮助我指出导致组织销售的驱动因素。它还为营销和销售团队提供了更好的方向，以查看他们需要改进的领域并采取补救措施。”
19. Sentiment analysis
Keyhole’sMariana O’Connor writes, “Sentiment analysis is used to determine the public’s general feeling about your brand. It will give CMOs an overall understanding of social media performance. This will communicate campaign success/failure, customer service issues and brand perceptions. It can also be used to understand the competitive landscape or foresee a social media crisis.”
20. Share of Voice
CMO仪表板指标列表中的最后一份是语音，由Natalie Bidnick Andreas推荐NatalieAndreas.com。“Share of Voice, or the indicator of your brand visibility and how much you dominate the conversation in your industry, is critical to measuring performance because it includes data from owned, earned, paid, and social media.”
Creating the perfect CMO dashboard is no rocket science. You just need to understand who your audience is, what their questions are, and which metrics will answer their questions.Select metrics to display on your dashboard当您对这三个要点的答案时。
