Step-by-step guide to creating marketing KPIs

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Specific requirements for highly specialized employees and managers (additional criterion)
Top managers, leading developers, talented salespeople and highly specialized professionals are assessed using unique criteria that differ from standard approaches. Understanding all the intricacies of their work eliminates the risk of using template solutions in assessment that can harm the overall effectiveness of the business.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Over the past 7 years, we have conducted school principals email list over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.

Today we will share with you 6 of the most valuable documents that we have developed for our clients.

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Personnel assessment methods
These are tools that allow you to objectively determine the competencies, skills, and potential of employees. Assessment methods are varied. We recommend considering both universal approaches that are suitable for most organizations and often do not require additional resources, and specialized methods. Consider the individual characteristics of the business before introducing new practices.

Quantitative methods of personnel assessment
They are based on numerical data and are easy to calculate. Information is usually accumulated throughout the work process, for example, through CRM systems or by the efforts of employees of the financial planning department.

The rating system involves calculating the efficiency of each specialist and then constructing a ranked list of them. In manufacturing plants, employees can be graded based on the number of parts they produce. This method of assessment can increase the motivation of specialists if the rating is made available for general review.

KPI — refers to the category of the main traditional methods of personnel assessment. For example, the manager forms a list of tasks and assigns a certain significance coefficient to each of them. The final assessment of the employee is calculated at the end of the established calculation period. In a number of industries, the salary is determined based on KPI indicators. For example, if the task is to produce 100 parts, and the employee has produced only 90, his income will be 90% of the established amount.

The combined point system is based on the accrual of points for each task completed by the specialist. At the end of the reporting period, they are added up. Example: in this assessment system, a marketer is awarded 5 points for attracting 1,000 visitors to the site, and another 5 points for processing 10 purchase requests. With 5,000 entries and 200 completed contracts, his overall rating will be 25 + 100 = 125 points.

Subjective assessment is used when several managers have the opportunity to evaluate the results of work. Let's assume that sales management is under the control of a top manager of the department, a head of the department and 2 senior specialists. All form a rating of employee efficiency taking into account factors, several/one, depending on the specifics of the business. Ratings are compared, and those who end up at the end of the list receive the status of outsiders. This is the basis for sanctions, increased motivational work, termination of the employment contract.

Testing is an approach that resembles an examination test. A list of questions with clear answers is developed. As a result, the employee's qualifications are assessed.