Marketing Strategy Scorecard

1. Marketing Strategy Scorecard Marketing Strategy ScorecardObjective 1 - Increase Market Penetration of Current ProductsPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsIdentify new markets for existing products # New Markets for Existing Products 1 New Market for Existing Products in 2012Customer education campaign (product use cases) # Customers Attending Product Education Workshop 50% Customers Attendance in 2012Objective 2 - Improve Customer Retention & SatisfactionPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsVoice of Customer # New Ideas for R & D 12 New Ideas in 2012Customer Support Portal Portal Launch Date Launch by Oct 2012Customer Satisfaction Surveys Net Promoter Score, # Surveys Completed Get NPS Benchmarks in 2012Objective 3 - Implement Marketing TechnologyPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsMarketing Automation System Implementation System Go-Live Date Go-Live by Oct 2012Marketing AutomationTraining Adoption Rate 100% Adoption by Staff by Jan 2013Data Migrations # Customer Databases Consolidate to 1 Database by Dec 2012Objective 4 - Improve Awareness of Brand Attributes

2. Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsIncrease Brand Impressions in Industry Trade Journals # New Articles Written in Selected Trade Journals 50 New Articles in Key Trade Journals Each QuarterRelationships with Analyst Firms # Analyst Firms who Cover our Products/Services Partner or Establish Relationship with 5 New Firms Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsIncrease Brand Impressions in Industry Trade Journals # New Articles Written in Selected Trade Journals 50 New Articles in Key Trade Journals Each QuarterRelationships with Analyst Firms # Analyst Firms who Cover our Products/Services Partner or Establish Relationship with 5 New Firms