Is your marketing team responsible for your campaign success?
At the campaign level, it makes sense. However, it takes team effort to run a successful campaign.
In addition to Marketing taking the lead on creating a campaign, Purchasing is responsible for bringing in adequate inventory. Sales needs to actively convert, and the Warehouse team is responsible for on-time order fulfillment.
To ensure a successful campaign, it would be helpful to assign relevant KPIs to each area so they know what to focus on.
For example, the KPI for the Marketing team would be return on campaign investment.
For Purchasing, frequency of stock-out as you won’t want to run out of stock during the campaign.
For Sales, it would be the conversion rate.
And for the Warehouse team, on-time delivery to customers.
The key is KPIs help drive proper focus. When each area does a great job in supporting each other, they collectively deliver a successful campaign.
So when you look at results, make sure you look at all the activities involved and assign KPIs accordingly.
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