the ultimate guide for successful KPIs (how to get started)

Are you using the right KPIs to succeed?

For business owners, knowing the right KPIs can give you an accurate picture of
where your company is going and can help you know what to do to control your
future.

For marketers, KPIs are the best (and easiest) way to show how your hard work
contributes to company revenue.

But determining the right key performance indicators (KPIs) for your organization
is a seriously tough job.

• How do you know if you're using the right metrics?

• Are you measuring too many things?

• How do you cut

This workbook through
can the begin
help you noise to
and get what’s
answer thoseimportant?
questions. They're critical,
because the realties are shocking:

92%
of companies do a bad job with KPIs

even worse, 73%

of executives believe marketers are NOT focused enough on
results to drive incremental revenue!

Using KPIs to manage teams exposes those areas that outperform - and those
areas that need attention. Not surprisingly, this makes most business owners
(and especially most marketers) afraid of KPIs and the transformative effect they
often have.
to get started)
t started)

How to use this KPI workbook:

In this workbook we'll guide you through a proven process where you will identify the right
KPIs for your company, for your team, and for your individual contributors. The method you'r
about to use is based on 15+ years of RESULTS.com's business building experience.

The workbook is pre-loaded with the examples from our ebook, the KPI Success Kit >>

NOTE: each worksheet is interactive and feeds into subsequent sheets, so the tool works
best if you follow these steps:

step 1 ("your team" tab):

Identify your team members. As you know from the KPI Success Kit (download to the right),
it's important that each KPI has one responsible individual, so we begin by identifying them.

step 2 ("KPIs by function" tab):

We've included the top10 KPIs for - Executives, Sales, Marketing, Operations, and Marketing
Agencies - to get you started.

step 3 ("company goals" tab):

KPIs measure progress towards a goal, and so setting strategic goals is critical. (We provide a
complete methodology for doing that in the KPI Success Kit.)

step 4 ("team KPIs" tab):

Here's where where we pull it all together. Follow detailed instructions where you'll select the
team and person responsible for meeting each KPI.
the ultimate guide for successful KPIs (selecting your team)

STEP 1: Enter your employees into the list below

E.g. Joseph Cole

Thor Odinson

Henry Pym

Janet van Dyne

Robert Banner

Wanda Frank

Natalia Romanova FYI:

Thou
selec
Mandy Celestine empl

Samuel Wilson

Jennifer Walters
cting your team)

FYI: enter your teammates into these cells.

Thoughout this document you will be able to
select their name when you see the "[select
employee]" dropdown.
your team)

Some helpful advice:

To improve the success of meeting KPIs, include the people who will be accounatble for
meeting your company goals.

When creating KPIs always think about the following:

1. Who is the best responsible individual for this KPI?

2. Is the KPI emminently relevant to the person who will be held accontable for hitting my
target?

3. Will we be able to keep each KPI up-to-date and live?

(If this is a problem, a dashboard like Results.com can solve it.)

4. Will driving this KPI have a significant impact to me and my company?

5. Am I choosing the right KPIs to avoid overwhelming my team?

(Optimally, you want 3 KPIs per person, and never more than 5.)

FYI: enter your teammates into these cells.

Thoughout this document you will be able to
select their name when you see the "[select
employee]" dropdown.
the ultimate guide for successful KPIs (KPIs by function)

Executive_Management_KPIs Marketing_KPIs

Cost of Customer Acquisition

Average Sale Value
(CAC)

Customer Retention Rate Cost per Lead

Net Promoter Score Cost per Sales Qualified Lead

Gross Profit Margin Customers by Lead Source

Net Profit Margin Purchase Funnel Conversion

New Customers Marketing Qualified Leads (MQL)

Revenue vs. Forecast Sales Qualified Leads (SQL)

Revenue Growth Year Over Year Revenue by Marketing Campaign

Cash on Hand Website Visits

Accounts Receivable Days Landing Page Conversion

custom CEO KPI 1 custom marketing KPI 1

custom CEO KPI 2 custom marketing KPI 2

custom CEO KPI 3 custom marketing KPI 3

custom CEO KPI 4 custom marketing KPI 4

custom CEO KPI 5 custom marketing KPI 5

custom CEO KPI 6 custom marketing KPI 6

custom CEO KPI 7 custom marketing KPI 7

custom CEO KPI 8 custom marketing KPI 8

custom CEO KPI 9 custom marketing KPI 9

custom CEO KPI 10 custom marketing KPI 10

PIs (KPIs by function)

Sales_KPIs Operations_KPIs

New Customers Complaints

Average Sale Value Backorders

Demonstrations Rework Hours

Conversion Rate
Labor Utilization
(SQL to Sale)

New Accounts by Product Line Damaged Goods

Gross Profit Margin Inventory Turnover

Sales Pipeline Response Times

Sales by Product Line Return Rate

Appointments Booked Deliveries In Full On Time

Upsells Downtime
custom sales KPI 1 custom operations KPI 1

custom sales KPI 2 custom operations KPI 2

custom sales KPI 3 custom operations KPI 3

custom sales KPI 4 custom operations KPI 4

custom sales KPI 5 custom operations KPI 5

custom sales KPI 6 custom operations KPI 6

custom sales KPI 7 custom operations KPI 7

custom sales KPI 8 custom operations KPI 8

custom sales KPI 9 custom operations KPI 9

custom sales KPI 10 custom operations KPI 10

 Agency_KPIs

Client Engagement Score FYI: we've

identified top
KPIs per
Staff Utilization function. If you
don't see the
KPIs you want to
Department Hours Per Project measure, add
them in the
"Custom KPIs"
Billable vs. Non-Billable Hours
cells below.

Jobs Summary

Proposals / RFPs Submitted

Proposals / RFPs Won

Project Rework Hours

New Clients

New Projects (existing Clients)

 FYI: if you don't see KPIs which
custom agency KPI 1
are relevant to your company,
use the "custom KPIs" cells to
custom agency KPI 2 enter unique KPIs

custom agency KPI 3

custom agency KPI 4

custom agency KPI 5

custom agency KPI 6

custom agency KPI 7

custom agency KPI 8

custom agency KPI 9

custom agency KPI 10

s which
pany,
ells to
the ultimate guide for successful KPIs (company strategic

Company Goals Year 1

Date: DD/MM/YY

Example Goal: Increase Marketshare 30%

Enter Company Strategic Goal 2

Enter Company Strategic Goal 3

Enter Company Strategic Goal 4

Enter Company Strategic Goal 5

Enter Company Strategic Goal 6

Enter Company Strategic Goal 7

TIP #1: Enter your company's TIP #2 OPTIONAL:

strategic goals into this column,
e.g.:
- Increase Market Share
- Acquire 100,000 paying users by
2020
In the next 3 columns, enter the
numerical target you hope to reac
at each milestone for each goal.
Learn more about numerical targe
in our KPI Success Kit.
ul KPIs (company strategic goals)

Year 2 Year 3

DD/MM/YY DD/MM/YY

50% 75%

#2 OPTIONAL: TIP #3: In this column, select the person

he next 3 columns, enter the who will be responsible for driving this
erical target you hope to reach strategic goal.
ach milestone for each goal.
n more about numerical targets
ur KPI Success Kit.
 Person Responsiible

E.g. Joseph Cole

[select employee]

[select employee]

[select employee]

[select employee]

[select employee]

[select employee]

TIP #3: In this column, select the person

who will be responsible for driving this
strategic goal.
the ultimate guide for successful KPIs (team KPIs)

1 test

2 Marketing_KPIs
4
3 Marketing Qualified Leads (MQL)

How to use the team KPI tables:

1. Select your company goals from the dropdown (based on your inputs on tab
4).

2. Select the team you want responsible for hitting your company's strategic
goal.

3. Based on your selection in #2, you will now be able to identify the KPI specific
to the function, e.g. Marketing Team KPIs.

4. Make
Selectsense? Get you would like to have responsible for driving this KPI
the employee
started below:
forward.

[select company goal]

[Select_KPI]

[Select KPI]
 [select KPI]

[select KPI]

[select KPI]

[select KPI]

[select company goal]

[Select_KPI]

[select KPI]

[select KPI]

[select KPI]

[select KPI]

[select KPI]

[select company goal]

 [Select_KPI]

[select KPI]

[select KPI]

[select KPI]

[select KPI]

[select KPI]

[select company goal]

[Select_KPI]

[select KPI]

[select KPI]

[select KPI]

[select KPI]

[select KPI]
[select company goal]

[Select_KPI]

[select KPI]

[Select KPI]

[select KPI]

[select KPI]

[select KPI]
cessful KPIs (team KPIs)

Responsible Measurement Frequency

4 5 6
E.g. Joseph Cole Monthly

5. Ensure your KPIs stay on track, select the appropriate cadence

In this example, we're tracking MQLs on a daily basis.
down (based on your inputs on tab
6. The “Green” threshold is the target level of performance. In th
Joseph Cole needs to have at least 100 MQLs per month.
hitting your company's strategic
7. The "Yellow” threshold is anything between green & red, but y

ow be able to identify the KPI specific 8. The "Red” threshold is when a KPI drops to an level. Assign a t

Please note: you only need to enter your targets in the green co
ve responsible for driving this KPI yellow and green targets.

Responsible Measurement Frequency

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

Responsible Measurement Frequency

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

Responsible Measurement Frequency

 Responsible Measurement Frequency

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

Responsible Measurement Frequency

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

 Responsible Measurement Frequency

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

[select employee] [select a frequency]

 Performance Thresholds

GREEN YELLOW

6 7 8
100 60

s stay on track, select the appropriate cadence you will use to measure success.
we're tracking MQLs on a daily basis.

eshold is the target level of performance. In this example, for MQLs to be in the green,
eds to have at least 100 MQLs per month.

eshold is anything between green & red, but you'll need to monitor closely.

hold is when a KPI drops to an level. Assign a task immediately to improve performance.

nly need to enter your targets in the green column. We've built a formula to calculate
targets.

Performance Thresholds

GREEN YELLOW

0
 0

Performance Thresholds

GREEN YELLOW

Performance Thresholds
GREEN YELLOW

Performance Thresholds

GREEN YELLOW

0
 Performance Thresholds

GREEN YELLOW

0
esholds

RED

8
20

use to measure success.

e, for MQLs to be in the green,

to monitor closely.

diately to improve performance.

e've built a formula to calculate

esholds

RED

0
 0

esholds

RED

esholds
 RED

esholds

RED

0
esholds

RED