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Abstract
A Marketing Dashboard is important for the measurement of business and growth in any organization. The marketing dashboard for SAIC is based on the nature of its businesses, customers and industry.
The dashboard was designed to give a quick overview of key success metrics to the Board and Management. It was based on four parameters – Business, Brand, Customer and Employees.
The measurements are done on a monthly, quarterly or yearly basis as defined in the document and where necessary and possible, have integrated trigger values which should necessitate course of corrective action.
About the company. Science Applications International Corporation (SAIC), with more than 15,000 employees work with Federal and state governments, to provide services in technical, engineering, IT integration and intelligence (SAIC.com, 2016).
Objectives for a Marketing Dashboard.
The objectives for the marketing dashboard should reflect the core areas of the SAIC business, growth strategy and its values and culture. These are critical for the sustained growth of SAIC and are an important metric to measure. We will define the Marketing Dashboard as a continuous document which will be updated montly, quarterly or yearly as per the metrics identified. The four areas of focus will be Business, Brand, Customer and Employees. We will now look at each aspect of the marketing dashboard for SAIC in detail. Considering the nature of the B2B business, the metrics will need to be tailored to the needs of the business and future growth. These will be done by keeping in mind the growth strategies, competition and industry.
Business. This part of the dashboard will measure all the running values which relate to our businesses – Technology Solutions, SCM, Mission and Program Support, Simulation and Training, Crisis Management and Security. This section will be measured monthly.
REVENUE METRICS
Revenue generated by businesses last month
Revenue projected by for next month and Marekting contribution (at least 20% of total)
Marketing Originated revenue last month
Marketing influenced revenue last month
Marketing Lead revenue in pipeline (trigger at least 140% of target)
Lead revenue needed to achieve monthly target (Gap analysis and marketing action, therefore)
Account activation and growth: Number of new accounts added and existing accounts growth by value ($/month, % of annual target)
CAMPAIGN METRICS
Total campaign spend by business and category:
Events,
Telemarketing,
Social media,
Advertising
Campaign performance – Number of new customers gained or revenue influenced, ROI -
Events – number of attendees, profiles, interest scores, leads, revenue, conversion
Telemarketing: Total Calls made, Average holding time, Response rate, conversion rates ( at least 1%)
Social media: Facebook, LinkedIn, Twitter (Likes, Mentions, Retweets) – grow at least 5%.
Advertising: Measured in the Brand section
Brand. This part of the dashboard will help us continuously monitor the value of the brand w.r.t. competition and will act as a key guidance to initiate corporate marketing actions – on a quarterly basis.
Brand Awareness ( As per studies conducted quarlterly) – Target 70% audience
Brand Perception – Parameters of Quality, Innovation, Service, Timely execution, Value to the world, Value to my company and my customers
Brand value and attributes – Leadership, technology powerhouse, partner, trustworthy
Market Share – Defined as current value share in the defined market within the overall IT industry and specific to our core competence and businesses
Wallet Share – Defined as the % of business gained by SAIC to the overall budget spend of customers, with respect to competition
Customer. This part of the dashboard will give an insight in to the “state of the customer”. This will be measured quarterly.
CSAT: Scores on quality, service delivery, timeliness, solution impact, after sales service (Trigger point 95%)
Net Promoter Score (NPS): Helps to measure satisfaction and referral value of the brand (Must not be below 80%).
Loyalty: Customer Lifetime Value of each of the customers in our business will be measured as per Recency, Frequency and Monetary parameters. This will help us identify core customers, secondary customers and key target markets for each marketing campaign.
Employees. This segment will define the role of the employee in the company’s growth and ensure that loyal employees are adding value to the sustained growth of SAIC.
Pulse & Values Survey: This will measure the commitment of our employees towards our core values and culture (behavior). It will be atribute based and will have a trigger point of 95%. Each employee will be subjected to this test once a year and must attain at least 95% score, failing which training and motivation measures will be implemented.
References
Science Applications International Corporation. (2016). About Us. Retrieved from:
http://www.saic.com/
