Objectives and KPI's
A crucial requirement for a well defined project is that carefully precise objectives are established. We work with objectives as a part of the internal anchorage of the project. By discussing objectives and Key Performance Indicators (KPI) together, a common picture of priorities, and success criteria across the client experience can be established.
At Responsive, we have often witnessed how organisaxations experience that objectives and success criteria are not shared across the client experience, and, hence, the starting point is not established in the client. The classical example is that the Head of Marketing rarely shares his or her success criteria with the Head(s) of Sales and/or Client Service. Often the responsibility stops at Awareness, Top of Mind, and the Quantity of Executed Efforts. Without integrated processes and common success criteria across the units, the companies risk achieving nothing else, but sub optimization.
Objectives should stem from the superior vision and strategy, and should be converted into relevant client focused objectives, like for example repeat business, client keeping, satisfaction, lifetime value etc.
Departing from these criteria, the specific effort objectives, in form of so called Key Performance Indicators (KPI's), like everything, are indications to whether the efforts support the superior business objectives enough or not.
We determine the frames for den future reporting, including clarification of conception, the responsible, data sources, methods, measuring frequency, etc., and we design a superior CLC Dash Board.
Business Cases
We use Business Cases in order to draw attention to the effects of the undertakings we put forward.
We take on the assignments in the way, at we first model ourselves to, how we can carry out the objectives, which different scenarios which can be established, and which requirements which should be fulfilled.
Only when we understand the businesslike challenge and the detailed plan is in its place, the conceptual and creative work starts, i.e. the prerequisites that should contribute to carrying out the objectives.
Get inspiration on how to optimize your marketing investment
More than ever before, it is all a matter of streamlining ones efforts and to get more quantifiable results out of the marketing budgets. We urge all Heads of Sales and Marketing to take each other's hands, and to get new inspiration through our lectures.