Gartner Research

How to Establish Key KPIs for the Top CRM Marketing Processes

Published: 06 January 2010

ID: G00172358

Analyst(s): Kimberly Collins, Marjorie Lee Buckmaster


Establishing key performance indicators for each marketing process is crucial. KPIs help marketers build a business case to justify investment in automation, measure and demonstrate success to executive management, and seek further process improvements.

Table Of Contents
  • Overview
  • KPI: Introduction
    • Economic Indicators
    • Select One or Two Process or Strategic KPIs for Each Process or Initiative
    • Identify KPIs for the Top Six CRM Marketing Process Areas
  • KPI: Lead Management
  • KPI: Retention Management/Loyalty Marketing
  • KPI: Online Marketing
  • KPI: Creative Production Management
  • KPI: Marketing Fulfillment
  • KPI: Budgeting and Spending Management
  • KPIs: Best Practices for All
    • Measure the Baseline Prior to Implementation
    • Establish KPI Targets and Motivate Employees to Help Achieve Targets
    • Monitor on an Ongoing Basis
    • Perform Root Cause Analysis
  • Bottom Line: Adjust KPIs as Necessary

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