Gartner Research

Key KPIs for the Top Six CRM Marketing Processes

Published: 19 March 2009

ID: G00165642

Analyst(s): Kimberly Collins

Summary

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

Table Of Contents
  • Overview
  • Select One or Two Process or Strategic KPIs for Each Process or Initiative
  • Identify KPIs for the Top Six CRM Marketing Process Areas
    • Lead Management
    • Retention Management
    • Online Marketing
    • Creative Production Management
    • Marketing Fulfillment
    • Budgeting and Spending Management
  • 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
  • Adjust KPIs as Necessary
  • Tactical Guidelines

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