Examples of calculating the main KPIs of a marketing manager with formulas
Posted: Sun Jan 19, 2025 9:22 am
An example calculation can be used for the position of "Marketing and Advertising Director".
KPI — Fulfillment of the sales volume plan, %
Formula:
((SVfact./SVplan.) – 1) x 100%, where:
SVfact. — actual sales volume;
SVplan. — planned sales volume.
Remember, the main goal of any find investor through investor database business is to make a profit, so the company's sales and income figures should exceed the cost of paying employees. Otherwise, if you set disproportionately large figures, you will doom the company to inevitable losses. Then you will hardly be able to easily change them, because it will be difficult to convince employees of this.
Calculation of Marketing Director KPI
KPI — Increase in product group marginality compared to the same period of the previous year, %
Formula:
(Vm.p.total) present period – (Vm.p./ Vtotal) past period) x 100%, where:
VМ.П. — volume of marginal production;
Vtotal — total volume of production.
KPI – Marginality of brands (Margin percentage), %
Formula:
(Rprod. – Rpurchase/Rpurchase) x 100%, where:
Pзакуп. — cost of product purchases;
Rprod. — cost of sales.
KPI — Level of recognition of the company's brand, %
Calculation formula:
(Nзн./Noпp.) x 100%, where:
Nzn. — the number of people surveyed who know the brand;
Noпp. — the total number of people surveyed.
KPI — Changes in market share by brands, %
Formula: Rely on reports from external marketing agencies.
KPI - Significant change in brand awareness, %
Formula:
((Nзн/Noпр.)наст.піод – (Nзн./Noпр.)пост.піод)) x 100%, where:
Nzn. — the number of people surveyed who know the brand;
Noпp. — the total number of people surveyed.
KPI — Number of new product launches, pcs .
Formula:
N/NHп. , where:
No — the quantity of all products;
NHп. — number of new products.
KPI – Deviation of the share of new products in sales volume from the planned one, %
Formula:
N/NHп. , where:
KPI — Fulfillment of the sales volume plan, %
Formula:
((SVfact./SVplan.) – 1) x 100%, where:
SVfact. — actual sales volume;
SVplan. — planned sales volume.
Remember, the main goal of any find investor through investor database business is to make a profit, so the company's sales and income figures should exceed the cost of paying employees. Otherwise, if you set disproportionately large figures, you will doom the company to inevitable losses. Then you will hardly be able to easily change them, because it will be difficult to convince employees of this.
Calculation of Marketing Director KPI
KPI — Increase in product group marginality compared to the same period of the previous year, %
Formula:
(Vm.p.total) present period – (Vm.p./ Vtotal) past period) x 100%, where:
VМ.П. — volume of marginal production;
Vtotal — total volume of production.
KPI – Marginality of brands (Margin percentage), %
Formula:
(Rprod. – Rpurchase/Rpurchase) x 100%, where:
Pзакуп. — cost of product purchases;
Rprod. — cost of sales.
KPI — Level of recognition of the company's brand, %
Calculation formula:
(Nзн./Noпp.) x 100%, where:
Nzn. — the number of people surveyed who know the brand;
Noпp. — the total number of people surveyed.
KPI — Changes in market share by brands, %
Formula: Rely on reports from external marketing agencies.
KPI - Significant change in brand awareness, %
Formula:
((Nзн/Noпр.)наст.піод – (Nзн./Noпр.)пост.піод)) x 100%, where:
Nzn. — the number of people surveyed who know the brand;
Noпp. — the total number of people surveyed.
KPI — Number of new product launches, pcs .
Formula:
N/NHп. , where:
No — the quantity of all products;
NHп. — number of new products.
KPI – Deviation of the share of new products in sales volume from the planned one, %
Formula:
N/NHп. , where: