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Yokogawa Corporation of America

Marketing KPIs-What isyour value to your company

Constantine Lau

GM, Marketing,

Yokogawa Corporation o !merica

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Copyright 2007Yokogawa Corporation of

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Corporation

BUY MAKE Sell

Design/Innovate

Plan

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Copyright 2007Yokogawa Corporation of

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Marketing

BUY MAKE Sell

Design/Innovate

Plan

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General "ypes o Marketing

#$ to $

#$ to C

#Internet Marketing

#Marketing Communications

#Pro%uct Marketing

#In%ustry Marketing

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Marketing & 'ales

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Marketing

# (ne to Many# Long term

# More strategic

# Pull

# Intangi)le# Multi-prong

program

'ales

#

(ne on (ne#

'hort term

#

More tactical

#

Push

#

*uota

#

Close the %eal

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7/20Copyright 2007Yokogawa Corporation of

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What is the value o

Marketing+

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Salesforce

Salesforce

Other marketing

functions

Other marketing

functions

,volution o arketing -epartment ./012

Sales VP

Sales VP

President

President

Salesforce

Salesforce

Marketing Director

Other marketing

functions

Marketing Director

Other marketing

functions

Sales VP

Sales VP

President

President

'tage / 'tage 1

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Sales VP

Sales VP

Marketing VP

Marketing VP

,volution o arketing -epartment .1012

President

President

'tage 3 'tage 4

Salesforce

Salesforce

Other marketing

functions

Other marketing

functions

Sales VP

Sales VP

Marketing VP

Marketing VP

Executive VP

of Marketing & Sales

Executive VP

of Marketing & Sales

President

President

Salesforce

Salesforce

Other marketing

functions

Other marketing

functions

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5ternal vs6 Internal

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Page.

7ow to increase

8isi)ility+

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3 things you can %o to increase visi)ility

/6 9$ig $ang: vent

16 Perio%ical ;eports

36 KPI 'corecar%

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/2 $ig $ang vent

# What was your most memora)le9(scar Perormance:+

# More than

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12 Perio%ic ;eport

#Internal communication %ocument

#Weekly or monthly

#=p%ate on recent marketingactivities

#Market tren%s

#Provi%e )asis or KPIs

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32Marketing KPIs

KPIs !nnual

Goal

!ctual Past Year

> o *ualiie% Lea%s ?@@ /@@@ A@@> Press ;elease 3@ 3B 31> Customer ewsletter 4 4 4> 'uccess 'tories 1@ /? /D> "imes mentione% in

pu)lications?@ E? E@

> Conerence &

"ra%eshows3@ 31 1B

> 'peaking

ngagements

/@ ? A

> !%vertisements 4@ 41 3?We) Improvement /@@F A@F /@@F> !%vertisements 4@ 41 3?

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'ales & Marketing KPIs

KPIs !nnual

Goal

!ctual Past Year

(r%er Intake ?@@ M ?1@ M BB@ MProit 3@@M 3B@ M 1B@ M> o !ccounts

'upporte%B@@ BB@ 43@

> Customer 'ites8isite%

1@@ 14@ /?@

> Proposals 4B@ 4?? 34@> Proposals Won .F

win2/B@ .33F2 /EE.3DF2 /@@.1AF2

Proposals ?@@ M ?1@ M BB@ M Proposals Won 4@@ M 4/@ M 3/@ M> 'ales "raining 3@ 1@ 1B> Marketing $rochures

1@ 11 A

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Marketing KPI 'corecar%

#;eview Huarterly

#"ie% into personal o)

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What is the

value ofMarketing?

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What is thevalue of

Marketing?

What happens when there isntany marketing+

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Copyright 2007 Page.20