Common Marketing KPIs or How to Evaluate Your Enterprise's Success

When it comes to the sales industry, many business owners focus their attention on monetized measures only, overlooking other, non-financial perspectives. However, it is important to pay attention and analyze seemingly unmeasurable aspects that go beyond financial area (such as personnel's education, improving internal processes, making and distributing customer questionnaires, etc.). By doing such a research executives can see what exact things make the company flourish, and which ones can lead to stagnancy. All these aspects are combined in the form of the Balanced Scorecard approach to business strategy evaluation which was originally introduced in the early 1990's. In this article we are going to dwell upon the benefits of applying this framework to marketing sphere, as well as give examples of the most common sales KPIs (Key Performance Indicators).

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