Your business wants to succeed and work toward goals that optimize your processes. But how do you evaluate your current performance against your previous performance? Key performance indicators (or “key performance indicators”) can be a fantastic method to assess the performance of your business and to set actionable and strategic goals to propel your company ahead. In addition, this technique provides crucial data to boost performance and improve customer satisfaction.
Table of Contents
- 1 What Does KPI Mean?
- 2 What are the different types of KPIs?
- 3 Benefits of KPI
- 4 What makes a good KPI?
- 5 Creating successful KPIs for your business
- 6 KPI Examples
- 7 What is Marketing KPI
What Does KPI Mean?
KPI is a key performance indicator, a quantitative measure of performance over time to achieve an objective. KPIs set goals for teams to aim at, milestones that can be used to assess performance, and provide information that helps everyone in the organization make better choices. From HR and finance to sales and marketing, the key performance indicators can help each part of the company progress strategically.
What are the different types of KPIs?
Key performance indicators are available in various kinds. While some are used to track progress over time against a set goal, others are more focused on the long term. However, they all have a common feature: they’re linked with strategic objectives. Here’s a brief overview of the most commonly used kinds of KPIs.
Strategic: The big-picture performance indicators are used to monitor the achievement of organizational goals. Executives generally look at one or two key strategic KPIs to see how their organization performs at any given moment. Examples include returns on investment as well as revenue and market share.
Operational: The KPIs usually evaluate performance over a shorter period and focus on efficiency and processes in the organization. Examples include sales per region, the average monthly transportation costs, and the cost of acquisition (CPA).
Functional Unit: Numerous key performance metrics are linked to specific functions such as IT or finance. While IT can monitor time to resolution, or average time to resolution, finance KPIs monitor the gross profit margin or the return on assets. These KPIs for functional purposes can be classified as operational or strategic.
Leading vs. Lagging: No matter what kind of performance key indicator you decide to use, it is important to know the distinction between leading indicators and Lagging indicators. While leading indicators can assist in predicting outcomes, lagging indicators track what’s already transpired. As a result, companies employ both to ensure they’re monitoring the most crucial things.
Benefits of KPI
1. Capability to determine the performance of targets
In a study by Cascade, 25% of businesses said that measuring the implementation of changes was their biggest challenge. Utilizing KPIs, you can actively evaluate the effectiveness of changes you implement within your business. Monitoring targets is possibly the most crucial use of KPIs.
2. Create a learning space
Utilizing consistent KPIs creates an environment that encourages the pursuit of knowledge. Your business doesn’t just have a few goals that don’t are achieved. The moment you notice an unfavorable KPI, it provides your team with an opportunity to discuss the issue and utilize the information to identify areas to improve. You can gain knowledge from past data and apply the knowledge to improve your performance accordingly.
3. Get the most important details
KPIs give you an instant overview of the overall performance of your business. Along with improving your business processes, they enable you to present the most precise information to your stakeholders and let them know what their investment is performing.
If you utilize automated systems for measuring KPIs, you’ll receive real-time information that allows you to make regular adjustments. As a result, the business decisions you make aren’t just speculation. Instead, it’s based on the most recent information.
4. Encourage accountability
It’s difficult to conceal information. If one department isn’t doing well, then KPIs must inform you of what’s happening and why. It is essential to ensure accountability, particularly when working in a collaborative environment. The results can make managers and team members more efficient.
5. Increase morale
However, KPIs can dramatically increase morale. It is motivating for employees to know that they achieved their objectives throughout the day or for the entire year. Rewards for employees who meet KPIs are an excellent method of creating an environment that encourages achievement. It could be via monetary rewards, team lunches, or other rewards.
What makes a good KPI?
A great KPI is simple, realistic, and simple to track. Here are a few suggestions to consider when making excellent KPIs.
- KPIs must align with your business’s overall strategy and results. The business’s overall strategy should inform your KPIs. Let’s say, for instance, your business’s goal is to grow the monthly recurring revenue (MRR) by 20 % by the close of each fiscal quarter (a higher-level KPI). If you’re part of the sales team, the goal could be to increase the number of leads you receive by 50 % by reaching the third quarter (a minimal KPI). Your KPI is a part of the overall goal of your business since new leads are the revenue potential.
- KPIs must be actionable. After establishing your KPI, it is important to describe the steps you’ll have to undertake to meet it and the metrics you’ll track throughout the process. What’s the purpose of having a KPI without a means of achieving it? For example, if you want to increase the number of leads you receive, you need to have a plan to achieve that goal, such as moving more leads from MQL to the SQL phase. Implementable steps will ensure the achievement of your KPIs. It’s important to note that KPIs shouldn’t prompt more questions; they should be used to do the opposite: encourage actions.
- KPIs must be realistic. The best advice is to begin with, a small number of goals. Then, large, high-quality KPIs may look great on paper, but they’re not doing yourself and your staff any favors If they’re unattainable right from the beginning.
- KPIs must be specific and measurable. When setting KPIs, think about what your goal is. What’s the desired outcome? What is the timeframe? Ensure you include the following: How will I track the KPIs I have set? Often, an Analytics or BI tool can be a fantastic method to monitor your progress against your KPIs. This way, you’ll be able to develop a metric (like leads) and then quickly and easily see your progress on a visualization (and communicate it to others within your team or your entire organization! We are a fan of a data-driven team!)
Creating successful KPIs for your business
Before you decide on the KPI, ensure that it is connected to a strategic aim. It’s equally important to understand what needs to be measured as it is to know how to determine it.
Select which KPIs you want to use
In the preceding section, we covered a variety of KPI kinds, from the operational level to the quantitative from the company level to the project level. This is the time to determine the level of your company to gauge. Does the KPI refer to the whole company, a particular group, or even a specific project? Is it strategic or operational in terms of its nature? What do you hope to accomplish?
Clear, understandable KPIs.
Once you have a clear idea of your objective, Write it down and make sure that the language is simple. Ideally–and this is especially true for transparent organizations–everybody should be able to understand what your KPIs measure and how to interpret them. Team members are better able to make decisions and accomplish more by understanding the goals they’re doing to reach.
A KPI doesn’t really add value to the business if it’s never communicated. Consider how well sales teams function; typically, the team is working toward a certain KPI that keeps them engaged and on the right track. Imagine if that team did not have goals or targets. How would they decide to manage their time? Are they able to find the motivation to exceed and meet their previous achievements? What would they think of their contribution to the business?
Communication of the key performance indicators makes it clear not just what you want to accomplish but also how this will affect your company’s success. Tips: Instead of notifying team members of KPIs prior to the beginning of an exciting brand-new initiative or at the beginning of the first quarter of the year, continuously remind them of your goals.
Continue improving your KPIs.
Making and monitoring KPIs isn’t just a one-time thing. In order to benefit from this information, it’s crucial to continue the process and adjust it as needed. For instance, a retail firm could determine the amount of inventory lost regardless of whether it’s damaged, taken, or the result of a clerical mistake.
When designing the KPI, the business can determine the average value of lost inventory; however, they won’t be able to stack it against their business until they have more information. This is why it’s crucial to keep checking and improving your KPIs over time to better understand what you’re doing and where you could improve.
Marketing KPIs can assist you in tracking the impact of marketing initiatives. In addition, they can aid you in determining the effectiveness of certain initiatives and campaigns and analyzing different media channels.
Here are a few of the most important marketing KPIs:
- Return on Investment (ROI)
- Lifetime Value of a Customer (LTV)
- Customer Acquisition Cost (CAC)
- Conversion Rate
Sale is a process that relies on numbers which is why KPI selection is all the more important. Sales KPIs are able to measure individual, team, departmental, or even organizational efforts. They can also aid sales teams in shifting their focus and adapting to goals and priority shifts.
Here are some of the most common sales KPIs:
- Growth in sales per month
- Calls & emails per month
- Opportunity to deal with the ratio
- Average value of the purchase
KPIs for customer service can be used to monitor their performance and the effectiveness of teams supporting customers. They can also assist service managers in understanding how to analyze and improve their customer service experience.
Here are a few of the top KPIs for services:
- Number of tickets resolved
- Customer Satisfaction score (CSAT)
- First response time
- Net promoter score (NPS)
For further KPI ideas, look at these sources:
- Customer service KPIs
- Customer Experience metrics
- Customer satisfaction metrics
- Call center metrics
A website KPI can link data on the effectiveness of your site to sales, marketing, and service objectives. The data from your website can help businesses identify ways to connect departments in silos and close holes in the buyer’s journey. This kind of KPI is especially beneficial for online stores.
Here are some of the most popular websites’ KPIs:
- Traffic sources
- Sessions per session
- Amount of transactions
What is Marketing KPI
Marketing KPIs seeks to understand how effective promotional and marketing strategies have proven to be. These are typically measures of the number of times customers are likely to take specific actions when they are exposed to the marketing medium. Some examples of these KPIs include:
- Website Traffic This KPI measures the number of users who visit specific company website pages. The management can utilize this KPI to assess whether website traffic is being directed into sales channels with potential or if the customers aren’t getting the right information.
- Social Media Traffic: This KPI is also used to track the views, follow-ups, likes, retweets, and shares or any other tangible interactions between customers and corporate social media pages.
- Conversation Rate on Call-To-Action Content: This KPI is based on specific promotions that require customers to complete specific actions. For instance, a particular campaign might call on customers to act prior to a specific date when a sale closes. A business can then determine the success rate by dividing the total number of interactions by the total amount of content distributions in order to determine how many customers responded to the appeal to action.
- Blog Articles Published Each Month: The KPI determines the number of blog posts a business publishes each month.
- Clickthrough Rates: This KPI determines the number of specific clicks carried out on email distributions. For instance, certain programs will track how many people received an email or clicked on a hyperlink followed by the purchase.