The more I have become addicted to marketing metrics the more I find that it is important to step back and take a big picture look at the reports I am running. When I first began developing marketing metrics many years ago it seemed that I was generating great data, but it was not always actionable data. Over time I have learned how to focus on developing data and metrics that drive better decisions and revenue. This past week I have been thinking about the reports that I will be running over the next 12 months with a focus on producing data that can be acted on to help drive profits. Below is a listing of some of those reports and I hope many of you will find the list beneficial. I would love to hear if you have additional reports that you are running to help drive top line growth.

Monthly Reports

• Revenue Forecasting
  • Lead Reporting
  • Pipeline Reports (Fee proposals and qualification based proposals)
  • New Business Reports (New work signed by month)
  • Backlog Report (Volume of contracts signed but not yet billed)

Quarterly Reports

• Marketing/BD Costs by group, division, and companywide
  • Marketing Labor Costs (Marketing personnel Only)
  • Marketing Labor Costs (Non-marketing personnel)
  • Business Development Labor Costs
  • Marketing/BD Non-Labor Costs
• Hit Rates by group, division, companywide, and most importantly by opportunity owner
  • Proposal to Awarded
  • Shortlisted to Awarded

Bi-Annual Reports (1/1 and 7/1)

• Revenue Comparison Report (Compare revenues for Top 100 clients to prior 3 years revenues from those same clients)
  • Identify growth and losses for top clients
    • Reversible or Inevitable?
• Identify Client Managers and set meetings regarding relationships that are losing ground

Annual Reports

• Project Size Report
  • Project profitability by project size and as portion of total profitability
  • Project size as portion of total revenue
  • Repeat Clientele Percentage (percentage of clients that are New vs. Repeat)