{"id":5920,"date":"2018-08-15T09:44:51","date_gmt":"2018-08-15T07:44:51","guid":{"rendered":"https:\/\/www.red-orbit.com\/blog\/?p=5920"},"modified":"2018-11-13T09:34:57","modified_gmt":"2018-11-13T08:34:57","slug":"key-performance-indicators-youre-not-monitoring-but-should-be","status":"publish","type":"post","link":"https:\/\/www.red-orbit.com\/blog\/key-performance-indicators-youre-not-monitoring-but-should-be","title":{"rendered":"Key Performance Indicators You\u2019re Not Monitoring but Should Be"},"content":{"rendered":"<p style=\"text-align: justify;\">For every company, key performance indicators and business reports are like <strong>GPS data<\/strong> for someone walking or driving around. With GPS data you know exactly where you are, just as key performance indicators show a company the state it\u2019s in and where it\u2019s located on its business path. Moreover, if you don\u2019t have a map and a route planning device, GPS data won\u2019t tell you where exactly you\u2019re supposed to go, just as key performance indicators don\u2019t tell a company what it has to do in the future. But if you know where you are and where you want to go, you\u2019ll find the path much easier.<\/p>\n<p style=\"text-align: justify;\">Companies have to monitor their business operations at two levels \u2013 <strong>at the level of the entire company and at the more detailed level of individual areas of the company\u2019s business operations.<\/strong> While a company may entrust the preparing of business reports at the level of the entire company to services such as <a href=\"http:\/\/www.sash-reporting.com\/\">SASH reporting<\/a>, it usually has to provide more thorough supervision of individual areas of its business operations by itself.<\/p>\n<p style=\"text-align: justify;\">Key performance indicators (KPIs) at the level of the entire company include e.g. (source: SASH reporting \u2013 <a href=\"http:\/\/www.sash-reporting.com\/\">www.sash-reporting.com<\/a>):<\/p>\n<ul style=\"text-align: justify;\">\n<li>Revenues<\/li>\n<li>Costs<\/li>\n<li>Types of costs<\/li>\n<li>Changes in costs<\/li>\n<li>Margin and margin percentage<\/li>\n<li>EBITDA<\/li>\n<li>Receivables turnover ratio<\/li>\n<li>Outstanding balance<\/li>\n<li>Quick liquidity ratio<\/li>\n<li>Cash flow<\/li>\n<li>Employee utilization<\/li>\n<li>Revenue per customer<\/li>\n<li>NPS (net promoter score)<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">At a more in-depth level of monitoring business operations, indicators of the sales or marketing sales funnel are among the key ones. These indicators enable a company<strong> to analyze its marketing and sales processes<\/strong>, thus considerably increasing its sales and, consequently, its performance. These indicators inform a company how it can conduct successful business in the future \u2013 mainly because good knowledge of the sales funnel means that a company knows what it can expect as the end result in the future, based on today\u2019s input data and intermediate results.<\/p>\n<p style=\"text-align: justify;\"><strong>The sales funnel is a sales process that consists of three parts<\/strong>:<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>Visitors<\/strong> \u2013 first, a company tries to present its offer to the largest possible number of potential customers; in the case of a website, such customers are website visitors \u2013 and the company tries to bring as many real potential customers as possible to its website<\/li>\n<li><strong>Leads<\/strong> \u2013 the visitors that actually show an interest in the company\u2019s offer become leads; they may show their interest by inquiring about a specific offer, by giving their details to gain further information, etc. \u2013 each company is a bit specific and defines for itself when visitors become leads<\/li>\n<li><strong>Customers<\/strong> \u2013 it makes sense that companies invest most of their sales efforts in leads, because they\u2019ve already shown an interest in the company\u2019s offer; that way the company will be able to achieve greater lead to customer conversion than by investing its sales efforts in visitors.<\/li>\n<\/ol>\n<p style=\"text-align: justify;\">The sales process, described with the sales funnel, begins with the company investing in acquiring visitors, whom it then converts into leads. To do that, it must invest further in acquiring leads from visitors. Afterwards, through further investing in processes and resources, it converts the leads into customers.\u00a0<\/p>\n<p style=\"text-align: justify;\">The sales funnel-related <strong>KPIs, which companies should be monitoring<\/strong>, but mostly don\u2019t (as yet), are:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>CPV<\/strong> \u2013 cost per visitor<\/li>\n<li><strong>VTL<\/strong> \u2013 visitor to lead ratio<\/li>\n<li><strong>CPL<\/strong> \u2013 cost per lead (includes both the cost of acquiring a visitor and of converting the visitor into a lead)<\/li>\n<li><strong>LTS<\/strong> \u2013 lead to sale ratio<\/li>\n<li><strong>COCA<\/strong> \u2013 cost of customer acquisition (includes the sum of visitor acquisition costs, of visitor to lead conversion, and of lead to customer conversion).<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Besides the above-mentioned indicators, two other indicators are highly important for the sales and marketing process if we want to have the right information and if we want to make the right sales and business decisions. The two indicators are:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>CLV<\/strong> \u2013 customer lifetime value \u2013 denotes the total value of revenues generated with the customer throughout our (potentially long) relationship; the customer lifetime value is calculated using three items: average buyer lifetime (shows how long customers keep buying our services or our products after their first purchase), a customer\u2019s average number of purchases in a given period, and the average purchase value<\/li>\n<li><strong>Churn<\/strong> \u2013 cancellation rate \u2013 the proportion of customers who cancel a service or don\u2019t make a repeat purchase in a given period.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">CLV is important because it <strong>helps a company better assess how valuable a particular customer is to the company<\/strong>, and how much investing in the acquisition and retention of a particular customer really pays off. If a company doesn\u2019t know its CLV, then it may often make decisions based on e.g. only the value of the customer\u2019s first purchase, which reduces its chances of growing its business.<\/p>\n<p style=\"text-align: justify;\">Churn, on the other hand, is important because<strong> it enables a company to focus on measures to reduce it<\/strong>, which is, consequently, reflected in a longer customer lifetime, which directly leads to the company\u2019s additional or longer-term revenues \u2013 and, consequently, to the company\u2019s better performance in the future.<\/p>\n<p style=\"text-align: justify;\"><img data-attachment-id=\"5921\" data-permalink=\"https:\/\/www.red-orbit.com\/blog\/key-performance-indicators-youre-not-monitoring-but-should-be\/slika_prodajni-lijak-s-poslovnimi-kazalniki-2\" data-orig-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/Slika_prodajni-lijak-s-poslovnimi-kazalniki-1.png?fit=1412%2C575&amp;ssl=1\" data-orig-size=\"1412,575\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Slika_prodajni lijak s poslovnimi kazalniki\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/Slika_prodajni-lijak-s-poslovnimi-kazalniki-1.png?fit=1412%2C575&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/Slika_prodajni-lijak-s-poslovnimi-kazalniki-1.png?fit=1412%2C575&amp;ssl=1\" decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-5921\" src=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/Slika_prodajni-lijak-s-poslovnimi-kazalniki-1.png?resize=1412%2C575&#038;ssl=1\" alt=\"\" width=\"1412\" height=\"575\" srcset=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/Slika_prodajni-lijak-s-poslovnimi-kazalniki-1.png?w=1412&amp;ssl=1 1412w, https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/Slika_prodajni-lijak-s-poslovnimi-kazalniki-1.png?resize=768%2C313&amp;ssl=1 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" data-recalc-dims=\"1\" \/><\/p>\n<h6 style=\"text-align: justify;\">Figure \u2013 sales funnel with key performance indicators<\/h6>\n<p style=\"text-align: justify;\">For an easier comparison and better insight into why and how you should monitor all of the above-mentioned KPIs, take a look at a practical demonstration of sales funnel indicators for 3 companies in the table below. The companies presented in the table are:<\/p>\n<ol style=\"text-align: justify;\">\n<li><strong>mimovrste=)<\/strong> \u2013 <a href=\"http:\/\/www.mimovrste.com\/\">mimovrste.com<\/a> \u2013 the largest Slovenian online store that offers an extremely wide range of products<\/li>\n<li><strong>Elektro energija<\/strong> \u2013 <a href=\"http:\/\/www.elektro-energija.si\/\">elektro-energija.si<\/a> \u2013 the largest Slovenian electricity seller based on its number of end clients<\/li>\n<li><strong>SASH reporting<\/strong> \u2013 <a href=\"http:\/\/www.sash-reporting.com\/\">sash-reporting.com<\/a> \u2013 a service that provides professional business reports to companies of all sizes (small, medium and large), saving them the hard work and trouble of implementing and preparing data.<\/li>\n<\/ol>\n<p style=\"text-align: justify;\">Table \u2013 a practical example of a sales funnel and the types of KPIs on the example of mimovrste=), Elektro energija and SASH reporting:<\/p>\n<p style=\"text-align: justify;\"><img data-attachment-id=\"5922\" data-permalink=\"https:\/\/www.red-orbit.com\/blog\/key-performance-indicators-youre-not-monitoring-but-should-be\/tabela-2\" data-orig-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/Tabela-1.jpg?fit=660%2C552&amp;ssl=1\" data-orig-size=\"660,552\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Tabela\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/Tabela-1.jpg?fit=660%2C552&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/Tabela-1.jpg?fit=660%2C552&amp;ssl=1\" decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-5922\" src=\"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/Tabela-1.jpg?resize=660%2C552&#038;ssl=1\" alt=\"\" width=\"660\" height=\"552\" data-recalc-dims=\"1\" \/><\/p>\n<h2 style=\"text-align: justify;\">So, which is the best way for a company to monitor its business operations?<\/h2>\n<p style=\"text-align: justify;\">In order to run a company successfully, you must monitor the KPIs at the level of the entire company with the so-called top-level management reports. For a company to be better than its competition, it has to monitor individual areas of its business operations more closely \u2013 with detailed business reports, which are also enabled by the sales funnel KPIs.<\/p>\n<p style=\"text-align: justify;\">Considering that companies usually have limited resources, I recommend that the company <strong>arranges external indicator monitoring or management reporting<\/strong> at the level of the entire company. That way, the company will be able to devote more attention to improving individual areas of its business operations and, consequently, facilitate the improvement of its performance. At the same time, the company and the management will still have access to clear and transparent information on the business operations of the entire company, which will enable successful management of the company.<\/p>\n<p style=\"text-align: justify;\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For every company, key performance indicators and business reports are like GPS data for someone walking or driving around. With GPS data you know exactly where you are, just as key performance indicators show a company the state it\u2019s in and where it\u2019s located on its business path. Moreover, if you don\u2019t have a map [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":5926,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false},"categories":[40],"tags":[122,31,117,123],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Key Performance Indicators You\u2019re Not Monitoring but Should Be<\/title>\n<meta name=\"description\" content=\"For every company, key performance indicators and business reports are like GPS data for someone walking or driving around. With GPS data you know exactly\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.red-orbit.com\/blog\/key-performance-indicators-youre-not-monitoring-but-should-be\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"darkobutina\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.red-orbit.com\/blog\/key-performance-indicators-youre-not-monitoring-but-should-be\",\"url\":\"https:\/\/www.red-orbit.com\/blog\/key-performance-indicators-youre-not-monitoring-but-should-be\",\"name\":\"Key Performance Indicators You\u2019re Not Monitoring but Should Be\",\"isPartOf\":{\"@id\":\"https:\/\/www.red-orbit.com\/blog\/#website\"},\"datePublished\":\"2018-08-15T07:44:51+00:00\",\"dateModified\":\"2018-11-13T08:34:57+00:00\",\"author\":{\"@id\":\"https:\/\/www.red-orbit.com\/blog\/#\/schema\/person\/28fd321db84493081cafb28fa8ad65a9\"},\"description\":\"For every company, key performance indicators and business reports are like GPS data for someone walking or driving around. 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We\u2019ll also go through practical examples which will help you understand SEO activities better.\u00a0 We prepared some\u2026","rel":"","context":"In &quot;Search Engine Optimization&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/blog-feautured-image-69.jpg?fit=1140%2C580&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":6501,"url":"https:\/\/www.red-orbit.com\/blog\/how-to-allocate-your-digital-budget","url_meta":{"origin":5920,"position":4},"title":"How to allocate your digital budget?","date":"11\/11\/2019","format":false,"excerpt":"\u201cWhat is the budget you have available?\u201d is probably the most hated question an agency can ask a client \u2013 especially when discussing strategy and partnership with a client for the first time. \u201cWhy don\u2019t you suggest what we should invest?\u201d is probably the most hated reply of a client\u2026","rel":"","context":"In &quot;Digital marketing&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.red-orbit.com\/blog\/wp-content\/uploads\/blog-feautured-image-106.jpg?fit=1140%2C580&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":6469,"url":"https:\/\/www.red-orbit.com\/blog\/growth-hacking-as-a-growth-mindset-process","url_meta":{"origin":5920,"position":5},"title":"Growth Hacking as a Growth Mindset Process","date":"10\/14\/2019","format":false,"excerpt":"The industry of retail is changing. 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