Marketing and Sales Perspective
Why is this important?
Understanding the size of the market in which a company is operating and the rate at which this market is shrinking or growing is a key indicator to assess future revenue growth potential.
A key role of the management team is that they identify future growth opportunities in existing and new markets. Therefore identifying these markets and evaluating their growth rate is a vital piece of performance data.
The size of the market is measured by the total number or value of units (goods or services) sold in that market during a specified time period (usually one year). The market growth rate is a simple ratio of taking the market size of this period (e.g. this year) and dividing it by the market size of the preceding period (e.g. last year). A market growth rate of below 1 indicates a shrinking market while a ratio of above 1 indicates a growing market.
With respect to Marketing and Sales Perspective, below are a few KPI's which a businessman should be mindful of:
Market growth rate
Relative market share
Cost per lead
Search engine rankings (by keyword) and click-through rate
Page views and bounce rates
Customer online engagement level
Online share of voice (OSOV)
Social networking footprint