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OPEN STANDARDS BENCHMARKING

SALES AND MARKETING MEASURE LIST
ABOUT APQC's OPEN STANDARDS BENCHMARKING MEASURE LIST
The APQC Open Standards Benchmarking measure list concisely lists all of the measures currently available for a
specific survey. These measures are organized by research area (A), the survey name (B), and finally by category
of measure (C). The list identifies each measure's "metric group ID" number (D), the measure name (E), the
formula in english as APQC computes it(F), the formula in question numbers specific to this survey (G), and
whether or not the measure is a key performance indicator for its associated process (H).

For more information about APQC's Open Standards Benchmarking, please contact us directly on +1-713-6814020 or visit the APQC Open Standards Benchmarking website on www.apqc.org/osb.

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OPEN STANDARDS BENCHMARKING

SALES AND MARKETING MEASURE LIST
ID #

NAME

FORMULA

KPI

Total cost to perform the process "service

customers"/(Total business entity
revenue*.0010)

MARKETING
SALES AND MARKETING (60 MEASURES)
COST EFFECTIVENESS (16 MEASURES)
103911 Total cost to perform the process "service customers" per
$1,000 revenue

232.0620/(232.0070*.0010)
100126 Average cost per sales order for orders received through new Average cost per sales order received through
channels
new (such as digital/electric) channels
232.0530
100129 Average cost per sales order for orders received through
traditional channels

Average cost per sales order received through

traditional channels
232.0520

104756 Average return on investment on indirect marketing channel

marketing/sales campaigns

Average return on investment for

marketing/sales campaigns for the indirect
marketing channel
232.0340

104752 Average return on investment on mobile application channel

marketing/sales campaigns

Average return on investment for

marketing/sales campaigns for the mobile
application channel
232.0300

104753 Average return on investment on search engine marketing

channel marketing/sales campaigns

Average return on investment for

marketing/sales campaigns for the search
engine marketing channel
232.0310

104754 Average return on investment on social media marketing

channel marketing/sales campaigns

Average return on investment for

marketing/sales campaigns for the social media
channel
232.0320

104755 Average return on investment on traditional face-to-face

channel marketing/sales campaigns

Average return on investment for

marketing/sales campaigns for the face-to-face
channel
232.0330

104751 Average return on investment on website channel

marketing/sales campaigns

Average return on investment for

marketing/sales campaigns for the website
channel
232.0290

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MARKETING
SALES AND MARKETING (60 MEASURES)
COST EFFECTIVENESS (16 MEASURES)
100025 Budget for marketing as a percentage of revenue

(Budget for marketing / Total business entity

revenue) * 100
(232.0760 / 232.0070) * 100

100027 Budget for sales as a percentage of revenue

(Budget for sales / Total business entity

revenue) * 100
(232.0770 / 232.0070) * 100

100859 Marketing budget per marketing FTE

Budget for marketing / Number of FTEs who

perform the marketing function
232.0760 / 232.0780

103165 Sales budget per sales FTE

Budget for sales / Number of FTEs who perform

the sales function
232.0770 / 232.0790

104765 Total annual cost to perform the process "service customers" Total cost to perform the process "service
per active customer
customers"/Total number of active customers
232.0620/232.0600
104766 Total annual cost to perform the process "service customers" Total cost to perform the process "service
per sales FTE
customers"/Number of FTEs who perform the
sales function
232.0620/232.0790
104768 Total cost to perform the process "service customers" per $1
billion revenue

Total cost to perform the process "service

customers"/(Total business entity
revenue*.0000000010)
232.0620/(232.0070*.0000000010)

CYCLE TIME (1 MEASURES)

104636 Average sales cycle time in calendar days from the time the Cycle time in days from when a sales
lead/opportunity is identified and the sale is closed
lead/opportunity is identified to when it is
closed
232.0500

PROCESS EFFICIENCY (8 MEASURES)

104302 Customer retention rate for all customers over the past three Customer retention rate over the past three
reporting periods
years

232.0710
100479 Customer wallet share

Customer wallet share

232.0180

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SALES AND MARKETING MEASURE LIST
MARKETING
SALES AND MARKETING (60 MEASURES)
PROCESS EFFICIENCY (8 MEASURES)
104725 Net Promoter Score

Net Promoter Score

232.0750

102602 Percentage of customers claiming to be satisfied

Percentage of customers claiming to be

satisfied
232.0690

101928 Percentage of customers who can name brand in unaided

recall test

D
Percentage of customers who can name your
business entity's brand in an unaided recall test
232.0210

101929 Percentage of customers who would recommend

product/service to family/friends

Percentage of customers who would

recommend your business entity's
product/service to family/friends
232.0700

102456 Percentage of qualified leads where the sale is closed

Percentage of qualified leads where the sale is

closed

232.0490
102525 Percentage of revenue attributed to customers who made
first purchase of the brand

Percentage of revenue from customers making

their first purchase of the brand in the last 12month reporting period
232.0190

STAFF PRODUCTIVITY (1 MEASURES)

104769 Number of active customers per sales FTE

Total number of active customers/Number of

FTEs who perform the sales function
232.0600/232.0790

SUPPLEMENTAL INFORMATION (34 MEASURES)

102288 Marketing FTEs as a percentage of total business entity FTEs

(Number of FTEs who perform the marketing

function/Number of business entity FTEs)*100
(232.0780/232.0040)*100

104763 Percentage of active customers who are repeat customers

Percentage of active customers who are repeat

customers
232.0730

104764 Percentage of annual net sales revenue attributable to

repeat customers

Percentage of net sales revenue attributable to

repeat customers
232.0740

104738 Percentage of customers targeted through campaigns using

the direct mail channel

Percentage of customers targeted through

campaigns using the direct mail channel
232.0400

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SALES AND MARKETING MEASURE LIST
MARKETING
SALES AND MARKETING (60 MEASURES)
SUPPLEMENTAL INFORMATION (34 MEASURES)
104739 Percentage of customers targeted through campaigns using
the indirect marketing channel

Percentage of customers targeted through

campaigns using the indirect marketing channel
232.0410

104734 Percentage of customers targeted through campaigns using

the mobile application channel

Percentage of customers targeted through

campaigns using the mobile application channel
232.0360

104735 Percentage of customers targeted through campaigns using

the search engine marketing channel

Percentage of customers targeted through

campaigns using the search engine marketing
channel
232.0370

104736 Percentage of customers targeted through campaigns using

the social media channel

Percentage of customers targeted through

campaigns using the social media channel
232.0380

104737 Percentage of customers targeted through campaigns using

the traditional face-to-face contact channel

Percentage of customers targeted through

campaigns using the traditional face-to-face
contact channel
232.0390

104733 Percentage of customers targeted through campaigns using

the website channel

Percentage of customers targeted through

campaigns using the website channel
232.0350

104744 Percentage of customers using indirect marketing for

information gathering on your business entity's
products/services

Percentage of your customers uses indirect

marketing such as billboards, print,
broadcasting (radio/TV) for information
gathering or research on your products/services
232.0480

104742 Percentage of customers using mobile applications for

information gathering on your business entity's
products/services

Percentage of your customers uses mobile

applications for information gathering or
research on your products/services
232.0460

104741 Percentage of customers using social media for information

gathering on your business entity's products/services

Percentage of your customers uses social media

(interactions via social platforms external to
your company website) for information
gathering or research on your products/services
232.0450

104743 Percentage of customers using traditional face-to-face

contact for information gathering on your business entity's
products/services

Percentage of your customers uses traditional

face-to-face contact for information gathering
or research on your products/services
232.0470

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MARKETING
SALES AND MARKETING (60 MEASURES)
SUPPLEMENTAL INFORMATION (34 MEASURES)
104740 Percentage of customers using your business entity's website Percentage of your customers uses your website
for information gathering on your business entity's
(your company name.com) for information
products/services
gathering or research on your products/services
232.0440
104762 Percentage of employee time spent servicing customers via
business-to-business channel

Percentage of employee time spent working in

B2B channels other than website, mobile
applications, social media, face-to-face
contact, or contact centers channel servicing
customers
232.0680

104761 Percentage of employee time spent servicing customers via

contact center channel

Percentage of employee time spent working in

the contact center channel servicing customers
232.0670

104757 Percentage of employee time spent servicing customers via

social media channels

Percentage of employee time spent working in

the social media channel servicing customers
232.0650

104760 Percentage of employee time spent servicing customers via

traditional face-to-face channel

Percentage of employee time spent working in

the face-to-face channel servicing customers
232.0660

104758 Percentage of employee time spent servicing customers via

website channel

Percentage of employee time spent working in

the website channel servicing customers
232.0630

104726 Percentage of total annual marketing spending spent on

business entity's website

Percentage of total annual marketing spending

spent on business entity's website
232.0220

104732 Percentage of total annual marketing spending spent on

indirect marketing

Percentage of total annual marketing spending

spent on indirect marketing
232.0260

104728 Percentage of total annual marketing spending spent on

mobile applications

Percentage of total annual marketing spending

spent on mobile applications
232.0240

104731 Percentage of total annual marketing spending spent on

other channels

Percentage of total annual marketing spending

spent on other channels
232.0280

104730 Percentage of total annual marketing spending spent on

search engine marketing

Percentage of total annual marketing spending

spent on search engine marketing
232.0270

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MARKETING
SALES AND MARKETING (60 MEASURES)
SUPPLEMENTAL INFORMATION (34 MEASURES)
104727 Percentage of total annual marketing spending spent on
social media

Percentage of total annual marketing spending

spent on social media
232.0230

104729 Percentage of total annual marketing spending spent on

traditional face-to-face contacts

Percentage of total annual marketing spending

spent on traditional face-to-face contacts
232.0250

104747 Percentage of total annual sales revenue attributable to

sales completed on mobile applications

Percentage of total annual sales revenue

attributable to mobile applications
232.0560

104746 Percentage of total annual sales revenue attributable to

sales completed on social media

Percentage of total annual sales revenue

attributable to social media
232.0550

104745 Percentage of total annual sales revenue attributable to

sales completed on your business entity's website

Percentage of total annual sales revenue

attributable to your website channel
232.0540

104750 Percentage of total annual sales revenue attributable to

sales completed through digital channels other than social
media, website, or mobile applications

Percentage of total annual sales revenue

attributable to a digital channel other than
your website, social media, or mobile
applications
232.0590

104749 Percentage of total annual sales revenue attributable to

Percentage of total annual sales revenue
sales completed through human-assisted channels other than attributable to a human-assisted sales method
face-to-face contact
other than face-to-face contact
232.0580
104748 Percentage of total annual sales revenue attributable to
sales completed through traditional face-to-face channels

Percentage of total annual sales revenue

attributable to the face-to-face channel
232.0570

102530 Sales FTEs as a percentage of total business entity FTEs

(Number of FTEs who perform the sales

function/Number of business entity FTEs)*100
(232.0790/232.0040)*100

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About APQC's Open Standards Benchmarking
APQC is the steward of the open standard benchmarking content. Content is developed and reviewed by
various subject matter experts.
Participation in APQC's Open Standards Benchmarking is complimentary for APQC Enterprise Members. APQC
Functional Members can benchmark in their functional membership at no cost.
By participating, you will receive a detailed table comparing your responses with those of your peers. In
essence, youll get a row-by-row comparison of your responses versus those of your peers. The data tables will
feature your answers as well as indicate the high, median and low performance ranges.
Past participants have used open standards benchmarking research reports to set baselines for process
improvement projects, to build a business case for new initiatives, to prioritize high-impact opportunities, and
even to validate success or return on investment from efforts.

For more information, call +1-713-681-4020 or visit www.apqc.org/osb.

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