If you're wondering how administrative management in marketing is evaluated, the answer is simple: with indicators that measure the performance of campaigns to attract, nurture and convert potential customers .
a. Number of leads generated
Among the administrative management indicators in a company, the number of leads generated is the pillar of marketing.
This number reveals how many leads you managed to generate through your marketing actions, such as ads, social media posts, partnerships with influencers, among other strategies.
Read also: What is an IQL, MQL and SQL lead?
b. Customer Acquisition Cost (CAC)
Customer acquisition cost , also known by its acronym CAC , reveals the financial health of your company.
To calculate this indicator, simply divide the sum of investments to attract a customer by the number of customers acquired in a given period.
c. Return on investment (ROI)
Return on investment (ROI) is a performance metric used to evaluate how beneficial an investment was in relation to its cost. It is calculated as follows:
ROI = (Return obtained – investment) ÷ investment x 100
If you want examples, check out this article: How to Calculate ROI in 1 Minute .
3. Sales management indicators
If you don't know what administrative management indicators are applied to sales, take a pen and paper: number of opportunities, conversion rate and abandonment rate.
a. Number of opportunities
The number of opportunities refers to the number of people interested in purchasing your products and services at a given time – during a month, a quarter, a semester or a year, for example.
It is through this numerical value that you will get an idea of how much chance of success you had.
You can then compare this to how many prospects have become buyers. And further down the line, how many of them become loyal customers who recommend your company to everyone they know.
Read also: Brand loyalty: 4 levels to cultivate in your company .
b. Conversion rate
Conversion rate is nothing more than a percentage that expresses the number of people who bought your products and services in relation to the number of opportunities you had. For phone database example, if you generated 50 leads and 25 people bought, your conversion rate is 50%.
Check out: Sales Lead Monitoring: 5 Steps to Convert More .
c. Dropout rate
Also known as customer churn , the abandonment rate refers to the percentage of a company's total customers who stop doing business with it during a specific period of time. Here's the formula:
Customer Churn = Number of lost customers ÷ Initial number of customers x 100
It is a metric that serves as a thermometer for the health of your business.
When you see high numbers , it means that many people are leaving your company and you need to take concrete steps to uncover the problems and fix them.
However, when it is low , it means that customers are happy and will buy from you again.
Discover 5 strategies to prevent customer churn .