The scoreboard, and what is not on it. The hard targets, how often each is actually
looked at, and the quiet signals that never reach a dashboard.
Community-Sourced Pipeline & Revenue Influence
The amount of new sales pipeline and influenced revenue that can be directly attributed to community activities, programmes, or referrals.
Target · Influence £500K+ in new sales pipeline per year and contribute to 10% of closed-won revenue for specific product lines. After launching the 'Community Champions' programme, we saw £150K in new pipeline generated from member referrals in Q2, contributing to £45K in closed-won deals.
Support Ticket Deflection Rate
The percentage reduction in routine customer support tickets due to members finding answers or solutions within the community itself.
Target · Achieve a 15% year-over-year reduction in specific Tier 1 support ticket categories (e.g., 'how-to' questions) through community self-service. Our 'Knowledge Base' section in the forum, driven by UGC and curated by the team, reduced 'basic setup' tickets by 18% last year, saving us roughly £20K in support costs.
Member Retention & Lifetime Value (LTV) Uplift
The measurable increase in retention rate and average customer lifetime value for customers who are actively engaged in our community versus those who aren't.
Target · Demonstrate a 5% higher retention rate and a 10% increase in LTV for active community members compared to non-members. Our analysis showed that customers who posted at least once a month in the community had a 7% higher annual retention rate and spent, on average, £50 more per year with us.
Overall Community Health Score
A composite metric that combines engagement rate, member growth, sentiment score, and responsiveness across all platforms to give a single indicator of community vitality.
Target · Improve the overall Community Health Score by 20% year-over-year, with no single component dropping below 70% of its target. After implementing our new content ritualisation strategy, the Community Health Score jumped from 68% to 75% in one quarter, driven by higher engagement and positive sentiment.
Strategic Influence & Thought Leadership
Your ability to shape the broader Marketing and Product strategy through community insights, and your standing as an internal expert.
- You're proactively invited to Marketing leadership meetings and product roadmap discussions. Your opinions are sought on key strategic decisions. You're seen as the 'go-to' person for understanding customer sentiment and trends. You'll be presenting community insights to senior leaders without prompting.
Programme Design & Execution Excellence
The quality and effectiveness of the community programmes you design and oversee, from advocacy initiatives to content strategies.
- Advocacy programmes consistently hit their activation and contribution targets. New content rituals you introduce see high adoption and engagement. Your strategies are clearly documented, well-communicated to your team, and show a clear path to measurable outcomes. Frankly, your programmes just work.
Team Development & Mentorship
The growth and performance of the Community Managers and Specialists who report to you.
- Your direct reports consistently meet their individual performance goals. They're developing new skills and taking on more complex responsibilities. They feel supported and challenged. You'll see them actively mentoring newer team members, a clear sign of your impact.
Crisis Management & Brand Protection
Your ability to anticipate, de-escalate, and resolve community crises effectively, protecting our brand's reputation.
- You'll have a clear, documented crisis communication playbook that's regularly updated. When a 'flame war' or negative sentiment shift occurs, you'll respond swiftly and appropriately, often pre-empting wider PR issues. The community trusts your judgment in tough situations, and internal stakeholders feel confident in your handling of sensitive matters.
