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.
Channel Lead Conversion Rate
The percentage of leads generated from your specific channel (e.g., email, paid social) that convert into qualified opportunities for the sales team.
Target · Improve by 10% quarter-on-quarter If your email campaigns generated 100 leads last month and 15 became sales-qualified, that's a 15% conversion. We'd want to see that hit 16.5% next month.
Return on Ad Spend (ROAS) / Cost Per Lead (CPL)
For paid channels, this is how much revenue we get back for every £1 spent, or how much it costs us to get one lead. For organic, it's about efficiency of effort.
Target · Maintain ROAS above 3:1 or reduce CPL by 5% annually If you spent £1,000 on Google Ads and it led to £3,500 in sales, your ROAS is 3.5:1. Or, if you brought in 50 leads for £500, your CPL is £10.
Website Traffic / Engagement (Channel Specific)
How much traffic your specific channel drives to our website, and how engaged those visitors are once they get there (e.g., bounce rate, time on page).
Target · Increase relevant channel traffic by 15% year-on-year, maintain bounce rate below 50% Your SEO efforts led to 5,000 new organic visitors last month, up from 4,000. Their average time on page was 2 minutes, which is good.
Campaign Deployment Accuracy & Timeliness
Making sure campaigns are launched on time, without errors, and follow all brand guidelines and technical specifications. This is about execution quality.
Target · 98% of campaigns launched on schedule and error-free You launched 10 email campaigns this month; 9 went out exactly as planned. One had a broken link, so that's 90% accuracy. We need to do better.
Campaign Optimisation Quality
How well you analyse campaign performance, identify areas for improvement, and implement changes. It's not just about reporting numbers, but acting on them.
- You're regularly running A/B tests, making data-backed adjustments to ad copy or email subject lines, and can clearly explain why you made those changes. Your manager sees you proactively suggesting improvements, not just waiting for instructions.
Proactive Problem Solving
Your ability to spot potential issues in your channel – maybe a sudden drop in ad performance or an email deliverability problem – and take steps to fix it before it becomes a major headache.
- You flag a dip in organic traffic and have already started investigating potential reasons (e.g., a Google update, broken links). You don't just report the problem
- you come with ideas for solutions. You're not waiting for your manager to tell you something's wrong.
Stakeholder Communication Clarity
How effectively you communicate campaign performance, challenges, and plans to your Marketing Manager, the Sales team, or other relevant people.
- Your weekly updates are clear, concise, and highlight key takeaways, not just raw data. Sales knows what kind of leads to expect from your campaigns. You explain complex marketing concepts in a way that non-marketers can understand.
Contribution to Team Knowledge
Sharing what you learn, best practices, and new insights from your channel with the wider marketing team, helping everyone get better.
- You share interesting articles about your channel in the team chat, present a quick 'lunch and learn' on a new feature, or help a junior colleague troubleshoot a problem. You're seen as a helpful resource for your area of expertise.
