The #1 Threat To Your Business Strategy Is Not Being Able To Capture The Castle Because You Can't See Over All The Peaks, To Get Past The Trees, Over The Mountains, And Through The Valleys...
“Before you proceed, step back and look at the big picture, lest you act rashly on raw impulse.”
~ Epictetus, Philosopher, 55-135 AD
Business Owners, Marketers, Agencies, and In-House Marketing Coordinators lie and sabotage your sales results, profits, and growth initiatives, but the numbers never lie, the Numbers always tell the real story of how your business is doing regardless of what you think or feel. After all, DATA is the only ALLY you can TRUST that shows you the TRUTH of what is TRULY happening in your Business, we care about the numbers, analytics, and data and you should too!
The KPI Advisor Program is The Research, AI, KPI, and Data Tracking Division of DODM That Provides Business Data and Analytics Training and Advisory Services That Will Maximize All Your Sales Levers.
We help business owners ensure that their company makes all the right moves in marketing, advertising, sales, and related financials; we will work jointly to determine the KPIs that matter most and the best analytic tools for real-time tracking and reporting.
Our KPI Advisors, keep your marketing department on track and accountable to continually grow sales and cash flow.
THIS IS A GREAT FIT FOR COMPANIES:
- ... of all sizes, from startups to established small and midsize companies
- ... that have a qualified marketing team in place, a strategic marketing action plan, or are willing to put these things in place and or
- ... in need of a marketing leader to keep the team on track and adjust priorities as campaigns move forward
How Well Do You Understand Your Business?
Assess where your business is today. This includes regularly reviewing core business, marketing, advertising, sales, and key financial information. It also includes writing or re-writing your vision, mission statement, goals, and core values. Do they still resonate with your current or new vision?
Changes in circumstances, leadership, or the marketplace may require you to rethink your marketing, advertising, or sales strategies as well as the core of your business from time to time to make sure you stay on course. Take time for serious reflection to come up with something truly meaningful. You may also seek input from your staff as well as a consulting advisor in different specialties.
When writing these core business documents, stay away from the industry jargon, and write in plain everyday English so that others can easily understand any documents or plans. What are your ideas, processes, tasks, procedures, vision, mission, marketing, advertising, sales, office policies, management roles, tracking, analysis, and analytics to track performance and KPIs in every department and companywide?
We Analyze Your Strengths, Weaknesses, Threats, and Opportunities Continuously Because Constant Change Is Always Evident
A SWOT Analysis is a tool for critically evaluating your company’s Strengths, Weaknesses, Threats, and Opportunities. It can provide insights into where your business should focus its strategic marketing efforts without assumption and guesswork, it gives you a better understanding of your industry, customers, and competitors it clues you into your competitive advantages and gives you a head up on potential threats and overlooked, undervalued, or missed opportunities that can create unfair advantages for you in the market place.
Examples of the types of questions you might ask yourself during the SWOT process include:
- What do you do well
- What do you do better than the competition
- What emerging trends do you need to take part in
- Who are your competitor's underserving
- What outdated processes and or technology do we currently use
- What external roadblocks are in the way of our progress
- What are our competitors doing that’s different or better that you can do also of do better
Even if you’ve done a SWOT Analysis in the past, it's useful to do another as part of the strategic planning process and every year afterward.
Define Objectives and Set Goals
We drill down into specific objectives that will help you achieve your vision. These include things like launching a new product, trying/testing different marketing strategies, automations, reallocating financial resources, adding passive recurring revenue, high-fee revenue, or improving employee culture. Also, determining the specific initiatives required to meet the big-picture goals.
Setting goals is only effective if you actually meet them, so you must establish how you’ll measure success. Key Performance Indicators (KPIs) are the specific metrics you’ll track to determine progress on goals. KPIs can include things like:
For instance, at DODM we could use Google Analytics to track website visitors and we could track Instagram followers as some of our KPIs, but those are not in the top 20 numbers that I need to know. That’s not the 80/20 of our business. They’re easy to track numbers and would be controllable, but they’re vanity metrics. They don’t tell me what I really need to know. So, keep things simple and track what matters most to start. Then you can add other metrics over time.
*CUSTOMER SATISFACTION (Loyalty)
Potential KPI’s:
NPS
Client Results
Case Studies / Testimonials
*EMPLOYEE ENGAGEMENT AND SATISFACTION
Very much related to tracking your customers’ feelings about your company and offerings, it’s vital to understand how your employees feel about their role and the company in general. You want engaged, driven employees who are aligned and clear on the vision and mission at hand. So, we suggest you regularly get a pulse of where they’re at and have that feedback loop.
We measure what we call eNPS which is the same as NPS but for our employees. This tells us objectively how they feel about their role, the company, our culture, their pay, and the desire to help promote the company, etc. Happy and hungry employees are one of the four key forms of business leverage that we talk about at DODM, so get this feedback and optimize their experience to drive results.
Potential KPI’s:
eNPS
Employee Retention
Employees Sales Promotion Score
*CUSTOMER LIFE TIME VALUE ( LTV )
Very simply, what you’re trying to understand is how you can have a customer that is worth a lot more than what it costs you to acquire that customer. These are two of the most important metrics to drive growth.
Once you get to that point where a customer is worth more than it takes to acquire that customer in your marketing/sales, then it’s a matter of scaling up as many customers as you can get. So, another top number to track and optimize is the lifetime value of a customer. How much does someone pay you, and what is that profit?
Potential KPI’s:
LTV ($)
Average Transaction Value ($)
% of Repeat Customers (%)
Churn Rate (%)
Get more customers
Increase the average transaction value
Increase repurchase
Upsells/Tiers/Subscriptions/Memberships
*CUSTOMER ACQUISITION COST (CAC)
One of the most important marketing KPIs is CAC - cost to acquire customer or customer acquisition cost. Again, compare this to the LTV and work furiously to increase LTV while reducing CAC if you are in a not-so-extremely-competitive business.
Then, anything that happens after is pure profit. Many of our clients are able to drive marketing strategies that have them break even in 30-90 days. That means if they spend $10k on advertising, they’ll get back more than $10k within 30 days or less.
And their main sales happen after that period, which is then pure profits, so technically we don’t look at breaking even for this reason, however, if you are in an extremely competitive industry or simply want to DOMINATE the market area, we always recommend that you invest your advertising dollars in a way that trumps the competitor by spending 25%-50% more.
Potential KPI’s:
CAC ($)
Break Even Time Period (Days). Where we are different; in most cases, we try to go straight to profit and bypass breaking even.
ROI (% or $)
“A great goal is to be able to acquire customers and break even as quickly as possible, but the better option is to try to profit right out the gate by testing the ads first then going all in with your investment.”
*LEADING MARKETING INDICATOR
As discussed earlier, the leading metrics are what will drive the end results… So if the end result of marketing efforts is to drive more sales calls, what are the handful of actions that you can track and monitor that will lead to that result? For every business, there will be some leading marketing indicators depending on your marketing/growth strategies that can help drive your sales. These may be things such as: sales leads contacted, website visitors, sales calls scheduled, outbound messages, cost per lead, JV partner meetings, referrals asked for, etc.
Potential KPI’s :
New Email Optins (#)
Cost Per Lead ($)
Outbound Messages (#)
*SALES
Clearly, your business only exists if there are sales so we need to identify the top few metrics for this department and track them ruthlessly. It’s easy to get caught up in the blur of things and take your eye off the ball when it comes to the key sales metrics, but you can’t let that happen as a small to medium-size business can quickly be in a bad spot if sales hit a slump.
One of our favorite departments to optimize quickly is sales, so start tracking your numbers so we can help you turn your sales into a repeatable ATM.
Potential KPI’s:
Sales Conversion (%)
Avg. Time to Close (Days)
Avg. Order Value ($)
*LABOR EFFICIENCY
I mentioned that employees are one of the key forms of Leverage. But most business owners aren’t working to optimize them. As you look to scale, making your team and operations much more efficient is one of the best things you can do. This is key as you look to scale to however big you want.
Done right, this will change your life and business. So, a key metric that we track is called Labor Efficiency. What you want to see over time is that you’re getting more and more value (Profits) per employee dollar spent. This is a sign of improving operations and teams. Track and optimize this over time, and you’re going to be a happy business owner as labor productivity and operational efficiency is such a crucial driver of success.
Potential KPI’s:
Track some form (or multiple) of the Labor Efficiency Ratio (LER). How well your team do tasks better than you or almost as well and manage automation more than just following checklists and SOPs
*FULFILLMENT
We can’t forget about fulfillment! This is where most businesses either succeed or fail (not in marketing), this is where growth begins. Most think growth begins with marketing, but at DODM we’ve proven over and over again this isn’t the case for 6 and 7-figure businesses. Growth Begins and ends with relentless tracking, analytics, and analysis on a monthly, quarterly, and yearly basis.
So it’s essential to evaluate what key numbers can help you measure the success of your delivery or fulfillment of your offering and optimize this to make raving fans and CFLs (customers for life!).
Potential KPI’s:
Time to Deliver Projects (Days)
% Renewal or Repurchase (%)
Profitability Per Product (%)
% of Expenses In Fulfillment (%)
LTV ($)
* MARKET SHARE
Percentage of market share (keep this in mind, you are not just in business, you are in a competitive race with 1st, 2nd, and 3rd, place winners, etc. treat your business as if you want the first place slot no matter who’s currently in that spot or at least, if that’s too big a goal for you, make sure that you are very clear on what spot you want to be in or it will be determined for you by your customers, clients, or patients!).
Potential KPIs:
Sales Revenue ($)-(%) - examine your sales revenue and dividing it by the total sales revenue of competitors in the same market to determine the percentage.
Unit Market Share ($)-(%) - examine your units sold and dividing it by the total units of competitors in the same market to determine the percentage.
Relative Market Share – compare your company’s market share to that of the largest competitor, remember this is the goal of dominant business owners, it’s to lead the field.
Data Sources for Market Share Analysis – when measuring market share data, it’s essential to have access to accurate data. As marketers, we are a market research firm first and foremost.
We can properly research government agencies, industry associations, and competitor’s reports. Knowing Competitor and Market information is something that we research with our
Market and Competitor Research.
However, since we only work with businesses that have been in business for three (3) years or more, we would expect you to already have researched this information in detail as part of your original business planning process. Knowing or having access to industry-specific information, including market trends, regulations, best practices, and competitor reports provides businesses with insights into their performance, which also includes market share, sales, and revenue. We recommend measuring market share every quarter, instead of yearly.
* PROFIT
I hate to start with a super obvious one, but this is a must. Everyone gets held up on Revenue, but I don’t care nearly as much about that as I do about how much you’re taking home each and every month!
Questions:
Do you know your profits? (You’d be surprised how many don’t.) If not, let’s start there. You need to understand this even if it’s negative at the moment.
How frequently are you tracking/reviewing your profits?
Are you strategically driving actions each week/month to drive more profit?
Potential KPIs:
Profit ($)
Profit Margin (%)
Free Cash Flow Produced
* Cash.
Without it, you don’t have a business. It’s the “oxygen that fuels growth” as Verne Harnish calls it, and it should be at the center of your business.
I get daily text of my business bank account balances just to keep it front and center, and recommend that you do the same. There can be one hundred stories about what’s happening in our business, but I care about what’s actually happening, NOT Assumptions. Cash is the best picture of reality!
Potential KPI’s:
Cash Balance
Core Capital vs. Target
*MONTHLY RECURRING REVENUE (MRR)
This is income that a company expects to receive in payments on a continuous monthly basis; it measures the total amount of money a business gets from subscriptions, franchising, licensing, continuity programs, software usage fees, retainers or contingency agreements, or partnership payouts.
Potential KPI’s:
Retention Rate (%)
Churn Rate (%)
New Leads ($/%)
Sales Cycle Length
Customer Acquisition Cost ($)
Customer Lifetime Value
Close Ratio (%)
*CALL TRACKING ANALYTICS
Call Tracking Metrics are built for marketers/business owners like you who know you need to know your numbers and make real-time decisions. The analytics and omnichannel communications tools help you drive stronger connections for your business and your customers, clients, or patients. You'll be able to eliminate data gaps with closed-loop attribution and automate campaign optimizations so you can invest in what's working and stretch your marketing budget in order to reach more of your target audience. You can benefit from rich first-party data, no-code tech stack integrations, and more. You'll also gain efficiency in your lead management process through workflow automation and conversation insights so you can personalize the customer experience and reduce friction in your process by tracking and being able to attribute all online and offline leads, across multiple platforms, to confidently prove ROI and increase conversions.
Potential KPI’s:
Real-Time Advertising Conversions per channel
Office Staff Conversation Monitoring ($/%)
Ecommerce Sales ($/%)
Outside Sales Reps ($/%)
Leads ($/%)
Ready to Learn The FACTS About Your Business And Fix The HOLES For Good?
You may feel like this is a lot of work that you never had to do before, or feel like your in-house team and or outsourced agency never mentioned all these types of analytics before; but, as the owner of YOUR business, it is your job to know and understand your data and numbers and have qualified people report them to you every week, month and quarterly to make timely adjustments. These are only ten (10) of the top KPIs we follow and we can review your current KPIs for you to determine what you may be overlooking or others that you need to consider.
What’s The Next Step After Knowing Your Numbers And Data?
Well, you’ve gotta start testing to see how you can pump those numbers up and optimize EVERYTHING to get all you can out of all you got!
Now, I know testing might not sound like the most exciting thing in the world to do, but trust me, it's where the magic happens.
When you combine A/B testing, or split testing, with your data it’s like having a crystal ball that tells you exactly what your audience loves (and what they don't).
In a nutshell, A/B testing involves comparing two versions of your ad (online and/or offline) to see which one performs better. When you produce winning advertising time and time again, you then produce Maximum Money In Minimum Time over and over again.
If you don’t know the top 10-13 numbers that drive your business yet, block off some time this week to reach out for help.
It may be painful to go through at first. You’ll likely see numbers that are more depressing than you thought, this is why I say, you cannot go by your feelings, thoughts, likes or dislikes, opinions, or ASSumptions. You wouldn’t be alone here since most business owners put this stuff in the hands of their in-house novices or outsource to companies that don’t consider these KPIs important simply because they don’t want you to find out how bad they are screwing up your marketing, advertising, and sales potential.
Sorry, but not sorry, without having the FACTs, you do not have a successfully operated business.
Imagine being a super successful business owner one year, then the next losing 50%, 70%, or even 80% of your business all because you failed to become responsible for knowing your numbers or getting the appropriate professional help. Or imagine on paper you’re bragging we’ve grown consistently over the last three years to come to find out that you actually lost more than you originally thought; how disappointing, or maybe even devastating.
And yes, our services are designed for small and mid-size businesses from 150k to 30m
The bad thing is, prior to DODM, Most of the businesses that we deal with don’t know their numbers at all, or as well as they think they do. When we do our DEEP-DIVE “FACT” Finding Research, what we usually find is that most businesses are losing money, and or leaving money on the table; in other words, they haven’t been truly profitable for a long time! MOST are under-pricing their products and or services to add insult to injury.
Many are in debt and still have student loans that are not paid off after 10 or 20 years in business and on this seemingly never-ending hamster wheel. Without knowing their numbers and understanding their financial picture well, many business owners are stuck working, putting out unnecessary fires, and chasing money forever rather than having money chase them all because they don’t have a Marketing Action Plan To show them exactly what to do (and what to stop doing!).
*Financial verification is required- To Be Discussed.
Pricing
The KPI Audit Includes: Our Marketing Diagnostic Quiz, Business Foundations Checklist, KPI Assessment of potential KPI’s, and selected Spreadsheets and or Software Recommendations for tracking various areas of your business.
Our Fees - $397 one-time, or
*Ask your KPI Advisor about Our Full Evaluation; The Double Your Proft & Growth Advisory Mentorship Hour, it is our *BEST Value.
ONLY $997 one time.
DIY/ Setup Includes: We will train you and your in-house team to manage the KPIs. Note: digital agencies usually only cover select online metrics; for example, Google Analytics does "NOT" cover enough online sales data.
Our Setup Fee & Training - $3500 one-time.
(Our scope of service does not include call tracking software fees-TBD).
**Financing is Available Without A Hard Pull on Your Credit
Monthly Mgt. Includes: We will manage monthly Insights, Reporting & Summary + Monitoring & Alerts; and if the opportunity presents itself, we will offer a license to convert spreadsheets into custom-designed software and AI Automation Tool-TBD
Our Setup Fee - $2500 (Save $1000 over DIY Plan)
Monthly Mgt. Fee
(Choose Your Payment Structure)
Weekly Mgt. $375
Bi-Weekly Mgt. $750
Monthly Mgt. $1500
We meet on the same day and time every week unless the time slot is rescheduled.
(Our scope of service does not include call tracking software fees-TBD).
**Financing is Available Without A Hard Pull on Your Credit
We can work to stop you, and your current in-house digital, or marketing agency from sabotaging your sales results and ROI. With a KPI Analysis, plus, if you are really looking to improve your cash flow, let us connect you with one of our cash flow advisors.
Get the FACTS and Truth about your current business profits, growth, and financial picture today. Then you can honestly hold EVERYONE accountable or hire our team to manage your marketing, advertising, and sales initiatives with our brand of advanced business building and marketing DOMINATION.
Let's discuss your KPI Analytics and Data Needs Today.
Call Jaris Johnson VP, KPI Advisors Department at 336-970-3920 Or
(Once you schedule we will send an invoice and keep in mind our KPI Audit is a Training tax write-off)