Evaluating the Marketing Personnels
Marketing performance evaluation[/b][/b]
1. Identifying KRAs of marketing personnel [/b][/b]
Key Result Areas or KRAs refer to general areas of outputs or outcomes for which the department’s role is responsible.
You also need to understand some definitions: Key performance areas, Key performance indicators.
2. Identify job objectives[/b][/b]
Do you set up objectives for VP MARKETING
• 1 month.
• 3 months.
• 6 months.
• 12 months.
3. Identify job description of VP marketing[/b][/b]
Strategic planning including corporate positioning market and competitive analysis, customer segment selection and penetration plans, and related product positioning.
Oversee marketing communications including branding, public relations, advertising, white papers, trade shows, seminars and events collateral materials, analyst and market research management, and website design and content either directly or on an outsourced basis.
Define and direct marketing programs for demand creation, lead generation and interface with sales VP for lead tracking and management.
4. Job standards/procedures[/b][/b]
It is very difficult to appraise VP marketing if you have not job standards, job procedures for these positions.
• How to do each task?
• How to measure performance of each task?
• How to control/monitor each step of a process?
5. VP marketing evaluation forms[/b][/b]
You can you types of performance evaluation as follows:
• Peer form.
• Self appraisal form.
• Customer/Other department appraisal form.
• Superior appraisal form.
• Subordinate appraisal form.
Job Responsibilities and Skills[/b][/b]
Clearly state all your job responsibilities. List all the things you do every day, from phone calls, emails, budgets, account follow up, computer skills, projects, and include such things as:
Strong communication skills, Ability to multi task, Results oriented, Ability to focus on achieving strategic objectives, Nurturing and instilling confidence in your team members, and providing support as a manager.
State exactly what you worked on and whether you worked on them by yourself or as part of a team. What are your business strategies within the confines of you position? If you manage or work on a specific account or businesses, are you initiating and developing those businesses / accounts and achieving their demands? If you have a dollar figure include it.
Achievement[/b]
List major achievements that demonstrate your ability to apply knowledge and utilize skills in performing your job responsibilities. Push the envelope and say what you did as you see it. Be honest but make sure to acknowledge all your accomplishments. Use words like
- Successfully...
- Negotiated...
- Contributed...
- Supported and nurtured
Maybe your contribution seems small, but you are still contributing to the profitability of the company. If the numbers are down for the year, consider whether you can say they are higher than other departments, other offices, or brands you compete with. There is usually some area or competition that is doing worse.
Overall Performance[/b][/b]
Describe areas of strength, growth and those areas that need improvement and or development.
Strengths: List what you do and feel confident about. Demonstrate your understanding of the market place in which your business operates. Don't forget the contribution you make to the bottom line, whether by support or direct involvement.
Growth: Take some of your greatest moments from the past year where you have had the opportunity to demonstrate new skills. State strongly that you are up for more in the coming year.
Development: Describe an interest in being more involved in decision making, working closely with supervisors on projects that interest you. Put a shared responsibility for this development on your manager.
Setting goals for the year:
This is often not included in a review, so it is something you may need to initiate with your manager. Ask for 4 or 5 goals to be spelled out and weighted. Break it down into the following three points:
- What are the goals
- How can they be achieved
- On a scale of one to a hundred what weight do they have on your job?
If they or their weighting change during the year make sure you and your boss update them. That way you will be able to achieve what is expected of you and you can base next year's evaluation on these achievements or growths.
Good luck with your evaluation, and remember - there is no harm in self promotion!
Our marketing performance metrics includes media effects analysis
Integrated marketing communications tracking is another marketing performance metric
Customer satisfaction tracking is an increasingly important marketing performance metric
Brand Equity analysis
Customer Equity analysis is a cutting-edge marketing performance metric
Marketing performance evaluation[/b][/b]
1. Identifying KRAs of marketing personnel [/b][/b]
Key Result Areas or KRAs refer to general areas of outputs or outcomes for which the department’s role is responsible.
You also need to understand some definitions: Key performance areas, Key performance indicators.
2. Identify job objectives[/b][/b]
Do you set up objectives for VP MARKETING
• 1 month.
• 3 months.
• 6 months.
• 12 months.
3. Identify job description of VP marketing[/b][/b]
Strategic planning including corporate positioning market and competitive analysis, customer segment selection and penetration plans, and related product positioning.
Oversee marketing communications including branding, public relations, advertising, white papers, trade shows, seminars and events collateral materials, analyst and market research management, and website design and content either directly or on an outsourced basis.
Define and direct marketing programs for demand creation, lead generation and interface with sales VP for lead tracking and management.
4. Job standards/procedures[/b][/b]
It is very difficult to appraise VP marketing if you have not job standards, job procedures for these positions.
• How to do each task?
• How to measure performance of each task?
• How to control/monitor each step of a process?
5. VP marketing evaluation forms[/b][/b]
You can you types of performance evaluation as follows:
• Peer form.
• Self appraisal form.
• Customer/Other department appraisal form.
• Superior appraisal form.
• Subordinate appraisal form.
Job Responsibilities and Skills[/b][/b]
Clearly state all your job responsibilities. List all the things you do every day, from phone calls, emails, budgets, account follow up, computer skills, projects, and include such things as:
Strong communication skills, Ability to multi task, Results oriented, Ability to focus on achieving strategic objectives, Nurturing and instilling confidence in your team members, and providing support as a manager.
State exactly what you worked on and whether you worked on them by yourself or as part of a team. What are your business strategies within the confines of you position? If you manage or work on a specific account or businesses, are you initiating and developing those businesses / accounts and achieving their demands? If you have a dollar figure include it.
Achievement[/b]
List major achievements that demonstrate your ability to apply knowledge and utilize skills in performing your job responsibilities. Push the envelope and say what you did as you see it. Be honest but make sure to acknowledge all your accomplishments. Use words like
- Successfully...
- Negotiated...
- Contributed...
- Supported and nurtured
Maybe your contribution seems small, but you are still contributing to the profitability of the company. If the numbers are down for the year, consider whether you can say they are higher than other departments, other offices, or brands you compete with. There is usually some area or competition that is doing worse.
Overall Performance[/b][/b]
Describe areas of strength, growth and those areas that need improvement and or development.
Strengths: List what you do and feel confident about. Demonstrate your understanding of the market place in which your business operates. Don't forget the contribution you make to the bottom line, whether by support or direct involvement.
Growth: Take some of your greatest moments from the past year where you have had the opportunity to demonstrate new skills. State strongly that you are up for more in the coming year.
Development: Describe an interest in being more involved in decision making, working closely with supervisors on projects that interest you. Put a shared responsibility for this development on your manager.
Setting goals for the year:
This is often not included in a review, so it is something you may need to initiate with your manager. Ask for 4 or 5 goals to be spelled out and weighted. Break it down into the following three points:
- What are the goals
- How can they be achieved
- On a scale of one to a hundred what weight do they have on your job?
If they or their weighting change during the year make sure you and your boss update them. That way you will be able to achieve what is expected of you and you can base next year's evaluation on these achievements or growths.
Good luck with your evaluation, and remember - there is no harm in self promotion!
Our marketing performance metrics includes media effects analysis
Integrated marketing communications tracking is another marketing performance metric
Customer satisfaction tracking is an increasingly important marketing performance metric
Brand Equity analysis
Customer Equity analysis is a cutting-edge marketing performance metric