Key Responsibility Areas (KRA) & Key Performance Indicators (KPI) for Sales & Marketing Manager
1. Marketing Strategy Development
KRA: Develop comprehensive marketing strategies to drive business growth and brand awareness.
Short Description: Strategic planning for marketing initiatives.
- Number of new marketing campaigns launched
- Percentage increase in website traffic
- Lead conversion rate from marketing efforts
- ROI on marketing campaigns
2. Sales Pipeline Management
KRA: Efficiently manage the sales pipeline to ensure a steady flow of qualified leads and timely conversions.
Short Description: Monitoring and optimizing the sales process.
- Average time taken to convert leads into customers
- Conversion rate at each stage of the sales funnel
- Number of deals closed per sales representative
- Customer acquisition cost (CAC)
3. Digital Marketing Optimization
KRA: Optimize digital marketing channels for maximum online visibility and engagement.
Short Description: Enhancing online presence and engagement.
- Click-through rate (CTR) on digital ads
- Organic search traffic growth
- Social media engagement metrics (likes, shares, comments)
- Conversion rate from digital marketing channels
4. Customer Relationship Management (CRM)
KRA: Implement and maintain effective CRM systems to enhance customer interactions and retention.
Short Description: Building and nurturing customer relationships.
- Customer satisfaction scores (CSAT)
- Retention rate of existing customers
- Response time to customer inquiries or issues
- Upsell and cross-sell revenue growth
5. Market Research and Analysis
KRA: Conduct market research to identify trends, competitors, and opportunities for business growth.
Short Description: Analyzing market dynamics for informed decision-making.
- Market share growth compared to competitors
- Customer perception surveys for product/service feedback
- New market penetration success rate
- Identification of emerging industry trends
6. Team Leadership and Development
KRA: Lead and develop the sales and marketing team to achieve targets and foster professional growth.
Short Description: Building a high-performing team.
- Team member satisfaction and engagement levels
- Training hours invested per team member
- Meeting team sales targets consistently
- Employee turnover rate within the team
7. Brand Management and Positioning
KRA: Manage and position the company’s brand identity effectively in the market.
Short Description: Ensuring brand consistency and loyalty.
- Brand awareness metrics (reach, mentions, impressions)
- Brand sentiment analysis (positive vs. negative feedback)
- Brand recall and recognition surveys
- Competitive positioning analysis
8. Budget Planning and Cost Control
KRA: Develop and manage sales and marketing budgets efficiently while ensuring cost control measures.
Short Description: Financial management for marketing activities.
- Marketing spend as a percentage of revenue
- Cost per lead generated through marketing efforts
- Actual expenses vs. budgeted amounts
- Return on marketing investment (ROMI)
9. Sales Forecasting and Performance Analysis
KRA: Forecast sales trends and analyze performance metrics to optimize sales strategies.
Short Description: Predicting sales outcomes and analyzing results.
- Sales growth rate month over month or year over year
- Accuracy of sales forecasts compared to actual results
- Customer acquisition and retention rates
- Sales team quota attainment percentage
10. Stakeholder Relationship Management
KRA: Build and maintain strong relationships with key internal and external stakeholders for business success.
Short Description: Managing key partnerships and collaborations.
- Feedback from stakeholders on collaboration satisfaction
- Number of successful partnerships established
- Timely resolution of stakeholder issues or concerns
- Business growth attributed to stakeholder relationships
