Sales & Marketing Manager KRA/KPI

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