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Free Marketing Tools and Resources
BCG Matrix for Excel Customer Survey Template for Excel Pareto Chart Generator for Excel
Ansoff Matrix Tool GE/McKinsey Matrix for Excel
Matrix Analysis Marketing Dashboard for Excel Segmentation Analysis
RFM Software for Excel Marketing Plan Sales Pipeline / Sales Funnel for Excel Marketing 4Ps
Customer Retention Analysis Marketing Metrics Marketing Audit
Likert Survey Scale Product Life Cycle Collecting Information
Customer Value Activity Based Costing Free Excel Templates
The BCG Matrix is also known as Growth-Share Matrix. The BCG Matrix (originally developed by the Boston Consulting Group) is used for developing marketing strategies and performing marketing analysis related to portfolio planning and analysis. The portfolio analyzed with the BCG Matrix is generally portfolio of products and/or services offered by the company or strategic business units (SBUs) managed by the company. In both cases the purpose of the BCG Analysis or BCG Chart / Matrix is to visually present the competitive positions of all business portfolio members. The competitive position of each portfolio member is based on its market share, market growth rate and size/revenue. This effective business analysis is used for company's current and future market analysis / estimate and competitive marketing positioning in the marketplace. By using this tool marketing managers better understand the marketplace and are able to effectively plan and optimize their current portfolio and allocate their marketing resources effectively...
Customer Survey Dashboard - This easy to use application for excel is designed for developing customer survey questions, printing your surveys, entering customer survey responses, and analyzing and printing your dashboard report. This customer survey tool has been used by hundreds of companies for developing and managing their customer survey process...
The Pareto Principle also known as 80/20 principle or 80/20 rule has been applied to business analysis and decision making in variety of business disciplines such as operations management, quality management and marketing management. The application of Pareto principle in marketing is of very high importance. It helps marketing managers understand the key marketing issues, drivers and problems. The 80/20 rule applied in marketing discover important issues such as customer profitability and key business accounts driving the business profitability. It also identifies areas for improvements such as bottom customers. There are many situations in marketing management where this tool helps marketing managers. Another example is understanding distribution and promotion costs for different customers segments. The Pareto Tool easily identifies and rank different customer segments and gives an insight into the business model. Sales managers also use the Pareto Tool to better understand sales force performances and sales regions on costs and profitability. The logic behind this very simple tool is the following: Not all causes and activities produce the same amount of problems, results and opportunities...
The Ansoff Matrix is used for planning and analysis of alternatives for business growth. This matrix considers existing and new markets and existing and new products for business growth and development. The Ansoff Matrix has four quadrants:
(1) Business Growth with Existing Products in Existing Markets. This approach is Market Penetration approach where the business is growing with its current product / service offerings in the current markets...
GE / McKinsey Matrix is strategic and marketing management tool used for portfolio analysis. Most of the time this tool is used for analyzing portfolio of products, services, and strategic business units. GE Matrix is similar to BCG Matrix and it is an extension of the BCG Matrix approach - multifactor portfolio analysis tool. The GE Matrix compares different businesses on "Business Strength" and "Market Attractiveness" variables, plus the size of the bubbles in the matrix represents the market size instead of business sales used in the BCG Matrix. The share of the market or business sales vs. market size is represented as pie chart inside the bubbles in the matrix. This allows business users to compare business strength, market attractiveness, market size, and market share for different strategic business units (SBUs) or different product offerings on one matrix or chart...
Frequently used marketing metrics: overall revenue/sales, revenue per customer, revenue per product/service, revenue per region, revenue per market segments, market share, profitability/margin, revenue with new customers, revenue with new products/services, customer loyalty, customer satisfaction, referrals, customer complaints, customer survey responses, top and bottom customers/accounts, quality of customer service, promotion/advertising cost, promotion/advertising effectiveness, sales force performance, online leads generation, customer lifetime value, customer retention rate, customer acquisition rate...
Performing Customer Segmentation Analysis and dividing your customer base into different segments based on different criteria is a great exercise for discovering profitable segments and alternatives for growth in those segments. Customers within one customer segment have similar characteristics and are driven by similar needs and preferences. Analyzing and understanding your customer segments can give you competitive advantage in your marketplace. For example, the better you know and understand the segment the more competitive you are in developing customized offerings, products, services or simply you are able to develop better sales and marketing approach. Customer Segmentation allows you to better allocate and optimize your company wide resources...
RFM is a database marketing technique originally developed and used in direct marketing and retail industry. This approach can be used in any industry to support marketing and sales decisions for developing marketing and sales strategies and tactics. RFM tool is used for analyzing customer behavior and identifying customer groups with similar behaviors. Different customer groups or RFM segments behave differently on different marketing approaches such as promotions and advertising so RFM helps marketing managers develop customized marketing strategies for different RFM segments. RFM also helps with identifying who are the best / most profitable customers and who are the customers who are more likely to respond to a certain marketing strategy. RFM Analysis is a simple quantitative approach and gives marketing managers business insight into their customer base...
The following is a list of most frequently considered issues by marketing and sales managers. Developing marketing plan is a process of creating a roadmap for building success in the marketplace. It’s about exploring the market trends and opportunities and outperforming competitors while building long-term competitive advantage...
Marketing Audit is an
organizational marketing assessment approach with the purpose of
analyzing the marketing approach. Marketing Audit is very useful
exercise for any organization because it can reveal weaknesses and
identify opportunities for improving the current marketing activities
taken by the organization. Marketing Audit is strategic marketing
assessment and goes beyond focusing on advertising or marketing
campaigns but it is a tool used to analyze the overall organizational
approach to marketing and selling the products and services...
When designing a survey you always start with the goal in mind – the purpose of the survey. Next is creating a list of questions (designing survey questionnaire) and deciding how the respondents will answer your survey questions. What answering options should you give to the survey respondents and how you are going to collect and analyze the survey results? Use the Likert Scale...
BCG Matrix,
Perceptual Mapping / Positioning Maps, Marketing Metrics and Dashboard
Report, Benchmarking, Radar Charting, Performance Gap Analysis, Pareto
Analysis and Pareto Charting, Ansoff Matrix, Trend Chart, GE / McKinsey
Matrix. All marketing tools for Microsoft Excel have been developed for
marketing managers and are easy-to-use templates. You can create your
reports and perform analysis with a click of a button.
Sales pipeline or sales funnel is a sales reporting tool which gives you an overview of your sales force performances. It shows you the sales performances in different sales process stages for different accounts, sales reps, leads, periods, etc. This tool is the most important report that any sales and marketing manager can have. Most executives also want to see the current sales funnel / pipeline and see the projected revenues and business growth projections. It helps decision makers develop appropriate strategies and tactics in order to improve the current sales force and marketing function...
Product Portfolio is a strategic group of products the company offers to its target customers and creates value for its stakeholders. The product portfolio can be made of related products/services or groups of unrelated products/services in case of large diversified companies. Planning and developing product offerings is a critical marketing function and has long-term impact on the business performances. Ideas for new products and current products improvement comes from variety of sources such as customers, competitors, and employees. For a large portfolio of products the role of marketing managers and product managers is very important...
Customer Retention Rate is the percentage of the total number of customers who continue to do business with the company over a specific time period. The specific time period is determined by the company’s specific business and average frequency of purchase by the customers. Retaining customers (reducing customer turnover) is critical for profitability and business success. Marketing and Sales Managers who develop Customer Retention approaches to improve the current retention rate are making very effective and profitable job for the business. The cost of customer retention is lower then the cost of acquiring a new customer and it also saves time and other resources for the company, so developing and implementing a customer retention strategy is always beneficial for the business...
Frequently Used Marketing Metrics
Product Management - The Product life cycle explains the product evolution stages during the entire product life cycle. There are generally four product life cycle stages: 1. market introduction, 2. market growth, 3. market maturity, and 4. market decline...
Once the business identifies customer needs and preferences the next step in the process is developing customer value proposition. The Customer Value Proposition is closely related to the positioning strategy of the business which takes into consideration the target customers, direct and indirect competitors and general market trends (current trends and future predictions) which will drive customer value...
When doing marketing research you need to plan how you are going to collect the required information. Marketing Analysis and Research are the starting point of developing any successful marketing strategy. Your Marketing Analysis will be as good as the information you will gather for your analysis. The primary marketing research (internet, publications, press releases, articles, etc.) will give you the general information you need however always the critical information you need will be available to you only through secondary marketing research. Most of the general / primary research information is public information which means that your competitors will have the same information. Of course the differentiator factor will depend on how good you are to use that information and developing better marketing strategy and tactics compared to your competitors but let’s assume that given the same information you and your competitor both have equal skills and knowledge to develop appropriate marketing strategy...
Free Templates for Marketing Managers
