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How to Use Balanced Scorecard in Marketing to Achieve Business Objectives?

For a company to succeed, marketing is an integral element of the success equation. When done correctly, it involves utilizing various functions such as market research, product development, sales and advertising in order to attract customers and maintain loyalty. To guarantee that these activities are achieving their targets efficiently and effectively – thereby delivering results – marketers must quantify performance using a tool like the Balanced Scorecard.

Discover the power of Balanced Scorecard for marketing and how it can be leveraged to reach your business objectives. This article will take a deep dive into what exactly is a Balanced Scorecard, its applications in the world of Marketing, and effective strategies on creating successful scorecards that drive wins. Let’s get started!

What is Balanced Scorecard?

Dr. Robert Kaplan and Dr. David Norton developed Balanced Scorecard in the early 1990s, a powerful strategic management tool that assists organizations to align their daily operations with their vision and strategy while also tracking progress towards attaining objectives. Today, it is one of the most commonly employed frameworks for assessing performance as well as managing it effectively.

The Balanced Scorecard is a comprehensive assessment of an organization’s performance, consisting of four perspectives: monetary, client-focused, internal processes and learning & development. These individual views work together to give you the full picture in regards to progress within your business. Additionally, each perspective comes with its own set of Key Performance Indicators (KPIs) – enabling you to monitor and measure outcomes effectively over time.

How to Apply Balanced Scorecard to Marketing?

To truly measure marketing success, one must take a multi-faceted approach. Balanced Scorecard in Marketing is the ideal way to evaluate how well your strategies are performing and pinpoint areas of advancement. With such insight into your tactics, you’ll be able to maximize efficiency while yielding maximum returns on investment.

Here are the four perspectives of Balanced Scorecard in Marketing:

1) Financial Perspective:

When assessing the fiscal impact of marketing activities on an organization, Balanced Scorecard in Marketing tasks marketers with evaluating financial metrics including revenue, ROI and profit margins. By closely tracking these figures, business leaders can devise strategies for optimizing their bottom line performance.

KPIs for Financial Perspective:

  • Marketing ROI
  • Customer lifetime value
  • Revenue growth from marketing campaigns
  • Cost per acquisition (CPA)
  • Marketing spend as a percentage of revenue

2) Customer Perspective:

The Balanced Scorecard approach to Marketing is tailored specifically for assessing customer satisfaction and commitment towards the brand. It entails observing customer acquisition, retention, referral rates, as well as any reviews or grievances registered by customers. Assessing these metrics can prove decisive in understanding how your marketing strategy truly resonates with clients.

KPIs for Customer Perspective:

  • Net Promoter Score (NPS)
  • Customer satisfaction score (CSAT)
  • Customer retention rate
  • Customer acquisition cost (CAC)
  • Referral rate

3) Internal Processes Perspective:

When incorporating the Balanced Scorecard into your marketing strategy, it’s essential to evaluate internal processes. This entails measuring time, cost and quality of all projects associated with your organization’s marketing initiatives while being mindful of business objectives. Keeping tabs on these operational metrics provides an opportunity for increased efficiency and effectiveness in process development within your company.

KPIs for Internal Processes Perspective:

  • Time to market for new products
  • Marketing campaign cycle time
  • Lead-to-customer conversion rate
  • Quality of leads generated
  • Alignment of marketing activities with business strategy

4) Learning and Growth Perspective:

Through the Balanced Scorecard in Marketing’s Learning and Growth perspective, we can measure our team’s skillset, knowledge base, resources as well as their determination and happiness. This is essential for us to guarantee that our personnel has all of the tools they need to succeed! By gauging these factors correctly, you will be able to confidently trust your marketing team with greater projects.

KPIs for Learning and Growth Perspective:

  • Employee satisfaction and engagement
  • Marketing team productivity
  • Marketing team turnover rate
  • Marketing training and development

5) Practical Tips for Developing a Balanced Scorecard in Marketing:

Developing a Balanced Scorecard for your marketing team can be a challenging task. Here are some practical tips that can help you get started:

  • Start with the business objectives: To ensure optimal results with the Balanced Scorecard, it’s essential to define your overall business objectives first. Once that is done, pinpoint those vital performance indicators which are imperative for achieving these goals.
  • Identify the stakeholders: All stakeholders, such as the marketing team, sales team, finance department and senior management must work together to build a Balanced Scorecard.
  • Define the KPIs for each perspective: After you have established the objectives, locate and utilize various Key Performance Indicators (KPIs) from Marketing’s Balanced Scorecard to effectively track your development towards those aims.
  • Assign weights to the KPIs: Assign priorities to each KPI according to its significance and how it contributes towards achieving the business’ overall goals.
  • Set targets and benchmarks: Create objectives and markers for each KPI to easily monitor the advances made, and contrast real outcomes with the intended results.
  • Monitor and evaluate the performance: To ensure your marketing team is meeting their goals, frequently review the Balanced Scorecard metrics and pinpoint areas that need to be addressed. Make any adjustments necessary in order to optimize performance and drive success.


Q. What are the benefits of using Balanced Scorecard in Marketing?

A. Balanced Scorecard in Marketing is a comprehensive system for evaluating and tracking the performance of marketing activities, connecting them to overarching business objectives, as well as identifying potential improvements. This tool empowers marketers with data-driven insights that will enable them to optimize their marketing strategies while also demonstrating tangible returns on investment from their campaigns.

Q. What are the limitations of Balanced Scorecard in Marketing?

A. Balanced Scorecard in Marketing may be arduous and costly to execute, but it is unquestionably worth the investment. It necessitates a concerted effort from all stakeholders, while further warranting that each key performance indicator accurately captures each marketing venture’s objectives and results. Although time-consuming, Balanced Scorecard in Marketing guarantees that your efforts are correctly evaluated for better decision making!

Q. How can Balanced Scorecard in Marketing be customized for different industries and organizations?

A. With Balanced Scorecard in Marketing, organizations and industries can tailor their KPIs to match the objectives and demands of each sector. For instance, a retail company may emphasize customer acquisition and retention while a B2B corporation could prioritize lead generation or conversion rate. By customizing the scorecards for different sectors, businesses will be able to maximize profits based off of specific industry needs.


For marketers looking to evaluate the impact of their efforts, Balanced Scorecard in Marketing is an invaluable asset. It allows them to measure performance through a multi-dimensional lens and identify opportunities for improvement. By selecting relevant KPIs and setting appropriate targets, they can optimize campaigns; make decisions informed by data; and prove the Return on Investment generated from every marketing effort.

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