What should be on an owner's monthly marketing scorecard?

An owner's scorecard should fit on one page and show booked jobs, revenue and gross margin by channel and service line, cost per booked job, close rate, speed to lead, call answer rate, reviews added, and the trend in organic and map pack visibility.

Leave off impressions, single-keyword rankings, follower counts and anything you cannot tie to a job. Compare against the same month last year rather than last month, since Tampa demand swings with AC season, storm season and snowbird traffic. If a number on the sheet has never changed a decision, take it off the sheet.

Want a scorecard that means something? Book a call →