CMO · Dashboard · Intermediate · Saves 25+ hours
Customer Marketing ROI Dashboard
A dashboard for tracking the ROI of customer marketing initiatives.
What's included
- Retention impact metrics
- Expansion revenue attribution
- Advocacy program value
- Cost tracking
- ROI calculations
- Benchmarks
Best used when
- Proving customer marketing value
- Budget justification
- Leadership reporting
- Program optimization
- Resource allocation
The template
The Template
RETENTION IMPACT METRICS
Retention by Program Participation
| Program | Participants | Non-Participants | Delta |
|---|---|---|---|
| Community | % retained | % retained | +/- |
| Events | % retained | % retained | +/- |
| Advocacy | % retained | % retained | +/- |
| Newsletter | % retained | % retained | +/- |
| Webinars | % retained | % retained | +/- |
Retention Value Calculation
| Metric | Value |
|---|---|
| Average ARR | $ |
| Retention rate (program) | % |
| Retention rate (non-program) | % |
| Retention lift | % |
| Customers in programs | # |
| Retention value | $ (lift × ARR × customers) |
EXPANSION REVENUE
Expansion by Customer Marketing Touch
| Touch Type | Customers | Expanded | Expansion Rate | Avg Expansion |
|---|---|---|---|---|
| Advocacy members | % | $ | ||
| Event attendees | % | $ | ||
| Community members | % | $ | ||
| Newsletter engaged | % | $ | ||
| Control (no touch) | % | $ |
Expansion Attribution
| Campaign/Program | Influenced Revenue | Attributed Revenue |
|---|---|---|
| Upsell campaigns | $ | $ |
| Product launches | $ | $ |
| Renewal campaigns | $ | $ |
| Cross-sell campaigns | $ | $ |
| TOTAL | $ | $ |
ADVOCACY PROGRAM VALUE
Reference Program ROI
| Metric | Value |
|---|---|
| References delivered | # |
| Win rate with reference | % |
| Win rate without | % |
| Lift | % |
| Average deal size | $ |
| Influenced revenue | $ |
Review Program Value
| Metric | Value |
|---|---|
| New reviews generated | # |
| Average rating | /5 |
| Platform ranking change | +/- |
| Estimated traffic value | $ |
| Estimated influenced pipeline | $ |
Referral Program ROI
| Metric | Value |
|---|---|
| Referrals submitted | # |
| Qualified referrals | # |
| Closed referrals | # |
| Revenue from referrals | $ |
| Cost per acquisition | $ |
| Program ROI | % |
COST TRACKING
Customer Marketing Budget
| Category | Budget | Actual | Variance |
|---|---|---|---|
| Programs | |||
| Advocacy program | $ | $ | |
| Events | $ | $ | |
| Community | $ | $ | |
| Operations | |||
| Tools/software | $ | $ | |
| Content production | $ | $ | |
| Incentives/rewards | $ | $ | |
| People | |||
| Headcount | $ | $ | |
| Contractors | $ | $ | |
| TOTAL | $ | $ |
ROI CALCULATIONS
Overall Customer Marketing ROI
| Component | Annual Value |
|---|---|
| Benefits | |
| Retention value | $ |
| Expansion revenue | $ |
| Advocacy value | $ |
| A. Total Benefits | $ |
| Costs | |
| Program costs | $ |
| People costs | $ |
| B. Total Costs | $ |
| Net Value (A - B) | $ |
| ROI ((A-B)/B) | % |
Program-Level ROI
| Program | Investment | Return | ROI |
|---|---|---|---|
| Advocacy | $ | $ | % |
| Community | $ | $ | % |
| Events | $ | $ | % |
| Campaigns | $ | $ | % |
BENCHMARKS
Industry Benchmarks
| Metric | Your Performance | Benchmark | Status |
|---|---|---|---|
| NRR | % | 100-110% | |
| Advocate % of base | % | 5-10% | |
| Reference fulfillment | % | >80% | |
| Event attendance | % | >50% | |
| Community active | % | >25% | |
| Customer NPS | 30-50 |
Quick Reference: Which Resource for Which Challenge
| Challenge | Recommended Resources |
|---|---|
| "Building customer marketing function" | #104 |
| "Need more customer references" | #105, #106 |
| "Low review volume" | #107 |
| "Customer engagement declining" | #109, #110 |
| "Struggling with expansion revenue" | #112, #117, #118 |
| "No customer feedback loop" | #108, #122 |
Every resource built to the Human Standard. Every resource designed to turn customers into your most powerful growth engine.
Frequently asked questions
What is the Customer Marketing ROI Dashboard?
A dashboard for tracking the ROI of customer marketing initiatives.
Who is the Customer Marketing ROI Dashboard for?
It is built for CMOs and their teams working on Customer Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Customer Marketing ROI Dashboard take to use?
It saves roughly 25+ hours versus building from scratch. Our AI coach can tailor the dashboard to your situation in minutes, then hand you a step-by-step plan.
Is the Customer Marketing ROI Dashboard free?
Yes. You can read the full dashboard and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Customer Marketing ROI Dashboard?
The coach teaches you the framework, asks a few questions about your business, tailors the dashboard to you, and gives you measurable next steps to execute.