In its simplest form, a performance indicator is a type of performance measurement that helps you understand how your organization or department is performing. A good KPI should act as a compass, helping you and your team understand whether you’re taking the right path toward your strategic goals. To be effective, a performance indicator must:

  1. Be well-defined and quantifiable
  2. Be communicated throughout your department.
  3. Be crucial to achieving your goal
  4. Be applicable to your department.


Your customer value proposition is your starting point of the current international process. How do you ensure that you get your fair share of attention and profitable business? How do you ensure that your products and services are part of the solution that will help your customer and not part of the problem they are trying to solve?

The Distribution Strategy defines the sales and marketing channels and processes for your type of product or solution and provides a foundation for making implementable and practical decisions concerning distribution on the short-term as well as long-term.

The Technology Assessment is an analysis of the technological foundation, policies and procedures to manage product development, release plans, roadmaps, and support.

The Organization Assessment is an analysis of your organizational resources and structures about to your globalization ambitions.

The Distribution Framework includes all programs and the legal agreements required to enable the internal organization to successfully implement the distribution strategy.

Companies usually use a broad range of tools for internal collaboration, market communication, pre- and post sales support, and performance analysis. Here is our checklist we use for initial onboarding: Try Readiness & Deliverables

The Market Outlook gives you the answers to your most fundamental questions concerning market development in your business arena.

The Market Analysis Demand Side gives you the information insight into what your potential customers are currently using? When are they planning to change?

The Market Analysis Supply Side gives you the information such as main competitors, their approaches, market size, dominating technologies and price structures.

Metrics, used in Digital Advertising

The CPM stands for cost per thousand impressions is the rate to be charged or paid for every 1,000 times an advertisement is displayed

The page click-through rate (CTR) is the number of ad clicks divided by the number of page views.

The cost-per-click (CPC) is the amount you earn each time a user clicks on your ad

The formula for calculating CPM based on CTR and CPC is: CPM = 1000 × CTR × CPC

The formula for calculating CPC based on CTR and CPM is: CPC = CPM / (1000 × CTR)

The formula for calculating CTR based on CPM and CPC is: CTR = CPM / (1000 × CPC)

All Sales and Marketing costs (advertising, salary, commission, bonus, overhead and other) in a period divided by the number of new customers in that period

Take all the Marketing cost, and divide by the total Sales and Marketing costs you used to compute CAC

To compute LTV. take the annual payments from a customer. adjust for your gross margin. and divide by the annual cancellation rate or churn. Then divide LTV by CAC for the ratio

Take the CAC and divide by how much your customers pay you on average each month

Take all new customers you signed up in a period, and look at what % of them started with a lead that Marketing generated

Take all new customers you signed up in a period. and look at what % of them had any interaction with a Marketing activity