How to read the spreadsheet:
The lines in blue represent the 'Key Metrics', meaning the KPIs I had to hit and what I was going to be evaluated on. The white lines are the 'Contributing Metrics', meaning that if we hit those, the 'Key Metrics' would be a direct consequence.
For example: to get to revenue, we had to calculate: 'number of patient visits' x 'average ticket size' = 'revenue'. Hence why the Contributing Metrics were important levers to get to the Key Metrics.

How to set the target:
We looked at historical data to see what would be possible and hard. That way we set the targets month over month and the monthly targets added up to the annual total North Star Metrics we had to deliver. Where no historical data was available, we looked at best-in-class data and made an estimate of what we would be able to deliver.

So the numbers above are me, what I need to do. Then I broke it down for my team. What does the Digital Lead have to do? What does the Offline Channel Lead have to do?

I shared my targets with the team and then we figured out the most sensible way for this to make sense for everybody, based on the contribution they and their function could have to the overall total. Everyone had access to this spreadsheet and we updated it and shared it monthly and reviewed the learnings and what we could try and do to hit the targets every month.

Of course, we wanted to not have much manual work, so we wrote a script that pulled all quantitative data from the database. That meant only the qualitative data (e.g. progress on key projects) had to be implemented manually, saving lots of time.

I've reused this framework in other roles. I believe the only way to work effectively is if the KPIs are aligned throughout a team. Of course, across roles, the KPIs change as do the roles of the team and the model has to be adjusted. But conceptually, it stays the same.

Kat Wendelstadt  

We had aggressive KPIs for our business. This KPI breakdown was devised for the marketing team and assisted in tracking and reporting on this function's progress towards the North Star Metrics of the business for that year.

The lines in blue are the hard metrics I was given. So these are things I need to do

Monthly Target Tracking for Marketing at dr.consulta

KPI Measurement

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