Marketing scorecard templates
Insurance
Performance scorecards for the Marketing function in Insurance, including Head of Marketing and Customer Experience. The template is role-specific — 32 pre-written measures across the four perspectives, weighted to total 100%. Free to download in Excel.
1 Marketing scorecard
Marketing scorecards — FAQs
Which Marketing roles have a scorecard template?
Head of Marketing and Customer Experience. Each has its own scorecard with KPIs written for that specific role.
Can I use a Marketing scorecard for a different industry?
Yes. These are written for Insurance, but the structure and most measures transfer to other industries — the KPI rows, targets and weightings are all editable.
How does the scoring work?
Rating % = (Actual − Base) ÷ (Stretch − Base) × 100, where Base = 0% and Stretch = 100%. Ratings are weighted by each KPI's Weight % and summed into an overall score. Only the yellow Actual cells need filling in — everything else calculates.
Can the templates be edited?
Yes. The KPIs, goals, targets and weightings are all editable, with dropdowns on direction, reporting frequency and target period, and cell comments explaining each column.