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Marketing Campaign Profitability Report Example

What is a Marketing Campaign Profitability Report?

Campaign profitability reports are considered financial and marketing analysis tools and are often used by marketing executives to understand how profitable (or not!) their marketing activities are. Some of the key functionality in this type of report is that it combines data from the company’s CRM system and ERP system to calculate the gross margin contribution of each campaign. The user can select a campaign and then run the report. On the top it shows the cost of the campaign, then it shows how many leads it drove and how many opportunities and won deals this resulted in. Then it brings in the estimated sales amount (from closing a deal in the CRM system) and the actual sales amount (recorded in the ERP system). These figures are then used to calculate the Gross Margin amount and percent as well as the return on investment (ROI). The bottom of the report (not visible in the screenshot below) includes drill down to lead/opportunity and sales transactions. You find an example of this type of report below.

Purpose of Campaign Profitability Reports

Companies and organizations use Campaign Profitability Reports to automatically see the actual profitability of their marketing activities. When used as part of good business practices in a Marketing department, a company can improve its sales and control expenses by intelligently choosing the marketing campaigns with the best gross margins as well as reduce the chances that money is repetitively wasted on poor marketing activities.

Campaign Profitability Report Example

Here is an example of Marketing Campaign Profitability Report.

Marketing Campaign Profitability Report Example

Marketing Campaign Profitability Report Example

You can find hundreds of additional examples here

Who Uses This Type of Report?

The typical users of this type of report are: Marketing executives and campaign managers.

Other Reports Often Used in Conjunction with Campaign Profitability Reports

Progressive Marketing Departments sometimes use several different Campaign Profitability Reports, along with marketing department profit & loss statements, overhead allocation reports, marketing simulation models, marketing dashboards, marketing budgets and other management and control tools.

Where Does the Data for Analysis Originate From?

The Actual (historical transactions) data typically comes from enterprise resource planning (ERP) systems like: Microsoft Dynamics 365 (D365) Finance, Microsoft Dynamics 365 Business Central (D365 BC), Microsoft Dynamics AX, Microsoft Dynamics NAV, Microsoft Dynamics GP, Microsoft Dynamics SL, Sage Intacct, Sage 100, Sage 300, Sage 500, Sage X3, SAP Business One, SAP ByDesign, Acumatica, Netsuite and others.

In analyses where budgets or forecasts are used, the planning data most often originates from in-house Excel spreadsheet models or from professional corporate performance management (CPM/EPM) solutions.

What Tools are Typically used for Reporting, Planning and Dashboards?

Examples of business software used with the data and ERPs mentioned above are:

  • Native ERP report writers and query tools
  • Spreadsheets (for example Microsoft Excel)
  • Corporate Performance Management (CPM) tools (for example Solver)
  • Dashboards (for example Microsoft Power BI and Tableau)

Corporate Performance Management (CPM) Cloud Solutions and More Examples

Profitability Dashboard Example

What is a Profitability Dashboard?

Profit-focused dashboards are considered financial visualization tools and are often used by executives and board members to analyze budget variances and trends related to profitability. Key functionality in this type of dashboard displays column charts to compare actual gross and net profit to budget and last year. The matrix on the top right shows all the key components that drive profitability both for the month and year-to-date. The two charts at the bottom displays year-to-date profit trends. Using the filters on the left side, the user can quickly select options to consolidate one or multiple companies, as well as, change periods. You will find an example of this type of dashboard below.

Purpose of Profitability Dashboards

Companies and organizations use Profitability Dashboards to give executives a quick and easy way to analyze gross margin and net profit metrics. When used as part of good business practices in a Financial Planning & Analysis (FP&A) department, a company can improve its executives’ ability to always keep an eye on these essential KPIs, as well as, reduce the chances that important decisions are delayed because executives don’t have easy, self-service insight to performance.

Profitability Dashboard Example

Here is an example of a Profitability Dashboard with interactive charts and figures.

Profitability Dashboard Example

Profitability Dashboard Example

You can find hundreds of additional examples here.

Who Uses This Type of Dashboard?

The typical users of this type of dashboard are: Executives, board members and financial managers.

Other Dashboards Often Used in Conjunction with Profitability Dashboards

Progressive Financial Planning & Analysis (FP&A) Departments sometimes use several different Profitability Dashboards, along with operational dashboards, detailed financial reports and other management and control tools.

Where Does the Data for Analysis Originate From?

The Actual (historical transactions) data typically comes from enterprise resource planning (ERP) systems like: Microsoft Dynamics 365 (D365) Finance, Microsoft Dynamics 365 Business Central (D365 BC), Microsoft Dynamics AX, Microsoft Dynamics NAV, Microsoft Dynamics GP, Microsoft Dynamics SL, Sage Intacct, Sage 100, Sage 300, Sage 500, Sage X3, SAP Business One, SAP ByDesign, Acumatica, Netsuite and others.

In analyses where budgets or forecasts are used, the planning data most often originates from in-house Excel spreadsheet models or from professional corporate performance management (CPM/EPM) solutions.

What Tools are Typically used for Reporting, Planning and Dashboards?

Examples of business software used with the data and ERPs mentioned above are:

  • Native ERP report writers and query tools
  • Spreadsheets (for example Microsoft Excel)
  • Corporate Performance Management (CPM) tools (for example Solver)
  • Dashboards (for example Microsoft Power BI and Tableau)

Corporate Performance Management (CPM) Cloud Solutions and More Examples

Departmental Allocation Report Example

What is a Departmental Allocation Report?

Allocation reports are considered financial tools and are often used by accountants to estimate profitability for revenue-generating departments after the distribution of overhead expenses to their financials. Key functionality in this type of allocation tool automatically calculates overhead amounts to be allocated from administrative to revenue generating departments. Any number of allocation methods can be used. In the example below, the allocations were performed based on headcount and square feet. You will find an example of this type of allocation tool below.

Purpose of Departmental Allocation Reports

Companies and organizations use Departmental Allocation Reports to get full visibility into the true profitability of their revenue-generating departments. When used as part of good business practices in a Finance and Accounting department, a company can improve its profit center analysis, as well as, reduce the chances that managers overstate profitability of departments that consume a lot of overhead services from other business units.

Departmental Allocation Report Example

Here is an example of a fully automated Allocation Report that calculates and stores allocated expenses by department.

Departmental Allocation Report Example

Departmental Allocation Report Example

You can find hundreds of additional examples here.

Who Uses This Type of Allocation Tool?

The typical users of this type of allocation tool are: CFOs and Department Managers.

Other Allocation Tools Often Used in Conjunction with Departmental Allocation Reports

Progressive Finance and Accounting Departments sometimes use several different Departmental Allocation Reports, along with profit & loss reports, dashboards and other management and control tools.

Where Does the Data for Analysis Originate From?

The Actual (historical transactions) data typically comes from enterprise resource planning (ERP) systems like: Microsoft Dynamics 365 (D365) Finance, Microsoft Dynamics 365 Business Central (D365 BC), Microsoft Dynamics AX, Microsoft Dynamics NAV, Microsoft Dynamics GP, Microsoft Dynamics SL, Sage Intacct, Sage 100, Sage 300, Sage 500, Sage X3, SAP Business One, SAP ByDesign, Acumatica, Netsuite and others.

In analyses where budgets or forecasts are used, the planning data most often originates from in-house Excel spreadsheet models or from professional corporate performance management (CPM/EPM) solutions.

What Tools are Typically used for Reporting, Planning and Dashboards?

Examples of business software used with the data and ERPs mentioned above are:

  • Native ERP report writers and query tools
  • Spreadsheets (for example Microsoft Excel)
  • Corporate Performance Management (CPM) tools (for example Solver)
  • Dashboards (for example Microsoft Power BI and Tableau)

Corporate Performance Management (CPM) Cloud Solutions and More Examples