Our company's marketing department has not been spending the budgets properly in the past. The budgets do no reflect in direct sales.
I work in the ecommerce dept so it's not my domain to ask them about performance.
I want someone who can help me create a strong link of past offline marketing performance for my online future spends, for maybe a learning perspective of understanding the business as I have recently joined.
But I need a hardcore KPI skeleton sheet structure that I can send to offline marketing team and ask them to fill out the data on a campaign to campaign level basis. Since they suck at measuring success of offline mktg activities, I'm pretty sure they won't be able to fill out the sheet to justify their spends in the past.
The marketing dept just talks about branding, awareness, work of mouth etc. In your presentation/model, you need to clearly show that all marketing efforts are mainly done for generating sales for small-mid sized businesses and hence all mktg activities should translate into sales.
We also have store visits data on a per month basis at store by store basis. Also remember, that with this report I want to put a lot of pressure on marketing to provide justification for all budget spend in the last year and then based on that data, provide budget for next year