Sales, Marketing, and Advertising
Account Executive
Meets/Exceeds Expectations
Excels at identifying and closing new sales prospects
Engages in a consultative selling style
Continuously meets or exceeds sales expectations
Generates a high number of leads through cold calling and personal referrals
Sets the appropriate number of sales activities to meet performance targets
Strategically conducts the appropriate needs analysis
Presents products on a problem-to-solution basis
Always puts the customer’s needs above the need to close the sale
Makes the greatest number of sales presentations month after month
Tracks the quality ratios of sales calls to maximize each territory’s potential
Develops and follows a well-researched client development plan
Remains in the top tenth percentile of account executives in terms of revenues
Closes a high volume of new business and account renewals
Sees each sale through to the client’s satisfaction
Maintains accurate records of cold calls, presentations, and sales results
Readily handles contract renewals and price adjustments
Proactively identifies current and future customer service requirements
Quickly establishes rapport with potential customers
Demonstrates effective negotiation and closing techniques
Secures profitable, high margin business
Maintains long-term client relationships
Has a very high retention and repeat-business rating
Needs Improvement
Is more transaction-oriented than relationship-driven
Does not proactively identify and evaluate unexploited assets or revenue sources
Has not consistently met monthly sales quotas
Spends too much time chasing low margin business
Has ongoing difficulties maintaining a stable portfolio of clients
Shies away from negotiating complex deals
Cannot effectively articulate competitors’ strengths and weaknesses
Is unable to articulate the company’s competitive advantage
Fails to pursue opportunities for account growth and new business development
Has developed a reputation for being territorial and inflexible
Fails to close major business deals within his assigned territory
Has difficulty developing industry relationships and networks
Art Director
Meets/Exceeds Expectations
Creatively conceptualizes and develops advertising campaigns
Supervises the preparation and acquisition of all advertising materials
Conceptualizes, develops, and executes key art
Generates appropriate artwork and ancillary promotional materials
Effectively designs all necessary advertising materials
Directs the execution of key art
Manages all aspects of illustration, retouching, and digital image creation
Provides art direction and design supervision of final presentations
Ensures timely and accurate cost estimates and financial accountability
Successfully creates presentation boards to present to clients
Develops art for trade print publications and point-of-purchase displays
Needs Improvement
Lacks detailed knowledge of the creative tools available
Designs concepts and layouts that are inconsistent with brand guidelines
Does not stay current with the latest graphic trends
Fails to meet advertising project deadlines and budgets
Lacks experience in both design and illustration
Lacks a functional knowledge of mechanical production
Cashier/Checker
Meets/Exceeds Expectations
Accurately totals customers’ purchases
Itemizes payments at point of sale
Displays a thorough knowledge of store products and merchandise
Ensures proper cash register balancing with no variances
Regularly verifies consumers’ credit
Encourages customers to purchase store credit cards
Accurately enters price changes
Ensures that price sheets and coupons are up to date
Properly handles exchanges and returns merchandise
Provides accurate pricing information
Discounts purchases by redeeming coupons
Readily alerts management to any potential security or theft violations
Needs Improvement
Does not consistently demonstrate strong customer service skills
Has difficulty balancing the cash drawer
Fails to discount information that is not preprogrammed into the system
Appears unwilling to perform noncashier duties, such as stocking and lifting
Fails to proactively assist customers in locating merchandise
Neglects keeping display tables well-stocked for convenient shopping
Does not readily document out-of-stock merchandise
Fails to consistently ensure that UPC codes on merchandise are correct
Event/Conference Coordinator
Meets/Exceeds Expectations
Successfully processes seminar and convention registrations
Accurately records payments for registrants, exhibitors, and sponsors
Prepares name badges and event registration rosters without error
Assists in managing the logistics of speaker presentations
Diligently books guest and meeting rooms
Ensures the timely distribution of promotional materials for seminars
Coordinates the collection, compilation, and packaging of speakers’ notes
Assists in the management of volunteer corps
Regularly maintains seminar, conference, and convention event schedules
Distributes participant continuing education forms
Obtains state licensing board CE credit approval for seminars
Willingly assists in all levels of pre-conference planning
Ensures that meeting rooms are properly equipped and prepared
Coordinates all aspects of on-site signage and audiovisual requirements
Needs Improvement
Fails to consistently coordinate catering and audiovisual requirements
Lacks a basic knowledge of event and meeting planning principles
Is slow to wrap up post-conference financial settlement of invoices
Is not familiar with the operational requirements for audiovisual equipment
At times appears resentful of early morning, evening, and weekend hours
Fundraising/Development Executive (Nonprofit)
Meets/Exceeds Expectations
Responsibly oversees the planning and execution of all fundraising
Manages the solicitation and stewardship of major gift prospects
Devises strategies for achieving fundraising goals
Develops contributed financial support, including membership and grants
Serves as liaison with news media for exhibitions and special programs
Demonstrates outstanding leadership working with boards of directors
Skillfully organizes and coordinates social and special events
Continuously solicits corporate underwriters and in-kind donations
Diligently oversees annual membership drives
Spearheads membership drives, including direct mail and telephone solicitations
Instills trust and loyalty in clients and contributors
Possesses solid experience in major gifts and planned giving
Needs Improvement
Does not possess comprehensive fundraising or grant-writing skills
Neglects the development of planned giving and endowment initiatives
Lacks knowledge of intestacy laws and estate planning strategies
Has difficulty structuring and conducting planned giving campaigns
Is not familiar with credit trusts and wealth replacement trusts
Has not consistently met fundraising and development target goals
Graphic Designer
Meets/Exceeds Expectations
Provides graphic design and graphics production support
Promptly completes layout revisions
Optimizes and retouches graphics
Creatively illustrates concepts
Successfully designs rough layout of art and copy
Has a good sense of appropriate graphic size, style, and arrangement
Makes edits and changes to files in a timely and efficient manner
Is flexible and willing to experiment with color, contrast, and backgrounds
Develops new and exciting patterns and designs
Successfully launches special design projects
Implements art direction and design concepts across a range of projects
Consistently verifies size, color, and other production-related issues
Reliably executes graphic output for single-color and multicolor ads
Processes form orders in accordance with eligibility guidelines
Needs Improvement
Lacks necessary Web and HTML coding skills
Is technically challenged in the areas of scanning and image production
Fails to maintain graphic design equipment in proper working order
Fails to regularly purge files of forms that are no longer in use
Does an unsatisfactory job maintaining archival creative job files
Market Research Analyst
Meets/Exceeds Expectations
Initiates marketing campaigns
Does a thorough job identifying marketing opportunities
Researches and analyzes market data
Provides strategic decision support for marketing management
Delivers relevant and accurate information, analysis, and insight
Successfully analyzes and synthesizes survey data
Prepares accurate reports of findings to marketing management
Evaluates promotional materials
Produces regular forecasts of market trends and competitive activity
Works closely with internal customers to define initial requirements
Tests products to make effective product recommendations
Composes questionnaires and interprets results
Develops trend data based on test panel results
Performs campaign response analysis and modeling
Provides insight into customer retention and cross-sell potential
Regularly provides data-driven analysis of current marketing activities
Identifies and extracts lists according to campaign specifications
Needs Improvement
Fails to make clear recommendations based on research findings
Lacks the ability to communicate technical results to nontechnical audiences
Makes ineffective recommendations regarding product positioning
Relies too heavily on outside agencies
Continues to exceed budget
Lacks proficiency in direct marketing analytical methods
Does not communicate effectively with sales and R&D staff
Marketing Director
Meets/Exceeds Expectations
Effectively conceptualizes, develops, and executes marketing campaigns
Successfully drives the creation and delivery of integrated marketing solutions
Meets strategic marketing objectives
Creates consistent campaigns across all marketing media
Uses direct mail, e-mail blasts, and billboards to ensure maximum penetration
Tailors marketing campaigns to promote products with the highest revenue potential
Creates and develops collateral and brochures
Ensures the accurate delivery of consolidated plans within allocated budgets
Oversees all aspects of response tracking and measurement
Excels at new account acquisition
Successfully retains relationships with assigned/existing accounts
Readily accepts the challenge of new sales activities
Works well with the sales team in prospecting, qualifying, and closing sales
Serves as an effective liaison between customers and our internal technical team
Regularly ensures successful project completion and customer satisfaction
Employs churn, satisfaction, and usage metrics for customer satisfaction programs
Maintains dialog with account directors to up-sell additional functionality
Needs Improvement
Fails to work closely with the installation team during implementation
Misses opportunities to develop long-term relationships with key contacts
Fails to review client accounts for up-sell or cross-sell opportunities
Is unable to answer basic questions about sales projections
Fails to create compelling and innovative marketing campaigns
Lacks skills in the areas of online sweepstakes and product placement
Media Planner
Meets/Exceeds Expectations
Effectively executes media campaigns
Oversees the creation of media plan flowcharts
Handles all buying, tracking, and reporting of media plans
Develops and implements media objectives and strategies
Takes charge of the creation and maintenance of media plans and budgets
Efficiently tracks advertising spending by market
Keeps up to date with the current media landscape
Maintains professional relationships with the media community
Regularly researches new opportunities with current and future clients
Develops media objectives and strategies across all types of media
Generates accurate tracking report evaluations
Attends client meetings, prepares budgets, and generates competitive analyses
Develops accurate specification sheets and requests for proposal
Coordinates invoicing, quality control, and reconciliation of media buys
Needs Improvement
Fails to analyze the value of media vehicles for client media plans
Lacks sufficient quantitative skills to create formulas and execute calculations
Neglects buying and trafficking responsibilities
Fails to reconcile media buys and administer requests for proposal
Lacks proficiency with syndicated research or media planning tools
Fails to maintain deliverable schedules with all necessary changes and additions
Product/Brand Manager
Meets/Exceeds Expectations
Develops key marketing and sales programs
Ensures the appropriate implementation of marketing plans
Has a keen understanding of marketing principles and practical applications
Prepares and updates marketing budgets
Accurately projects costs for all advertising and point-of-purchase materials
Skillfully calculates budgets against projected revenues
Develops point-of-purchase items, trade materials, and special promotions
Effectively allocates marketing materials through all channels of distribution
Analyzes the effectiveness of past promotions
Incorporates successful elements of past promotions into future marketing plans
Schedules releases and promotions that capitalize on market opportunities
Needs Improvement
Does not expedite the approval of sales materials
Fails to ensure that program releases are announced in a timely manner
Fails to develop cross-promotional opportunities with outside companies
Shows little effort to maximize product visibility and boost sales
Provides minimum input regarding development of art materials and copy
Does not adjust inventory levels and production schedules on a regular basis
Fails to establish appropriate time schedules for bringing new product to market
Publicist
Meets/Exceeds Expectations
Develops superior press materials and media lists
Satisfies media requests
Produces publicity materials that require little editing or correction
Attentively oversees event planning and media relations
Maintains comprehensive and current database of contacts
Drafts company press releases and feature articles
Plans, develops, and communicates relevant publicity information
Keeps the public informed of clients’ programs, accomplishments, and points of view
Serves as a liaison with industry press to maximize publicity
Diligently maintains the editorial calendar
Cultivates rich stories for articles
Successfully creates and distributes press kits
Regularly attends industry trade shows and press conferences
Promotes goodwill through publicity efforts
Excels at organizing charitable events
Prepares fact sheets, news releases, and photographs for media representatives
Needs Improvement
Fails to sufficiently research and seek out new media outlets
Misses opportunities to strengthen and develop media contacts
Hesitates to participate in industry data-gathering surveys
Fails to consistently capture and report publicity campaign results
Does not take the initiative to independently research data
Fails to proactively contact and court media representatives
Sales Assistant (Brokerage)
Meets/Exceeds Expectations
Successfully provides sales and marketing support
Skillfully handles unsolicited calls from prospects
Consistently follows high standards of business and professional ethics
Work well with high net worth individuals and institutional investors
Coordinates a high volume of administrative support activities
Qualifies new leads according to pre-established guidelines
Successfully schedules appointments for call-ins with account executives
Regularly follows up with referrals, prospects, and clients
Distributes marketing brochures at the direction of sales representatives
Ensures that corporate compliance standards are met
Regularly records all transactions on appropriate logs and blotters
Helps clients complete new accounts and asset transfers
Efficiently handles routine matters, like address changes and bank authorizations
Executes client trades accurately
Needs Improvement
Lacks knowledge of securities industry terminology and practices
Has difficulty preparing sales proposals due to limited software skills
Fails to order and distribute client birthday and holiday cards
Does not track and trend investment fluctuations and variations
Fails to research and resolve client service problems in a timely fashion
Fails to proactively notify sponsor companies when client problems arise
Sales Associate (Retail)
Meets/Exceeds Expectations
Provides exceptional customer service
Promotes retail sales and maximizes revenues
Provides dedicated, one-on-one support to customers
Possesses a creative flair for arranging products in an attractive manner
Ensures that customers receive a distinctive brand experience
Develops lasting customer relationships through clientele building practices
Displays, promotes, tags, and prices merchandise as appropriate
Prepares appropriate promotional signage
Displays merchandise in accordance with company policy
Excels in the areas of merchandising and visual presentation
Ensures that operation standards and loss prevention guidelines are met
Participates in continual sales and customer service training
Consistently achieves customer satisfaction, sales standards, and goals
Has developed a large base of repeat business
Ensures consistent customer satisfaction
Works flexible hours, even on last-minute notice, including weekends
Shows a strong sense of integrity and commitment to customer satisfaction
Accurately operates a retail computer point-of-sale system
Maintains a working knowledge of service and repair operations
Coordinates customer returns and exchanges according to store policy
Needs Improvement
Does not display a positive and outgoing customer orientation
Get easily overwhelmed during peak sales periods
Fails to implement store merchandising standards
Consistently forgets to take advantage of cross-selling opportunities
Does not educate customers on related products, features, and services
Has experienced difficulty in meeting and exceeding individual sales goals
Is reluctant to work at multiple retail locations within the district, as required
Fails to cultivate new customer relationships
Does not regularly follow up with all customers after the sale
Misses opportunities to obtain repeat sales
Sales Manager
Meets/Exceeds Expectations
Effectively develops sales, marketing, and revenue plans
Drives future growth and market share
Drives incremental revenue
Develops and executes a coherent business strategy
Recommends short- and long-range business development objectives
Successfully assesses trends, problems, and revenue opportunities
Skillfully articulates the value of our products and services to customers
Responds to questions in real-time
Aggressively implements marketing strategies
Motivates the sales staff
Monitors sales staff performance
Ensures that sales staff receives necessary training
Forecasts and develops annual sales quotas
Consistently projects expected sales volume and profitability
Provides line organization input into pricing proposals
Develops strategies and tactics for new business generation
Coordinates business development and project management initiatives
Regularly develops and introduces technical and management innovations
Needs Improvement
Fails to develop successful sales plans
Does not fully understand the economic metrics that drive the business
Is uncomfortable with technology fundamentals
Misses opportunities to build revenue through new partner acquisitions
Shies away from structuring, negotiating, and closing complex deals
Fails to build strategic partnerships
Does not produce reliable and consistent business plans
Is inconsistent in managing the performance of sales staff
Sales Representative (Outside)
Meets/Exceeds Expectations
Diligently works an assigned territory to identify business opportunities
Regularly meets with decision makers to analyze customers’ requirements
Consistently employs a consultative, customer-focused sales approach
Excels at obtaining orders and establishing new accounts
Readily recommends changes in products, service, and policy
Makes compelling sales presentations
Gains the attention and involvement of potential customers
Establishes common ground and focuses on win-win outcomes
Readily gains concessions and protects organizational interests
Consistently closes the sale
Addresses customer concerns and moves the customer toward commitment
Skillfully uses territory analysis to target top prospects
Consistently meets or exceeds sales targets
Effectively uses cold calls and networking to generate new referrals
Thoroughly qualifies leads
Builds and maintains customer relationships long after the initial sale
Provides the highest level of customer service support
Uses collaborative selling strategies
Identifies, cultivates, and leverages customer relationships
Demonstrates expert negotiation techniques
Possesses well-honed analytical skills to identify and exploit key opportunities
Instinctively addresses customer concerns with savvy resolution strategies
Needs Improvement
Does not consistently meet sales goals
Lacks the business acumen to interpret financial information
Has ongoing difficulties identifying client needs
Lacks expertise in the techniques of collaborative selling
Fails to spontaneously adjust the content or emphasis of sales presentations
Gives up too easily when customers are resistant
Does not retain clear records of submitted orders
Frequently demonstrates resistance to travel throughout the sales territory
Telemarketer
Meets/Exceeds Expectations
Generates a high volume of outbound telephone calls
Renews a high percentage of extended warranty/service contracts
Remains motivated and eager to cold call sales prospects
Has a high ratio of sales closes per call
Demonstrates thorough product knowledge
Approaches contacts with a pleasant phone voice and gentle persistence
Sells the sizzle when selling the steak
Distinguishes between features and benefits
Actively solicits orders for merchandise and services
Consistently exceeds the required number of outbound telephone calls
Records and secures information after each call
Completes orders entries accurately
Needs Improvement
Spends too much time with house accounts rather than new customers
Frequently runs out of call contacts due to lack of daily preparation
Has lower quality ratios than average
Demonstrates reluctance to overcome initial customer objections
Deviates too often from the script
Overly apologies for the “intrusion” of his phone call