Template · C107
Steering committee KPIs: the indicators that trigger a decision
Which indicators should be brought to a marketing steering committee to obtain decisions rather than a review of figures?
Direct answer
The committee follows only the indicators tied to a possible decision: for each one, a target, an alert threshold, an action threshold and the decision prepared if the threshold is crossed; the others stay in the operational dashboard.
01Keep, send back to operational monitoring or remove each indicator according to whether crossing its threshold triggers a committee decision.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
Which indicators should be brought to a marketing steering committee to obtain decisions rather than a review of figures?
Keep, send back to operational monitoring or remove each indicator according to whether crossing its threshold triggers a committee decision.
Committee KPI grid
Downloadable template · SQ-107
Bring to the committee only the indicators that trigger a decision
A committee that walks through thirty indicators settles none of them. The grid keeps only those tied to a prepared decision, with two thresholds set before the meeting: alert and action.
Illustrative case: a €600k B2B marketing plan, a monthly 60-minute steering committee and an operational dashboard of 28 indicators.
- 01Start from decisions
List the decisions the committee can take this quarter: reallocate, accelerate, stop, postpone.
- 02Link
Attach to each decision the indicator that triggers it, its source and its owner.
- 03Set thresholds
Set an alert threshold and an action threshold, calculated before the meeting, not during it.
- 04Sort
Keep at the committee the indicators tied to a decision; send the others back to operational monitoring.
Committee KPI grid
The grid links each indicator to a target, an alert threshold, an action threshold and the decision it triggers. Only crossing an action threshold puts an item on the agenda.
| Indicator | Target | Alert threshold | Action threshold | Prepared decision | Owner | Status |
|---|---|---|---|---|---|---|
| Quarter’s sourced pipeline | €1.2M | < €1.05M | < €0.95M | Reallocate €60k to demand | Demand generation | Alert |
| Cost per opportunity | €1,900 | > €2,200 | > €2,500 | Cap the most expensive channel | Acquisition | Normal |
| MQL-to-opportunity rate | 16% | < 14% | < 12% | Review qualification with sales | Marketing ops | Action |
| Budget consumed | 50% | > 55% | > 60% | Freeze unsigned commitments | Finance | Normal |
| Launch milestones met | 100% | < 90% | < 80% | Move the launch date | Product | Alert |
| Production capacity used | 85% | > 95% | > 105% | Withdraw an initiative | PMO | Normal |
01Of the dashboard’s 28 indicators, 6 are tied to a decision: the other 22 stay in operational monitoring.
02The MQL-to-opportunity rate has crossed its action threshold: reviewing qualification goes on the agenda, with its owner.
03The two indicators on alert are presented without a decision: the committee notes the trend and sets the date of the next reading.
Illustrative case. Thresholds must be calculated from the historical variability and economic impact specific to each plan.
Reference sources
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
Committee KPI grid
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.