Simplifying KPIs for investment trust marketing
An investment trust board meeting covering marketing or secondary market liquidity can prompt complex questions as to objectives, measurement and what success is meant to look like.
Having worked on over 200 boards on such KPIs, we recognise that every board can see their template often differently and many results reported are activity-related in isolation. Yet responsibilities are like an orchestra, some are for PR support, some for the brokers, some for sales, some for corporate advisers. These as a result can lose integration of findings and focus.
Target outcomes, the destination, we see as the critical measure: what is your issued capital retail ownership target five years out and is the balance of buyers and sellers on a rolling annual basis in good health? So the activity reporting needs to feed into the desired outcomes. With clear KPIs, it is possible to connect or at least correlate which activities have meaning and significance, competitively (rarely included in traditional reports), as opposed to yet more weeds.