Customer sales promotions as a percentage of sales revenue

This measure calculates average spend on customer sales promotions as percentage of retail sales. This Supplemental Information measure is intended to help companies evaluate additional variables related to the process "Develop and manage promotional activities".

Benchmark Data


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Measure Category:
Supplemental Information
Measure ID:
Total Sample Size:
80 All Companies
25th Median 75th
- - -
Key Performance Indicator:

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Units for this measure are percent.

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Average spend on customer sales promotions as percentage of retail sales

Key Terms

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Total annual revenue is net proceeds generated from the sale of products or services. This should reflect the selling price less any allowances such as quantity, discounts, rebates and returns. If your business entity is a support unit and therefore does not directly generate revenue, then provide the revenue amount for the units you support. For government/non-profit organizations, please use your non-pass-through budget. For insurance companies the total annual revenue is the total amount of direct written premiums, excluding net investment income. Note: Business entity revenue needs to only include inter-company business segment revenue when the transactions between those business segments are intended to reflect an arm's length transfer price and would therefore meet the regulatory requirements for external revenue reporting.

Supplemental information is data that APQC determines is relevant to decision support for a specific process, but does not fit into the other measure categories such as cost effectiveness, cycle time, or staff productivity.

Measure Scope

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Cross Industry (6.1.1)

  • - Define promotional concepts (10167) - Outlining a conceptual framework for all promotional activity in order to create an overarching aspiration and ensure consistency. Create a plan for running promotional programs and designing the associated activities in order to increase visibility or sales. Determine how the organization quantifies what it wishes to achieve from these activities, what sort of messages the organization comfortable publicizing, what channels the organization wishes to employ, etc.
  • - Plan and test promotional activities (10168) - Developing a scheme for executing the promotional programs and campaigns, and testing these on sample audiences. Create a program plan, and carry out trials for promotional activities. Develop a scheme for how, when, where, and by whom the promotional schemes and campaigns will be deployed. Design incentives that convince or tempt the consumer to take up the organization's offerings. Conduct focus groups and pilot programs that reach out to a smaller number of people from among the target audiences to validate effectiveness.
  • - Execute promotional activities (10169) - Executing promotional programs in the market for reaching out to the desired customer segments. Implement the promotional schemes and campaigns. Create collaterals for the dissemination of information about the product, product line, brand, or company to the target audiences in an effective manner. Leverage relationships with distributors, vendors, and retailers. Consider enlisting professional services such as design, PR, and advertising firms.
  • - Evaluate promotional performance metrics (10170) - Evaluating the success of promotional programs through metrics that track the impact of these activities. Examine the performance of promotional activities. Measure the success of these programs through metrics representative of customer uptake, market penetration, sustenance of impact created, revenue growth through offerings marketed, etc. Measure through primary data collection. Analyze through various statistical techniques to generate insights.
  • - Refine promotional performance metrics (10171) - Fine-tuning promotional activities by employing the insights gleaned from the quantitative, as well as any qualitative, performance evaluations. Change certain attributes of the schemes, campaigns, and programs deployed in order to increase the impact generated, in terms of measures already agreed upon such as customer uptake, market penetration, sustenance of impact created, and revenue growth through offerings marketed.
  • - Incorporate learning into future/planned consumer promotions (10172) - Incorporating the understanding developed by studying promotional activities as well as refining them. Include the best practices and value-enhancing attributes identified in Refine promotional activities [10171] into similarly planned schemes, programs, and campaigns. Adjust promotional activities to further increase the effectiveness of the overall promotional efforts.