Marketing Staff Performance Management Based On The Balanced Scorecard

The benefit of the enterprise depends largely on the performance of marketing staff. Performance of marketing staff depends largely on the assessment of sale staffs of enterprise. It’s important that establishing a scientific and reasonable system on performance management in the enterprise. Especially in the one which marketing oriented, it is decisive frequently. But actually, a lot of enterprises’ system of performance management is not scientific and unreasonable. One is unreasonable designing of the evaluation index, another is the weighing coefficient of indicators is not scientific. It is ignored the owner who comes different regions and has different resource that needs the different index weight coefficient. In this paper, the author toke enterprise H as an example, through the analysis of the current situation the strategic review, planning and designing of the company that to selection a evaluation system which companies for the stage and the strategic objectives. It was trying to solve the problem of the management of marketing in the interior of the enterprise.In order to adapt to the performance appraisal system, the marketing staff occupation characteristic and psychological characteristic undertakes analysis and summary in this paper. At the same time the introducing of performance management theory, the theory of management by objectives, key performance indicator, the360degree evaluation and the Balanced Scorecard which four performance appraisal system applications more at present was be introduced, It was be made summary that the advantages and disadvantages too. In the analysis of specific cases of H enterprises to set up marketing staff performance appraisal system problems, in addition to the enterprises H for the introduction, focusing on the review of history and the talent of the enterprise. The marketing problems were be analyzed. In the process of designing programs, with respect to the enterprise itself has the condition, combining the performance appraisal system of the applicability of the introduction of the balanced scorecard, performance evaluation system. Then the introduction of Balanced Scorecard project preparation, project how to set a reasonable index system and how to implement the project, how to evaluation results and how to modify and so on in the process of the course description. Finally experience and lessons were been summed up by the implementation result. As the implementation process of enterprise H’s marketing staff of the Balanced Scorecard performance management system, the following points:the Balanced Scorecard is a dynamic equilibrium process; In the investigation of the dimensions of the Balanced Scorecard four indicators, the proposed inspection staff learning ability, attitude, moral aspects of "soft targets" assessment, and given the possible evaluation. First Balanced Scorecard is built on top of the corporate strategic objectives, the balanced scorecard measurement indicators to establish the process down to every level of the process of transformation of corporate strategic objectives, corporate development and expansion of enterprises the competitive environment will change. Corporate strategy will change, corporate strategy, metrics should of course change. Second, the implementation of the Balanced Scorecard performance management system is the design of indicators, the implementation of the feedback loop process, unreasonable target will be manifested in the implementation process, managers should be revised based on feedback from the unreasonable target. Most of the indicators are very easy to measure, such as financial indicators such as employee creativity, responsibility and moral standards cannot be directly measured numerically, but closely linked to indicators of enterprise efficiency, which we call "soft targets"."Soft targets" can only be a subjective evaluation, although eventually use the numeric form of scoring. In this paper, the "soft targets" content does not belong to the four aspects of the Balanced Scorecard Balanced Scorecard performance management system, the scope of examination, and linked with the salaries of their employees to staff incentive and restraint. This article is also trying to figure out how to "soft targets" assessment approach. The last hope for the success of the Balanced Scorecard performance management system at the same time solve the problem of H corporate marketing staff performance management, can provide a useful reference for enterprises which facing the same trouble.