SAMPLE COMPLETED PERFORMANCE APPRAISAL

Employee Name: Terry Jones                       Position: Marketing Manager

Supervisor Name: Meredith Smith               Department: Marketing

Date of employee self-assessment: November 15, 2017

Date of manager assessment: December 5, 2017

Instructions: Employees are to complete a self-assessment and submit it to their

manager no later than November 15. Managers are to complete their assessment and
submit it to Human Resources by December 5.

Rating scale:

 5   Excellent (consistently exceeds standards)

 4   Outstanding (frequently exceeds standards)

 3   Satisfactory (generally meets standards)

 2   Needs improvement (frequently fails to meet standards)

 1    Unacceptable (fails to meet standards)

 SECTION 1: OBJECTIVES: Overall Section Rating: 3.7

Objective Action Items Outcomes

Increase number of Lead team to create buyer Four buyer personas were
marketing qualified persona profiles for ideal completed on Jan. 30.
leads by 15% over prospects by Feb. 1.
prior EOY results.
Fifteen new campaigns were
implemented across trade
Develop and execute 10-15 shows, online advertising
"top of funnel" marketing campaigns and a monthly
campaigns to generate webinar.
interest and action from
MQLs were tracked and
qualified prospects by Dec.
reported on weekly. MQLs
31.
 Track and report on MQL increased 17.5% over prior
results on a weekly and EOY results.
quarterly basis to adjust
campaigns as needed to
achieve the objective.

Employee Rating: 5 Manager Rating: 5

Employee Comments: The Manager Comments: Terry did a great job in

objective was exceeded, and all designing the action plans and being
responsive to needed plan changes. She
action items were met and reassigned and prioritized the workflow when
completed on time. Even with one one team member left in the fourth quarter,
vacant position in the fourth quarter, leading her team to exceed the objective.
the team put in extra hours and was Plan designs developed this year will be used
able to exceed the goal. going forward to build on this success.

Objective Action Items Outcomes

Increase Develop four nurturing Four nurturing e-mail campaigns were

conversion rate of campaigns to engage, launched, targeting our four buyer
marketing educate and inform personas, one per quarter. Conducted
qualified leads to marketing qualified two targeted webinars in the first and
sales qualified prospects, at least one third quarters.
leads by 5% over per quarter.
Conducted quarterly tests on buyer
prior EOY results.
  personas by varying e-mail frequency
  and consolidating/spreading out
Modify/enhance
content delivery as warranted.
campaigns or programs
Identified frequencies that consistently
to shorten conversion
increased conversion rates for each
time by conducting
persona.
tests on buyer
personas.  

  Worked with inside sales to refine the

processes and timing for when they
 
   make first contact with a lead.

Overall, conversion rates to sales

qualified leads were increased by
Work with inside sales
4.8%.
team to further qualify
leads before passing on
to field sales team.

Employee Rating: 4 Manager Rating: 3

Employee Comments: While developing Manager Comments: Terry led her team

and working with new personas, my team in making a great start to increasing the
conversion rate of MQLs to SQLs, though
was still able to launch successful they fell just short of the actual objective.
nurturing campaigns and better determine This was a solid effort to incorporate new
what frequency of contact showed initial personas and testing frequencies and to
improvements in conversion times. Again, build a more efficient process with the
even with one vacant position in the inside sales team. These efforts will
continue into next year and show signs of
fourth quarter, we came very close to being even more effective in years to
meeting the objective and feel positioned come.
to exceed the rate next year. 

Objective Action Items Outcomes

Increase number Enhance social media Each persona received two

of followers on strategies by sharing at least high-quality content pieces each
both Twitter and six high-quality content quarter via Twitter and LinkedIn.
LinkedIn by 15%. pieces with each persona via
A spreadsheet was created to
social media.
  track identified influencers and
Engage with industry to show progress in
influencers and build engagement efforts with each.
relationships to increase
We sponsored two social media
brand exposure.
events with the leading industry
Partner with industry association and organized
associations and groups to bimonthly online webchats with
 sponsor social media events. interest groups.

Overall, followers on Twitter

were increased by 22%, while
LinkedIn followers increased by
10%.

Employee Rating: 3 Manager Rating: 3

Employee Comments: This objective got Manager Comments: As the number of

off to a slower start than the others. We followers increased for both platforms,
these results are a success for the
were still able to exceed the goal for objective. Terry made note of the greater
Twitter followers but fell short on LinkedIn. effects of more dedicated and consistent
With the need to rearrange some time spent on social media platforms
priorities, more time was spent on and will utilize that knowledge going
increasing our Twitter presence, so our forward. Terry did a great job of leading
her team to increase Twitter followers
LinkedIn presence suffered. More time beyond the goal!
dedicated to social media will be needed
in the future to fully realize goals.

SECTION 2: GENERAL PERFORMANCE REQUIREMENTS: Overall Section Rating:

4
1. Job Knowledge (Applies the technical and professional skills needed for the job.)

Employee Rating: 5 Manager Rating: 5

Employee Comments: Through Manager Comments: Terry is highly

experience and ongoing education, I qualified and brings a great deal of
experience to her role. She is proactive in
bring a high level of marketing and staying on top of new marketing
technical skills to the job and keep pace technologies, while also staying abreast of
with trends and changes in the industry industry trends to increase her business
to continuously improve marketing acumen, which in turn increases her
efforts. department's contributions to the bottom
line. Terry is a go-to person for the latest
innovations and trends.
  

2. Communication Skills (Listens effectively and provides information and guidance to

individuals in an appropriate and timely manner.)

Employee Rating: 4 Manager Rating: 4

Employee Comments: I Manager Comments: Terry scores well on

communicate well with my staff, employee satisfaction and pulse surveys,
with above average ratings from her group.
providing weekly status updates on When pressed for time, some weekly status
objectives and ongoing feedback to updates have been late, but not to any
individuals on the team. I have an extent to impede the team's progress.
open-door policy and encourage my
team to share opinions openly.

3. Management Skills (Guides team to achieve desired results. Delegates

responsibilities appropriately and effectively, while developing direct reports.)

Employee Rating: 4 Manager Rating: 3

Employee Comments: I Manager Comments: Terry is an effective

successfully lead my team to achieve manager who is able to lead her team to
achieve or exceed most objectives. While she
objectives by setting appropriate has a good rapport with her team, she needs
goals, determining workflow and to make more time to develop her more
assignments, and keeping the team inexperienced team members, which will only
on schedule. I encourage my team to increase the functionality of the team. Terry
bring any issues to me, and I resolve will need to focus her efforts at the start of the
year on hiring for the vacant position and on
them quickly. coaching current team members to improve
  their effectiveness.

4. Organizational Skills (Sets appropriate objectives to meet commitments within

budget. Establishes priorities and organizes workflow to meet objectives.)

Employee Rating: 5 Manager Rating: 5

 Employee Comments: I take my Manager Comments: Terry has
financial responsibilities very seriously exceptional organizational skills. Whether
it's planning out how to deliver on an
and always operate within budget. I set objective or organizing the use of her
and plan my team's action items at the resources, she's up for the task and
start of the year, taking into delivers good-quality work on time. Terry
consideration the availability of has a remarkable capability in assisting
resources and the logical order in which with budget development and in planning
work within that budget. All objectives this
tasks need to be done. Objectives are year were delivered within budget.
met or exceeded in most cases and
completed on time.

5.Initiative (The degree to which an employee searches out new tasks and expands
abilities professionally and personally.)

Employee Rating: 3 Manager Rating: 3

Employee Comments: I think I do Manager Comments: In terms of setting action

a good job of taking initiative at the plans and keeping the flow of work going, Terry
start of the year, when developing meets all expectations. She also keeps abreast
the action plans for my team, and of applicable trends and applies them where
also of staying on top of possible. In the future, more initiative should be
professional and industry trends. taken to get involved in the overall strategic
plan, as opposed to focusing solely on annual
objectives. This will help in her development for
succession plan purposes.

SECTION 3: PROFESSIONAL DEVELOPMENT: Section Rating: 3

Pursue the AMA Professional Certified Marketer in Digital Marketing certification by

completing three to five LinkedIn Learning courses.

Employee Rating: 3 Manager Rating: 3

Employee Comments: I completed three Manager Comments: Three online

courses in preparation for taking the Digital courses were completed in pursuit
Marketing certification exam: Learning of the certification. Terry plans to
Conversion Rate Optimization; Advanced
 Google Analytics; and Optimizing Marketing E- take the exam next year.
Mails.

OVERALL RATING: 4

Section 1 (40%):        3.7                   Total Score: 3.68

Section 2 (40%):        4.0

Section 3 (20%):        3.0

Employee Signature:                                                                        Date:

Supervisor Signature:                                                                      Date: