First generation balanced scorecard - Kaplan and Norton version

What is the Balanced Scorecard (BSC) Approach?

The KPI Balanced Scorecard (BSC) isn’t as straightforward as it seems—especially if you’re using a first-generation model, which we strongly recommend against. Our guide breaks down the evolution of the Balanced Scorecard, showing why the third generation, called KPI Trees, is the real game-changer for modern strategy. Ready to see why?

What is a balanced scorecard?

The balanced scorecard approach is a visual framework to manage strategic performance. It helps organisations pick the right KPIs to track, so they can see and improve their overall performance. It doesn’t just focus on financials; it also looks at other key areas that matter for long-term success.

Table of Contents
    Add a header to begin generating the table of contents

    What is the history of the BSC?

    The BSC was developed by American management consultants Dr. Robert Kaplan and Dr. David Norton. It first appeared in their 1992 Harvard Business Review article, The Balanced Scorecard - Measures that Drive Performance, and was later expanded in their 1996 book, The Balanced Scorecard: Translating Strategy into Action.

    Before the BSC, performance management mostly relied on financial measures like revenue and profit. Kaplan and Norton argued that this focus didn’t suit modern, complex organisations. They designed the BSC to give a fuller picture by tracking performance across multiple areas—not just finance.

    Today, the BSC is used worldwide as a key tool for performance management and strategic planning.

    The three types of BSC

    BSCs have evolved through three distinct stages. If you’re just interested in building one, feel free to skip this part. But if you want to understand them better, it’s good to know about the three different types commonly used. For each generation, we've included an image as a balanced scorecard example.

    First Generation: The Four Perspectives

    First generation balanced scorecard - Kaplan and Norton version

    When Kaplan and Norton first introduced the BSC in 1992, they outlined four dimensions:

    • Financial perspective: Focuses on financial performance—metrics like revenue growth, profit margin, return on investment, and shareholder value.
    • Customer perspective: Looks at the organisation’s relationship with customers, using measures like customer satisfaction, retention rates, and net promoter scores.
    • Internal business process perspective: Focuses on internal processes and operations, with measures like on-time delivery, quality control, and efficiency.
    • Learning and growth perspective: Examines the organisation's ability to learn and grow, including measures like employee satisfaction, training and development, and innovation.

    These four dimensions aimed to give a well-rounded view of performance, guiding organisations to choose a few key KPIs to support better decisions and improve performance. However, many legitimate criticisms of the BSC approach come from this first generation model. Here’s why:

    Problems with first generation BSC

    1. Not adaptable for all sectors: These four perspectives didn’t fit well for public sector or non-profit organisations, or specialised departments within larger companies.
    2. Too much subjectivity: Jumping straight from broad perspectives to specific KPIs led to subjective metric choices. Teams often lacked confidence in the selected KPIs without a clear, rational basis.
    3. Limited KPI interaction: This model didn’t show how different KPIs affected each other, missing valuable connections between performance areas.

    In short, the first generation model tried to standardise KPI creation with its set perspectives, but its framework was too limited to be of practical use. As a renowned KPI consultant and performance management expert, I strongly recommend not to use the first generation model.

    Today, more advanced models, like the third generation scorecards described later in this guide, offer better solutions.

    Second Generation: Strategy Maps

    Second generation balanced scorecard - Kaplan and Norton

    By the mid-90s, Kaplan and Norton evolved the balanced scorecard by coming up with a “Strategy Map.” This introduced long-term aims grouped within the four dimensions. Each aim would then have one or two KPIs linked to it.

    Benefits of second generation BSC

    This approach allowed each perspective to break down into clear, specific goals and outcomes before KPIs were chosen. These goals, connected by lines on the Strategy Map, gave much more context and credibility to the selected KPIs.

    Problems with second generation BSC

    • Restrictive for large organisations: Although this model clarified the link between KPIs and strategy, the three-level structure (Perspective - Strategic Outcome - KPI) could feel rigid and wasn’t practical for large, complex organisations.
    • Perspectives lack meaning: The four perspectives acted more like categories than true outcomes, so they didn't hold much significance in themselves and wouldn't be comprehensive for many types of organisations.

    Third Generation: KPI Trees

    Balanced Scorecard 3rd Generation example version

    The third generation of BSCs addresses the issue of “perspectives” being too abstract and not specific to an organisation’s actual goals. Instead of perspectives, this model uses strategic results, outcomes, or goals that align with the organisation’s strategy.

    The KPI Tree approach brings flexibility by using three layers of strategic outcomes (plus KPIs) and mapping out both positive and negative relationships. KPI Trees also allow KPIs and OKRs to be aligned and displayed in a unified, clear, and visual way.

    Benefits of third generation BSC

    • Easier to read, explain, and understand.
    • Can represent even the most complex organisations when designed well.
    • Adaptable to any organisation’s unique priorities, structure, and nature.
    • Capable of showing complex interdependencies within the organisation.

    Problems with the third generation BSC

    • Although easy to interpret and explain, they are more complex and demanding to create than earlier scorecard models.
    • Starting with a “blank sheet” to define organisational outcomes can feel overwhelming.

    Each generation of the KPI balanced scorecard builds on the last, ultimately making KPI Trees the most effective approach today. This article’s implementation advice focusses on third generation scorecards.

    How does a KPI balanced scorecard model work?

    The idea is pretty straightforward: to know how well we're doing, we need to measure and set targets for key parts of our performance. The most important measures—our KPIs—should connect directly to the outcomes we care about, like strategic outcomes, results, or goals. So, our scorecard should focus on the KPIs that are both strategically relevant and practical.

    To do this, organisations first need to choose the specific KPIs that will help them reach their high-level goals and long-term outcomes. Using tools like KPI Trees and the ROKS frameworks offers a structured way to identify the best indicators for their strategy.

    How To Implement The Balanced Scorecard Framework (With Examples)

    Choosing the right KPI balanced scorecard approach for your team is essential to translate strategy into action. Here's how to implement the third generation scorecard.

    Using the Balanced Scorecard to Choose Your Performance Measures

    When you look for a balanced scorecard example, you will often see them presented with just outcomes, or results, on the diagram. As an illustration, "We deal well with customer calls" is an outcome...

    Deal well with customer calls - result as a branch of a KPI Tree

    ...but "Post-call feedback score" is the KPI that tracks that outcome.

    While outcomes and KPIs are closely related, each outcome may have several KPIs linked to it. You can’t put a number to “We handle customer calls well,” but you can measure “Post-call feedback score.”

    Deal well with customer calls and KPI

    Those using the KPI Tree framework as their third generation scorecard can easily develop their KPIs from the three. Here's an expansion of the example shown above, for a specialised financial services customer services function...

    When using a KPI Tree (a third generation scorecard), it’s easy to develop KPIs from these connections. Here’s an expansion of this approach for a specialised financial services customer service function…

    Balanced Scorecard 3rd Generation (plus) version

    Choosing the Right Strategic Objectives

    When picking strategic goals, it’s key to keep a few factors in mind:

    • Mission and vision: Goals should align with the organisation’s mission and vision, supporting its long-term outcomes.
    • External environment: Goals should reflect the organisation’s market landscape, including competitors, customers, and regulatory or economic factors.
    • Stakeholder priorities: Consider the needs and priorities of different stakeholders.
    • Resources and capabilities: Goals should be realistic and achievable within the organisation’s current resources and capacity.

    It’s often advised to make strategic goals SMART (specific, measurable, attainable, relevant, and time-bound) so they’re clear and easy to track. Experience shows that even SMART goals frequently fail. Check out my Strategy Checklist to determine if your strategy is ready to support meaningful measures and instead of SMART goals, consider using the much more robust ROKET-DS framework for target design.

    Tip: For a simple, practical three-step method for writing goal statements that truly work, check out How to Write Goal Statements.

    Create Your Own Balanced Scorecard

    Follow these six steps to build a balanced scorecard:

    1. Identify strategic objectives and measures: Choose the key goals and specific measures that reflect performance across four areas: financial, customer satisfaction, internal processes, and learning and growth. Tip: The ROKS Enterprise method offers a logical, structured approach to help with this.
    2. Set targets or benchmarks for each measure: Use your organisation’s strategic goals and past performance to establish realistic targets or benchmarks. Tip: Use our ROKET-DS framework to help you do this.
    3. Track and measure performance: Collect data from the various departments and consolidate it in one place to get a clear view of how you’re performing across measures. Tip: We can help you fix 7 common KPI report implementation issues and many other implementation problems.
    4. Identify improvement areas: Compare your performance against the set targets or benchmarks in review meetings to spot areas needing attention. This should be done in a structured way. Tip: Read our 3 essential questions for reviewing KPIs to understand how regularly this should be done and how to get the most out of the meetings.
    5. Develop and implement solutions: Address any areas of weakness or improvement identified in the previous step. The Lean Six Sigma methodology has a huge range of relevant tools for process improvements, including:
      • Structured problem-solving
      • Process mapping
      • Cycle time reduction (SMED)
      • Control charts for analysing variable processes
      • Tip: Get equipped with a wide range of these tools through my KPI Black Belt programme.
    6. Continuously monitor and adjust: Use the scorecard to regularly check your progress and make any necessary adjustments to stay on track.

    How to Use a Balanced Scorecard

    A KPI balanced scorecard helps you choose KPIs and set targets or benchmarks for them. Once the KPIs are set, you need to start tracking performance. This allows you to compare results against targets, highlighting areas where improvements are possible.

    When improvement opportunities arise, develop strategies to tackle them. This might mean revisiting processes, adding new technology, or providing team training. Continuous improvement is key - it's crucial to keep monitoring and adjusting as you go to ensure progress stays on course. The infographic below outlines the improvement cycle.

    To really understand how to use a balanced scorecard well, you need to be aware of both the benefits and the drawbacks of this tool.

    Improvement cycle example

    Balanced Scorecard Example for a Manufacturing Business

    Example manufacturing balanced scorecard SMB - SME

    Here are illustrative key performance indicators for a fictitious small manufacturing business, Mayhem Manufacturing:

    Balanced scorecard measures:

    1. We are profitable and solvent (strategic outcome)

    • Revenue growth
    • Profit margin
    • Return on investment
    • Shareholder value

    2. Customers love our products (strategic outcome)

    • Customer satisfaction scores
    • Customer retention rates
    • Net promoter scores

    3. We have the leanest operation in our section (strategic outcome)

    4. Our team love working with us and are highly skilled (strategic outcome)

    • Employee satisfaction
    • Contribution from new product launches
    • Average skill level points for the team
    • Employee referral rate for open roles

    Key measures vary based on organisation goals and stakeholder priorities. For instance, a retail business may focus on customer satisfaction and sales, while a manufacturer may emphasise efficiency, yield and quality.

    Prebuilt Scorecards

    Check out our three prebuilt scorecards that cover production, sales, and customer service.

    Head to this page for three simple prebuilt scorecards covering production, sales and customer service (call centre).

    Take Action

    If you’re still using an outdated Balanced Scorecard, it’s time for an upgrade. KPI Trees don't just measure performance—they drive it, aligning your team around what really counts.

    If you're implementing a BSC for the first time, reviewing a balanced scorecard example can provide clarity on structuring KPIs across perspectives. Find examples and seven steps to build your first one in our Ultimate KPI Tree Guide.

    Balanced Scorecard FAQ

    Should you use the BSC and OKRs (Objectives and Key Results) together, or is it a choice between the two? Both OKRs and the BSC are frameworks for tracking organisational performance, but there are key differences:

    1. Scope: The BSC covers multiple areas—financial performance, customer satisfaction, internal processes, and learning and growth. OKRs, on the other hand, focus on a smaller set of specific objectives and the key results needed to achieve them.
    2. Level of Detail: The BSC includes more measures, providing a detailed view of performance. OKRs stick to fewer high-level goals and key results, offering a simpler view with less detail.
    3. Flexibility: OKRs are flexible and can be easily adjusted to reflect changes in goals or environment. The BSC is more structured, which can make it harder to adapt quickly.
    4. Alignment with Strategic Goals: Both frameworks align with organisational strategy, but the BSC might suit organisations with complex, multi-faceted strategic goals, while OKRs are often better for straightforward, focused goals.

    The choice between these frameworks depends on the organisation’s needs and goals. Some may benefit from the BSC’s comprehensive approach, while others might prefer the simplicity and adaptability of OKRs.

    Looking for an OKR framework, OKR template, or tracking tool? Head to this page for useful templates and tracking resources.

    Tip: You can combine both approaches using an “OKR scorecard template.” Here’s an example of a modified KPI Tree (KPI-OKR Tree) that demonstrates this combined approach...

    Example of a fragment of a KPI OKR Tree, used to help build an OKR Scorecard Template

    Absolutely! You can combine the BSC with OKRs for a more comprehensive approach to performance tracking. In fact, some organisations find that using both frameworks together enhances effectiveness.

    Here’s how it works:

    • Balanced Scorecard for Broad Tracking: Use the BSC to monitor performance across key areas like financial performance, customer satisfaction, internal processes, and learning and growth. This offers a high-level view, helping to identify broad areas needing improvement.

    • OKRs for Targeted Focus: Once the BSC flags an area for improvement (e.g., customer satisfaction), OKRs can help set specific goals and measurable results for that focus area. This narrows efforts down to what’s most important and keeps track of detailed progress on specific goals.

    Using both BSC and OKRs gives organisations a broad and detailed view of their performance. This combined approach can guide targeted improvements and help achieve strategic goals more effectively.

    A strategy map is a visual tool for laying out an organisation's strategic plan. It is a diagram that shows the organisation's key goals and how they connect to each other. Typically, a strategy map uses boxes or bubbles to represent goals, linked by arrows or lines to illustrate the relationships between them.

    This concept was introduced by Dr. Robert Kaplan and Dr. David Norton in their book, The Strategy-Focused Organization. They designed strategy maps to give organisations a clear snapshot of their strategic plan and to help stakeholders see how various goals relate to each other.

    Strategy maps make it easy to understand an organisation’s priorities and guide efforts toward its main goals. They’re often used alongside the BSC to provide a visual representation of high-level goals and the KPIs used to track progress. KPI Trees are a specialised type of strategy map, designed to speed up the process of selecting the right KPIs.

    In third-generation scorecards, the top level—or starting point—of the scorecard is set by long-term strategic outcomes. For added flexibility, you can introduce more strategic outcomes into the KPI Tree using a version called the KPI+OKR Tree.

    The original, “first-generation” balanced scorecard system was based on four dimensions. While these worked well for some, they were limiting for others, like not-for-profits and highly specialised organisations. In third-generation scorecards, this structure is more adaptable, allowing organisations to begin from their unique, high-level strategic objectives instead of fixed categories.

    Yes, the BSC is a management system designed to help organisations track performance and align actions with strategic goals. With 2nd or 3rd generation scorecards, you can cover any strategic objectives you need, providing flexibility to match your unique priorities. It provides a comprehensive view of performance across various areas, making it more than just a list of KPIs.

    Not at all! Even first-generation scorecards included the customer perspective. Later versions are even more adaptable, allowing organisations to incorporate any relevant internal or external perspective.

    Absolutely. Measurement is a core part of performance improvement (it’s the "M" in DMAIC). A balanced scorecard helps guide you to select the right KPIs. That being said, you may also identify additional low-level process metrics for specific problem-solving efforts outside of the scorecard design process, which can complement BSC metrics.

    Yes. Check out our free Finance KPI Tree! It’s a great resource to get started on building out the financial perspective of your scorecard.

    The frequency for setting a BSC depends on an organisation’s unique needs and goals. Some organisations might review it annually, while others may update it more often, such as quarterly or even monthly. Major events, like a strategic review or organisational changes, can also act as triggers for resetting or updating the scorecard. 

    To determine the best review frequency, consider the following for each KPI:

    • How quickly does this metric change?
    • How crucial is it to detect changes in this metric?
    • How long does it take to address issues or capitalise on opportunities once they’re identified?

    You can find more guidance on how often to review KPIs here.

    Yes, BSC is both a strategic management and planning tool. It helps organisations identify and track the metrics that matter most and ensures these metrics align with strategic goals. By giving a well-rounded view of performance, the scorecard highlights both areas of success and opportunities for improvement.

    Often, organisations use the BSC alongside other strategic planning tools like SWOT analysis, PESTEL analysis, or scenario planning. These complementary tools help uncover key success drivers and guide strategy development to achieve long-term objectives.

    While there are plenty of specialist tools for managing BSCs, most organisations can get great results using Excel or Google Sheets. These tools are powerful, customisable, and don’t come with a steep subscription cost. You can easily link your scorecard to your objectives, key results, or dashboards.

    Check out our info on the best KPI Tree software. Just remember that ultimately, it’s the thinking process behind the scorecard that drives success—not the software itself.

    For incentive plans to work, you need clear goals, targets (key results), and KPIs. The BSC provides the framework to set these metrics, serving as a foundation for the incentive scheme.

    Then, you can introduce rewards (or penalties) based on hitting or missing these targets to create effective incentives. Read our Ultimate Incentive Design Guide for more help on this.