Are you building and supporting concise, real-time, visual dashboards to better enable stakeholders to understand and respond to Marketing’s contribution?
If you don’t have a marketing dashboard environment then perhaps you should.
Indeed, if you are relying on Excel and PowerPoint to report your contribution then this means you are burdened with manual processes and rear-vision data that yields little insight.
According to a Forrester Research report, Marketing Measurement needs an MBA, your dashboards should focus on marketing’s contribution to primary business outcomes such as revenue, margin, market share, customer value,and shareholder value, these tools should also help sales, support functions, and the marketing rank and file understand how marketing programs shape interest and demand as well as lead to healthier pipelines and lower costs per opportunity.
“Digitally adept buyers couldn’t care less about the key capabilities of your products and services; they want to know why your approach will better solve their problems,” Forrester says.
“CMOs that focus dashboards on business outcomes like category ownership, market share, retention rate, and account penetration keep the focus on why customers buy, not just what they buy.”
If you don’t have dashboards tracking the metrics that matter today then you must tomorrow.