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.

Marketing Dashboard

A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com

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