How does your marketing department present its data to your c-suite?
According to Content Marketing Institute, nearly 30% of enterprise marketers say content marketing and sales are not very/not at all aligned in their organization.
How you report your marketing data to your c-suite matters. It helps them understand the value that your campaigns are bringing in. With that being said, there’s sometimes conflict between the c-suite and the marketing team.
Often c-suite are purely focused on revenue and growth. Marketers are also focused on brand awareness, reputation, engagement, website traffic etc. Whilst these drive growth it is sometimes difficult to connect the dots.
How you present your marketing data affects how it is received. In this article, we will give you our top tips and tricks to presenting your marketing data in a way that your c-suite will understand and see the value of.
No one wants to look at a black and white plain text table in excel. It’s boring, it won’t engage your audience. You need to get a visual with your data.
Through effective data visualisation, you can deliver immediate and actionable insights at a glance – that are also aesthetically engaging.
Delivering your data in a simple to recognize and consumer friendly way goes a long way towards building trust and establishing credibility between your marketing department and the c-suite.
It is also important to consider what data you are visualising. There are huge amounts of data available to your marketing team. Much of it may make sense to you but need to be translated to demonstrate how it affects the bottom line for the c-suite.
Choose your data carefully and use only the essential and most powerful data in your marketing reports.
What are your business goals and objectives?
This should be the first question you ask yourself when making a marketing report for the c-suite.
To create an effective marketing report you need to tie your data to those goals.
Roll all of your campaign data together and show how your marketing efforts are helping the business achieve its goals. Whether you are generating leads, changing the world, or improving lives for your customers, you need to show how your marketing is helping the business do this with hard numbers.
Whether your business is a large enterprise or a small team, you probably approach digital analytics in one way. You create reports and then send them out or provide access to your tool.
You spend a lot of time and resources implementing a reporting process and little time examining or understanding the reports.
Your c-suite doesn’t simply want to see numbers. They need to understand what those numbers mean for the business.
For example, you ran an email marketing campaign. Your email that was sent to segment A performed better than the same email to segment B. You understand that this means you should do more emails like this to prospects that match segment A.
Or, keyword A in your PPC ads resulted in higher conversions than keyword B. So put more budget into keyword A for next month.
But this is data that you present to your marketing team. To present it to your c-suite you don’t always need to be so granular. Your c-suite doesn’t have the time when running an entire organization to understand all the details. They want to see the big picture and what those numbers mean for the business – such as more revenue.
Your marketing reports and dashboards are essential for showing your c-suite the value of your marketing team and the payoff from the hard work you put into campaigns.
But you can’t approach reporting to the c-suite the same as you would to other marketers. You need to present data in an aesthetic and easy-to-understand way. It’s also important to filter your data. Don’t get too granular or include too much information. Select what is important and demonstrate how it ties to your business goals.
If you’re struggling to find data intelligence and visualisation tools that provide easy to understand marketing reports to your c-suite or other teams in your organisation, contact us here to find out how the Streams Enterprise solutions can help.
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