Marketing reports serve an important purpose. They’re critical tools in communicating and validating the work of the department.
But typically, these reports miss the mark, providing little value and not enough guidance for future investments to the entire enterprise. It’s no wonder marketing is often undervalued.
It doesn’t have to be that way.
Here six essential ways to ensure your marketing reporting matters, to prove the value of your work and investment to the entire enterprise.
1. Speak the same language
Marketers tend to use a lot of fuzzy vagaries such as impressions, opens and clicks when reporting their results. But you should focus more on data and analytics. Doing so will help you better measure how marketing drive sales — as well as speak the same language as the people reading your reports.
