You don’t need a team of data scientists and analysts to get started with managing your ongoing flow of marketing data. Here are some ways to better leverage existing marketing data, measure marketing contribution and speak the language of data to your sales, finance and executive teams:
1-Ask your sales and executive team what data is most important to them, why it’s important and how often they want to review results.
2-Establish substantive and measurable goals based on what your sales and executive team is focused on.
3-Take a balanced approach between creative development and data analysis. Lead with marketing data with your executive team – not the creative execution.
4-Look closely at how sales and finance report updates and results to senior management and be consistent with their data driven approach. Don’t just share the good news – a lot can be learned from failure.
5-Be consistent. Establish a regular reporting system (i.e. weekly, monthly, quarterly) and be sure to use the same format so that your key stakeholders get accustomed to the framework you are providing.
6-Best case scenario is to integrate your marketing data directly into the sales workflow and deliver key information such as lead details, account-based insights and project intelligence.
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