For Customer Intelligence Professionals

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	November 20, 2009 Marketing Dashboards Advance Strategic Thinking Across The Enterprise by Julie M. Katz with Carlton A. Doty, Emily Murphy	Average: 8  (2 ratings)

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Executive Summary

Dashboards allow Customer Intelligence (CI) professionals to better influence marketing strategy and drive corporate activities beyond marketing. But many firms don't use them. Absent a culture of sharing, sufficient resources, and clean data, dashboard projects stall or falter. By setting simple goals for dashboard projects and using readily available resources, CI professionals can begin to share insights across organizational silos and gain entrance to the executive boardroom.

TABLE OF CONTENTS

• Many Firms Lack A Consistent Approach To Intelligence Sharing
• Standardized Dashboards And Scorecards Enable Stronger Strategy

RECOMMENDATIONS

• Focus On Culture, Agree On Standards, And Manage Scope
• Supplemental Material
• Related Research Documents

This is an excerpt

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