How To Report

Dashboard Guidelines: Customer Marketing

Demonstrating Customer Marketing’s Contribution To Shared Customer Goals

June 14th, 2022
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
With contributors:
Cristina De Martini , Tyler Orleans , Drew Zalucky

Summary

Customer marketers often struggle to connect their activities to business impact when building an executive dashboard for their function. The function focuses on postsale engagement programs supporting loyalty, advocacy, adoption, and expansion through cross-sell and upsell. In each area of responsibility, the high-level strategic metrics that command executive focus (e.g., growth, retention), are typically shared across multiple functions. In this report, we explain the measurement priorities and challenges for a customer marketing executive dashboard and offer strategies to demonstrate the function’s unique contributions to shared business objectives.

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