Summary
Communications is a foundational element in marketing success, but the communications function has long struggled to prove its impact on business outcomes. The function is complex, typically made up of 15 to 20 subfunctions that often operate in silos with inconsistent or undocumented measurement approaches. Additionally, the communications team sometimes is not well aligned with the annual planning process, resulting in measurement that is disconnected from business priorities. In this report, we look at how to build a set of interlocking dashboards that provide visibility into communications’ functional performance and contribution to business value.
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