Best Practice Report

Reporting on Tactic Effectiveness to Marketing Leaders

February 7th, 2020

Summary

Because the development and deployment of marketing tactics command roughly half of overall B2B marketing investment, tactics face heightened executive scrutiny. Marketing operations and measurement leaders must align the tactic reporting presented to executives with reasonable decision-making requirements. Reporting leaders should view their jobs as helping executives become comfortable with performance metrics, including how these metrics work and what to do with them. These conversations should empower executives to make decisions that are strategic, data-driven, and rightfully within their sphere of influence. In this report, we describe the proper role and positioning of executive-facing tactic reporting and explain how to meaningfully organize results for executives.

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