{"id":23998,"date":"2022-12-16T14:36:45","date_gmt":"2022-12-16T14:36:45","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/16\/6-tips-to-impress-the-c-suite-with-year-end-marketing-reports\/"},"modified":"2022-12-16T14:36:45","modified_gmt":"2022-12-16T14:36:45","slug":"6-tips-to-impress-the-c-suite-with-year-end-marketing-reports","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/16\/6-tips-to-impress-the-c-suite-with-year-end-marketing-reports\/","title":{"rendered":"6 tips to impress the C-suite with year-end marketing reports"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>Demonstrating your team\u2019s accomplishments with year-end reporting is an opportunity no marketer should pass up. Your executive team will appreciate a reminder of achievements in one presentation.\u00a0<\/p>\n<p>Most of us have felt the pressure of creating year-end presentations for the executive team. My colleagues on the MERGE business intelligence team, Tracy Smith, Senior Director of Business Intelligence, and Stuart Fern, SVP, Group Business Development Leader, shared their wisdom on the topic of creating year-end reports.\u00a0<\/p>\n<h2 id=\"h-1-know-your-audience\">1. Know your audience\u00a0<\/h2>\n<p>Put yourself in the executive team\u2019s shoes. They allocated dollars to the marketing budget and at the end of the year, they expect a summary of the results. The C-suite wants to know:\u00a0<\/p>\n<ul>\n<li>Did you accomplish what you said you would?<\/li>\n<li>Were your channels and tactics effective?<\/li>\n<li>And if not, why?<\/li>\n<\/ul>\n<p>Remember, the C-suite doesn\u2019t need granularity. Keep it high-level. Tell the story of the \u201cwhy\u201d behind the metrics with as much objectivity as you can muster. Be prepared to explain where you fell short.\u00a0<\/p>\n<p>For many organizations, the data presented at year-end meetings will be shared with the board. That\u2019s another reason it\u2019s crucial to keep the narrative at a high level.\u00a0<\/p>\n<h2 id=\"h-2-focus-on-what-matters\">2. Focus on what matters\u00a0<\/h2>\n<p>What is the topline number your department is responsible for? SQLs? Total marketing-influenced revenue? That\u2019s the metric you should highlight.<\/p>\n<p>Consider your audience. What metrics resonate with your C-suite? What metrics will they want to share with the board?\u00a0<\/p>\n<p>For example, if your CMO focused on CRM tools, emphasize the size of your database and how much it grew or how much revenue was generated per email sent.<\/p>\n<p>Having a hard time determining which metrics to pull? (If you are, make agreeing on what\u2019s important your number 1 item to fix next year!) Figure out where your team spent the most time and money and report on that.\u00a0<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/getting-back-to-basics-marketing-roi\/\" target=\"_blank\" rel=\"noreferrer noopener\">Getting back to basics: Marketing ROI<\/a><\/em><\/strong><\/p>\n<h2 id=\"h-3-tell-a-story\">3. Tell a story<\/h2>\n<p>If there\u2019s one way to <strong>not<\/strong><em> <\/em>impress the executive team, it\u2019s presenting data and displaying charts and graphics with little to no context.\u00a0<\/p>\n<p>Avoid that trap by crafting your story. Infusing a narrative into year-end reporting will ensure your message is understood by your audience. Eliminate pieces that don\u2019t advance your story. Support your presentation with data, and ensure it can be understood when shared with people (e.g., board members) who may not be in the room.\u00a0<\/p>\n<p>If there was a goal you didn\u2019t meet \u2014 don\u2019t shy away from this. Be forthcoming \u2014 tell the story of <strong>why<\/strong><em> <\/em>you didn\u2019t meet this goal and explain learnings you can apply next time. Be sure to communicate with your team beforehand to gain alignment and ensure there are no gaps in your story.<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/for-data-storytelling-start-with-the-story\/\">For data storytelling, start with the story<\/a><\/em><\/strong><\/p>\n<h2 id=\"h-4-share-the-impact-of-external-events\">4. Share the impact of external events\u00a0<\/h2>\n<p>Some things are beyond your control, so it\u2019s important to share the impact external events may have had. Explain any gaps or spikes you experienced throughout the year. If supply chain issues limited your ability to ship products and reduced sales, the C-suite should be reminded of that.\u00a0<\/p>\n<p>It\u2019s also important to include an industry analysis. For example, marketing operations teams struggled with retaining talent due to the competitive market in 2022. Did this impact your team\u2019s ability to execute campaigns efficiently?\u00a0<\/p>\n<h2 id=\"h-5-document-the-sources-of-your-data\">5. Document the sources of your data\u00a0<\/h2>\n<p>Always be prepared to back up the data you present with the source. You may receive questions on a single metric, so know exactly <a href=\"https:\/\/martech.org\/marketing-analytics-what-it-is-and-why-marketers-should-care\/\" target=\"_blank\" rel=\"noreferrer noopener\">where those data came from<\/a>.\u00a0Credibility is crucial to the success of your presentation. Document the source of your data and eliminate discrepancies. <\/p>\n<p>For example, your organization\u2019s accounting system may include debits from returns, whereas the marketing team\u2019s <a href=\"https:\/\/martech.org\/tools-and-resources-getting-started-with-google-analytics-4\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics 4<\/a> does not gather this data. That\u2019s why it\u2019s important always to document the source! (And ideally, you\u2019ll know the revenue measure the C-suite and board use. If you do, use that one.)<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/5-steps-to-make-the-most-of-your-reporting-and-analytics\/\" target=\"_blank\" rel=\"noreferrer noopener\">5 steps to make the most of your reporting and analytics<\/a><\/em><\/strong><\/p>\n<h2 id=\"h-6-build-visualizations-that-support-the-narrative\">6. Build visualizations that support the narrative<\/h2>\n<p>Once you\u2019ve settled on the narrative, you can begin developing your data visualizations. The good news is that you don\u2019t need the latest and greatest data visualization tool to tell your story effectively. Google Sheets or Excel are great starting points if you don\u2019t have advanced tools like Domo.<\/p>\n<p>It\u2019s important to remember that building data visualization takes time. Be patient and carve out enough time for several rounds of revisions.\u00a0<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/what-is-marketing-performance-management-and-how-can-it-help-you\/\" target=\"_blank\" rel=\"noreferrer noopener\">What is marketing performance management and how can it help you?<\/a><\/em><\/strong><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<hr\/>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a href=\"https:\/\/martech.org\/staff\">here<\/a>.<\/em><\/p>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<em><a class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMJeAJDCAwQQ?hl=en-US&amp;gl=US&amp;ceid=US%3Aen\" target=\"_blank\" rel=\"nofollow noopener\">Add MarTech to your Google News feed.<\/a><\/em>\u00a0\u00a0\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/noscript><\/p>\n<hr\/><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About The Author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\" style=\"min-width:140px;min-height:140px;\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Lindsay DiLemmo\" width=\"140\" height=\"140\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/12\/Lindsay-DiLemmo-338x338.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/12\/Lindsay-DiLemmo-338x338.png\" alt=\"Lindsay DiLemmo\" width=\"140\" height=\"140\"\/><\/noscript>\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\t\t\t\t\t\tDigital Content Specialist at Perkuto. Detail-oriented wordsmith with a passion for creating memorable content that tells a story. Over 4 years of experience in the digital marketing space, focused on SEO-driven content, social media strategy, and boosting brand awareness. Loves hot yoga, traveling, and spending time with my partner and two French bulldogs.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/6-tips-to-impress-the-c-suite-with-year-end-marketing-reports\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Demonstrating your team\u2019s accomplishments with year-end reporting is an opportunity no marketer should pass up. Your executive team will appreciate a reminder of achievements in&#8230;<\/p>\n","protected":false},"author":1,"featured_media":23999,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-23998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>6 tips to impress the C-suite with year-end marketing reports - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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