From the course: CMO Foundations: Measuring Marketing Effectiveness (ROI)
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Communicating dashboard results
From the course: CMO Foundations: Measuring Marketing Effectiveness (ROI)
Communicating dashboard results
- I'm willing to bet your CFO and your CEO have their own metrics dashboard. It's critical that you and your team take your dashboard and align it with theirs. Now, that doesn't mean you're all measuring the exact same things. Far from it. Remember, metrics are designed to alert you, your team members, and your senior leaders about what's going on in the business. The more transparent you are, the sooner you can enlist help when needed. Look at each of their metrics to understand what it measures, when it measures it, and what approach is used to express the metric, dollars, percentages, and so on. And then, try to use the same or similar approaches to theirs. For example, let's assume your team measures unit market share, but your CFO measures revenue market share. That would be a concern to me. Those are totally different metrics that tell different stories. You should understand why there's a difference,…
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