Turning Data Chaos into Analytical Insight

Without a single, unified marketing reporting dashboard, marketing efforts were hard to quantify (and appreciate) and decisions were made on “gut feeling” instead of data.

The Challenge

With marketing data in various states of collection, scattered across spreadsheets and systems, no one had pulled together a comprehensive accounting for marketing’s spend, successes, and impacts. This created a challenge when leadership looked to marketing for input regarding activities and when marketing wanted funding from leadership.

The Solution

First step was to step back and understand executive expectations of marketing, its impact, and the strategic growth plan for the next three years. A competitive evaluation was done and a marketing automation platform that could also track and report across marketing activities and link back to opportunities. Historic data was pulled out of spreadsheets and platforms and imported into the marketing automation platform so reports could be run comparing engagements against opportunities and quantify successes across accounts and opportunities. With these data points in hand, the marketing plan (and budget) were revised.