Report marketing in pipeline, not likes
A board does not decide anything based on impressions. It decides based on pipeline. If your report cannot say how much of it came from marketing, it is answering the wrong question.
· Deals · 4 min read
Open the last marketing report you sent. How much of it is about reach, followers and clicks, and how much is about deals? For many teams it is nearly all the first and none of the second.
Those numbers are not useless. They are just two steps away from what your CEO or sales head cares about, which is whether there will be revenue next quarter.
The report that gets read
A head of marketing is better served by a short report built around money in motion.
- How many new deals came from marketing this month, and their combined value.
- How many moved forward a stage.
- Which campaigns those deals came from.
- What is stuck, and what the next step is.
Everything else, reach included, can sit underneath as supporting detail. It explains the result. It is not the result.
What you need in place
None of this works if deals are not connected to where they came from. Three habits make the difference.
- Every lead gets a source when it arrives, not when someone remembers to add it later.
- Every deal has a stage and a value, even a rough one.
- Every deal has a next step, so a stalled deal is visible as one.
How Levric does it
In Levric a demo request opens a deal with its source attached. Deals sit on a pipeline board with New, In progress and Closed columns and the value in each, so the total you report is the total on the screen.
You can also ask Chief what a campaign brought in, and it answers from the same deals. The report and the board cannot drift apart because they are the same data.
See it in the app: the Deals tour