John Paul Getty summed up the problem well: “It’s no use sharpening the bit if you’re drilling in the wrong place.”

Marketers everywhere are being asked to demonstrate their contribution and value to the organization. All too often marketing reports provide information regarding program status and/or program activity results such as updates to the website, an upcoming event, the status of a new collateral or a direct marketing campaign or the number of participants in a webinar or click throughs to an email campaign.

While reports like these have value, they do not address the question the C-suite is most concerned about: what is working, what course adjustments if any are required, and whether the investments the company funnels into marketing are properly allocated.

Best-in-Class marketers understand that building a culture of accountability drives and demonstrate how your organization is delivering real business value. If you are interested in being able to quantify your Marketing effectiveness, the impact Marketing is having on increasing the share of wallet for your customers; it may be time to revisit or develop a Marketing dashboard.

Most dashboards consist of a smorgasbord of numbers that report on activity and outputs. To excel at performance management and measurement you need clear guidance for decision-making, spotting trends, and seizing opportunities.

Scorecards and dashboards are two vital tools Marketing needs to effectively execute to communicate its value, facilitate decisions and make course corrections. Learn what it takes to develop a relevant and actionable dashboard.

We'll cover three key topics:

1. Scorecards and Dashboards – what’s the difference and when to use each
2. Five steps for creating a relevant and actionable Marketing dashboard
3. Key Marketing metrics for every dashboard