5 Steps to Better B2B Marketing Reporting

Reporting gives B2B marketers headaches and heartburn more than almost any other task. Honestly, it’s frequently frustrating for non-marketing execs like CEOs, CFOs, Sales VP’s, board members, and investors because the marketing data just doesn’t mean anything.  But if B2B marketers provide high-value reporting and analytics, it’s a great way to become a leading star within your organization.
Our research shows the demands for more meaningful B2B marketing reporting is a direct result of increased marketing accountability on pipeline creation and revenue performance.  Aside from financial details, the entire organization is starving for meaningful information that shows the health and performance of the business. No other functional group is better equipped than the marketing team.
The best way to meet these high expectations is to report strategic KPI’s and revenue performance metrics, not tactical activities that most B2B marketers are comfortable with.  The strategic-level reporting pushes the comfort zone for most B2B