Key Foundational Elements for Any Reporting Framework

By Brenna Lofquist, Senior Marketing Consultant at Heinz Marketing
Everyone knows by now (or at least you should) reporting is a fundamental element in sales and marketing. You must be able to report on your efforts and performance and understand how you got there by using data from said report. In my almost four years at Heinz Marketing, I’ve spent my fair share of time working on reporting for clients whether building dashboards or creating a reporting framework to actually pulling the data and providing my analysis – I’ve done it all!
I’ve learned a lot along the way. One of the most important things I’ve learned is you have to make sure the correct fundamental elements are in place before you can accurately report on your sales and marketing efforts. Another key when it comes to reporting is to make sure you understand the different limitations, functionality, and features of the