Show Your Work: Presenting Data, Analytics, and Optimization to the C-Suite
Hard Numbers: How Marketers Can Use Data To Stand Out
Episode 2 of The Sticky CMO Podcast saw Darryl Sparey of Hard Numbers come on to share his thoughts on all things data: performance metrics, presentation and the growth of new PR channels such as community and employee advocacy.
For the full podcast, check out the episode here.
In this episode, we cover:
How to harvest all available forms of data to prove your success as a CMO.
Why there’s no golden bullet: you need as many data points and KPIs as possible!
Tips for how best to present dashboards of marketing results to the C-suite.
Darryl Sparey is the managing director and co-founder of performance-driven communications consultancy Hard Numbers, who marry killer creative with commercial acumen to create campaigns that drive a demonstrable return on investment.
Here are some of the key insights from the conversation...
Each company’s sales process is different - KPIs and metrics must reflect this.
“Have dashboards and systems that give as many data points as you possibly can. If you’re optimizing for an outcome that might be a sale... that sales cycle could be 120 days, or even five or ten years. If you’re optimizing for growth, you’re going to need to have KPIs or metrics that show you’re moving the dial toward that end outcome.”
Show your value every step of the way!
“Always be looking to demonstrate at every touchpoint you have with everyone in the organization, that you’re on top of your brief, you’ve got your numbers at your fingertips and that you can demonstrate that you’re having an appreciable impact on the things that matter to the people within the organization.”
The world of data is ever-evolving: adaptability is a must.
“The ones that will be successful over the course of the next seven years are the ones that really adapt to change and are ultimately comfortable with data, comfortable with being accountable to that data and performance, and comfortable doing a sales outcome for a client. Everyone who isn’t is going to have a difficult time.”
The best place to find Darryl is at HardNumbers here.
See you next week!