While today’s Marketing Directors have great technology at their disposal, how many of them are actually using their analytics reports to shrink the gap between marketing and revenue?
In fact, the problem may not be that CMOs have the tools they need—it’s that they have too many and few of them play well with others. We’ve seen this time and again. An agency wants to have all the best-in-class tools, which is laudable, but ends up with an impressive array of tools that don’t interact or share data with each other.
As a result, the Marketing Officer is left with at least six different reports: social media, Web traffic, SEO, CRM, behavioral targeting and paid marketing. Someone has to make sense of several unrelated data formats month after month. Six solid reports but… where’s THE report?
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
We prefer to work with an integrated tool (FULL DISCLOSURE: We use Hubspot) that gives us one report for everything. It’s less time-consuming for our Marketing Director and gives us a holistic view. We actually know what our leads are doing at any time—without making assumptions based on slightly overlapping data points that seem to indicate a correlation.
We discussed this at length in our last eBook: 10 LEAD GENERATION TIPS. If you are struggling with this same issue, you should download and read this book—it’s free. We hope you find some useful information in it.
Are you struggling with too many reports? Lots of analytics but no insights? Leave a comment and let us know. We’d love to hear from you.