Information at a glance
You’re going to have a lot of data and you need a dashboard to organize and simplify it. A good dashboard offers a single, easily accessible, and real-time view into the health of your marketing programs and allows you to respond quickly to correct problems or run new A-B tests if your programs aren’t performing as expected. You can even use that information to steer conversations and the direction of your business.
Every major MAP offers the ability to build dashboards. The best dashboards display the most important trends in campaigns, sales, and performance at a glance and make it easy to run a one-off report to share with higher-ups. Well-designed dashboards show everyone at any level in your marketing and sales organization the data they need to know—yes, it is possible to fulfill everyone’s wish list for regular updates on important metrics and KPIs without spending hours digging through the system.
Ensuring a good edit of data for those who consume it is important, especially if you have a particularly data-driven organization. You don’t want executives to get hung up on how many people clicked on one of the 17 emails you send in a week. Likewise, you don’t want field marketing managers to stress over a revenue indicator that they may not be accountable for or have much control over.
dashboards for everyone
You’re not the only one in the car—everybody else with a stake in marketing and sales is going to want to roll their own windows down. So you need controls everyone can reach. Are they in your MAP or your CRM? Somewhere else?
The answer is simple: wherever your teams are already looking. Usually this is your CRM, but if you have a product like BrightFunnel
, it might make more sense to direct curious executives there.
If you have extenders in your MAP like Marketo Revenue Cycle Explorer, you might want to be more strategic about where you put your data because it could be easier to build your full-funnel dashboards in your MAP (for reasons detailed in the next section). But your executives and sales team, who aren’t usually keen to poke around in a marketing system, also will want access. This shouldn’t be a problem, but you'll need to review how your user permission settings are governed.
Dashboards help make the value of your MAP and CRM tangible to executives and sales teams. Marketing can also boost the value of the MAP to sales teams by creating and training them on sales nurture and sales enablement using the MAP.