The Marketing Reporting Best Practices for Better Decisions
Here’s how to structure your marketing data for better business-level decision-making:
- Comparisons: understand historical reference points (PoP/YoY).
- Time Series: understand spikes, dips & trends by day/month/year.
- Filter by X: great for insights, exploration, root cause analysis, etc.
- "Pair" absolute & relative metrics together: e.g. conversions (absolute) vs. conv. rate (ratio).
- X by Y break-downs (e.g. revenue by channel): see the individual "slices" of the pie.
- Forecasts / pacing / goal %: predict the future using current numbers.
- "Growth algebra": report on individual components of an outcome you want (e.g. revenue = leads X lead-to-opp rt. X opp-to-close rt. X Price X Duration X Churn etc.).
- Efficiencies: ratios of inputs to outputs (close rates, LTV:CAC etc.)
- Contribution %'s: understand what business areas are driving results. e.g. % of revenue coming from paid vs. organic, outbound vs. inbound, etc.
- P&L: structure & map reports/metrics across revenue, costs, profit.
- Q&A: reports should answer practical, business-level questions. E.g. "what's working?", “what’s limiting our growth?”, etc.
Agree?
(Here’s my LinkedIn post).
- - - - - - - - - - - - - - - - - - - -
I’ll be sharing my 140+ page Revenue Growth Playbook, page by page, for free.
These are the exact same fundamental strategies I’ve used to help scale revenue 10X for a SaaS brand, 10X for an Ecomm brand & 2X for an agency. Drove $100M+ in net-new revenue.
Follow along on LinkedIn or grab the whole thing.
If you want to work with me or hire me, book a call or shoot a DM my way.
Meet Cody Gutierrez, CMO turned Fractional CMO for Hire:
I help $1M-$100M businesses to scale-up profitably. In the corporate world, I earned 9 promotions in 10 years & scaled revenue 10X for a SaaS brand, 10X for an Ecomm brand & 2X for an agency. Drove $100M+ in net-new revenue for the brands I led. Then, I walked away from my executive job (CMO) at a VC-backed startup to build my own portfolio of companies to grow & invest in. Learn about me here.
Contact Information:
Email: CodyGutierrez2255@gmail.com
LinkedIn: linkedin.com/in/cody-gutierrez/
Book a call: codygutierrez.com
