It’s all about the customer! This is the way to articulate business value for non marketers. You can start with describing the customer, and how they buy or engage with your company. And then you articulate how marketing & advertising is working to also engage with the customer. Starting with the basics is key, in a language everyone understands.
Then you can start to layer in metrics, the amount of customers, doing this, went up by 30%. That means, we have reached new potential customers, they’ve recognized the value we add and some of them took action. That lead to this. And here’s what we found out, so this is what we’re doing next to have a bigger impact with customers.
If you can connect with non marketers on this basis, it will make it a lot easier for them to see how marketing how helps drive value.
Marketers too often get caught up in the intricacies of marketing, what’s happening and changing. Without taking this view, to help keep marketing aligned with the rest of the business.
This is a key skill for any marketer or analytics professional to master.