The 7 Types of Marketing Dashboards Every CMO Needs, Part 1

[Editor’s Note: This is our fourth installment in our “CMO’s Guide to Dashboards Blog Series.” In our previous installments, we highlighted today’s top marketing challenges, shared dashboard best practices in organization and design.]

If you’re stuck at an impasse wondering, what types of marketing dashboards do I need to build, you’ve come to the right place. In this blog post, we share the must-have marketing dashboards you need to effectively quantify ROI and measure your team’s campaigns and efforts.

As you can see, we’ve broken down each dashboard into specific marketing areas. Breaking dashboards down into specific areas makes it easier for consumption and allows your team to track at the granular and high-level level without muddling the overall team performance dashboard.

Marketing Funnel Dashboard

A Marketing Funnel Dashboard visualizes the multi-stage process and ascension throughout the marketing lifecycle. It visualizes movement throughout the funnel from Top of Funnel to conversion goal.

Since Marketing encompasses a spectrum of disciplines, nearly every Marketing initiative has its own funnel:

• Conversion funnel: Tracks a prospect’s progressions as they move through the funnel and towards the desired outcome such as a conversion to a sales opportunity
• Customer Acquisition funnel: This funnel stems from digital marketing data and tracks campaign efforts
• Content Marketing funnel: Showcasing when a new contact downloads a piece of content and monitors their journey throughout the buyer’s journey

Regardless of your Marketing team’s structure, funnel charts are essential. To create the above mentioned funnels, you’ll need to combine data from your CRM, Marketing Automation, website analytics and digital marketing data.

Pipeline Dashboard

To the chagrin of many CMOs that aren’t seen as revenue drivers, a Pipeline dashboard can finally prove their efforts in driving revenue for a company’s bottom line. A marketing Pipeline dashboard is a further elaboration on a Lead Generation dashboard, and functions much like a sales pipeline dashboard. This dashboard focuses on connecting data from Marketing and Sales to enable data-driven decisions.

A Pipeline dashboard tracks a prospect’s progression through the pipeline funnel:

• Sales Qualified leads
• Sales Opportunities
• Closed Deals
• ACV (revenue) sourced by Marketing

As a CMO, your intention is to grow the business. With that, growing the business means tracking and measuring pipeline. Rather than just focusing on traditional Top of Funnel Marketing, a Pipeline dashboard tracks full-funnel movement through the entire buyer’s journey from Marketing to Sales.

Social Media Dashboard

According to a 2015 report by Social Media Examiner, “88% of marketers want to know how to measure their return on investment (ROI) for social media activities. With the continued importance on social, that number has more than likely grown. A Social Media dashboard contains all the metrics from your social channels, shares, engagements, followers, etc.

Amplification

• Page Likes
• Page Views
• Page Reach

Engagement

• Shares on Facebook
• Shares on LinkedIn
• Shares on Google +
• Shares on Twitter

Click-Through Rate

• % of CTR
• Bounce Rate

Paid

• Promoted Tweets
• LinkedIn Sponsored Update
• LinkedIn InMail
• Facebook Advertising

To create this dashboard, you’ll need to connect data from Marketing Automation, CRM and social channels (Facebook, LinkedIn, Twitter, Google +).

Stay tuned for our next blog post as we continue to share the must-have marketing dashboards for your team. For immediate action creating and leveraging robust dashboards, so you can track ROI, download our white paper, The CMO’s Guide to Dashboards.