Quarterly reporting is often the most effective way to inform clients, board members or most importantly, your boss, about the success of your marketing efforts. But conducting and presenting a quarterly report can sometimes be harder than it sounds. What metrics do you include? How do you present the report visually? What should you not include?
Why Is Quarterly Reporting So Important?
You run your company’s marketing programs every day, so you know them like the back of your hand. And yes, your boss approved your marketing budget for $12,000 three months ago. But how does your boss know where that $12,000 has gone? Has the money been invested wisely? What does the ROI look like?
A quarterly report explains all of this to people who, unlike you, aren’t looking at these programs day in and day out. It gives interested parties a snapshot of the programs you’re running, their progress and their contribution to company goals.
From a client/agency perspective, this is your chance to say, “Here’s where we started and look how we’ve helped you grow.” It’s a great opportunity to highlight successes and extend or expand on an engagement.
Here are some tips to help you craft a well-thought-out and thorough quarterly report:
- Share your report in a visual layout or slide show format (try using PowerPoint)
- Use your marketing automation applications to pull your reports
- Track all campaigns in Excel and let the program do any calculations for you
- Don’t include data that you can’t explain
- Start at the beginning of the quarter, go through each program implemented and highlight goals that have been achieved
- Report regularly so it’s easy to compile the quarterly report
- Have any executive sponsors attend your report presentation
- Include anecdotal points that address any project changes or modifications
- Highlight why your projects met or did not meet strategic goals and objectives
- Write your report for the correct audiences (Who will be reading this report? What is their biggest pain point? What questions will they ask?)
- Proof and re-read your report to ensure that all of your data is accurate
I hope these tips help when you’re getting ready to compile your upcoming quarterly report. Remember, this is your chance to show how your marketing efforts are contributing to the company’s long-term goals – be proud of them and show a little personality!
Have another tip you’d like to add? We’d love to hear it!