Financial services marketing organizations are increasingly being asked to build dashboards not only to update executive leadership, but to also inform a wide range of internal stakeholders. Stakeholders such as business unit leaders, regional business leaders, product management, channel sales, sales operations and research functions are now relying on marketing to demonstrate value to their role and offer insights to improve stakeholders’ performance.
As the audience requesting these insights from marketing increases, many marketing organizations take a one-size-fits all approach. However, it is becoming even more important for marketing organizations in financial services to develop dashboards that now address the specific needs of each key stakeholder. Here are three essential ways to develop concise and impactful dashboards.
Marketing-generated dashboards are a key component to demonstrating the marketing function’s value to the wider organization. Yet, quite often, the opportunity to do so is wasted as marketing teams take a one- size-fits-all approach to creating dashboards. Developing dashboards that address the unique needs of the stakeholders will go a long way toward improving marketing’s profile in the company.
Robert is the Segment Director of Financial Services at SiriusDecisions. He is a marketing and sales leader with a background in asset management, corporate banking and brokerage. At SiriusDecisions, he works with marketing leaders in the financial services industry on organizational and strategic alignment, marketing compliance, marketing investment and budget and content strategy. Follow Bob on Twitter @robertmckinno10.