Most marketing dashboards are a wall of numbers that change nothing. They report activity — posts, clicks, impressions — because activity is easy to measure and easy to hit. But activity is not the job. The job is to move a business number: pipeline, revenue, CAC, retention.
The fix is to start at the bottom. Pick the one number the business cares about most this quarter, then work backwards to the channels and creative that influence it. Every report should ladder up to that number, and anything that doesn’t ladder up gets a much smaller seat at the table.
This is why our live results board only shows metrics a CFO would recognize. It keeps everyone — us and you — honest about whether the work is working.
— Remy Castellane, Loudhouse