Making the Case for Marketing Reporting in Salesforce: Alignment
- AUTHOR Jay Jennison
- November 6, 2014
- No Comments
With the many different enterprise reporting and analytics solutions available, it is no wonder that there is some uncertainty as to which platform to use. Obviously, analytical capabilities built directly inside of certain departmental software solutions make them a more attractive reporting option for those specific departments (i.e. sales reporting from CRM, marketing reporting from marketing automation). The other reason these different departments have naturally gravitated to their own departmental specific piece of technology is out of lack of a better option.
Marketing has been forced to report from disparate locations, like a marketing automation platform or Excel, and because marketing is reporting from separate data sets then sales, the numbers marketing reports on never match what the sales team sees in Salesforce. Ultimately, this creates distrust in both sets of data because now there is uncertainty over which data set is accurate and therefore which data set should be relied on to drive decision making.
Ultimately, when the numbers different departments report on match one another this leads to clear ownership and accountability for performance, as well as trust in the accuracy of the data.
The fact of the matter is that the majority of your company’s departments likely work within Salesforce. CRM in general (in our world, Salesforce) exists frequently as the one pervasive piece of software relied on across an organization. Sales, support, finance, and marketing all frequently rely on Salesforce as that one “source of truth” or “system of record” for our organization where they save relevant and important data. Therefore, in order to ensure alignment throughout the organization it’s important that we leverage Salesforce for our reporting not only because of the pervasive nature of CRM across different departments, but also because it ensures that all analytical deductions and reports are drawn from the same data set.