Differentiating Leads and Persuading with Marketing Reports

This chapter discusses the importance of differentiating between new leads and existing customers in marketing reports, and the need for integrating backend systems for accurate tracking. It also explains how to use marketing reports to persuade bosses or clients of the value of marketing efforts, highlighting the significance of understanding their priorities and tailoring the report accordingly. The chapter concludes by emphasizing the importance of telling a compelling story that resonates with the person's level of data understanding.