Ian Michels, Sr. Technical Account Manager at Adobe, discusses common mistakes in marketing data presentations and how to engage CEOs effectively. The podcast explores aligning data reviews with strategy, emphasizing the importance of context, relevance, consistency, and standardized KPIs in marketing. It also highlights leveraging analyst insights, promoting transparency, proactive communication, and addressing shortcomings in team dynamics.
Align data visualization with company goals for impactful storytelling.
Provide context, focus on key metrics, and be transparent to build trust with leadership.
Deep dives
Importance of Data Visualization in Storytelling
Data and visualization play a crucial role in storytelling within a business. Visual representations of data through tools like Tableau and Power BI can help marketers tell a compelling story that aligns with the company's goals. It is essential for marketers to ensure that the story they present resonates with the overall narrative of the company and is supported by relevant data. By focusing on aligning data visualization with the company's direction, marketers can effectively communicate their message and drive impactful results.
Effective Communication Through Selective Data Presentation
When presenting data, it is important to provide context and not overwhelm the audience with excessive information. Marketers should focus on highlighting key takeaways and avoiding the temptation to share every metric or finding, especially if it does not directly contribute to the company's KPIs. By narrowing down the data presented and focusing on what is essential for the audience, marketers can ensure clarity and prevent misinterpretation.
Building Trust Through Transparency and Proactive Communication
Building trust with leadership and across teams in marketing involves being transparent about data discrepancies and potential issues. Marketers should adopt a proactive approach by addressing concerns or anomalies in the data early on, providing explanations before they become major issues. By anticipating questions and having clear explanations ready, marketers can establish credibility, foster trust, and avoid unnecessary tensions within the organization.
Ian Michels, Sr. Technical Account Manager at Adobe, joins our host, Camela Thompson, Go-To-Market Thought Leader and B2B Insights Expert, in this episode of the Revenue Marketing Report. Ian shares common faux pas in marketing data presentations and how to catch the attention of your CEO in a good way.