Marketing reports are par-for-the-course for any marketing professional or business owner, yet month after month we are all faced with the temptation (whether we realize it or not) to produce reports that don’t actually mean anything.
This temptation is two-fold:
First, we are tempted to inflate the importance of our positive results. Of course, “400% increase” looks great, but reporting is meant to focus on what isn’t working as much as what is working. It should be a vital document that helps your leadership change course intelligently and allocate smart budgets. Serious business decisions will be made based on these reports, and if your report is nothing but fluff, those decisions will be weak as well.