When we’ve talked with sales and marketing leaders who’ve maintained alignment with one another, we’ve found one recurring element that’s been in place—a joint, weekly dashboard meeting.
During a recent data-driven marketing meetup, our panelists shared what these meetings look like within their organizations. Read on for key takeaways from marketing leaders at Demandbase and Mixpanel who’ve bridged the sales and marketing alignment gap.
Why You Need a Weekly Dashboard Meeting
You can’t just create an attribution model or standardize reports and be done with it. You need to have ongoing conversations to keep both sales and marketing in agreement with what’s working and to identify potential issues.
“We have a funnel working group at Demandbase,” said Mimi Rosenheim, Director of Web Marketing, Demandbase. “We meet on a weekly basis. It includes marketing leadership, sales leadership, and marketing ops.”
For Rosenheim, the weekly meetings provide the team members with the opportunity to have frank conversations. This keeps the data from being consumed in a vacuum and creating disparate interpretations.
“You have to make sure that you have the conversation and that you’re constantly iterating on and refining because everything changes,” says Rosenheim. “Your business changes, your departments change, your attributions model. Like we’ve gone back and forth between last touch, first touch, multi-touch. You’re gonna go back and forth so you have to have a venue in order to do that and it’s not being done over email or Slack.”
The Right Agenda for a Weekly Meeting
Although every company is different, an effective weekly dashboard meeting should cover the following topics:
- Where are we against plan?
- Why are we here?
- Where are we having trouble?
- Why are we having trouble?
- What was really successful?
- Why was it successful?
- How can we replicate this success?
Emma Dunstone, Vice President, Marketing, Mixpanel, explains that going through this type of agenda each week allows the leadership team to pull all the data together and tell a story through it. And for each of these areas, Dunstone’s group marks them with green, yellow, or red depending on whether or not they are on track against goals.
Of course, you can’t build a dashboard that drives sales and marketing alignment if you don’t have a reliable single source of truth. To find out how People.ai can deliver the data you need to make better-informed sales and marketing decisions, sign up for a demo.