In the end, we want to ensure that marketing teams eventually:
- Tie marketing metrics to revenue
- Present data-driven forecasts
- Collaborate with sales teams
- Develop a compelling business case
The above goals are great, but many marketing teams aren’t developed enough to succeed in all the above areas right away (and that’s okay – for now). This blog post is designed to help teams improve their ability to work with their sales and leadership teams by collecting and reporting on the correct data. Once you are collecting and reporting on the most critical data, then you can grow your efforts and reach the larger goals listed above.
Here’s a look at the five foundational elements that must be in place before you can build a strong, data-backed pitch for your marketing initiatives.
Collect Data in One Place: The Heart of Your Business Case
Imagine trying to build a house without a blueprint—chaos, right? The same applies to building a marketing business case without a centralized data system. Tools like customer relationship management (CRM) platforms (e.g., Salesforce, HubSpot) and marketing automation systems (e.g., Hubspot, Marketo, Pardot) are essential to consolidating customer and campaign data.
Why it matters:
Having a unified view of your leads, customer interactions, and campaign performance ensures that everyone is looking at the same data. It’s the first step toward making informed, confident decisions. The point here is to make sure that you are collaborating with your sales team and that you are working on shared goals.
Quick tip:
If you don’t have a unified system yet, start by integrating your marketing and sales tools into a single report or dashboard. This will help establish a single source of truth for all relevant metrics.
Tracking and Attribution: Prove What’s Working
Marketing attribution (labeling the sources of your leads) is no longer optional—it’s critical. You need to show how each campaign contributes to your sales pipeline and revenue. Tools like Google Analytics, Adobe Analytics, or specialized attribution platforms (e.g., Bizible) help track customer journeys from the first touch to conversion.
Why it matters:
Without proper tracking, your efforts might go unnoticed or undervalued. Attribution models ensure that you can connect marketing activities to outcomes, making it easier to justify increased spending.
Quick tip:
Standardize the tracking parameters across campaigns and implement multi-touch attribution to highlight the role of different touchpoints in closing deals.
Clear Metrics and KPIs: Speak the Same Language
Before building a case for a bigger budget, define the key performance indicators (KPIs) that matter most to your business. These might include:
- Marketing Qualified Leads (MQLs)
- Sales Qualified Leads (SQLs)
- Customer Acquisition Cost (CAC)
- Customer Lifetime Value (CLV)
- Revenue pipeline contribution
Why it matters:
If marketing and sales don’t share common definitions for success, your data will fail to resonate. Aligning on metrics ensures your pitch connects with stakeholders across teams.
Quick tip:
Host a cross-functional workshop to agree on definitions and expectations for key metrics.
Good Reporting: Paint a Clear Picture
Even the best data is useless if it’s not presented in an understandable way. Good, trusted reporting helps you establish your current performance, providing a benchmark for your proposed improvements.
Why it matters:
Clear, visualized data not only demonstrates where you are now but also sets the stage for future growth. Decision-makers need to see both your starting point and where you plan to go.
Quick tip:
Use tools like Looker, Tableau, or Power BI to create dashboards that show performance trends. Stick to simple visuals that highlight key insights.
Data Quality: Build Trust in the Numbers
Bad data quality can derail even the most persuasive business case. Decision-makers need to trust the numbers you present, which means eliminating duplicates, filling in gaps, and ensuring accurate tracking.
Why it matters:
When executives find errors in your data, they’ll question your entire case. High-quality data builds credibility and helps you avoid embarrassing missteps.
Quick tip:
Implement regular data hygiene checks and invest in tools or third-party services to clean your database.
Moving Forward: Why These Foundations Matter
Building a business case without these basics is like asking for directions without a map. When trying to prove the value of marketing to the team approving budgets, these five elements ensure you’re speaking the language of the C-suite—metrics, attribution, and ROI.
By taking the time to set up these foundations, you’ll not only make it easier to justify a bigger budget but also set your team up for long-term success. Once your data infrastructure is in place, you can confidently pitch new campaigns, tap into new markets, and show the tangible impact of every dollar spent.
Ready to Build Your Case?
If your team is struggling to get these essentials in place, now is the time to act. Whether you need help setting up tracking systems, cleaning data, or defining KPIs, investing in the right tools and processes is the first step toward securing more budget and driving digital growth.
