Because marketing dashboards focus on marketing activity and not business outcomes—only about 6-9% of CEOs and CFOs leverage such results toward strategic planning. In marketing, key decision making employees are looking for results that highlight the effectiveness of activity and the metrics that help bring them to strategic conclusions. Research proves most fail to produce the accurate information and metrics that business executives are looking for. What needs to develop is a way to support future decisons rather than past performance.

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Marketers not providing info c-level execs need for strategic thinking