This document discusses marketing metrics and campaign influence. It recommends focusing reporting on initiatives that drive sales results. It provides five strategies for better marketing reporting: 1) Start with the desired outcome or goal; 2) Ask questions to understand what is really working; 3) Agree on goals and align systems and data; 4) Connect reporting back to revenue whenever possible; and 5) Present information relevant to the intended audience. The document uses examples to illustrate how to set up and report on marketing campaigns.