The document provides guidance on how to effectively communicate marketing operations initiatives to executive leadership. It recommends tailoring messages to leadership's goals and priorities, highlighting efficiency gains and cost savings, showcasing insights with data, and presenting a clear implementation plan tied to business outcomes. Common mistakes discussed include failing to link initiatives to strategic objectives or quantify impact using leadership metrics.
It’s understandable why we communicate the work, we are usually really close to it and it’s easier to quantify what we know than estimate the impact on the business in terms of revenue gain of cost of service reductions
Leadership is likely to view the inputs critically as costs to be avoided, they are concerned about ROI. The work represents costs, highlighting the costs as an achievement will not impress, it will bring additional scrutiny. Tie the outcome to dollars whenever possible.
The value of your initiative will be dismissed if you can’t show that project estimates are based on grounded data points.