A good place to begin is with the end in mind. This approach will result in a much more effective marketing dashboard, one that will help you improve AND prove the value of your marketing. Before you begin your dashboard, start by answering these 3 questions:
1. What outcomes does your business need to achieve in order to meet your goals?
2. What does senior management expect Marketing to contribute towards these outcomes?
3. How will senior management know that Marketing has made a positive contribution?