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How to sharpen reporting for B2B marketing campaigns

26 Sep 2024 By Matt Hicks 5 min read

Where marketing has an image problem in B2B organisations, it’s often – at least in part – down to how it reports on its activity to the wider business.

Although most departments – finance, sales, operations and the like – report closely to the commercial realities of the business and demonstrate a direct impact on the pounds and pence, that’s not always the case with marketing. This means that whilst there’s a lingua franca amongst the leaders of the business that’s (quite rightly) focused on the money, when marketing doesn’t speak this as fluently as other teams

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Matt Hicks

Strategy Director

Matt has worked in senior B2B marketing roles around the world for 20 years. Much of his career has been spent in-house, leading global projects for industry specialists such as Mammoet, Orbia and Bitdefender. Matt leads the strategy and performance teams at Lesniak Swann, ensuring that clients benefit from high-quality thinking throughout projects, and high-performing campaign activation that’s keenly aligned to commercial goals

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