Data is a business driver, but humans can’t comprehend data in its raw form. Dashboards help bring together the most critical visualizations of data so that everyone on your team can understand quickly what’s working and what isn’t.

If you still have a tactics dashboard, no shame. They’ve served a great purpose for many years as a marketing tool, but it may be time to shift your focus now that data can provide such impactful insights. Let’s take a look at a new way to manage your sales and marketing dashboards to maximize what data can tell you.

Consider Stages More Than Tactics

We aren’t telling you to get rid of tactics. This is a vital metric for understanding how campaigns perform, what social media content to create, even your website traffic. These aspects don’t tell you how each of these tactics relates to a specific stage in your customer journey, leaving you in the dark about their relationship to your revenue.

Dividing tactics into customer stages provides you with a more comprehensive look at the buyer’s journey. You’ll uncover insights into your customer’s behavior as a driver for your revenue cycle, not as independent campaigns.

The Cyclonic Buyer Journey can help you create your dashboards:

  • Preawareness
  • Awareness
  • Education
  • Consideration
  • Evaluation
  • Rationalization
  • Decision
  • Ongoing delivery

Divide your tactics into these stages to better understand the data and its influence on your bottom line.

Really Use Your Dashboards

There are several stages for dashboard use, and each one requires regular attention. These use cases will help improve performance, customer service and sales.

  • Build — Format the dashboards so that all data owners have the necessary access. Data should be high touch, universal commodity.
  • Analyze — Ensure that you have a process to analyze the data gathered from each stage.
  • Review — Ensure proper benchmarks are in place so that you know when to pivot, what to drop and what to do more of.
  • Respond — Optimize and deliver the value you’ve promised as you respond to customer behavior at each stage.
  • Act — Decide to cut out what’s not working and ramp up what is. Decide on your next deliverables, your subsequent iterations and further reviews.

It’s essential to set these rhythms for your teams so that they come prepared and ready to talk data. It may take a few shifts in thinking, but as everyone becomes more data literate through the use of your dashboards, it will get easier.

Make Your Dashboard A Data Haven

It’s essential to ensure that data is everyone’s responsibility. Setting up the dashboards to ensure that it happens is key.

It’s not just department by department. C-suite and decision-makers must be looking at the data as well. No other department could skate by allowing C-suite to “have people that understand,” so don’t let data be that department now.

Instead, with everyone looking at the same numbers, you can look at the metrics and come to meetings with questions and concerns. Everyone can talk about the data and optimize or experiment to improve overall numbers.

In fact, this data responsibility makes your entire organization smarter. It’s a competitive advantage in the new world, making every effort to facilitate and activate this trait across your organization.

Take Inspiration From Other Experts

If you can’t get your dashboard set up the way you like it or need inspiration, look at how experts design their dashboards. You may have to take a deep dive into the how and why to uncover expert advice on why that particular dashboard set-up facilitates insights, but the inspiration is key.

One great place to look at lots of dashboard designs all in one place is the Databox template gallery. You’ll find over 200 dashboard designs built by experts in the community and ready to help you discover what you didn’t even know was missing in your own dashboard design.

Browsing through these dashboard templates helps get you out of the mindset of “what you’ve always done” to build more innovative dashboards as you make the transition from tactics-only to a stage-based approach. Not every shiny new dashboard feature is suitable for your circumstances, but you’ll still find some things that could jumpstart your new data-driven initiatives.

Experiment And Pivot

Like your marketing campaigns or product iterations, experimenting and pivoting your data collection and analysis is vital to remaining innovative. Certain metrics may always be necessary for your organization, but you must be willing to make changes to find newer, better insights.

Replacing your old dashboards is one way to see your data in a new light. These dashboards could help your organization become data literate across departments, building a cohesive mission based on what the real data says.

Now, go. Get some inspiration, set up your new dashboards and be willing to experiment along the way. Your best insights are yet to come.

Instead, all your efforts on social media should be driving your customer to safer real estate. Your email list, website and online store are all places where you have a lot more control over how things go.

Create consistent calls to action where customers can head to your website. Make sure your information is correct and current in all your bio descriptions and for all “about” sections. By connecting it all together, you’ll attract the right customers and help keep them long term.

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