{"id":59303,"date":"2025-02-28T16:03:08","date_gmt":"2025-02-28T15:03:08","guid":{"rendered":"https:\/\/mariuszbrandt.pl\/presenting-marketing-results-at-the-board-level-34\/"},"modified":"2025-02-28T16:03:08","modified_gmt":"2025-02-28T15:03:08","slug":"presenting-marketing-results-at-the-board-level-34","status":"publish","type":"post","link":"https:\/\/mariuszbrandt.pl\/en\/presenting-marketing-results-at-the-board-level-34\/","title":{"rendered":"Presenting marketing results at the board level #34"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Presenting marketing results at the board level is an art that requires not only showing numbers, but also translating them into business and financial language. Management doesn&#8217;t want to hear about \u201clikes\u201d or \u201cshares.\u201d &#8211; They want to know how marketing is affecting the company&#8217;s revenue, profits and growth. Let&#8217;s discuss this step by step so you can effectively communicate the value of marketing.  <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-kluczowe-metryki-ktore-interesuja-zarzad\"><strong>Key metrics of interest to management<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-nbsp-roi-return-on-investment-zwrot-z-inwestycji\">1. <strong>ROI (Return on Investment) &#8211; Return on investment.<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">ROI is the most important metric that shows how much profit each dollar spent on marketing generates.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Formula<\/strong>:ROI=Marketing Revenue-Marketing <em>Costs\u00d7100%ROI=Marketing<\/em> CostsMarketing Revenue-Marketing Costs\u00d7100%.<\/li>\n\n\n\n<li><strong>Example<\/strong>: If you spent \u00a3100,000 on marketing, and the revenue from these activities was \u00a3300,000, the ROI is 200%.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-nbsp-cac-customer-acquisition-cost-koszt-pozyskania-klienta\">2. <strong>CAC (Customer Acquisition Cost) &#8211; Customer acquisition cost<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">CAC shows how much it costs to acquire one customer.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Formula<\/strong>:CAC=Total marketing expendituresNumber of customers acquiredCAC=Number of customers <em>acquiredCAC=Total<\/em> marketing expenditures.<\/li>\n\n\n\n<li><strong>Example<\/strong>: If you spent PLN 50,000 on marketing and acquired 500 customers, the CAC is PLN 100.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-nbsp-ltv-lifetime-value-wartosc-klienta-w-calym-cyklu-zycia\">3. <strong>LTV (Lifetime Value) &#8211; Customer lifetime value<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">LTV shows how much revenue the customer generates over the entire period of cooperation with the company.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Formula<\/strong>:LTV=S\u02carednia wartos\u02cac\u02ca zamo\u02cawienia\u00d7Cz\u0119stotliwos\u02cac\u02ca purchaseo\u02caw\u00d7S\u02caaverage time of <em>coo\u02caoperationLTV=S\u02carednia<\/em> wartos\u02cac\u02ca zamo\u02cawienia\u00d7Cz\u0119stotliwos\u02cac\u02ca purchaseo\u02caw\u00d7S\u02caaverage time of coo\u02caoperation.<\/li>\n\n\n\n<li><strong>Example<\/strong>: If a customer spends PLN 200 per month on average, and the cooperation lasts 2 years, the LTV is PLN 4800.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-4-nbsp-clv-cac-nbsp-ratio-stosunek-wartosci-klienta-do-kosztu-pozyskania\">4. <strong>CLV:CAC Ratio &#8211; Ratio of customer value to acquisition cost<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">The ideal ratio is 3:1 &#8211; this means that a customer generates three times as much revenue as it costs to acquire.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Formula<\/strong>:CLV:<em>CAC=LTVCACCLV<\/em><em>:<\/em><em>CAC=CACLTV<\/em><\/li>\n\n\n\n<li><strong>Example<\/strong>: If the LTV is 3,000 zlotys and the CAC is 100 zlotys, the CLV:CAC ratio is 30:1.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-5-nbsp-marketing-contribution-to-revenue-udzial-marketingu-w-przychodach\">5. <strong>Marketing Contribution to Revenue<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">It shows what percentage of a company&#8217;s revenue is generated by marketing activities.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Formula<\/strong>:MarketingContribution=Total revenue\u00d7100%.<em>M<\/em><em>a<\/em><em>r<\/em><em>k<\/em><em>e<\/em><em>t<\/em><em>in<\/em><em>g<\/em><em>C<\/em><em>o<\/em><em>n<\/em><em>t<\/em><em>r<\/em><em>ib<\/em><em>u<\/em><em>t<\/em><em>i<\/em><em>o<\/em><em>n<\/em>=Total revenueMarketing revenue\u00d7100%<\/li>\n\n\n\n<li><strong>Example<\/strong>: If the revenue from marketing was 300,000 zlotys, and the company&#8217;s total revenue is 1,000,000 zlotys, marketing&#8217;s share is 30%.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-jak-prezentowac-wyniki-marketingu-zarzadowi\"><strong>How do you present marketing results to the board?<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-nbsp-mow-jezykiem-biznesowym-nie-marketingowym\">1. <strong>speak business language, not marketing language<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Management doesn&#8217;t want to hear about \u201clikes\u201d and \u201cshares.\u201d It wants to know how marketing affects the bottom line. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>How to do it<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Use business metrics such as ROI, CAC, LTV.<\/li>\n\n\n\n<li>Show how marketing activities translate into increased sales, profits or market share.<\/li>\n\n\n\n<li>Example: Instead of saying, \u201cThis campaign increased our social media visibility,\u201d say, \u201cThis campaign increased sales by 15%, generating an additional $500,000 in revenue.\u201d<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-nbsp-uzywaj-wizualizacji-danych\">2. <strong>use data visualization<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Visualizations help management quickly understand the results.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>How to do it<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Use charts, tables and dashboards.<\/li>\n\n\n\n<li>Example: Create a chart that shows how ROI changes over time for different marketing channels.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Tools<\/strong>: Tableau, Power BI, Excel.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-nbsp-pokazuj-dlugoterminowe-korzysci\">3. <strong>show long-term benefits<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing is not just a cost, but an investment in a company&#8217;s future.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>How to do it<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Show how marketing activities build brand value in the long run.<\/li>\n\n\n\n<li>Example: \u201cInvesting in content marketing will increase our visibility in search engines, which will translate into a long-term increase in website traffic.\u201d<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-4-nbsp-przygotuj-sie-na-pytania-i-watpliwosci\">4. <strong>be prepared for questions and concerns<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Management may have questions about the effectiveness of marketing expenditures.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>How to do it<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Have your data and arguments ready.<\/li>\n\n\n\n<li>Example: If management asks why you are increasing the budget for Google Ads, show that this channel has the highest ROI.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-case-studies-jak-swiatowe-marki-prezentuja-roi-marketingu\"><strong>Case studies &#8211; How global brands present ROI of marketing<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-case-study-1-nbsp-coca-cola-marketing-contribution-to-revenue\">Case Study 1: <strong>Coca-Cola &#8211; Marketing Contribution to Revenue<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>What they do<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Coca-Cola regularly presents to the board what percentage of revenue is generated by marketing activities.<\/li>\n\n\n\n<li>They use data from global campaigns such as \u201cShare a Coke\u201d to show the impact on sales.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Effects<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Management sees a direct relationship between marketing spending and revenue growth.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-case-study-2-nbsp-amazon-roi-z-kampanii-performance-marketingowych\">Case Study 2: <strong>Amazon &#8211; ROI from performance marketing campaigns.<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>What they do<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Amazon uses advanced attribution models to show which marketing channels bring the highest ROI.<\/li>\n\n\n\n<li>They present data in the form of dashboards that show ROI in real time.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Effects<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Management has a clear picture of which channels are most profitable.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-case-study-3-nbsp-netflix-ltv-i-cac-w-strategii-subskrypcji\">Case Study 3: <strong>Netflix &#8211; LTV and CAC in subscription strategy<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>What they do<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Netflix regularly analyzes LTV and CAC for different customer segments.<\/li>\n\n\n\n<li>They present to management how they are optimizing marketing spending to attract high LTV customers.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Effects<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Management sees how marketing affects the company&#8217;s long-term growth.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-podsumowanie\">Summary<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Presenting marketing results at the board level requires translating marketing data into business and financial language. Key metrics include ROI, CAC, LTV and CLV:CAC Ratio. Data visualizations, long-term benefits and preparation for questions are essential to effectively communicate the value of marketing.  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Presenting marketing results at the board level is an art that requires not only showing numbers, but also translating them into business and financial language. Management doesn&#8217;t want to hear about \u201clikes\u201d or \u201cshares.\u201d &#8211; They want to know how marketing is affecting the company&#8217;s revenue, profits and growth. Let&#8217;s discuss this step by step&hellip;<\/p>\n","protected":false},"author":1,"featured_media":59067,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"footnotes":""},"categories":[546,568,548,544],"tags":[],"class_list":["post-59303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analityka","category-budget","category-budzet","category-marketing","category-546","category-568","category-548","category-544","description-off"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Presenting marketing results at the board level #34 - Mariusz Brandt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mariuszbrandt.pl\/en\/presenting-marketing-results-at-the-board-level-34\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Presenting marketing results at the board level #34 - Mariusz Brandt\" \/>\n<meta property=\"og:description\" content=\"Presenting marketing results at the board level is an art that requires not only showing numbers, but also translating them into business and financial language. 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