What Marketing Leaders Don't Care About

Most of my main POCs are marketing directors and VPs. As a result, I’ve gotten a sense of what matters most to them.

Understanding that, I know that they usually don’t care about:

• Campaign bid strategies

• Audience targeting settings

• CPMs or CPCs are

• Keyword match types

• Image and video aspect ratios

When working with marketing leaders, they usually care most about pipeline and revenue. As a result, I focus my weekly performance updates on these metrics.

Directors and VPs are usually sitting across multiple team members and responsibilities, so they don’t always have the time to dive deep into the weeds of paid media nuance. They need to answer to their C-suite and/or board around the actual impact to the business.

Sure, I’ll still include my thinking process and analysis methodology, but usually after an executive summary section that focuses on dollar-sign-related data points.

This also helps me to keep my focus on business impact, and it’s improved the quality of conversations that I have with my clients.

Have questions, considerations, or critiques? I’d love to hear them! If you’re reading this via email, just hit respond. Otherwise, you can find me on LinkedIn.