The progress or status report of projects are no longer enough because they do not address the questions the C-suite is most concerned about: what is working; what course adjustments, if any, are required; and whether the investments that the company funnels into marketing are properly allocated. Marketers need to develop a more valuable and insightful way to report. Only a report that benefits both marketing and the C-suite can help optimize performance and make decisions that will enable the company to sustain a competitive advantage and react timely to external and internal factors. Within the industry, such a report is known as a dashboard.
