Most marketers have been there — staring at endless dashboards, drowning in data, and still wondering: What’s the point? Marketing reporting has become a quagmire of metrics and attribution models that fail to deliver real value. It’s the backbone of every marketer’s strategy — and yet, it’s one of the most misunderstood aspects of the game.
In a recent conversation with Tim Radwanski, EVP of Strategy at Convertiv, we uncovered some bold truths about where marketing reporting goes wrong, how to fix it, and why most agencies and clients alike are still playing catch-up.
Here’s the thing: marketing reporting is not about showing off. It’s not about racking up clicks, leads or attribution percentages just to prove your team’s worth. It’s about driving decisions that actually move the needle. And yet, so many organizations are stuck in an outdated mindset, drowning in data but failing to extract real, actionable insights.
Let’s break it down.
Foundation: Asking the right questions and managing data overload
1. Ask the right questions
Tim was crystal clear: “When clients face performance and reporting issues, they often fail to take a step back and clarify the business questions they are trying to address with the data.”
This is where most organizations stumble. They dive headfirst into dashboards and attribution models without stopping to ask what business problem are we trying to solve. Whether it’s aligning sales and marketing, optimizing ROI or identifying untapped opportunities, starting with the right questions is non-negotiable.
Pro tip: Begin every reporting initiative with stakeholder interviews. Ask marketing, sales and finance teams what they really need to know. This simple step can uncover misalignments and clarify objectives, setting the foundation for meaningful insights.
2. Manage data overload
Marketers are drowning in data. From first-touch to last-touch to multi-touch attribution, the sheer volume of information can paralyze teams. According to Tim, “It’s easy for people to get lost in all that data, especially with so many touchpoints.”
One of the biggest challenges is defining the basics, like what a touchpoint actually means. Without clear definitions, data becomes noise.
Pro tip: Develop a shared glossary for terms like ‘pipeline contribution’ and ‘touchpoint,’ and ensure all stakeholders (from marketing to sales) use them consistently in reports.
Execution: Turning data into actionable insights
3. Stop obsessing over attribution
“Attribution models often become a game of who gets the credit,” Tim explained. Whether it’s marketing claiming 25% of the pipeline or finance questioning the numbers, too many teams are focused on proving their worth instead of improving performance.
Pro tip: Focus on outcomes, not ownership. Attribution should guide decisions, like ‘where should the next dollar go?’ rather than justifying past actions. Tools like marketing mix modeling (MMM) or incrementality testing can help teams move beyond credit battles and focus on real ROI.
Once you’ve shifted focus from credit battles to outcomes, the next step is ensuring your data is clear and actionable.
4. Clean data = actionable insights
“Data isn’t the new oil,” Tim said, referencing a talk he attended by the founder of Snowplow Analytics. Oil is a finite resource. Data is like clay, since it can be shaped to meet your needs — but only if created and managed correctly. Too often, teams run into visibility issues, because their analytics systems weren’t set up correctly or their data capture wasn’t appropriately documented.
Pro Tip: Collaborate across teams. Analytics problems often trace back to web infrastructure or backend systems. Fixing these foundational issues ensures you’re working with data that’s accurate, reliable and actionable.
Beyond solving data overload, identifying the right metrics is essential for decision-making, particularly in B2B contexts.
5. Core KPIs for B2B success
For B2B clients, tracking pipeline contribution by sales motion is a key focus. As Tim explained, “They are interested in understanding how much pipeline is created or sourced by marketing efforts.” The model you adopt for this tracking is critical, as it helps determine the necessary pipeline coverage ratio for future sales.
For example, if a company needs to generate a specific revenue target, it can calculate the required pipeline coverage. This calculation then informs budgeting decisions across marketing, sales development representatives (SDRs), partnerships and other channels. Ultimately, effective pipeline tracking is essential for guiding strategic investments.
Innovation and growth — expanding smartly and leveraging technology
6. Balancing brand building and performance marketing
When entering a new market segment (like an emerging AI technology with few competitors) the focus often shifts toward brand building. “This can be challenging,” Tim noted, “as it’s difficult to convince stakeholders that most of the investment needs to go in this direction.”
In such cases, the strategy involves developing a targeted approach. For instance, if you aim to reach 1,000 accounts in the United States, you need to calculate the cost of maintaining consistent visibility among decision-makers within these accounts. Tim recommends creating a model that accounts for the buying committee members and determines a budget to keep your brand top of mind. “This is ideal for those trying to establish themselves as leaders in a new segment, rather than assuming the target audience is actively searching for these solutions,” he added.
For established brands, the playbook shifts. In well-defined market segments with active customer demand, the prioritization should be on maximizing demand capture first. Then, shift to other awareness-focused channels. This involves focusing on lower-funnel activities to win leads while they are in-market and actively evaluating solutions. “Our recommendation would be to double down on competitive positioning and ensure your efforts capture as much demand as possible,” Tim said.
7. Don’t expand too soon
Tim highlighted a common challenge in B2B marketing: Once demand capture strategies are working well in one market, teams often rush to replicate success in other regions without fully optimizing the broader marketing funnel.
“When a single channel performs effectively, the instinct is to expand into new markets. While that’s understandable, it can divert budget away from brand-building efforts that could significantly elevate the company’s long-term presence,” Tim said.
This approach risks fragmenting efforts and delaying broader brand development.
Pro tip: Engage in these discussions early with clients. While replicating local successes in other regions is tempting, doing so without a comprehensive strategy can extend timelines for achieving broader brand goals. Instead, aim to create a fully integrated marketing package (what Tim referred to as the “entire Lego set”) in one region before expanding. This approach ensures consistency, scalability, and a stronger foundation for long-term growth.
8. The AI and MMM Advantage
Let’s talk about AI. Tim’s team at Convertiv is already leveraging AI to streamline processes from SEO analysis to persona building. These innovations are not just time-savers, they’re decision-makers.
“AI should help predict where to invest next,” Tim emphasized.
It’s not about making prettier charts; it’s about identifying actionable next steps.
Pro tip: Combine AI with MMM to simplify reporting. By focusing on predictive analytics, teams can shift from reactive to proactive strategies, answering what happened and what they should do next.
9. Tailor your reports to the audience
Different stakeholders need different insights. “Even if you're just focusing on multi-touch attribution, those reports can be overwhelming for sales or revenue leaders,” Tim shared. Tailored reports ensure that each audience gets what they need — no more, no less.
Pro tip: Simplify your reports for executives. Focus on actionable insights for decision-makers, while performance marketers can dig into the granular data. Too much detail for the wrong audience creates confusion, not clarity.
10. Case study: When metrics mislead
Tim shared an eye-opening example. One of their clients was thrilled to see hundreds of trial sign-ups for a specific feature. The numbers looked great — until they dug deeper.
“People were signing up for a specific feature, not the entire solution,” Tim explained.
This metric, while impressive, didn’t drive meaningful conversions.
Pro tip: Vanity metrics can derail your strategy. Always tie metrics back to business objectives, ensuring they measure what truly matters.
Closing thought: Build the whole lego set
Marketing reporting is at a crossroads. Too often, teams focus on piecemeal strategies (one channel here, one region there) without building a cohesive foundation.
Tim’s advice is to “assemble the whole Lego set in one region before replicating it elsewhere.” This approach ensures consistent coverage, scalability and long-term success.
Key takeaways:
- Focus on solving the right business questions, not drowning in metrics.
- Attribution isn’t about credit; it’s about outcomes.
- Clean data and aligned KPIs are the backbone of effective reporting.
- Balance brand building with performance marketing for long-term growth.
- Tailor your reports to the audience you’re presenting to.