How do you share your marketing strategy evaluation results?

Knowing your audience and the story you want to tell are critical for an effective presentation. I try to think about what I want the intended outcome of the presentation to be rather than the output itself. This can really help focus on the right things. I have also learned through experience that 1) sometimes you just need to get started and put what you know into a strategy that can be iterative and refreshed, rather than having perfection paralysis otherwise you’ll get nowhere 2) how you present the information to the stakeholder audience can be the difference between something landing or being a total miss. When presenting to an investor board, for example - think about what they care about vs the weeds and tailor accordingly.

Tailor your marketing strategy evaluation results to your audience and purpose. Use clear visuals for executives, detailed reports for teams, and engaging presentations for clients. Ensure your communication aligns with the goals and expectations of your stakeholders.

Being able to visualise a plan and strategy is vital - it helps get marketing buy-in across a business and shows a team how they can impact and make a difference

When sharing marketing strategy evaluation results, it's crucial to understand your purpose and tailor your communication to your audience. Whether it's presenting to executives, team members, or stakeholders, align your messaging with their interests and concerns. Clearly articulate the goals achieved, challenges faced, and the impact on overall business objectives.

Organize your marketing strategy evaluation results with a clear and logical structure. Start with an introduction outlining the purpose of the evaluation, followed by key findings and insights. Use headings and subheadings to categorize information, making it easy for your audience to follow. A structured presentation enhances comprehension and ensures that important points are emphasized.

If done well, visual aids and how information is presented can have a dramatic impact on how people receive it. I’m a fan of “wow” stats and takeaways, and visual aids like graphs, charts and timelines that can help your story come into focus and aid the story you’re trying to tell.

Enhance your presentation by incorporating visual aids and storytelling techniques. Graphs, charts, and infographics can simplify complex data, making it more accessible. Additionally, storytelling adds a compelling narrative to your results, helping your audience connect emotionally with the journey and outcomes. Visuals and stories make your evaluation memorable and engaging.

After sharing your marketing strategy evaluation results, actively seek feedback from your audience. Encourage questions and discussions to ensure a comprehensive understanding. Additionally, follow up with stakeholders individually to address specific concerns or gather further insights. This two-way communication demonstrates transparency and a commitment to continuous improvement.

A marketing strategy evaluation usually isn't written for you or your fellow marketers. It's written for the board, the sales department, and other stakeholders. That means it needs to be written in as much plain English as possible. If you hit an uninitiated audience with a bunch of marketing geek speak, you convince them you're right. You'll simply teach them not to trust you.