Designing Dashboards Your CMO Will Actually Use
The dashboard structure we rely on to keep CMOs focused on leading indicators, not vanity metrics.
The problem
Dashboards often read like data dumps—lots of charts, little clarity. To keep leadership engaged, the story has to be obvious at a glance.
The structure
- Executive Summary: revenue impact, spend efficiency, forecast confidence.
- Leading Indicators: pipeline creation, CAC payback, channel pacing.
- Campaign Wins + Risks: highlight what’s working and what needs intervention.
- Action Items: recommended changes with owners and timelines.
Make it collaborative
We build dashboards in Looker and embed them in shared docs for commentary. Each update has context notes so leaders know how to respond.