Report marketing to the board in one page
A board wants to know three things: is pipeline being created, is it converting, and what does it cost. Everything else is detail for the appendix. A one-page update that survives questions leads with revenue and pipeline, states every number’s denominator and period, shows the trend not the snapshot, and names the one thing you are fixing. This article gives the page, the six numbers, and how to pull each from MarqIQ. Ask “what should I tell my board” for your own Executive Read.
The six numbers, in this order
| Number | Say it as | Where MarqIQ holds it |
|---|---|---|
| Revenue won, and the share marketing sourced | “$X won this quarter; Y% of it started with a marketing touch” | Executive Read — wins by source |
| Pipeline created | “$X of new pipeline, N deals, from M new contacts” | Ask: “which source brought in the most pipeline” |
| Win rate and cycle | “Z% of closed deals won; median D days to close” | Executive Read |
| MQLs and acceptance | “N MQLs, A% accepted by sales within the SLA” | Funnel analysis |
| Reachable audience | “N people we can email; E% engaged this year” | Audience health |
| Concentration and risk | “Top 3 accounts are C% of revenue” | Executive Read — concentration |
Cost per lead and return on spend belong here too when you hold spend data; MarqIQ does not, so add them from your finance system and say so.
Rules that stop the page being picked apart
- Every number carries its denominator and its period: “4 of 5 closed deals (80%), Q3”. A percentage alone invites the question you cannot answer.
- Trend over snapshot: the same number for the last four quarters beside it. One quarter proves nothing.
- One definition per word, written once in a footnote: what an MQL is, what “marketing-sourced” means, which attribution model.
- Name the fix, not the excuse: “73% of new contacts have no source; we are requiring it at every form by 15 November.”
- Never a number from a model. Every figure comes from the records and can be re-run.
Build the page in fifteen minutes
Open the Executive Read for your main tool.
It already holds win rate, losses, overdue deals, concentration and wins by source, each with its count.
Ask for the pipeline and MQL figures.
“Which source brought in the most pipeline this quarter”, “how many MQLs did we create this quarter”, “how many contacts can we email”.
Keep each answer as a saved Ask, or export it.
Saved asks re-run next quarter with the same definitions; the board pack export gives you the tables.
Add spend from finance, and say it came from there.
Cost per lead and return on spend are the two numbers MarqIQ cannot compute.
Write the one fix and its date.
The first item in the Suggested Plan, in a sentence.
How MarqIQ checks it
The Executive Read holds five of the six numbers with their counts and periods, and says plainly when there are too few closed deals to judge a rate. Ask “what should I tell my board” and it opens; the board pack export carries the same figures with their basis. What MarqIQ cannot compute — spend, cost per lead, return on spend — it says so rather than estimating.
Next steps
Related articles
Was this article helpful?