Shanna is a marketer for the company CentralTotal. Shanna wants to help build a strong, more user-focused organization by getting the support of CentralTotal’s leadership. Which of the following is a recommended action for Shanna to gain the support of leadership in this area?
- Showing benchmark data across the competition
- Showing a comparison of performance between the development and marketing teams
- Showing a summary breakdown of the Google Ads account
- Showing the performance statistics of the design team
Explanation:
The correct answer is Showing benchmark data across the competition. By presenting benchmark data across competitors, Shanna can effectively demonstrate to CentralTotal’s leadership where the company stands in relation to industry standards and competitors. This approach helps in building a strong, user-focused organization by providing valuable insights into how competitors are performing in terms of user experience, customer satisfaction, and overall market positioning. Benchmarking against competitors allows leadership to understand the competitive landscape better and highlights areas where CentralTotal may need to improve to stay competitive or gain an edge. It also provides a clear justification for investing in user-focused initiatives by showing how such improvements can directly impact market share, customer retention, and revenue growth. This data-driven approach not only aligns marketing efforts with broader business goals but also helps secure leadership support by framing user-centric strategies within the context of industry standards and competitive pressures. Thus, presenting benchmark data across competitors is a strategic move for Shanna to gain the support of CentralTotal’s leadership in building a more user-focused organization.
If you, as a marketer, have a clear plan on how to increase conversions, it’s easy for executives to calculate cost-per-value and make data-driven decisions.
User-first businesses can be successful only by having support from leadership. If your task is to secure leadership support, consider showing benchmark data, conducting a company-wide audit, or/and presenting case studies.