The power of proof: How reporting drives strategy, alignment and advocacy

In today’s data-driven environment, senior leaders in higher education demand greater accountability and strategic alignment from marketing departments. Babson College has implemented a highly effective system for annual marketing impact reporting, designed to clearly demonstrate the role of marketing in supporting institutional goals, enrollment and brand reputation. This paper outlines the value of reporting on the efforts of marketing teams, what a strong reporting infrastructure includes, and how Babson College has developed a scalable, data-informed model that educates leadership, aligns teams and informs decision making and future investments. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.