Performance Coaching

Area 1
The issue

Approach & attitude when engaging with stakeholders

o Lack of clarity when communicating either verbally or electronically (give examples)
o Sometimes cant answer questions on the hoof particularly when they relate to SF data
o Lack of confidence in what theyre reporting creates uncertainty & mistrust in
stakeholders
o Uses too much non-committal language e.g. I believe, I think

The expectations

Needs to convey clarity & confidence in all types of communication

Stakeholders need to have a clear understanding of whats been reported
Needs to convey a sense of ownership with all reporting and analysis even if theyve had help
producing it

Area 2
The issue

Reporting & analysis from our suite of standard SF reports e.g funnel, managed channel
o Concerns over lack of individuals understanding of what the reports represent, what they
should be used for & what their limitations are
o Too much reporting the numbers rather than providing insight
o Some instances of lack of care & attention to detail when reporting this leads to lack of
confidence from stakeholders
Understanding of all of the metrics & KPIs as detailed in the spreadsheet

The expectations

Be clear on what all the standard SF reports show

Comprehensive understanding of all terminology e.g. what is an MQL, SQL, managed channel
sale
Comprehensive understanding of the KPIs metrics tracker
Good understanding of SF data structure e.g how leads relate to contacts, contacts to accounts
& opportunities etc
Be clear on the definitions of all the metrics in the tracker & where the numbers they relate to
come from & how theyre calculated.

Area 3
The issue

New reporting/analysis requests

o Concerns over understanding of new requests & ability to deliver a solution
o Doesnt think creatively in delivering a solution
o Doesnt challenge what people are asking for

The expectations

New requests are documented

Approaches & solutions discussed & agreed upon with marketing analytics team if required
Clear communication of what can be delivered as well as what cant
Timelines for delivery agreed with stakeholders
Regular meetings with stakeholders to update on the analysis in the pipeline

Determine the cause(s)

Potential external causes (outside of individuals control);

External pressures & competing priorities

o Part of the role currently involves supporting markets with Adobe tag plans (helping to
create them & testing once implemented) this is not marketing analysis but takes up a
significant proportion of the individuals time
o Currently supports 2 businesses, one on a part-time basis is this manageable
Lack of information
o Understanding what data is available, the data landscape & structure, specifically DMD,
SFdc, Eloqua, Viper & Scout
o Not always a single source of truth - Lack of documentation / definition of certain
metrics causes confusion when trying to replicate / refresh at a later date
Poor guidance or support from manager
o Inadequate training / support in some systems e.g. Salesforce, DEX
o Needs more help with stakeholder management / prioritisation of workload
o Clarity on definition of role what can be pushed back on? What shouldnt be part of
individuals role now?
The actions or inactions of stakeholders
o Challenging deadlines particularly at certain times (board review)
o Multiple analytics requests from many stakeholders, often requests are received in an adhoc way

Potential internal causes (relating to individual);

Lack of understanding
o Ability to translate business requirements/requests into analytics solutions What
analysis is required to help answer this question?
o Product knowledge
o Data availability what data is available / not available? Where can the data be sourced
from?
Lack of ability or of the skills needed
o Data manipulation joining data sets & changing the raw data into a format thats
suitable for analysis
o Deriving insight from the reports answering the so what? question
o Written communication

Generate solutions (includes individuals suggestions)

What can we do to remedy based on what we identify the causes to be
Short term

Me to establish a new procedure for dealing with new analytical requests (see doc) get sign
off & buy-in from MA team & the business.
All analytical requests logged on request tracker regular maintenance of status of requests
Individual to have analytical prioritisation meetings with marketing team clear understanding
established of the current status of analysis/report requests, delivery dates
Me to set up regular catch ups with key stakeholders to better understand businesses marketing
analytical requirements (strategic) & discuss expectation setting
Individual to sit with marketing team at least once a week & during the first 2 days of monthly
reporting period
Senior analyst to support individual for half a day a week knowledge share, learning through
doing
Me to look into solutions that enable the transfer of the Adobe technical support (tag plans,
testing, training) side of individuals role out of MAs
Push back on analysis / reports that have no relevance to marketing
Individual to attend Salesforce training
Me to coach on written report writing
Me to give additional coaching on current reports (definitions, meanings, uses etc.) and
marketing processes.

Individual to work with the marketing team to establish/clarify the definitions for all the metrics
included in KPIs metrics tracker
Individual to develop product knowledge (meetings with product & marketing teams, training
with product teams)
Individual to have regular meetings with relevant representatives from other marketing support
functions to help put analysis into context
Individual to develop knowledge of data structure learning through doing, working closely with
Data team.

Longer term
Outside of Individuals control but are key to helping them succeed in their role.

Implementation of a Business Intelligence solution

New roles / skills
o Statistical & mathematical skills to build & work with data sets & models
o Proficiency at retrieving data & using analysis tools on it.
o Ability to understand what the analytics mean & what to do about it (insight)