If You Can’t Take the Conversion Rate Heat, Get Out of the Kitchen

Last month AdAge interviewed Nancy Bhagat, VP of sales and marketing for Intel. The interview focused on Intel’s Value Point System. One of Nancy’s answers on the theme of data transparency resonated strongly with me.

Ad Age: What do the others in the C-suite at Intel think about the [Value Point] system?

Ms. Bhagat: What’s important for 2010 is how we provide the broader organization more visibility to the data, how we’re using it, and how we can get them more comfortable with using and analyzing the data…Every time we can come in and talk about it at an investment level and show data that brings results and impact, that’s a really powerful thing.

Right on! I couldn’t agree more with the need to share performance data across the entire organization and with the C-Suite.

How your media and marketing is performing isn’t something to hide under the table. Marketing is going through (has gone through already) a dramatic shift—we all need to be focused on performance and we need to keep that performance visible across the entire organization.

If your C-suite doesn’t care about what your conversion rate is, and how you are improving it, then jump up and down until they not only care, but they get it. That’s how you will get support to make conversion rate optimization a top-down priority. So share your results freely across the organization. Stir the pot. Get conversion rate optimization a seat in your company’s next c-level meeting.