Marketing teams love to show off good metrics, but often feel very nervous about sharing bad news with others on the executive leadership team. Maybe this is because the average tenure for a CMO or VP of marketing is only 14 months (a fact I just made up, but it feels true.) Letting others see any stat or chart that isn't showing more leads, higher conversion rates, and lower customer acquisition cost (CAC) feels like inviting unwanted criticism.
Yet I'd argue that a better way is for marketing to demonstrate ownership by practicing radical transparency around results. Want to keep your job? Be explicit about what's not working, at least as much as you communicate about your successes. You can readily defuse criticism by being vocally self-critical.
How to achieve radical transparency in marketing
Assuming you've already collaborated with the exec team around the marketing strategy, you should then keep them deeply informed on your progress. Have a wiki page that shows who is doing what. Post every milestone and deliverable on wide open Slack groups. Create and freely share a dashboard of metrics. Keep your plan up-to-date with progress.
Most importantly, start an ongoing conversation about what is and isn't working. Double down on efficient campaigns and compelling content. Have a multi-touch attribution where you can get at least partial credit for wins. Have your trophy customer logo slide. But if you tried something and it didn't work out as planned, share that too.
How to demonstrate ownership for results
Proactively articulate your understanding of what tactics didn't work AND how you could do better next time with what you've now learned. Of course there will be problems along the way. A wise person once told me, "the problems ARE the job." Yet every week you'll be learning through analyzing your results, brainstorming new approaches, and getting better at your job. Set aside your ego. No one ever gets fired for learning. They get fired for hiding problems, especially during quarterly business reviews (QBRs) or board meetings.
Want to succeed in marketing over the long term?
Try sharing everything (including sharing credit.) You'll be surprised how not-scary it is once you've earned trust and shown ownership of your results.