As Australian SMEs, you’re rightly focused on getting a return on your marketing investment. But simply *doing* marketing isn’t enough. You need to clearly demonstrate what’s working, what’s not, and – crucially – how marketing is contributing to profit. Presenting these results effectively to stakeholders, whether that’s your team, a bank manager, or potential investors, is vital.

Too often, we see businesses get bogged down in ‘vanity metrics’ – things that *look* good but don’t translate to revenue. Likes, followers, and website visits are useful, but they’re stepping stones, not the destination. Here’s how to present marketing results that genuinely showcase value.

• Focus on Revenue & Profit: The ultimate measure of success is, of course, financial. Directly link marketing activities to sales. For example, “The recent email campaign generated $15,000 in revenue with a profit margin of 40%, resulting in $6,000 profit.” This is far more impactful than reporting open rates.
• Cost Per Acquisition (CPA): This is a key metric. How much does it cost you to acquire a new customer through each marketing channel? Calculate this accurately. If Facebook ads cost $50 per customer and Google Ads cost $30, you know where to allocate more budget.
• Customer Lifetime Value (CLTV): Don’t just look at the initial sale. What’s the total revenue you expect to generate from a customer over their entire relationship with your business? A higher CLTV justifies a higher CPA. We often see businesses underinvest in retention marketing because they don’t fully understand CLTV.
• Return on Ad Spend (ROAS): Specifically for paid advertising, ROAS shows how much revenue you generate for every dollar spent on ads. A ROAS of 4 means you’re making $4 in revenue for every $1 spent. This is a simple, powerful metric for justifying ad spend.

Presenting this data doesn’t require complex dashboards. A simple spreadsheet, clearly outlining the inputs and calculations, is often sufficient. Visualisations like charts and graphs can help, but ensure they’re easy to understand. Remember to contextualise the results – explain *why* something worked or didn’t, and what adjustments you’re making. Looking ahead, consider how these metrics will evolve as you refine your strategies into 2026 and beyond.

The key takeaway is this: shift the conversation from ‘marketing activity’ to ‘marketing performance’. By focusing on revenue, cost, and value, you’ll demonstrate the true impact of your marketing efforts and secure the investment needed for continued growth.