Giulia Penna, Director of Growth at Clue, discusses the topic of reporting in CRM teams and organisations. She shares her career progression, from working in startups to becoming a freelancer before joining Clue.

Giulia highlights the importance of reporting in CRM and the challenges she faced when she joined the company. She emphasizes the need for structure, planning, and reliable reporting to measure the impact of CRM campaigns.

We also discussed the evolution of CRM and the changing expectations in reporting and attribution. In this conversation, Giulia discusses the importance of clear communication and oversharing in a team, as well as the value of repetition and making information easily accessible.

She emphasizes the need for trust in reporting and the importance of having confidence in the numbers being shared. Giulia also discusses the balance between using existing reporting tools and working with the data team to improve reporting accuracy. She highlights the need for reporting to focus on company metrics and the impact of campaigns, rather than just campaign-level metrics.

Additionally, Giulia touches on the role of a CRM manager in clear communication, recognition of team efforts, and the evolving nature of reporting with the integration of AI tools.

I hope you enjoy the episode!