The power of proof: How reporting drives strategy, alignment and advocacy
Abstract
In today’s data-driven environment, senior leaders in higher education demand greater accountability and strategic alignment from marketing departments. Babson College has implemented a highly effective system for annual marketing impact reporting, designed to clearly demonstrate the role of marketing in supporting institutional goals, enrollment and brand reputation. This paper outlines the value of reporting on the efforts of marketing teams, what a strong reporting infrastructure includes, and how Babson College has developed a scalable, data-informed model that educates leadership, aligns teams and informs decision making and future investments. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Kerry Salerno serves as Babson College’s Chief Marketing and Communications Officer, overseeing brand, reputation and enrollment marketing and communication strategies. She is responsible for building brand awareness, engagement, adoption and advocacy for the institution and each of its revenue-generating programmes, as well as overseeing institutional communications strategies. She is a member of the President’s Leadership Team, and leads a cross-functional matrix organisation. In addition, Kerry is responsible for institutional communications strategies, including proactive and reactive media management, thought leadership and crisis communication. Prior to Babson, Kerry spent 15 years at Northeastern University where she served in a variety of roles related to enrollment marketing and communications, most recently as Vice President of Enrollment, Marketing and Recruitment for the Northeastern University Professional Advancement Network. Prior to Northeastern, Kerry was Assistant Director of Undergraduate Marketing at Bentley University. Early in her career, she worked in multiple marketing and public relations firms, where she managed technology and consumer brands. Kerry earned her BS in Marketing and her MBA from Bentley University.
Danielle Perry is a seasoned communications and marketing strategist with a passion for telling a good story. Since 2022, she has served as Assistant Vice President of Marketing and Communications Strategy at Babson College in Wellesley, MA, where she spearheads content strategy and crisis communications to strengthen the institution’s brand, reputation and enrollment. Drawing on her background in healthcare and national consumer brands, Danielle brings deep insight into how to connect with audiences through messaging that builds trust, enhances visibility and drives meaningful engagement. Prior to her academic venture, Danielle spent a decade at Anna Jaques Hospital as the Vice President of Public Relations and Strategic Initiatives, where she played a key role in fostering sustained growth, enhancing reputation and meaningful community engagement. She also led the public relations efforts for AT&T Wireless and Monster.com, strengthening both brands’ relevance, thought leadership and share of voice in competitive markets. Danielle earned her MA in Communications (Crisis Management) from Rutgers University–New Brunswick and her BA in International Business from Lehigh University.
