How Sprout built alignment between our social & leadership teams

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There’s also an opportunity for social teams and executives to look beyond standard performance metrics and hone in on more valuable data, like audience insights gleaned from social listening, competitive research and a direct tie to pipeline generation. To do that effectively, brands need stronger collaboration and the right tools.


The Index found that the top thing social marketers wish their executives understood was that stronger collaboration is needed across departments. Even at Sprout Social—where we live and breathe the power of social data—harnessing sophisticated social insights required more intentional collaboration across marketing.

Here are the three steps we took to surface insights that mattered to our CMO, board members and even our own product team, and actionable steps you can use to break down communication barriers.

A chart from The 2025 Sprout Social Index™ that ranks what social marketers wish qatar mobile database their executives understood: 1. stronger collaboration is needed across departments, 2. better technology is required to track performance and impact, 3. social content needs to be audience-centric
1. Get executive alignment on goals
Jumping into reporting without clarity on what you’re trying to measure can lead to a narrative that falls flat. You need to start from your goals and work backward. At Sprout, our first step involved our CMO and I guiding our team to reimagine a reporting approach that aligned to Sprout’s most critical business priorities and proved return on investment.

We needed to break the cycle of reporting on too many or the wrong metrics and start connecting the dots between organic social content and activity further down the funnel. We imagined a reporting ecosystem that enabled us to use our tools to capture multi-touch attribution—spanning top-of-funnel engagement and reach metrics to down-funnel demand.