Field notes
Workshop agendas that survive finance
A half-day measurement workshop outline that keeps marketing and finance in the same room without a slide marathon.
Measurement workshops fail when they become product demos. They succeed when they produce three pages of agreed language.
Opening: the contested month
Bring one real month where channel reports disagreed. Ask each side to mark the number they trusted. That artefact anchors the day.
Middle: events and windows
Define conversion events, lookbacks, and exclusions on paper. No dashboard software in the room yet — only definitions.
Close: first chapters
List the three questions the first multi-channel attribution dashboard must answer. Everything else becomes version two. Participants leave with a draft glossary and a parking lot, not a vague sense of alignment.