The Scenario
The marketing team says their new campaign increased website traffic by 40%. The sales team says revenue dropped 10% during the same period. Both are right. The CMO and CRO are in a heated argument, and the CEO has asked you to write a neutral brief that makes sense of both numbers.
The Brief
Write a stakeholder brief that presents both datasets honestly, explains why they can both be true simultaneously, and recommends a path forward that neither team will reject.
Deliverables
- A summary of both datasets with the key numbers, presented without bias
- An explanation of how traffic can rise while revenue falls (at least 3 plausible mechanisms)
- A recommended next step that both teams can agree on, framed as a shared investigation rather than a blame assignment
- One metric you would propose tracking going forward to prevent this confusion in the future
Submission Guidance
This is a political task as much as an analytical one. The brief must be diplomatically written — neither team should feel attacked.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.