Imagine you're atttending the Final Four and the teams are jamming baskets up and down the court. The crowd is rambunctious and cheering on their feet. You have great seats (that cost you a pretty penny!) and you can see everything that's happening. And…no one is keeping score. The scoreboard is dark. The game announcers are talking announcing the plays, but no score. You have to try and keep track as an observer. At the end of the game you call your buddy and he asks you, what was the score? “Well,” you say, “I think we won but I'm not sure.”
That’s how your clients feel when you don’t keep them updated on their marketing results. Whether you're a savvy marketing director or an agency professional, you should be reporting relevant marketing data on a regular basis. These are your scores. Sure, it’s their business (they bought the good seats), but as the spectator, it’s hard to tell if their team winning.