Reporting & data
Dashboards, attribution, cohorts, alerts, definitions.
24 Feb 2026 · 2 min read
Reporting go-to-market to a board or investors: the numbers, the cadence and the honesty
Boards want to know whether growth is efficient and repeatable. The GTM metrics that answer that — acquisition cost by channel, payback, pipeline coverage, net retention, speed — and how to present them so they are believed.
10 Feb 2026 · 2 min read
Data quality monitoring for GTM systems: catching the silent failures
Automations fail quietly — a field stops populating, a sync drops records, an enrichment provider changes a format — and the reports keep rendering. The checks that catch broken data before it reaches a decision.
27 Jan 2026 · 2 min read
Sales activity metrics without the micromanagement: what to track, what to show, what to leave alone
Activity data — calls, emails, meetings — is now captured automatically, which makes it tempting to manage by it. How to use activity to coach and to fix systems, and the line where it becomes counting for its own sake.
13 Jan 2026 · 2 min read
Alerts on revenue metrics: knowing on Tuesday what you would otherwise learn at quarter end
Dashboards are looked at when someone remembers. Alerts arrive when something changes. The handful of revenue signals worth alerting on, the thresholds, and how to avoid alert fatigue.
23 Dec 2025 · 2 min read
Why marketing, sales and finance report different numbers, and the one document that fixes it
Three teams, three definitions of a lead, a customer and revenue. The KPI definitions document — what each metric means, where it comes from, who owns it — and how to keep it enforced by the reporting itself.
09 Dec 2025 · 2 min read
Cohort analysis for retention: the chart that tells you whether the business is getting better
Overall retention hides whether recent customers are better or worse than old ones. The monthly cohort view — built from orders or usage, updated automatically — and how to read it.
25 Nov 2025 · 2 min read
Speed-to-lead as a metric: how to measure it so it can be managed
Response time is easy to state and hard to measure honestly. The timestamps to capture, the definition of a 'response', the statistics that matter, and how to report it per person without turning it into surveillance.
11 Nov 2025 · 2 min read
Connecting CRM, ads, email and store data into one model without a data team
The data exists in five systems and agrees in none. The lightweight warehouse setup — a scheduled extract, one identity key, a few clean tables, a dashboard on top — that a small company can run without hiring analysts.
28 Oct 2025 · 2 min read
Marketing attribution you can defend in a budget meeting
First-touch, last-touch and multi-touch all lie in different ways. A practical attribution setup — captured sources, self-reported attribution, holdouts — that tells you where to put the next dollar without pretending to precision it does not have.
14 Oct 2025 · 2 min read
The Monday revenue dashboard: the twelve numbers that run a weekly meeting
Most dashboards have forty charts and answer nothing. The one-page weekly view — leads, response time, meetings, pipeline, wins, retention — by source and by person, that turns the Monday meeting from status updates into decisions.
