marketing-reportlisted

# Marketing Report & KPI Dashboard Turn a period of raw numbers into a report leadership can act on — the decisions-you-can-defend layer on top of every other metric. Roll funnel, spend, and pipeline into one KPI snapshot with period-over-period movement, then wrap it in a narrative that says what worked, what didn't, and what you're doing about it. Reporting isn't a scoreboard; it's how the next decision gets made. ## When to use The user needs a board deck, a monthly or quarterly marketing review, a KPI dashboard, or an answer to "how is marketing performing and what do we show leadership?" ## Before you start 1. **Read the brand/product context first** (`.agents/product-marketing.md` / `.agents/aaj-brand.md`) for model, motion, and goals, if present. 2. **Gather one period of numbers:** - **Spend** (marketing / S&M for the period). - **Funnel volumes** in order — sessions, leads, MQLs, SQLs, opportunities, wins (any subset you track). - **New revenue** (bookings / ARR / revenue won), **pipeline created**, and the **target** for the period. - The **prior period's** figures, to compute deltas — the trend usually matters more than the level. ## The math ``` Stage conversion = next stage / previous stage (per adjacent pair) Overall conversion = wins / first tracked stage CAC = spend / wins Cost per lead = spend / leads New revenue:spend = new revenue / spend (efficiency read, not ROI) Pipeline:spend = pipe