marketing-report
Installation
SKILL.md
Marketing Report
A marketing report is an executive decision dashboard, not a vanity activity log. Effective reporting cuts through noisy metrics, reconciles marketing spend against attributable revenue, tracks customer acquisition cost (CAC) and payback trends, highlights operational anomalies, and delivers a concise executive action plan.
1. Executive Scorecard: The 6 Core Growth Metrics
Every weekly or monthly marketing report must lead with these standardized metrics:
| Metric | Definition | Current Period | Prior Period | % Delta | Target Goal |
|---|---|---|---|---|---|
| Attributed Net Revenue | Revenue closed from marketing sources | $142,000 | $120,000 | +18.3% | $135,000 |
| Total Marketing Spend | Media spend + agency + tooling + headcount | $38,000 | $35,000 | +8.5% | $36,000 |
| Marketing Efficiency (MER) | Net Revenue / Total Marketing Spend | 3.74x | 3.43x | +9.0% | > 3.5x |
| Fully-Loaded Blended CAC | Total Spend / New Paying Customers Acquired | $422 | $448 | -5.8% | < $450 |
| Qualified Leads / Pipeline | Sales Qualified Opportunities (SQOs) generated | 94 | 78 | +20.5% | 85 |
| CAC Payback Period | Months of gross profit to recover acquisition spend | 8.2 mo | 8.9 mo | -7.8% | < 10 mo |