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