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Executive Reporting Suite - Playbook

1. Definition​

What it is: A strategic project that integrates data from multiple GTM systems (CRM, marketing automation, financial platforms) into a unified, role-based dashboard suite that provides executives with real-time visibility into revenue operations metrics, funnel performance, and GTM efficiency indicators that roll up to ARR.

What it is NOT: Not a one-time report or ad-hoc analysis. Not a data warehouse implementation (assumes data infrastructure exists). Not a business intelligence tool selection project. Not a replacement for operational dashboards used by individual contributors. Not a full BI platform deployment.

2. ICP Value Proposition​

Pain it solves: Executives lack a single source of truth for GTM performance. Data is fragmented across Salesforce, HubSpot, spreadsheets, and siloed team reports. When leadership asks "how are we tracking against targets?", it takes days to compile an answer, and the numbers often don't match between teams. Research shows RevOps dashboards achieve only 30% utilization post-launch, dropping to 9% within 3 weeks when they fail to provide actionable insights.

Outcome delivered: A live executive dashboard suite where the CEO, CRO, and VPs can see real-time performance against ARR targets, understand pipeline health, identify bottlenecks across the funnel, and drill down from high-level metrics to activity-level detail - all without waiting for manual report compilation. Dashboards embedded into weekly operating rhythms drive sustained adoption.

Who owns it: VP of Revenue Operations or CRO (executive sponsor), with day-to-day ownership typically sitting with RevOps Manager or Director of Sales/Marketing Operations.

3. Implementation Procedure​

Part 1: Stakeholder Discovery & Requirements Definition​

Step 1: Conduct Executive Stakeholder Interviews​

Step Overview: Interview key executive stakeholders to understand their specific KPI needs, reporting cadence requirements, and decision-making context. End state: Documented requirements from each executive role with prioritized KPIs.

  • Schedule 45-60 minute interviews with CEO, CRO, VP Sales, VP Marketing, and VP CS
  • Document each stakeholder's top 5-7 KPIs they need visibility into
  • Capture their current reporting pain points and "questions they can't answer today"
  • Understand their reporting cadence needs (daily pulse, weekly review, monthly deep-dive)
  • Identify which decisions they make based on data vs. gut feel today
  • Record role-specific drill-down requirements (what detail do they need to see?)

Step 2: Define Role-Based Dashboard Requirements​

Step Overview: Synthesize stakeholder inputs into role-based dashboard specifications that map which metrics each executive needs to see. End state: Requirements matrix showing KPIs by role with priority rankings.

  • Create a KPI matrix mapping each metric to the roles that need it
  • Prioritize KPIs as P0 (must-have in MVP), P1 (needed for full launch), P2 (nice-to-have)
  • Define role-based views: CEO (high-level revenue snapshot), CRO (pipeline and attainment), VP Sales (stage-by-stage conversion), VP Marketing (MQL flow and attribution), VP CS (retention and expansion)
  • Document the "golden metrics" that appear on every executive view
  • Specify drill-down paths from summary metrics to detail views

Step 3: Document ARR Calculation and Metric Definitions​

Step Overview: Establish precise definitions for all dashboard metrics to ensure data accuracy and cross-team alignment. End state: Metric definition document signed off by Finance and RevOps.

  • Document how ARR is calculated (including nuances for multi-year deals, usage-based revenue, discounts)
  • Define pipeline stages and conversion rate calculations
  • Establish CAC and LTV calculation methodologies with Finance
  • Define what counts as MQL, SQL, and opportunity for funnel metrics
  • Create a glossary of metric definitions that will appear in dashboard documentation
  • Get sign-off from Finance on revenue-related calculations

Part 2: Data Source Audit & Architecture Design​

Step 1: Audit Current Reporting Landscape​

Step Overview: Inventory all existing dashboards, reports, and data sources across the GTM tech stack to understand the current state. End state: Complete inventory of data sources with quality assessment for each.

  • Pull list of all existing dashboards in BI platform (Looker/Tableau)
  • Inventory manual reports and spreadsheets used for executive reporting
  • Document data sources: CRM (Salesforce/HubSpot), marketing automation, financial systems
  • Assess data freshness for each source (real-time, daily sync, manual update)
  • Identify data quality issues: missing fields, inconsistent naming, duplicate records
  • Note which existing reports can be retired vs. consolidated

Step 2: Assess Data Availability for Required KPIs​

Step Overview: Map each required KPI to its data source and evaluate whether the data exists and is accessible. End state: Gap analysis showing which KPIs can be built now vs. require upstream fixes.

  • For each P0 KPI, identify the source system and specific fields needed
  • Validate that historical data exists (12+ months preferred for trend analysis)
  • Document data gaps: metrics that can't be calculated with current data
  • Identify data hygiene issues that must be fixed before dashboard build
  • Prioritize upstream fixes that block critical KPIs
  • Create remediation plan for data gaps with timeline

Step 3: Design Dashboard Architecture​

Step Overview: Design the technical architecture for how data flows from source systems to dashboards, including refresh schedules and visualization approach. End state: Architecture diagram and visualization spec for each dashboard.

  • Map data flow from source systems through integration layer to BI platform
  • Define refresh schedules (real-time for pipeline, daily for financial metrics)
  • Select visualization types for each KPI (trend lines for ARR, funnels for conversion, gauges for attainment)
  • Design dashboard hierarchy: executive summary → role-specific views → drill-down detail
  • Plan for alerting: which thresholds trigger notifications
  • Document technical requirements for BI platform (Looker LookML, Tableau workbooks)

Part 3: Core Dashboard Build & Data Integration​

Step 1: Build Data Integration Connections​

Step Overview: Establish connections from source systems (CRM, marketing automation, financial tools) into the reporting platform with proper API permissions. End state: All required data sources connected and syncing to BI platform.

  • Connect Salesforce/HubSpot CRM via OAuth or API integration
  • Set up marketing automation data feed (HubSpot Marketing, Marketo)
  • Integrate financial system data (QuickBooks, NetSuite, or subscription platform)
  • Configure data warehouse connections if using intermediary layer
  • Verify data is flowing correctly by spot-checking sample records
  • Document connection credentials and refresh schedules for handoff

Step 2: Build Primary Executive Dashboard​

Step Overview: Create the main executive dashboard with 5-7 revenue-aligned metrics that all executives will reference. End state: Functional executive dashboard with live data showing ARR, pipeline, and efficiency metrics.

  • Build ARR/MRR tracking visualization with actual vs. target comparison
  • Create pipeline coverage metric (pipeline / quota remaining)
  • Add sales velocity calculation (avg deal size × win rate × volume / cycle time)
  • Include CAC and CAC payback period from marketing spend data
  • Build funnel visualization showing lead → MQL → SQL → opportunity → closed won
  • Add quota attainment gauge for current period
  • Test all calculations against source data to validate accuracy

Step 3: Create Role-Specific Drill-Down Views​

Step Overview: Build secondary dashboards tailored to each executive role with relevant drill-down detail. End state: Role-specific dashboards for Sales, Marketing, and CS leadership with drill-through from executive view.

  • Build Sales drill-down: pipeline by stage, rep performance, deal aging, forecast
  • Build Marketing drill-down: MQL volume and conversion, campaign attribution, source performance
  • Build CS drill-down: retention rates, expansion revenue, NRR, health scores
  • Link drill-downs from executive dashboard (click metric → see detail)
  • Ensure consistent date ranges and filters across all views
  • Add filtering capabilities (by segment, by team, by time period)

Step 4: Configure Alerts and Automated Refresh​

Step Overview: Set up automated data refresh schedules and threshold-based alerts for key metrics. End state: Dashboards refresh automatically with alerts firing when KPIs deviate from targets.

  • Configure data refresh schedule (hourly for pipeline, daily for revenue metrics)
  • Set up threshold alerts: pipeline coverage < 3x, win rate drop > 10%, etc.
  • Define alert recipients by role (CRO gets pipeline alerts, VP Marketing gets MQL alerts)
  • Configure delivery method (email, Slack, in-app notification)
  • Test alert triggers with sample data
  • Document alert logic and thresholds for handoff

Part 4: Data Validation & Quality Assurance​

Step 1: Reconcile Dashboard Data Against Source Systems​

Step Overview: Validate that dashboard metrics match source system data to ensure accuracy before executive launch. End state: Validation report confirming dashboard accuracy within acceptable tolerance.

  • Pull current ARR from finance system and compare to dashboard ARR
  • Validate pipeline totals match CRM pipeline reports
  • Check MQL counts against marketing automation source
  • Verify conversion rates by manually calculating from source data
  • Document any discrepancies and root causes
  • Fix calculation errors or data issues discovered during validation

Step 2: Conduct Stakeholder Review Sessions​

Step Overview: Walk key stakeholders through draft dashboards to gather feedback and catch issues before full launch. End state: Stakeholder feedback incorporated with sign-off on dashboard accuracy.

  • Schedule review sessions with RevOps lead and 1-2 executive stakeholders
  • Walk through each dashboard explaining metrics and data sources
  • Capture feedback on visualization choices, missing metrics, confusing labels
  • Test drill-down functionality and filter behavior
  • Confirm metric definitions match stakeholder expectations
  • Document required changes and implement before launch

Part 5: Executive Training & Launch​

Step 1: Conduct Executive Training Session​

Step Overview: Train executive team on how to use the dashboard suite, including navigation, interpretation, and drill-down functionality. End state: All executives trained and comfortable navigating dashboards independently.

  • Schedule 45-minute training session with all executive stakeholders
  • Walk through executive dashboard explaining each metric and what it means
  • Demonstrate drill-down functionality from summary to detail
  • Explain data refresh schedules (when to expect updated numbers)
  • Cover alert system and how to interpret threshold notifications
  • Address questions and capture additional feature requests
  • Record session for executives who couldn't attend

Step 2: Create Dashboard Documentation Package​

Step Overview: Deliver comprehensive documentation including metric definitions, data sources, refresh schedules, and troubleshooting guides. End state: Documentation package enabling client to maintain dashboards independently.

  • Write metric definition guide with calculation logic for each KPI
  • Document data source mappings (which system feeds which metric)
  • Create refresh schedule reference showing when data updates
  • Write troubleshooting guide for common issues (data delays, discrepancies)
  • Include admin guide for adding users, modifying filters, updating thresholds
  • Package all documentation in client's preferred format (Notion, Confluence, Google Docs)

Step 3: Configure Automated Report Distribution​

Step Overview: Set up scheduled report delivery so executives receive key metrics without logging into dashboards. End state: Automated weekly/monthly reports delivering to executive inboxes or Slack.

  • Configure weekly executive summary email with top 5 metrics
  • Set up Slack integration for real-time alerts (if client uses Slack)
  • Create monthly board report template with key visualizations
  • Test distribution to confirm formatting and timing
  • Document how to modify distribution lists and schedules

Part 6: Handoff & Governance Setup​

Step 1: Establish Dashboard Governance Process​

Step Overview: Define ongoing ownership, change request process, and data quality monitoring to ensure dashboards remain accurate and relevant. End state: Governance process documented with clear ownership assigned.

  • Assign dashboard owner (typically RevOps Manager or Director)
  • Define change request process (how to request new metrics or modifications)
  • Establish data quality monitoring: who checks accuracy, how often
  • Create escalation path for data issues or dashboard bugs
  • Document decision rights: who can approve dashboard changes
  • Set up quarterly review cadence for dashboard relevance

Step 2: Transfer Admin Access and Credentials​

Step Overview: Hand off all administrative access to client team with documented credentials and permissions. End state: Client has full admin control with documented access for ongoing maintenance.

  • Transfer BI platform admin credentials to client RevOps
  • Document all API connections and credentials used
  • Provide access to data integration configurations
  • Share source code/configurations (LookML, Tableau workbooks)
  • Confirm client can independently make modifications
  • Remove LeanScale access per client security requirements

Step 3: Schedule Post-Launch Check-In​

Step Overview: Plan for 30-day refinement check-in to gather usage feedback and make adjustments based on actual adoption patterns. End state: Check-in scheduled with clear agenda for measuring adoption and collecting enhancement requests.

  • Schedule 30-day follow-up meeting with RevOps and executive sponsor
  • Define success metrics to review: login frequency, meeting usage, ad-hoc request reduction
  • Prepare feedback survey for executive users
  • Plan to address top 2-3 enhancement requests from initial usage
  • Discuss ongoing support options if client wants continued partnership
  • Close out project with final status report

4. Dependencies & Inputs​

What must exist before starting:

  • CRM (Salesforce/HubSpot) with consistent opportunity stages and historical deal data (12+ months preferred)
  • BI/reporting platform access (Looker, Tableau, or equivalent) with admin credentials
  • Data warehouse or integration layer if connecting multiple systems
  • Executive availability for stakeholder interviews and training sessions
  • Clear ARR targets or growth plan to benchmark dashboard metrics against

What client must provide:

  • Admin access to CRM, marketing automation, and financial systems
  • List of executive stakeholders and their current reporting pain points
  • Existing reports and dashboards (even if outdated) for reference
  • Definition of how ARR is calculated (including any nuances around multi-year deals, usage-based revenue)
  • Time commitment: 2-3 hours per executive for interviews and training

What LeanScale brings:

  • Dashboard design best practices and templates
  • KPI definitions aligned to Power 10 methodology
  • Data validation frameworks
  • Training materials and documentation templates

5. Common Pitfalls​

  • Pitfall 1: Building dashboards based on available data rather than executive needs - results in dashboards that go unused because they don't answer the questions executives actually ask. → Mitigation: Start with stakeholder interviews to understand decision-making context before touching any data.

  • Pitfall 2: Creating static dashboards that become artifacts after launch - research shows dashboard utilization drops from 30% to 9% within 3 weeks when dashboards aren't embedded in operating rhythms. → Mitigation: Configure automated alerts and scheduled distributions; tie dashboard reviews to existing executive meetings (weekly leadership, monthly business reviews).

  • Pitfall 3: Siloed metrics that don't connect across the funnel - Marketing reports MQLs, Sales reports pipeline, CS reports retention, but no one owns the full customer journey view. → Mitigation: Build a unified funnel view as the primary executive dashboard, with role-specific views as drill-downs only.

  • Pitfall 4: Data accuracy issues discovered post-launch that destroy executive trust - one wrong number in an executive dashboard poisons confidence in all the data. → Mitigation: Conduct rigorous data validation during build phase; reconcile dashboard outputs against known financial figures before training.

  • Pitfall 5: Dashboards that are "all show and no go" - adding too many metrics clouds what's most important and results in diminishing returns. → Mitigation: Focus on fewer metrics (5-7 in executive view) that drive action; resist scope creep during build phase.

6. Success Metrics​

  • Leading Indicator: Executive stakeholders actively using dashboards in weekly leadership meetings within 2 weeks of launch (measured by login activity and verbal confirmation)
  • Lagging Indicator: Time to answer executive performance questions reduced from days to minutes; elimination of ad-hoc "can someone pull this data?" requests; consistent GTM metrics used across all teams in board presentations