Marketing Reporting Pack - Project Details / Task List
Tag: marketing-reporting
Total Hours: 38h
Structure: Single Milestone (<=50h)
Milestone: Marketing Reporting Pack
Description: A comprehensive monthly reporting system that consolidates marketing performance data from MAP, CRM, and BI tools into standardized dashboards and reports, enabling the marketing team to measure KPIs, track campaign performance, and make data-driven decisions.
Task List: (Marketing Reporting Pack) 1. Requirements & Infrastructure
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Align Reporting Objectives with Growth Model | 2.5h | Meet with marketing leadership to define the specific questions the reporting pack must answer and align KPIs with the company's growth model targets. End state: Documented list of priority questions, KPIs, and target benchmarks. • Schedule kickoff meeting with VP Marketing and Marketing Ops stakeholders • Review existing growth model to identify marketing-owned metrics (MQLs, pipeline contribution, CAC) • Document the top 5-7 questions leadership needs answered monthly (e.g., "Are we hitting MQL targets?", "What's our channel mix?") • Define primary KPIs: MQL volume, MQL-to-SQL conversion rate, pipeline velocity, cost per MQL, marketing-sourced pipeline • Establish baseline benchmarks and target thresholds for red/yellow/green status indicators • Get sign-off on reporting priorities before moving to data assessment |
| 2. Audit Current Data Sources and Gaps | 2.5h | Inventory all available data sources across MAP, CRM, and other platforms to identify what data exists, where it lives, and what gaps need addressing. End state: Data source inventory with gap analysis document. • List all marketing tech stack tools generating data (HubSpot/Marketo, Salesforce, Google Analytics, ad platforms) • Document which metrics are available from each source and at what granularity • Identify data gaps—metrics needed for reporting that don't currently exist or aren't tracked • Assess data quality issues: missing UTM parameters, inconsistent naming conventions, duplicate records • Map data refresh frequencies and determine if real-time vs. batch is required • Document integration points between systems (API connections, native syncs, manual exports) |
| 3. Establish Metric Definitions and Ownership | 2h | Create shared definitions for all metrics to eliminate cross-team discrepancies and assign ownership for each KPI. End state: Metric glossary document with ownership assignments. • Define MQL criteria to match between MAP and CRM (prevent discrepancy issues between systems) • Document funnel stage definitions (Lead → MQL → SQL → Opportunity → Closed Won) • Create attribution model definitions (first-touch, last-touch, multi-touch rules) • Assign a named owner to each primary metric who is accountable for data accuracy • Align definitions with Sales/RevOps to ensure consistent reporting across teams • Publish metric glossary in accessible location (wiki, shared drive) |
| 4. Design Reporting Template and Dashboard Prototype | 3h | Create the visual design and layout for the monthly reporting pack, balancing executive summary views with detailed drill-down capability. End state: Approved mockup/wireframe of the reporting pack structure. • Design executive summary page with top-level KPIs and red/yellow/green status indicators • Plan funnel visualization showing conversion rates between stages • Create channel performance section with spend, leads, and cost-per-lead by channel • Design campaign performance view for tracking individual campaign ROI • Include pipeline contribution section showing marketing-sourced vs. influenced pipeline • Build in trend lines to show month-over-month and year-over-year comparisons • Review prototype with stakeholders and incorporate feedback before building |
| 5. Build Data Pipeline and Connections | 4h | Establish the technical infrastructure to pull data from source systems into the reporting tool automatically. End state: Automated data pipeline refreshing on schedule without manual intervention. • Determine reporting tool (native CRM dashboards, BI tool like Tableau/Looker, or GTM system like Vasco) • Connect primary data sources via native integrations or API • Build data transformations to harmonize metrics across platforms (consistent naming, date formats) • Configure refresh schedules (daily recommended for pipeline data, weekly acceptable for campaign metrics) • Set up error alerting for failed data syncs or connection issues • Test data accuracy by comparing dashboard output to source system spot-checks |
| 6. Build Core Dashboard Components | 4h | Construct the actual dashboard views and reports in the selected reporting tool. End state: Functional dashboard with all planned components populated with live data. • Build MQL and lead volume tracking with source breakdowns • Create funnel conversion rate visualizations (Lead → MQL → SQL → Opp → Closed) • Construct channel performance tables with spend, leads, CPL, and pipeline contribution • Add campaign-level performance reports with ROI calculations • Build pipeline velocity metrics (average time between stages) • Create forecast vs. actual comparison views tied to growth model targets • Add filters for date range, segment, region, and other relevant dimensions |
Task List: (Marketing Reporting Pack) 2. Validation & Launch
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 7. Validate Data Accuracy with Stakeholders | 3h | Conduct thorough validation of dashboard data against source systems with stakeholder review to build trust in the numbers. End state: Stakeholders confirm data matches expectations and approve for production use. • Pull sample data from CRM and compare to dashboard output for the same period • Walk through each metric with Marketing Ops to verify calculations are correct • Have Sales/RevOps validate pipeline numbers match their Salesforce reports • Document any known discrepancies and their root causes • Fix data issues identified during validation before going live • Get formal sign-off from marketing leadership on data accuracy |
| 8. Automate Report Generation and Distribution | 3h | Set up automated report delivery so the monthly pack arrives without manual effort. End state: Reports auto-generate and distribute to stakeholders on schedule. • Configure scheduled report snapshots at month-end • Set up automated email distribution to marketing team and leadership • Create PDF export templates for board/executive presentations • Configure automated alerts for metrics hitting threshold triggers (e.g., MQL below target) • Test end-to-end automation by running a full cycle manually • Document the automation schedule and recipient lists |
| 9. Create Documentation and Maintenance Runbook | 2h | Document the entire reporting system so the client can maintain and troubleshoot it independently. End state: Complete documentation package enabling client self-sufficiency. • Create metric glossary with calculation methodologies • Document data source connections and refresh schedules • Write troubleshooting guide for common issues (failed refreshes, data discrepancies) • Create "How to add a new metric" guide for future expansion • Document access permissions and admin credentials • Include contact information for tool vendor support |
| 10. Conduct Marketing Team Training | 2h | Train the marketing team on how to use the reporting pack for their regular decision-making. End state: Team confidently using reports in weekly/monthly rhythms. • Schedule training session (45-60 minutes) with full marketing team • Walk through each dashboard section and explain metric definitions • Demonstrate how to apply filters and drill into data • Show how to export data and create ad-hoc views • Address questions about interpreting the data • Record session and share with team for future reference • Provide quick-reference guide for common actions |
| 11. Establish Reporting Cadence and Rituals | 2h | Integrate the reporting pack into the team's operating rhythm by establishing when and how it will be used. End state: Reporting pack embedded into standing meetings and decision processes. • Define monthly review meeting where pack is primary input (e.g., Monthly Marketing Review) • Establish weekly check-in metrics for marketing leadership • Create agenda template for monthly review meeting tied to report sections • Assign responsibility for presenting each section of the pack • Document escalation process when metrics are off-target • Schedule first monthly review meeting on the calendar |
| 12. Hand Off to Client and Close Project | 3h | Transfer full ownership of the reporting system to the client team with all documentation and access. End state: Client self-sufficient with scheduled check-in planned. • Transfer admin access to client Marketing Ops lead • Deliver complete documentation package (runbook, glossary, troubleshooting guide) • Review known limitations and future enhancement opportunities • Schedule 30-day check-in to address any issues after go-live • Document lessons learned and recommendations for future improvements • Formally close project and confirm client acceptance |
Summary
- Total Task Lists: 2 (consolidated from 4 Parts)
- Total Tasks: 12 (one per Step)
- Total Hours: 38h
- Generated from: playbook_marketing-reporting-pack.md
- Generated on: 2025-12-31