Building a Decision Layer Above Campaign Reporting
Campaign data existed. Decisions did not. Reporting was descriptive but not actionable, which left interpretation work to the audience.
Context
Performance scorecards covered the right surface metrics but did not connect to a recommendation. Leadership read the numbers and then had to do the interpretation themselves, which slowed decisions.
My role
Translated campaign scorecards and funnel metrics into structured recommendations and decision points for multiple audiences.
Constraints
- ·Existing reporting tools and definitions.
- ·Limited time per readout.
- ·Multiple audiences with different appetites for detail.
Approach
- 01Separated descriptive reporting from interpretive reporting.
- 02Defined the small set of decision points that recurring readouts had to answer.
- 03Wrote interpretive layers that ended in a recommendation, not a chart.
- 04Tiered each readout so a reader could stop at the recommendation or continue into the operating detail.
System built
- ·Recommendation-first reporting template.
- ·Standard interpretation patterns for common funnel anomalies.
- ·Tiered readout structure for different audiences.
Result
Readouts moved from describing what happened to recommending what to do, with a clear distinction between activity, conversion, qualification, pipeline, and revenue evidence. The approach was developed across demand programs where stronger operating and measurement discipline accompanied outcomes including +30% SQL growth and +15% pipeline growth within six months, and +20% pipeline-velocity improvement in 90 days, across prior roles; those role-level outcomes are not attributed to this reporting approach or to any single initiative.
What made it hard
Reporting that ends in a recommendation is harder to write than reporting that ends in a chart. The discipline is forcing a point of view.
What I would do next
Add a backtest of past recommendations against actual outcomes so the reporting layer earns its own feedback loop.
Contact
Get in touch
Open to full-time Senior Manager, Director, and Director-track roles in demand generation, growth, PLG, and GTM systems. Remote preferred; selective Seattle-area hybrid.