Executive Dashboards — Leadership Reviews
Weekly leadership reviews required marketing to manually compile KPIs from multiple disconnected sources. The process was slow, inconsistent, and left leadership without real-time visibility into campaign performance.
Reporting took 4+ hours per week to prepare. Data came from HubSpot, Google Ads, and manual spreadsheets — inconsistent, stale, and hard to trust. Leadership couldn't make fast decisions without waiting for manual reports.
Build real-time dashboards for weekly leadership reviews
Connect campaign spend to pipeline and booked appointments
Reduce reporting prep time to under 30 minutes
Enable self-serve access so leadership didn't need analyst support
Mapped every KPI leadership needed: pipeline, leads, CAC, appointments, channel performance
Built Looker Studio dashboards connected live to HubSpot and Google Ads
Created attribution models tying spend to booked appointments by channel
Designed a single-page executive summary view and detail drill-downs
Trained leadership to navigate self-serve — removing analyst dependency
Established weekly dashboard review as a standing GTM ritual
Looker Studio
Dashboard design, live data visualization, executive reporting
HubSpot
CRM data source: pipeline, lifecycle, and attribution data
Google Sheets
Calculated fields and supplemental data staging
Google Ads
Paid campaign performance data
Reporting prep time reduced from 4 hours to under 20 minutes per cycle
95% reduction in time spent on manual reporting
Leadership gained real-time self-serve access to all marketing KPIs
Attribution model connected every active campaign to pipeline outcomes
“A dashboard is only as good as the question it answers. Designing these reports started with what leadership needed to decide each week — then working backward to what data needed to flow where. The tooling came last.”