No. 02Expert Radiology
Executive Dashboards for 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.
I.
The problem
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.
II.
Goals
- 01
Build real-time dashboards for weekly leadership reviews
- 02
Connect campaign spend to pipeline and booked appointments
- 03
Reduce reporting prep time to under 30 minutes
- 04
Enable self-serve access so leadership didn't need analyst support
III.
Approach
- 1
Mapped every KPI leadership needed: pipeline, leads, CAC, appointments, channel performance
- 2
Built Looker Studio dashboards connected live to HubSpot and Google Ads
- 3
Created attribution models tying spend to booked appointments by channel
- 4
Designed a single-page executive summary view and detail drill-downs
- 5
Trained leadership to navigate self-serve, removing analyst dependency
- 6
Established weekly dashboard review as a standing GTM ritual
IV.
Systems used
- 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
V.
Results
95%
Reduction in reporting time
- 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
Strategic takeaway
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.