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.
95%
Reduction in reporting time
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.
Goals
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
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
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
Results
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.