Dashboard & Reporting
Making the numbers legible enough to act on.
Workflow
Step 1Needs Assessment
ObjectiveIdentify who needs what reporting
InputStakeholder list, decision-making needs
OutputReporting requirements by audience
Key activities
Identify stakeholders (executives, managers, ICs), identify their questions/needs, identify required frequency
Decision points
Who needs what information? Frequency? Detail level?
Tools: Stakeholder analysisRoles: GTM leadership (assessment), Analytics (input)
Success: Reporting requirements documented for each stakeholder group
Quality gate: Requirements clear and documented
Why it matters
- A dashboard nobody acts on is decoration. Reporting is only worth it when it changes a decision.
Best practices
- Design around questions, not metrics lists.
- One owner per dashboard.
- Automate refresh and distribution.
- Track whether anyone acts on it.
Common mistakes
- The "everything" dashboard.
- Reports built once and never questioned.
- Data that contradicts and no one reconciles.
Key questions
- What decision does this dashboard change?
- Who reads it, and do they trust the number?
Agents that drive this
AttributionPipeline Auditor
Tools we use · alternates in [ ]
Metabase[ Looker Studio, Power BI, Grafana ]Supabase[ Postgres, Firebase ]n8n[ Zapier, Make, Airflow ]