--- name: marketing-report description: >- Use when the user wants to build a board-ready marketing report, a KPI dashboard, or a monthly/quarterly performance review — turning raw funnel, spend, and pipeline numbers into metrics and a narrative leadership can act on. Also use when the user mentions marketing reporting, KPI dashboard, board deck, marketing metrics, funnel conversion, CAC or ROI reporting, attribution narrative, or "what do I show the board / how is marketing performing." Produces a full-funnel KPI snapshot (stage conversion, CAC, efficiency, attainment) with period-over-period deltas and a decision-focused narrative. license: MIT metadata: publisher: AAJ slug: marketing-report category: Analytics & Experimentation phase: Execute difficulty: Intermediate version: 1.0.0 agents: [Claude Code, Cursor, OpenAI Codex, Windsurf, Cline] inputs: One period of spend, funnel volumes (sessions, leads, MQLs, SQLs, opps, wins — any subset), new revenue, pipeline created, and target; plus the prior period for deltas outputs: A full-funnel KPI snapshot (stage conversion, CAC, cost per lead, new-revenue-to-spend, pipeline-to-spend, target attainment), period-over-period deltas, and a board-ready narrative structure related_aaj: - https://aajconsult.com/tools/pipeline-forecast-calculator - https://aajconsult.com/tools/unit-economics-calculator related: [unit-economics, pipeline-and-forecast, paid-media-budget-allocation] tags: [marketing-report, kpi-dashboard, reporting, board-deck, funnel, cac, attribution, metrics] --- # Marketing Report & KPI Dashboard Turn a period of raw numbers into a report leadership can act on — the decisions-you-can-defend layer on top of every other metric. Roll funnel, spend, and pipeline into one KPI snapshot with period-over-period movement, then wrap it in a narrative that says what worked, what didn't, and what you're doing about it. Reporting isn't a scoreboard; it's how the next decision gets made. ## When to use The user needs a board deck, a monthly or quarterly marketing review, a KPI dashboard, or an answer to "how is marketing performing and what do we show leadership?" ## Before you start 1. **Read the brand/product context first** (`.agents/product-marketing.md` / `.agents/aaj-brand.md`) for model, motion, and goals, if present. 2. **Gather one period of numbers:** - **Spend** (marketing / S&M for the period). - **Funnel volumes** in order — sessions, leads, MQLs, SQLs, opportunities, wins (any subset you track). - **New revenue** (bookings / ARR / revenue won), **pipeline created**, and the **target** for the period. - The **prior period's** figures, to compute deltas — the trend usually matters more than the level. ## The math ``` Stage conversion = next stage / previous stage (per adjacent pair) Overall conversion = wins / first tracked stage CAC = spend / wins Cost per lead = spend / leads New revenue:spend = new revenue / spend (efficiency read, not ROI) Pipeline:spend = pipeline created / spend Target attainment = new revenue / target Delta vs prior = (current − prior) / |prior| (per metric) ``` ## Run the engine > Paths assume you installed with `npx skills add`. From a clone of this repo, use `skills/marketing-report/resources/…` instead. ```bash node .agents/skills/marketing-report/resources/marketing-report.js # demo (quarter with prior period) node .agents/skills/marketing-report/resources/marketing-report.js '{"period":"March","spend":40000,"leads":800,"wins":11,"newRevenue":150000}' node .agents/skills/marketing-report/resources/marketing-report.js --help ``` It prints the KPI snapshot, the funnel with stage rates, deltas vs prior, a few flags, and a JSON block. Metrics compute only where inputs allow, so partial data still produces a useful report. ## Build the report Structure every marketing report the same way so leadership learns to read it fast: 1. **Results vs target and prior** — lead with the one-number story (attainment, or new revenue vs plan/last period). 2. **Funnel** — where it converts and where it leaks, stage by stage, each against its own trend. 3. **Efficiency** — CAC, cost per lead, new-revenue-to-spend, pipeline-to-spend. 4. **What changed and why** — the two or three moves behind the deltas. 5. **Actions** — what you're doing next, tied to the gaps above. Every number gets a "so what." A report that lists metrics without a decision is a scoreboard, not a report. ## Interpret the result - **Read each stage rate against its own history**, never against another stage — a Sessions→Leads rate and an MQL→SQL rate are different orders of magnitude, and comparing them is meaningless. - **New-revenue-to-spend is an efficiency read, not ROI.** Revenue often lags the spend that created it, and attribution is imperfect — present it as a ratio with that caveat. - **Trend beats level.** A 34% MQL→SQL rate means little alone; up from 28% or down from 41% is the story. - **Attainment frames everything.** Above target, ask what to double down on; below, name the gap and the fix. ## Present the result A one-screen snapshot (the KPI table + funnel), then three to five bullets: what worked, what didn't, what you're changing. Show trend arrows, not just values. Own the misses plainly — credibility with a board comes from naming the bad number before they do. ## Guardrails & common mistakes - **Don't compare stage rates across orders of magnitude.** Use per-stage trends. - **New-revenue-to-spend ≠ ROI.** Mind the sales-cycle lag before judging a period. - **Blended vs channel.** Blended CAC/efficiency flatters paid; for channel decisions use channel-level numbers, and say which you used. - **Attribution humility.** Report what you can defend; don't over-claim credit a model can't support. - **One metric per decision.** Kill vanity metrics — if a number won't change an action, cut it from the deck. - **Same basis across periods.** Consistent definitions and windows, or the deltas lie. ## Related AAJ resources - Pipeline forecast: https://aajconsult.com/tools/pipeline-forecast-calculator - Unit economics: https://aajconsult.com/tools/unit-economics-calculator ## Related skills `unit-economics` (the CAC and LTV this report tracks) · `pipeline-and-forecast` (the pipeline and coverage feeding it) · `paid-media-budget-allocation` (where the efficiency read drives reallocation). ## Credits Original AAJ skill. The Agent Skills format and the marketing-skills catalog by Corey Haines (`coreyhaines31/marketingskills`, MIT) were references for structure and coverage; this skill is independently written. See the repository README for the full reference list.