Turning Sales & Marketing Data into Executive Insights
Challenge
Leadership needed better visibility into sales performance, lead flow, and marketing impact—but our reporting was slow, manual, and not aligned with the strategic decisions being made at the board level. Forecasting lacked structure, and we had no clear way to understand what was working across marketing channels.
Approach
I built a quarterly executive reporting process that brought together sales and marketing KPIs into one cohesive dashboard and slide deck tailored for the Board of Directors. These reports focused not just on metrics, but on trends, context, and forward-looking insights.
Key metrics included:
Sales Pipeline and Forecast by Confidence Level, using custom HubSpot fields weighted at 0/40/70/90% based on rep input and stage
SQL Volume by Source, with quarter-over-quarter comparison
SEO Keyword Rankings and site engagement trends
Social Media Growth, displayed in a rolling 365-day view
Monthly Invoice Forecast broken down by revenue type (tooling, production, and NRE) using a time-based recognition model
Website Visits & Engagement Rate, tracked month-over-month
To support real-time decision-making, I automated the forecasting process using HubSpot custom fields and dashboards. What once took two weeks to compile was now available instantly.
Results
Cut reporting time by 90%, turning a two-week process into an always-on dashboard
Informed strategic marketing shift—analysis revealed nearly all SQLs came from Paid and Organic Search, prompting a reallocation of marketing resources toward blog content and SEO expansion
Guided financial planning, with forecast visibility influencing equipment purchases and budget projections
Aligned cross-functional teams, validating data with Project Management and Sales to ensure reporting accuracy and pipeline confidence
Key Insight
Data becomes valuable when it tells a story—and by building a reporting process that combined analytics with actionable insight, I helped transform how the executive team used sales and marketing data to drive the business forward.
