Stage 2: Organized Reporting & Single Source of Truth

You’re here if…

• You have dashboards or BI tools in place (e.g., Looker Studio, Power BI) that aggregate data.
• KPIs are standardized, and reports are issued on a regular schedule.
• Campaign tagging and conversions are more consistent than Stage 1.
• Stakeholder usage is mixed: some rely on dashboards, others still run their own numbers.

The risks:

• Reporting stops at “what happened,” without diagnosing why.
• Analysts spend too much time prepping ad-hoc data cuts.
• Executives are starting to ask more profound questions (e.g., ROI by channel, LTV by audience) that current systems can’t easily answer.
• Data silos remain between marketing, sales, and customer data.

What to do next (90-day moves):

• Build diagnostic analytics that enable drill-downs, such as cohort analysis, funnel performance, and campaign segmentation.
• Strengthen data culture: obtain executive sponsorship so teams move beyond merely looking at charts to investigating the causes.
• Consolidate systems: invest in or expand a marketing data warehouse to connect ads, web, CRM, and revenue data.
• Document & govern KPIs: create a shared “metric catalog” that defines calculations and owners.

Quick win:

Automate your top 2–3 recurring manual reports and free up analyst time to dig into “why” questions.

Definition of done:

Executives trust one central dashboard as the source of truth, and the marketing team consistently uses data to answer what happened while also exploring why it happened.

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