Turning Scattered Reporting Into One Dashboard Leadership Reads

Marketing reporting exists — technically. It's spread across ad platform dashboards, a CRM view, a spreadsheet someone updates monthly, and a slide deck built before the quarterly review, and none of them agree with each other or get checked outside of that one meeting. Leadership has stopped asking for updates between reviews because pulling a straight answer takes too long, which means real decisions are increasingly made on gut feel rather than current data — not because the data doesn't exist, but because nobody trusts any single version of it enough to act on it quickly. This is rarely a data collection problem; the underlying numbers usually exist somewhere. It's a design problem: nobody built one reporting view around the handful of numbers leadership actually needs to make a decision, so five partial, disagreeing views accumulated instead.