29/07/2026
I realised this week that I have a reporting framework I’ve never actually written down.
Every report I deliver follows the same three steps:
1. What does the data show
2. Why has that happened
3. What should you do about it.
Most CRM reporting stops at step one.
Here’s what happened this month.
Here are your open rates. (definitely shouldn’t be your main KPI focus btw!)
Here’s a chart.
If you don’t get to “why” and then to “what next,” you haven’t delivered insight.
You’ve delivered a description. And a description with no recommendation attached doesn’t give you anything to work with going forward.
It’s such an obvious framework once it’s written down, and yet it’s the single biggest gap I see in CRM reporting across the board.
Does your reporting get all the way to “here’s what you do about it,” or does it stop at the chart?
Let me know in the comments!
