Reporting Automation is Not a Dashboard Project
Many teams build reports – and then do not use them. Why? Too many KPIs, no clear definitions, data contradicts itself, and nobody acts on it. Automation only helps when clarity exists.
The Dashboard Paradox
A law firm invests in a fancy dashboard. 20 KPIs, colorful graphs, updated daily. After 3 months, nobody looks at it anymore.
Why?
- Too many numbers, no action
- "Response time" means something different in System A than in System B
- The data does not match reality
- Nobody is responsible for the numbers
The problem is not the technology. The problem is missing definition before automation.
1) KPI Definition: The 6 Required Fields
For every KPI you need these 6 pieces of information:
| Field | Question | Example |
|---|---|---|
| Name | What is the unique name? | Response Time Median |
| Definition | How is it calculated? | Time from lead intake to first response (median, excluding weekends) |
| Data Source | Where does the data come from? | CRM (lead timestamp) + Email (sent timestamp) |
| Rhythm | How often to update? | Daily, 6:00 AM |
| Owner | Who is responsible? | Intake Team Lead |
| Decision | What action follows? | If median >4h: check capacity |
The last point is the most important: A KPI without a clear action is decoration.
Example: Response Time Median
Name: Response Time Median
Definition: Median time between lead intake and first qualified response
(only business days, 8am-6pm count)
Data Sources:
- CRM: Timestamp "Lead created"
- Email: Timestamp "First response sent"
Rhythm: Daily at 6:00 AM
Owner: Intake Team Lead
Decision:
- < 2h: All good
- 2-4h: Monitoring
- > 4h: Capacity check + escalation
2) Data Sources: Less is More
The temptation: Connect all systems and build a "single source of truth" dashboard.
The reality: The more sources, the more contradictions.
Start with 1-2 Sources
| Need | Typical Source | Not Immediately |
|---|---|---|
| Lead metrics | CRM | + Phone + Chat + Social |
| Utilization | Calendar | + Time tracking + Project tool |
| Financials | Billing | + Controlling + Bank |
Data Quality Before Data Breadth
Questions before connecting:
- Is the data complete? (No manual gaps?)
- Are definitions clear? (What does "completed" mean?)
- Is the timestamp correct? (Recording time vs. event time?)
Anti-pattern: "Consolidate" 6 systems before the definition exists. The result: A dashboard nobody understands.
3) Rhythm: Reports Must Fit Into Routines
A report that is not embedded in a routine will not be used.
The 3 Rhythms
| Rhythm | Content | Action |
|---|---|---|
| Daily | Operational: SLA status, backlog, alerts | Day planning, escalation |
| Weekly | Trends: Weekly development, top problems | Team meeting, prioritization |
| Monthly | Strategic: Monthly KPIs, decisions | Management report, resources |
Reporting Calendar (Template)
DAILY (6:00 AM):
- Open leads (count + age)
- Yesterday response time (median)
- Alerts: Leads >24h without reaction
WEEKLY (Monday 8:00 AM):
- Response time trend (7-day chart)
- Conversion rate (leads → clients)
- Top 3 problems of the week
MONTHLY (1st business day):
- Monthly KPIs vs. target
- Capacity utilization
- Decision proposal for next month
4) The 5-KPI Rule
Rule: Maximum 5 KPIs per dashboard level.
Why?
- More than 5 → nobody looks
- 5 is enough for informed decisions
- Focus forces prioritization
Example: 5-KPI Set for Intake
- Response Time Median – How fast do we react?
- Conversion Rate – How many leads become clients?
- Backlog Age – How many leads wait too long?
- Qualification Rate – How many leads are qualified?
- Drop-off Rate – How many are lost before closing?
KPIs for Reporting Itself
| KPI | Target | Warning Sign |
|---|---|---|
| KPIs with Owner | 100% | <80% |
| KPIs with Defined Decision | 100% | <60% |
| Report Usage | Weekly review | Nobody looks |
| Data Sources per KPI | 1-2 | >3 |
Checklist Before Reporting Automation
| # | Check Point | Status |
|---|---|---|
| 1 | Maximum 5 KPIs defined | ☐ |
| 2 | Every KPI has all 6 required fields | ☐ |
| 3 | Data sources identified and verified | ☐ |
| 4 | Rhythm fits existing meetings | ☐ |
| 5 | Owner assigned for every KPI | ☐ |
| 6 | Decision documented per KPI | ☐ |
Only when all green: Start automation.
Next Step
First define your 5 most important KPIs with all 6 required fields. Then verify data sources. And only then automate.