# Marketing Reporting Templates

Client-ready reporting frameworks aligned with `sales-workflow.md` and `crm-workflow.md`.

## Workflow References

- `crm-workflow.md` - Lead stage definitions for funnel analysis
- `sales-workflow.md` - Lead scoring thresholds for quality reporting

## Agent Delegation

| Task | Agent | Trigger |
|------|-------|---------|
| Data compilation | `researcher` | Report generation |
| Funnel analysis | `lead-qualifier` | Conversion review |
| Insights narrative | `copywriter` | Executive summary |
| Recommendations | `planner` | Strategy planning |

## Data Privacy Note

**GDPR/CCPA Compliance**: When reporting on lead data:
- Aggregate data only (no PII in reports)
- Anonymize individual records
- Respect data retention policies
- Document data sources and consent basis

## Report Types & Frequency

| Report | Audience | Frequency | Focus |
|--------|----------|-----------|-------|
| Weekly | Team/Client | Every Monday | Tactical, quick wins |
| Monthly | Stakeholders | Month-end | Strategic, trends |
| Quarterly | Executive | Quarter-end | ROI, business impact |
| Campaign | Project team | Post-campaign | Performance, learnings |

## Weekly Report Template

### Executive Summary (1 paragraph)
```
This week [metric] [increased/decreased] by [X%] driven by [cause].
Key win: [achievement]. Focus next week: [priority].
```

### KPI Dashboard

| Metric | This Week | Last Week | Change | Target | Status |
|--------|-----------|-----------|--------|--------|--------|
| Traffic | | | % | | G/Y/R |
| Leads | | | % | | G/Y/R |
| MQLs | | | % | | G/Y/R |
| SQLs | | | % | | G/Y/R |

### Channel Performance

| Channel | Traffic | Leads | Conv % | Cost | CPL |
|---------|---------|-------|--------|------|-----|
| Organic | | | | $0 | $0 |
| Paid | | | | | |
| Social | | | | | |
| Email | | | | | |
| Direct | | | | $0 | $0 |

### Top 3 Wins
1. **[Win]**: [Data] - [Impact]
2. **[Win]**: [Data] - [Impact]
3. **[Win]**: [Data] - [Impact]

### Top 3 Issues
1. **[Issue]**: [Data] → Action: [Fix]
2. **[Issue]**: [Data] → Action: [Fix]
3. **[Issue]**: [Data] → Action: [Fix]

### Next Week Priorities
- [ ] Priority 1
- [ ] Priority 2
- [ ] Priority 3

## Monthly Report Template

### Executive Summary
```
[Month] delivered [X leads] at [$Y CPL], [above/below] target by [Z%].
Revenue attributed: [$X]. Top channel: [Channel] at [X%] of leads.
Key initiative: [What worked]. Next month focus: [Priority].
```

### Month-over-Month Trends

| Metric | 3 Months Ago | 2 Months Ago | Last Month | This Month | Trend |
|--------|--------------|--------------|------------|------------|-------|
| Traffic | | | | | ↑/↓/→ |
| Leads | | | | | ↑/↓/→ |
| MQLs | | | | | ↑/↓/→ |
| Revenue | | | | | ↑/↓/→ |
| CAC | | | | | ↑/↓/→ |

### Funnel Analysis

```
Visitors:    [X,XXX] (100%)
    ↓
Leads:       [XXX]   ([X%] conversion)
    ↓
MQLs:        [XX]    ([X%] of leads)
    ↓
SQLs:        [XX]    ([X%] of MQLs)
    ↓
Customers:   [X]     ([X%] close rate)
```

### Lead Quality by Temperature

| Temperature | Score | Volume | Conv to SQL | Notes |
|-------------|-------|--------|-------------|-------|
| Hot | 70-100 | | % | <5 min SLA |
| Warm | 50-69 | | % | <1 hr SLA |
| Cool | 30-49 | | % | <24 hr SLA |
| Cold | 0-29 | | % | Nurture |

### Channel Deep Dive

**Organic Search**
- Sessions: [X] ([+/-X%] MoM)
- Top pages: [List]
- Keyword wins: [List]
- Action: [Recommendation]

**Paid Advertising**
- Spend: [$X]
- ROAS: [X:1]
- Top campaigns: [List]
- Action: [Recommendation]

**Email Marketing**
- Sends: [X]
- Open rate: [X%]
- Click rate: [X%]
- Revenue: [$X]
- Action: [Recommendation]

### Content Performance

| Content | Views | Leads | Conv % | Topic |
|---------|-------|-------|--------|-------|
| [Top 1] | | | | |
| [Top 2] | | | | |
| [Top 3] | | | | |

### Budget vs Actual

| Channel | Budget | Actual | Variance | ROI |
|---------|--------|--------|----------|-----|
| Paid Search | | | | |
| Paid Social | | | | |
| Content | | | | |
| Email | | | | |
| **Total** | | | | |

### Recommendations

| Priority | Recommendation | Expected Impact | Effort |
|----------|----------------|-----------------|--------|
| High | | | |
| High | | | |
| Medium | | | |

## Campaign Report Template

### Campaign Overview

| Field | Value |
|-------|-------|
| Campaign Name | |
| Objective | |
| Duration | |
| Total Budget | |
| Target Audience | |

### Results vs Goals

| KPI | Goal | Actual | % of Goal |
|-----|------|--------|-----------|
| Reach | | | |
| Clicks | | | |
| Leads | | | |
| Revenue | | | |
| ROAS | | | |

### Performance by Channel

| Channel | Spend | Results | CPA | ROAS |
|---------|-------|---------|-----|------|
| | | | | |

### Creative Performance

| Creative | Impressions | CTR | Conv | Winner |
|----------|-------------|-----|------|--------|
| A | | | | |
| B | | | | |

### Learnings

**What Worked**
- [Learning 1]
- [Learning 2]

**What Didn't Work**
- [Learning 1]
- [Learning 2]

**Recommendations for Next Campaign**
1. [Recommendation]
2. [Recommendation]

## ROI Calculation Framework

### Marketing ROI Formula
```
ROI = (Revenue - Marketing Cost) / Marketing Cost x 100
```

### Attribution-Adjusted ROI
```
Attributed Revenue = Revenue x Attribution %
ROI = (Attributed Revenue - Cost) / Cost x 100
```

### Customer Acquisition Cost
```
CAC = Total Marketing Spend / New Customers
```

### Lifetime Value to CAC Ratio
```
LTV:CAC = Customer Lifetime Value / CAC
Target: 3:1 or higher
```

## Quarterly Report Template

### Executive Summary
```
Q[X] delivered [X leads] generating [$X revenue] at [X:1 ROAS].
YoY growth: [X%]. Top initiative: [What drove results].
Key challenge: [Issue]. Q[X+1] focus: [Strategic priority].
```

### Quarterly KPIs

| KPI | Q1 | Q2 | Q3 | Q4 | YoY |
|-----|----|----|----|----|-----|
| Revenue | | | | | % |
| Leads | | | | | % |
| CAC | | | | | % |
| LTV:CAC | | | | | |
| ROAS | | | | | |

### Strategic Initiatives Review

| Initiative | Investment | Results | ROI | Continue? |
|------------|------------|---------|-----|-----------|
| | | | | Y/N |
| | | | | Y/N |

### Next Quarter Priorities

| Priority | Budget | Expected ROI | Owner |
|----------|--------|--------------|-------|
| 1. | | | |
| 2. | | | |
| 3. | | | |

## Visualization Best Practices

### Chart Selection

| Data Type | Best Chart |
|-----------|------------|
| Trends over time | Line chart |
| Comparisons | Bar chart |
| Parts of whole | Pie/donut |
| Correlation | Scatter plot |
| Funnel stages | Funnel chart |

### Color Coding

| Status | Color | Meaning |
|--------|-------|---------|
| On track | Green | Meeting/exceeding target |
| At risk | Yellow | Below target, recoverable |
| Off track | Red | Significantly below target |

## Integration Points

### Commands
- `/report/weekly` - Weekly report generation
- `/report/monthly` - Monthly report generation
- `/checklist/analytics-monthly` - Monthly review process

### Workflows
- `crm-workflow.md` - Lead stage definitions
- `sales-workflow.md` - Lead scoring thresholds
