Summary
Situation: The company needed recurring reports to show how sales were aligning with revenue goals.
Task: Develop a series of easily digestible reports for the strategic team.
Action: Coordinated a work stream with the marketing team to determine the exact requirements and build and present the reports.
Result: Produced a slide deck and spreadsheet to report relevant data, enabling the strategic team to make time-sensitive business decisions to reduce spending and maximize conversions.
Details
For over a year, I provided the leadership team with monthly updates on total sales and the number of new customers. When the new VP of Marketing arrived, she recognized that these two data points alone were insufficient to inform the company of its performance against both plan and past results.
We spent several weeks analyzing sales data since the company’s inception. The biggest insight from this analysis was identifying seasonality trends among our customers. Prior to this revelation, the company operated under the assumption that there was no seasonality.
More importantly, the detailed monthly reports allowed us to course-correct in real-time if we were falling below plan. Additionally, we could take pride in our performance compared to the previous year. In the year I started, the company saw a 55% growth rate in sales compared to the previous year. Despite significant environmental constraints, the company continued to experience positive growth.
These detailed monthly reports enabled the company to make smarter decisions regarding ad spending and find more efficient solutions for operational processes to increase sales and revenue.