A marketing agency had five departments reporting in five different tools. This project built the single page the leadership meeting now starts with: revenue, clients, costs and people.
AGENCY C-SUITE // MKTG + SALES + FIN + HR + PAYROLL → LOOKER
CLIENT CONCENTRATION — TOP 3: 41%
The big chart shows revenue and costs over twelve months.
The donut shows how much revenue is recurring vs one-off projects.
Costs, people and top clients all sit on the same page as growth.
Marketing had a deck, sales had a deck, finance had a spreadsheet. The leadership meeting spent its first half arguing about whose numbers were right.
We pulled every department into one model and calculated the tricky numbers — client revenue, churn, margins — once, in SQL. Now everyone works from the same page.
Data from marketing, sales, finance, HR and payroll is pulled on one schedule. SQL calculates revenue, margins, churn and cost per employee, and Looker Studio shows it as one overview page.
Marketing · sales · finance · HR · payroll extracts.
Scheduled extracts, one calendar, one refresh.
Client MRR · churn · margin · rev/employee · concentration.
The one-page bento + a master client tracker.
Variance alerts + a Monday exec digest.
Two more pages: the client table and the alerts page. Built in HTML with sample data.
C-SUITE // THE BOOK, HEALTH ATTACHED
| CLIENT | MRR | MARGIN | TENURE | UTILISATION | HEALTH |
|---|---|---|---|---|---|
| NORTHWIND CO | $42.5K | 34% | 31 MO | 84% | ● |
| LUMEN BRANDS | $36.2K | 29% | 18 MO | 79% | ● |
| ORBIT MEDIA | $28.4K | 31% | 24 MO | 88% | ● |
| HALCYON GROUP | $19.8K | 22% | 7 MO | 71% | ● |
| VECTOR LABS | $14.1K | 18% | 4 MO | 64% | ● |
AUTOMATION // VARIANCE RULES → EXEC DIGEST
Project burning 18% over plan at 58% complete. Scope review booked for Thursday.
18% margin at 64% utilisation — fourth month under floor. Repricing memo drafted.
Five departments landed 07:00 on one calendar. 0 reconciliation gaps.
Revenue climbed with margin holding above floor; the book’s risk sits in Vector Labs — low margin, low utilisation, young tenure.
Recurring mix at 62% keeps predictability strong; the top-3 concentration at 41% is stable but stays on the watchlist.
The leadership meeting starts aligned. The whose-number-is-right debate is gone.
Client revenue, churn and margin are calculated once in SQL and trusted everywhere.
Client concentration and cost structure sit next to growth, with nothing hidden.
NOTE: CLIENT DETAILS GENERALISED · ALL NUMBERS ARE SAMPLE DATA · DASHBOARDS ARE HTML RECREATIONS
If your leadership meetings start with an argument about numbers, this page ends it.