Chapter 9

Reports That Matter

The few numbers a small business should watch, how to read conversion rates and sales speed, how to tell which lead sources work, and how to build a dashboard and a weekly habit that people keep up.

6 lessons · about 37 minutes of reading

Lessons

1. 1The Few Numbers a Small Business Should WatchYou don't need 40 reports. Five numbers tell you whether sales are healthy, and one short sum shows which of them to work on.6 min read
2. 2Conversion Rates and How to Read ThemA conversion rate shows where deals drop out. Here is how to work out each step, find your biggest leak, and avoid being fooled by small numbers.7 min read
3. 3Sales Cycle and SpeedHow long deals take tells you when money will arrive and where work is stuck. Here is how to measure it properly, and why the average can mislead you.6 min read
4. 4Lead Source and What's WorkingKnowing where your best customers come from tells you where to spend. Here is how to capture source reliably and read it without fooling yourself.6 min read
5. 5Building a Dashboard People ReadMost dashboards get a look on launch day and then go quiet. Here is how to build one screen that answers a real question and leads to action.6 min read
6. 6A Weekly Review HabitNumbers change nothing until someone acts on them. A 30-minute weekly review keeps your data honest, your deals moving and your team pointed the same way.6 min read