# Chapter 9 - Editable Reporting, ROI and Case Study Templates

## Template 1 - Metric dictionary

| Metric | Business question | Formula | Included | Excluded | Time basis | Source | Owner | Limitation |
|---|---|---|---|---|---|---|---|---|
| [Name] | [Question] | [Formula] | [Scope] | [Exclusions] | Cohort/activity/snapshot | [Report] | [Name] | [Limit] |

## Template 2 - Baseline register

| Measure | Start | End | Scope | Value | Record count | Source evidence | Data gaps | Reviewer |
|---|---|---|---|---|---|---|---|---|
| [Metric] | [Date] | [Date] | [Team/source] | [Value] | [#] | [File/report] | [Gap] | [Name] |

## Template 3 - Report reconciliation

```
REPORT: [Name/version]
PERIOD: [Start/end]
FILTERS: [Exact filters]
GENERATED: [Date/time/user]
SOURCE COUNT: [#]
REPORT COUNT: [#]
TEST RECORDS REMOVED: [#]
DUPLICATES REMOVED: [#]
MANUAL ADJUSTMENTS: [Amount/reason/approver]
SAMPLE CHECKED: [# and selection method]
DIFFERENCE: [# and explanation]
REVIEWER: [Name/date]
STATUS: [Approved / revise]
```

## Template 4 - CRM adoption dashboard

| Measure | Current | Standard | Difference | Owner | Action | Due |
|---|---|---|---|---|---|---|
| Active leads with owner | [%] | 100% | [#] | [Name] | [Action] | [Date] |
| Active leads with next action | [%] | [Standard] | [#] | [Name] | [Action] | [Date] |
| Closed with outcome reason | [%] | 100% | [#] | [Name] | [Action] | [Date] |
| Won converted to client | [%] | 100% | [#] | [Name] | [Action] | [Date] |
| Renewals with owner/action | [%] | [Standard] | [#] | [Name] | [Action] | [Date] |

## Template 5 - Funnel report

| Source | Valid leads | Connected | Qualified | Meetings | Sales | Retained | Spend | Retained contribution |
|---|---|---|---|---|---|---|---|---|---|
| [Source] | [#] | [#] | [#] | [#] | [#] | [#] | [Amount] | [Amount] |

```
CONTACT RATE = connected / valid leads
QUALIFICATION RATE = qualified / connected
MEETING RATE = meetings / qualified
CLOSE RATE = sales / completed meetings or agreed denominator
COST PER SALE = spend / sales
RETAINED ROAS = retained contribution / spend
```

## Template 6 - Stage aging report

| Stage | Open records | Median age | Maximum standard | Over standard | Primary owner | Action |
|---|---|---|---|---|---|---|
| [Stage] | [#] | [Days] | [Days] | [#] | [Name] | [Action] |

## Template 7 - Renewal coverage

| Window | Records | Owner assigned | Action dated | Review complete | Retained | Lost | Pending |
|---|---|---|---|---|---|---|---|
| 0-30 days | [#] | [#/%] | [#/%] | [#/%] | [#] | [#] | [#] |
| 31-60 days | [#] | [#/%] | [#/%] | [#/%] | [#] | [#] | [#] |
| 61-90 days | [#] | [#/%] | [#/%] | [#/%] | [#] | [#] | [#] |

## Template 8 - Fact, hypothesis and decision

```
OBSERVED FACT:
[What the agreed report shows]

HYPOTHESIS:
[Possible explanation - clearly not proven]

EVIDENCE NEEDED:
[Data, sample or comparison]

DECISION OR TEST:
[Action]

OWNER / DUE / REVIEW:
[Name / date / metric]
```

## Template 9 - ROI calculator

| Cost | Amount | Evidence |
|---|---|---|
| Software | [Amount] | [Invoice] |
| Setup/migration | [Amount] | [Invoice/time record] |
| Internal implementation time | [Amount] | [Hours x loaded cost] |
| Training | [Amount] | [Hours x loaded cost] |
| Ongoing administration | [Amount] | [Documented] |
| Advertising | [Amount] | [Platform invoice] |

| Benefit | Amount | Confidence | Evidence |
|---|---|---|---|
| Incremental retained contribution | [Amount] | High/medium/low | [Source] |
| Renewal contribution protected | [Amount] | High/medium/low | [Source] |
| Verified time saving | [Amount] | High/medium/low | [Source] |
| Cancelled duplicate software | [Amount] | High/medium/low | [Source] |

```
TOTAL COST = [Amount]
VERIFIED GROSS BENEFIT = [Amount]
NET BENEFIT = gross benefit - total cost = [Amount]
ROI = net benefit / total cost x 100 = [%]
MONTHLY VERIFIED NET BENEFIT = [Amount]
PAYBACK = total cost / monthly verified net benefit = [Months]
LIMITATIONS = [List]
REVIEWER = [Name/date]
```

## Template 10 - Case study evidence register

| Statement | Type | Source | Date | Definition | Reviewer | Publish? | Limitation |
|---|---|---|---|---|---|---|---|
| [Statement] | Fact/calculation/estimate/opinion | [Evidence] | [Date] | [Definition] | [Name] | Yes/No | [Limit] |

## Template 11 - Internal case study

```
TITLE: [Specific operational change]
STATUS: INTERNAL - NOT APPROVED FOR PUBLICATION

CONTEXT:
[Organization type, team range, market and period]

BASELINE:
[Process, metric, definition, dates, source and limitation]

INTERVENTION:
[Specific CRM configuration, ownership rule, training or routine]

RESULT:
[Comparable metric, counts, dates and confidence]

OTHER CHANGES:
[Staffing, source mix, pricing, seasonality or other factors]

WHAT CAN BE CONCLUDED:
[Narrow supported conclusion]

WHAT CANNOT BE CONCLUDED:
[Unsupported causation or outcome]

EVIDENCE:
[Report/export/calculation references]

PERMISSION STATUS:
[Not requested / requested / approved with scope]
```

## Template 12 - Public case study approval

```
[ ] Exact organization name approved
[ ] Exact person name and role approved
[ ] Exact quote approved
[ ] Metrics reproduced from evidence
[ ] Screenshots contain no unauthorized information
[ ] Limitations included
[ ] Product and market context accurate
[ ] Website use approved
[ ] Skool use approved
[ ] Social-media use approved
[ ] Paid-ad use approved
[ ] Geographic scope approved
[ ] Start and end date approved
[ ] Withdrawal contact recorded

APPROVING PERSON: [Name/authority]
APPROVED WORDING: [Attach exact version]
DATE: [Date]
REVIEW/EXPIRY: [Date]
```

## Template 13 - Neutral feedback request

```
Subject: Feedback on your experience

Hi [First name],

Would you be willing to share honest feedback about [specific process]? Positive, neutral and critical feedback are all useful. Please focus on your real experience and do not include private account, policy or financial information.

Questions:
1. What problem were you trying to solve?
2. What changed in the process?
3. What was useful or difficult?
4. What would you improve?

Thank you,
[Name/signature]
```

## Template 14 - Quote permission

```
You provided this feedback on [date/channel]:

“[EXACT QUOTE]”

May [Organization] publish this exact quote with the attribution “[NAME / ROLE / COMPANY OR ANONYMOUS LABEL]” on [CHANNELS] from [START] until [END]? Associated image/logo: [YES/NO and exact file]. Metrics or screenshots: [YES/NO and exact items].

You may decline. To request removal from future use, contact [CONTACT]. Please confirm the exact scope you approve.

APPROVED BY: [Name/date]
```

## Template 15 - Monthly operating report

```
PERIOD: [Dates]

1. CRM ADOPTION
[Metrics, exceptions and owners]

2. LEADS AND PIPELINE
[Sources, response, conversion, aging and loss]

3. CLIENTS AND RENEWALS
[Handoffs, coverage, retained/lost/pending]

4. CAMPAIGN ECONOMICS
[Spend through retained contribution]

5. RECRUITING AND TRAINING
[Funnel, completion, productivity and retention]

6. FACTS
[Verified observations]

7. HYPOTHESES
[Explanations to test]

8. DECISIONS
[Scale / repair / pause]

9. ACTIONS
[Owner / due / review metric]

PREPARED BY: [Name/date]
REVIEWED BY: [Name/date]
```

## Template 16 - Reporting QA checklist

```
[ ] Metric definitions match the dictionary
[ ] Period and cohort logic are stated
[ ] Test and duplicate records handled consistently
[ ] Filters and query are preserved
[ ] Totals reconcile
[ ] A record sample was checked
[ ] Manual adjustments are documented
[ ] Facts and hypotheses are separated
[ ] Small samples and limitations are visible
[ ] Public statements have evidence and permission
[ ] Reviewer signed and dated the report
```