رؤية

Board Reporting Beyond Vanity KPIs

Boards need decision-grade indicators, not campaign summaries. Yet many reports still prioritize impressions, clicks, and engagement volumes without linking them to strategic outcomes. A stronger framework maps marketing activity to substitution risk, attachment growth, and revenue quality.

An executive dashboard should answer three questions: Are we becoming less replaceable? Are customers more attached without incentives? Is the system scaling across functions? Each question must have clear thresholds and escalation triggers. When reporting follows this structure, board discussions move from reviewing activity to governing value creation.