The intended outcome
A trusted commercial view that replaces disconnected platform reports with definitions, source quality and decision context.
Commercial intelligence
Reporting and BI
Connect demand, enquiry, lead and sales data into a decision-ready view with visible data-quality limits.
The short answer
Waypoint reporting and business intelligence connects demand, enquiry, lead and sales data into a decision-ready view for business owners. Work can include metric definitions, source mapping, dashboards, data-quality checks, permissions and an executive narrative. It separates platform activity from commercial outcomes, while making source limitations, attribution confidence and missing client data visible.
Who it is best for
Businesses with multiple marketing sources, usable CRM outcomes and a need for consistent executive decision support.
What the work can include
Final scope follows discovery, available evidence, business capacity and agreed acceptance criteria.
Metric dictionary and success definitions
Source and field mapping
Decision-ready dashboard views
Data-quality and reconciliation checks
Viewer permissions and access controls
Executive narrative and decision record
What Waypoint needs from the client
Delivery quality depends on accurate inputs, timely decisions and a named owner for the work after the handoff.
- Authorised access to source systems
- Stable metric and lifecycle definitions
- Consistent CRM and sales-outcome data
- Approved viewers and decision owners
How the work is measured
Monitor source freshness, reconciliation, definition coverage, attribution confidence, qualified outcomes and the decisions recorded from each reporting period.
Boundaries kept visible
- Source-platform outages and inaccurate client data cannot be corrected by presentation alone.
- Attribution and ROI are shown with method, assumptions and confidence, not as false certainty.
- Connector, storage and other third-party costs require approved scope.
Common questions about Reporting and BI
These answers describe the standard boundary. The approved scope remains the record for a specific engagement.
Does the dashboard replace our source platforms?
No. Advertising, analytics, CRM and accounting platforms remain the authoritative sources for their records. The reporting layer combines them under documented definitions without silently changing source data.
Can Waypoint show exact marketing ROI?
Only when the required cost, revenue, lifecycle and attribution evidence is complete enough. Otherwise the report states what is known, provisional, unavailable or under review and explains the confidence level.
What does the client need to provide?
The client provides authorised source access, stable definitions, CRM discipline, downstream outcome data and approved viewers. Missing or conflicting evidence remains visible rather than being filled with assumptions.
Start with the evidence, not the deliverable.
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