Client & engagement
Meta data — used as the report header and woven into the narrative throughout.
▸ Completion progress
0%
PILLAR 01
Business Objectives & KPIs
In progress
▼
1A · Primary Objectives — % focus of time/spend
Allocate where the marketing function will spend its energy. Should sum to 100%.
Allocated: 0% · Remaining: 100%
1B · Time horizon
Short-term (0–6m)
Medium-term (6–18m)
Long-term (18m+)
1C · Channel model
Allocate by revenue mix today (or target mix if pre-revenue). Should sum to 100%.
Allocated: 0% · Remaining: 100%
1D · Strategic KPIs
Top 3–5 metrics the business is steering by. Becomes the spine of the measurement section.
| KPI name | Period | Actual / YTD | Target |
|---|
1E · Revenue Architecture
Break down revenue three ways. Percentages auto-calculate. The AI report uses these to identify mix-vs-margin gaps (e.g. "60% of revenue, 20% of margin — flip the priority").
| Product / Service | Revenue | Margin % | % of total rev | % of total margin |
|---|
Total revenue: — · Total margin: — · Blended margin: —
| Country / Region | Revenue | % of total | Customer count | New / Repeat split |
|---|
Total revenue: — · Country count: —
| Margin tier | Margin % range | Revenue | % of total rev | Contribution margin |
|---|
Total revenue: — · Total contribution margin: —
1F · Granular Revenue Stream Tracker
One row per Division × Product × Country × Channel × Period combination. Growth % MoM and YoY auto-calculate by matching prior periods on Division+Product+Country+Channel. Period accepts
YYYY-MM (2026-02), YYYY-Qn (2026-Q1), or FYnn (FY25).| Period | Division | Product / SKU | Country | Channel | Revenue | Margin % | % of rev | % of margin | Growth MoM | Growth YoY |
|---|
Streams tracked: 0 · Total revenue: — · Total margin: — · Blended margin: —
PILLAR 02
Product / Service Catalogue & Pricing
In progress
▼
2A · Products / Services
| Name | Category | SKU/Code | Notes / Description |
|---|
2B · Pricing tiers / packages
| Tier | Volume / Unit | Price | Discount % | Features included |
|---|
2C · Margin profile
| Tier / Package | Gross margin % | Notes |
|---|
2D · Pricing observations
PILLAR 03
ICP & Customer Segmentation
In progress
▼
3A · Are segments defined?
Yes — defined
Partial / informal
No — undefined
3B · Segment details & quantification
Enter customer count and revenue per segment — % of customers and % of revenue auto-calculate. The AI report uses the gap between customer share and revenue share to identify your true ICP (small-but-valuable) vs volume segments (large-but-low-value).
| Segment name | Demographic / Firmographic | Behavioural / Psychographic | Priority | Customer count | % of customers | Revenue (£) | % of revenue |
|---|
Segments: 0 · Total customers: — · Total revenue: — · ARPU: —
3C · Data-point coverage
What customer data exists today? Drives the report's data-readiness commentary.
PILLAR 04
Market Prioritization Matrix
In progress
▼
4A · Market matrix
Tier markets by maturity, primary objective, market size and growth rate. The report cross-references this against your budget allocation (Pillar 5) and flags mis-allocations between high-growth and declining markets.
| Region / Market | Tier | Maturity | Primary objectives | TAM (market size) | CAGR % | Growth tier | Source / citation | Localization needs |
|---|
Markets tracked: 0 · Avg CAGR: — · Highest growth: —
PILLAR 05
Budget & Channel Allocation
In progress
▼
5A · Total annual marketing budget
5B · ROI-Weighted Budget Matrix · Products × Regions
Allocate £ per product per region. ROI multipliers per region drive weighting in the AI report. Row/column totals + % of total auto-calculate.
5C · Regional Channel Mix · Localised allocation
—
For each region, define the channel split, language, and segment consumption notes. Per-region budget + projected ROI auto-pull from 5B.
5D · Monthly Pacing · Spend vs lead vs pipeline
Track planned vs actual £, leads, pipeline, ROI. Quarter total + variance auto-calculate. Used in the AI report to flag pacing risks.
| Month | Planned £ | Actual £ | Balance | Leads | Pipeline £ | ROI × |
|---|
5E · ROI Calculator
Unit economics: budget → leads × conversion × avg sale × margin = ROI. Use to sanity-check ROI multipliers in 5B.
Revenue—
Profit—
ROI—
5F · Executive Dashboard · One-pager
Auto-rendered from the data above. Used as the visual summary in the AI report and exportable as a one-pager.
▸ Marketing Budget Dashboard · FY26
Total budget: —
Spend YTD
—
—
Forecast ROI
—
Blended weighted
Pipeline generated
—
— leads
Status
—
vs plan
5B · Allocation by region
Allocated: 0% · Remaining: 100%
5C · Allocation by channel
Allocated: 0% · Remaining: 100%
5G · Historical spend & notes
PILLAR 06
Brand & Marketing Metrics Tree
In progress
▼
6A · Metric tracking
Toggle metrics currently being tracked. Untracked metrics are flagged as gaps in the report. Add custom metrics in the notes box.
6X · Custom / additional metrics
PILLAR 07
Competitive Landscape
In progress
▼
7A · Competitor set
Aim for 8–15 competitors / adjacent players. Each row produces strategic implications in the report.
| Competitor | Core offering | Strengths | Weaknesses | Strategic implication |
|---|
7B · Differentiators & strategic moves
PILLAR 08
90-Day Activation Plan
In progress
▼
8A · 30 / 60 / 90 priorities
Lock the first 90 days. The report turns each row into a working plan with owners, dependencies and success criteria.
| Window | Priority / Initiative | Owner | Success metric |
|---|
8B · Risks & assumptions
Generating GTM strategy · 30–60 seconds