A large animal health company approached us with a paradox: they had every modern system—CRM, ERP, LABS integration, manufacturing trackers, and separate dashboards for each business unit. Data was abundant and real-time. Yet decision-making was painfully slow. The CEO required two executive assistants and 4 man-days just to consolidate reports before monthly reviews. By the time insights were ready, the meeting window had already passed. Marketing was repeatedly viewed as an expense because every dashboard only showed sales outcomes, not future potential.
The task was to simplify decision-making, redefine what the leadership reviewed, and reengineer the dashboard system into something that predicted business—not just reported it.
We restructured the metrics architecture using Lead and Lag indicators:
Lead metrics (future-focused): campaign responses, daily sales activity, customer queries, order booking, funnel movement
Lag metrics (past results): revenue, market share, sales volume
Instead of measuring everything through the lens of monthly sales, we created tiered timelines: immediate (weekly), mid-term (monthly), and strategic (quarterly). Dashboards were unified to show how actions today would drive outcomes tomorrow.
For the first time, clarity flowed bottom-up to top management. Leadership prioritised correctly, marketing gained recognition as an investment, and monthly reviews became strategic, not spreadsheet marathons.