Read the agency on a Monday
KPI And Dashboard Templates
Role level KPI sheets, department reports and a founder dashboard: the numbers our members run on. Each sheet is built in its own part of the mastermind year, so the agency can be read from its numbers rather than from memory.
- Role level KPI sheets
- Department reports
- Founder dashboard
From one role to the whole agency
- Role KPI sheetsA few numbers per role, measured weekly
- Department reportsEvery department, every week
- Founder dashboardThe one page for a Monday morning
Written byHamid MahmoodFounder, serial digital entrepreneur- Weekly KPI updates a year, posted in Basecamp
- 52Weekly KPI updates a year, posted in Basecamp
- Agencies in a mastermind cohort, at most
- 20Agencies in a mastermind cohort, at most
- Bootcamp sessions, each with its resources
- 14Bootcamp sessions, each with its resources
- Staff the lead coaches run across New York and Lahore
- 75+Staff the lead coaches run across New York and Lahore
Numbers that arrive while they can still help
Overview
Most agencies find out a month was bad when the month is over. Revenue moves, the team looks busy, and nobody can say which role, which channel or which department actually made money. The numbers exist somewhere. They are just never in one place, and never on a Monday.
The KPI And Dashboard Templates are the sheets our members run on: role level KPI sheets that give each person a few numbers measured weekly and visible to everyone, department reports, and a founder dashboard, the one page an owner should be looking at every Monday.
They are built across the year. The first quarter sets full year plans and KPIs, and your baselines are agreed at your first monthly roundtable in front of the cohort. The third quarter starts weekly EOS reports by department and builds the expense dashboards that show which part of the agency makes money and which part is carried.
The numbers stay live rather than filed. Every week carries a KPI update in Basecamp, where the coaches answer and the cohort can see it, and every quarter brings a performance review against the baselines you set in month one.
One person’s numbers
- Role KPI sheetsOne role
- Department reportsEach department
- Founder dashboardThe whole agency
The agency on one page
From one role to the whole agency
What Is Inside
The sheets in three levels, from one person’s numbers to the whole agency on one page. Choose what to compare, and each level answers.
One role
Role KPI sheets
Read more about Role KPI sheetsWhat it shows: A few numbers for every role, measured weekly and visible to everyone, from baselines agreed at your first roundtable
When the year builds it: The first quarter for full year plans and KPIs, and job levels in the third
Who coaches it: Asim Naeem for the KPIs, Hamid Mahmood for job levels
Each department
Department reports
Read more about Department reportsWhat it shows: A weekly report from every department, read alongside a review of the calendar
When the year builds it: The third quarter, with EOS weekly reports by department
Who coaches it: Hamid Mahmood
The whole agency
Founder dashboard
Read more about Founder dashboardWhat it shows: The one page a founder reads every Monday: margin, utilization, revenue per head, CAC and LTV, and what each department spends
When the year builds it: The third quarter, with expense optimisation, dashboards and the departmental expense dashboard
Who coaches it: Hamid Mahmood, with Asim Naeem on the departmental expense dashboard
That is what the sheets show. This is where to start.
Start from the number you cannot see
How To Use It
Pick the question you cannot answer about your agency today, and see which sheet answers it and the quarter that builds it.
Role KPI sheets
What it should show you
Every role should know its own numbers.
- What the sheet covers
- A few numbers per role, measured weekly and visible to everyone
- Where it comes from
- Quarter 1, with Asim Naeem
Lead generation KPIs
What it should show you
Know your cost per lead and cost per meeting, per channel, in numbers.
- What the sheet covers
- The volumes, reply rates and cost per lead to expect from each channel
- Where it comes from
- Lead Generation, reviewed in the fourth quarter
Department reports
What it should show you
Every department reports weekly, before anything breaks.
- What the sheet covers
- EOS weekly reports by department, with the calendar review
- Where it comes from
- Quarter 3, with Hamid Mahmood
Founder dashboard
What it should show you
Revenue moves but margin does not, until the numbers are on one page.
- What the sheet covers
- Gross margin, utilization, revenue per head, CAC and LTV
- Where it comes from
- Finance & Profitability
Expense dashboard
What it should show you
Find the spend that buys nothing, and keep it out.
- What the sheet covers
- Expense optimisation, and the departmental expense dashboard
- Where it comes from
- Quarter 3
Read next
Related Resources
The pages closest to the KPI sheets and the dashboard.
- Finance & ProfitabilityThe coaching track behind the founder dashboard and the financial KPIs.
- Team, HR & HiringThe coaching track behind role metrics and job levels.
- Quarter 3: SystemsThe systems quarter, from the first weekly report to the departmental dashboard.
- The SOP librarySales, delivery and admin SOPs, including the weekly reporting they run on.
- The agency templates libraryEvery kind of template members work from, with where each one is built.
Numbers you post every week
Get Access
The KPI and dashboard templates come with the mastermind, where every week carries a KPI update in Basecamp and every quarter a performance review against the baselines you set in month one.
Capped at twenty agencies.