SOP: Monthly Performance Report
What this covers
Section titled “What this covers”The monthly marketing performance report: the numbers leadership cares about, plus a short narrative of what moved, why, and what we’re doing next. Reviewed monthly with leadership (per the funnel KPIs).
Before you start — the inputs
Section titled “Before you start — the inputs”- Last month’s report — your template and your comparison baseline. Keep definitions identical month to month.
- The data sources — ServiceTitan (jobs, revenue, lead source), CallRail (calls), GBP (reviews/visibility), the ad platforms (spend + results), social (engagement).
- The KPIs we report (from the funnel).
The metrics we report
Section titled “The metrics we report”| Metric | Where it comes from |
|---|---|
| Revenue by business unit — esp. access control’s share (the 12%→40% goal) | ServiceTitan |
| Ticket average per customer (the motto metric) | ServiceTitan |
| Lead-source attribution — booked jobs by channel | ServiceTitan + CallRail |
| Campaign ROI — spend vs. result on paid | Ad platforms + ServiceTitan |
| Reviews — count + average rating per location | GBP |
| Organic social — engagement trend | Buffer / platforms |
The steps
Section titled “The steps”1. Gather the numbers
Section titled “1. Gather the numbers”Pull each metric for the prior month. Work from the same reports each time so month-over-month is apples-to-apples.
2. Drop them into the template
Section titled “2. Drop them into the template”Fill last month’s structure so the report is consistent and scannable. Show this month vs. last month (and vs. goal where one exists, like access-control %).
3. Write the narrative
Section titled “3. Write the narrative”A few short paragraphs: what moved, why (your best read), and what marketing is doing next. This is the part leadership actually reads. Claude can help you draft it — but paste in the real numbers, and verify every figure before it goes in (Using Claude).
4. Verify every number
Section titled “4. Verify every number”Each figure traces back to a source you can point to. No number goes in that you can’t back up. If data is missing or a source is broken, say so explicitly — don’t paper over a gap.
5. Send to Garrett before leadership
Section titled “5. Send to Garrett before leadership”Garrett reviews and finalizes before it goes up. Build in time for a revision pass.
The monthly rhythm
Section titled “The monthly rhythm”| When | What you do |
|---|---|
| First few business days of the month | Pull prior-month data, fill the template, draft the narrative. |
| Then | Garrett reviews → revise → finalize → it goes to leadership. |
Guardrails
Section titled “Guardrails”- Verify, don’t trust — every number is your responsibility, especially anything Claude drafted.
- Consistent definitions — don’t quietly change how a metric is calculated, or the trend becomes meaningless.
- Flag missing/broken data instead of guessing or omitting it.
- Lead with booked-business outcomes, not vanity metrics.
Source: the reporting workflow in the marketing runtime. Last updated: June 2026.