Reporting Cadence¶
Three cadences¶
| Cadence | Owner | Recipient | Deliverable |
|---|---|---|---|
| Weekly | Call center | Amir | One-page report, Monday morning |
| Monthly | Call center | Amir + Manomit | 3-5 page narrative + numbers; first business day |
| Quarterly | Call center + Amir | Joint | Strategic review + plan reset |
Weekly report — every Monday by noon EST¶
One page. Skimmable. Sent via email to Amir with the latest HubSpot dashboard link attached.
Template¶
Subject: Airwai LAIRA Weekly — [YYYY-MM-DD]
Top of mind:
[The 1-3 things Airwai needs to know this week]
Headline numbers — week of [date]:
- Leads sourced: [N] (vs. last week: ±X%)
- First-touch outreach completed: [N] (vs. last week: ±X%)
- Discovery calls booked: [N] (vs. last week: ±X%)
- Discovery calls completed: [N] (vs. last week: ±X%)
- Demos completed: [N] (vs. last week: ±X%)
- Trials started: [N] (vs. last week: ±X%)
- Closed Won (Pro): [N], $XX,XXX
- Closed Won (Team): [N], $XX,XXX
- Closed Lost: [N]
- Active trials in motion: [N]
- Active pipeline value (3-month): $XX,XXX
KPI watch (cumulative through year-to-date):
- Relevant users: [N] (target: [N] by end of year)
- Total ARR (Pro + Team): $XX,XXX
Notable wins this week:
- [1-3 closed deals worth surfacing — persona, ACV, story]
Rig signals this week:
- [Any Rig opportunities flagged + status]
Customer feedback themes:
- [Top 2-3 themes from this week's calls / tickets / interviews]
Blockers / asks for Amir:
- [Anything where Airwai action is required]
Next week's focus:
- [1-3 priorities for the coming week]
Sending discipline¶
- Same time every Monday (~10–12 AM EST)
- Same format every week (don't rewrite the template)
- If a week is bad, say so — don't bury it
- If a week is great, lead with the win
Monthly report — first business day of the following month¶
3–5 pages. Narrative + numbers. Sent via email + Google Doc.
Section 1 — Executive summary (1 page)¶
- 3-paragraph narrative of the month
- The 3 numbers that mattered most
- The 1 strategic question Airwai needs to weigh in on
- Recommendation for the coming month
Section 2 — Funnel performance¶
| Stage | This month | Last month | Change | Year-to-date |
|---|---|---|---|---|
| Leads sourced | ||||
| Outreach | ||||
| Engaged | ||||
| Discovery booked | ||||
| Discovery done | ||||
| Demo booked | ||||
| Demo done | ||||
| Trial active | ||||
| Closed Won Pro | ||||
| Closed Won Team |
Section 3 — Revenue + KPI¶
| Metric | This month | Last month | Year-to-date | Target |
|---|---|---|---|---|
| Relevant users (KPI) | ||||
| New ARR added | ||||
| Average ACV | ||||
| Realized revenue margin | ||||
| Discounts given (avg %) | ||||
| Promos run (count) | ||||
| CAC (loaded) | ||||
| CAC payback period |
Section 4 — Persona breakdown¶
For each persona (Maya / Daniel / Sarah / James / Carmen): - Paying users this month - Conversion rate - Average ACV - Top objection - Top win
Section 5 — Campaign performance¶
| Campaign | Spend | Leads | Demos | Closed Won | CAC |
|---|---|---|---|---|---|
| LinkedIn Sponsored | |||||
| Meta / Reddit / X | |||||
| Industry-pub ads | |||||
| Webinars | |||||
| Conferences | |||||
| Outbound (zero-paid) |
Section 6 — Customer feedback digest¶
- Top 3 product asks (from interviews + tickets)
- Top 3 pricing observations
- Top 3 wins / quote-worthy moments
- Churn analysis (count, reasons, save attempts)
Section 7 — Rig pipeline¶
| Account | Originated | Status | Est. ACV | Owner |
|---|---|---|---|---|
| [Account 1] | [date] | [Discovery / Demo / Negotiation / Closed] | [$] | Amir |
Section 8 — Asks for Airwai¶
- Approvals needed
- Resources requested
- Blockers from Airwai side
Section 9 — Plan for next month¶
- Top 3 priorities
- Campaigns launching
- Hiring / capacity changes (if any)
Quarterly review — first week of new quarter¶
Joint review between Amir and the call-center lead. 90-minute meeting.
Agenda¶
- Numbers review (15 min) — quarter performance vs. targets
- Persona deep-dive (20 min) — which personas are converting, which aren't, why
- Campaign ROI (15 min) — what worked, what didn't, reallocation
- Customer-feedback themes (15 min) — what product / pricing / positioning patterns emerged
- Rig pipeline review (10 min) — what's in flight, what's closed
- Strategy reset (15 min) — adjustments for next quarter
Deliverable¶
A 1-page strategy memo for the next quarter, signed off by both Amir and the call-center lead. Distributed to both teams.
Targets¶
Targets are set jointly at engagement kickoff. Suggested year-1 targets:
| Quarter | Closed Won (units) | New ARR | CAC |
|---|---|---|---|
| Q1 (kickoff + ramp) | 50 | $14K | $300 |
| Q2 | 150 | $44K | $250 |
| Q3 | 250 | $74K | $200 |
| Q4 | 350 | $104K | $180 |
| Year 1 | 800 | $236K | $220 avg |
The 800 / $236K is realistic. The earlier-cited 1,200 / $662K stretch number assumes both higher conversion and an aggressive Team-tier mix that develops mid-year. Either number is a reasonable goal; quarterly reviews recalibrate based on actuals.
Reporting discipline¶
- Always-on data: HubSpot dashboards. Real-time. No excuses for not knowing where the funnel stands.
- Weekly: structured one-pager. Same format every week.
- Monthly: structured narrative + numbers. Same template every month.
- Quarterly: strategy reset + plan.
If the call center misses a reporting cadence: - 1st miss: friendly reminder - 2nd miss in 60 days: engagement review - 3rd miss in 60 days: termination conversation
Reporting is the contract between the call center and Airwai. It's non-negotiable.