If you look back at the previous month in your company, what questions come to your mind?
Something like: did we reach our goals? How much progress did we make? Why weren’t the outcomes as good as we expected? Or what did we do well so our results exceeded our expectations?
当您在一个地方收集所有这些问题的答案时，您的业务的全部图片就会开始出现，并且为未来制定行动计划变得更加容易。
整个情况可以通过战略报告获得。编写此类报告的任务有时可能很乏味，这似乎是一个永无止境的过程，但是它为您提供了对您的绩效的宝贵见解 - 没有它，您将无法识别陷阱和策略的强项。
In this article, we’ll tap into the importance of strategic reports, share the best practices and tips for writing them, and introduce some great examples of strategic reports that will inspire you.
What Is Strategic Reporting?
战略报告是指收集有关组织绩效的数据和该数据分析的复杂过程，通常是由高级管理人员完成的。该数据分析的目的是回答有关公司绩效和针对目标的进度的问题。
圣rategic reports are usually comprehensive and encompass high-level goals and metrics while analyzing the company’s long-term success rather than individual projects. They’re sometimes even shared with the general public (for example, in government agencies).
Many companies use a wide variety of tools and software to create strategic reports, or they consult agencies and individuals who specialize in this area of business.
A typical strategic report includes different types of data, like charts and tables, surveys, reviews, historical data, future projections, etc. All this data contained in a report helps you map out a clear, achievable plan for the future, improve internal communication within your team, optimize processes within your business, and finally, boost your employees’ motivation and productivity so they can reach their full potential at work.
What Companies Need a Strategic Report?
战略报告的一个重大好处是，公司可以将这些报告都用于internal and external目的。我们已经提到了政府机构 - 在他们的情况下，战略报告可用于公共责任。公开交易的公司也是如此。
However, internal strategic reports can be even more important for businesses that are looking to become data-driven. They rely heavily on strategic reporting when it comes to business planning because they base all their decisions on the data they collect over time. This can be critical if a company is scaling – without looking back on your strategy and identifying what went well and what didn’t work, you can make further improvements and expect more progress.
尽管有些公司比其他公司更频繁地使用战略报告，但对于任何成长中的业务仍然至关重要。多亏了战略报告，组织才能够专注于业务价值的关键驱动力，并在必要时证明其成功对高层管理人员或利益相关者。
When to Use Strategy Reports?
大多数企业选择每月，每季度或每年创建战略报告。通常没有必要每天或每周创建这些报告，但是您可以收集足够的数据来在一个月内使用。
为什么？因为，在设定您的组织目标时，高级和低水平通常都是长期的。尽管您确实需要不时检查和更新目标和KPI，但需要有足够长的时间才能收集和分析相关数据。当您创建每月的战略报告时，您会看到更广泛的表现图片，但是如果需要，您仍然可以在特定的一天中挖掘数据。
What’s even more important thanfrequencyin strategic reporting is一致性：它们是一种宝贵的见识来源，尤其是如果您正在实施新的广告系列或策略，并且始终如一地向您的结果报告，将为您提供最准确的数据。
What Should a Strategic Report Include?
战略报告应包括这些关键领域：目标，绩效，问题和解决方案。
As in any other report, you should define your goals first. Everything else – your strategy, most important metrics, how you define success – depends on what you’re looking to achieve.
涵盖目标后，请确保根据使用不同报告工具收集的数据分析性能。根据您向谁报告的人，您可能还想解释您的方法论 - 如果您的报告是为公众提供的，请记住，他们可能不熟悉您通常使用的术语。
策略报告的关键部分是专注于问题和可能的解决方案的部分。在这些部分中，您将介绍您在策略实施过程中可能发现的问题，并建议解决这些问题的潜在解决方案。
Like with any report, ensure you include text, data visualization for better readability, and any additional documents like surveys or reviews that can illustrate different sections in your report. A well-structured report will be easier to read and follow, so it’s critical to divide your data into logical sections. Although strategic reports are quite extensive, make sure you keep your focus on the最重要的KPIto avoid confusion and getting into too many unnecessary details.
So, with all this in mind, your strategy report should overall include the following:
- Your mission statement
- Your vision statement
- 解释的方法/工具
- 整体公司目标
- Your KPIs and most important metrics
- Data visualizations
- Data explanations
- 需要解决的问题列表
- Recommendations and possible fixes
- Conclusion/summary
- Additional documents
PRO TIP: How Well Are Your Marketing KPIs Performing?
Like most marketers and marketing managers, you want to know how your efforts are translating into results each month. How is your website performing? How well are you converting traffic into leads and customers? Which marketing channels are performing best? How does organic search compare to paid campaigns and to previous months? You might have to scramble to put all of this together in a single report, but now you can have it all at your fingertips in a single Databox dashboard.
Our Monthly Marketing Performance Dashboard includes data from Google Analytics and HubSpot Marketing with key performance metrics like:
- 网站会议，新用户和新线索。Basic engagement data from your website. How much traffic? How many new visitors? How many lead conversions?
- 潜在客户生成与目标。Did you reach your goal for lead conversion for the month, quarter, or year? If not, by how much did you miss?
- 总体营销表现。A summary list of the main KPIs for your website: sessions, contacts, leads, customers, bounce rate, avg. session duration, pages/session, and pageviews.
- Email response。Overall, how effective were your email campaigns, measured by email opens?
- 博客post traffic。How much traffic did your blog attract during a certain period?
- New contacts by source.Which sources drove the highest number of new contacts
- Visits and contacts by source.How did your sources compare by both sessions and new contacts in a certain period of time?
Now you can benefit from the experience of our Google Analytics and HubSpot Marketing experts, who have put together aplug-and-play Databox templatethat contains all the essential metrics for monitoring and analyzing your website traffic and its sources, lead generation, and more. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
要设置仪表板，请按照以下3个简单步骤：
圣ep 1:获取模板
圣ep 2:Connect your HubSpot and Google Analytics accounts with Databox.
圣ep 3:Watch your dashboard populate in seconds.
How Do You Write a Strategy Report?
策略报告是全面的文档，因此，请留出足够的时间来正确编写它们，这一点很重要。遵循这五个步骤，以确保您涵盖了良好战略报告的所有相关元素。
圣ep 1: Write a Strong Intro
In the introductory part of your strategic report, you can state your company’s mission and vision. That will help you keep the idea in mind while analyzing the data and establishing whether you’ve reached your goals and made the progress you’ve anticipated.
Also, you should use this section to explain the purpose of the report, introduce your methodology and tools you used to collect the data and analyze it, as well as any hypothesis you may have had before writing the report.
圣ep 2: Define Your Goals
As mentioned,defining your goals首先。您可以包括初级目标和次要目标，尽管在公司层面上进行的战略报告通常集中在其他任何事情之前。
Using the智能技术will help you define your goals with precision and make them specific, time-bound, measurable, etc. Also, you’ll be able to determine yourmost relevant KPIsmore easily later on.
圣ep 3: Define Your KPIs
Presenting and explaining the data you collected about your KPIs comes after you’ve defined your goals. Divide the data into logical sections and represent it in tables, pie charts, and graphs to make it digestible.
要获得更好的见解，请将您当前的表现与上个月或去年的表现进行比较。您还可以对市场进行简要分析，并与您的主要竞争对手的表现进行简短的比较。
步骤4：描述障碍
Your strategy will probably excel in some areas, while some won’t generate the results you desired. A good strategic report will point out these issues and offer solutions.
该报告的这一部分应突出您在实施策略时遇到的障碍。例如，您需要找出您的销售额下降的点以及为什么何时增加跳出率，或者降落页面没有设法转换的内容如预期的那样。
为什么发生这些事情？也许您的目标群体太广泛或使用错误的营销渠道来推广您的内容，而没有将您的次要KPI分配给团队中的特定个人或跟踪太多irrelevant metrics等等。您确定为问题的任何东西都将帮助您在将来进行改进并取得更好的结果。
圣ep 5: Suggest Solutions
当您列出需要解决的问题时，是时候继续解决解决方案了。
The final section of your strategic report should include recommendations and suggestions on how your strategy can be improved so the organization can reach more goals faster.
While creating an action plan to solve the problems you identified, make sure this plan is clearly defined and everyone involved is familiar with all the steps and elements: deadlines, project goals, tools, methods, who’s responsible for what, etc.
圣rategic Reporting Best Practices
您的企业将发现进行战略报告并从中获取有用和有价值的数据的最有效方法。但是，有人可以遵循一些通用技巧，以使他们的战略报告更加有效。
Here’s what experts recommend as best practices when it comes to strategic reporting.
与您的团队进行头脑风暴以确定优先事项
Before writing the report, meet with your team to assess your current high-value goals. In this meeting, you can list all the company’s existing goals and determine whether something has changed since the last time you talked about your objectives. If not, try to rank your goals according to their value for your business.
For example, creating an outstanding customer experience for your audience may have more value to you than raising brand awareness at the moment.
选择您的目标以定义成功标准
根据公司对公司的价值对目标进行排名之后，您现在可以选择前五名的目标，并定义如何知道您是否已经成功实现了目标。
确保您选择了所有部门的目标，以创建更好的整体业务情况。
Have your management and data experts work together for the best possible visualization of your strategy.
Have a Clear Process in Place
To make the most out of strategic reporting, you should have a clear process in place.
每个团队成员都应该知道他们的责任是什么，以及他们需要遵循的截止日期。为每个人分配一个目标（或多个目标），并告知他们需要报告的人。解释每个人都会创建报告，构建仪表板并跟踪其进度的频率。
Our recommendation is to use a project management tool to keep track of everyone’s tasks in one place.
让您的报告讲述一个故事
A report doesn’t need to be a bunch of numbers and pure facts. Actually, strategic reports are usually more readable and understandable when you use them totell a story about your business。
There’s something called narrative reporting, and it’s used to do just this: create a meaningful picture around your data and tell a story about how your business is functioning and progressing towards its goals, how it’s positioned in the market, and what its future prospects are.
Regardless of the reader’s background, narrative reports enhanced with data visualization are more convincing and effective than presenting your findings in a disconnected manner.
圣ay Balanced
Balance is the answer to many questions regarding strategic reports.
First of all, there isn’t a universal ideal length of a strategic report, especially given that they can be created monthly, quarterly, or annually. The best practice is to only include what matters: define the most important goals and KPIs, identify the key problems in the strategy, and offer a few strong solutions. A straight-to-the-point report is more effective than a 50-page-long report where you easily get lost in too many details.
Balance is also important in your presentations of issues and opportunities. Never hide unsatisfactory results, but don’t forget to highlight the opportunities, campaigns that performed better than expected, etc.
最后，确保您在介绍上个月或季度的结果以及对未来的计划之间进行平衡。回顾可以帮助您确定效果很好的错误和策略，但是未来是您将生活和经营业务或部门的地方。因此，专注于确定您可以利用的趋势，并可以准备缓解的风险。
使用模板来节省时间
Whether you’re creating strategic reports monthly or quarterly, it can be a daunting process that will certainly take up hours, if not days. But there are ways to automate some parts of this process and save your time and energy every time you need to write a report.
Enter report templates.
Choosing the right reporting tools and usingdashboard templateswill allow you to devote more time to the actual data analysis and creating strategies on how to improve your results. You will also spend less time completing repetitive tasks and importing data manually into your report.
战略报告示例和模板
一个示例说明了一个比任何解释更好的观点。这就是为什么我们准备了此战略报告示例和模板以帮助激发灵感的原因。随时在战略报告中使用它们。
Sales Manager KPIs Dashboard
A sales manager has manysales reports在他们的盘子上，但他们可以轻松地监视团队的活动HubSpot KPI dashboard template。它包括所有相关指标，例如：
- Average deal size
- New deals created amount
- Open (unclosed) deals
- Deals closed won
- 交易结束了
- Deals closed won amount
This integration helps you answer some important questions about sales processes and determine whether you’re on the right track when it comes to hitting your monthly or quarterly goals. You can see othersales dashboardsDatabox offers here.
Marketing KPI Dashboard
Monitoring your marketing activities is essential for your business. This集线器营销网站概述仪表板允许您轻松跟踪以下指标：
- 会议
- Pageviews
- CTA参与
- New vs returning sessions
- 会话质量
- Bounce rate
- Session-to-contact conversion rate
By using this dashboard, you can find out what sources are the most successful ones when it comes to generating new conversions and if it’s helping you hit your sales goals. Check out all of ourmarketing dashboard templates这里。
Project Management KPI Dashboard
To make sure your team is on top of their tasks, it comes in handy to have a reporting dashboard where you can track their deadlines, tasks completed or overdue, etc. That’s exactly what you get with thisAsana Company概述仪表板。
关键指标包括：
- 项目中的总任务
- Tasks overdue by project
- Tasks completed assigned
- Tasks completed by assignee
- Tasks completed by project
不同的观点使您可以跟踪特定的项目或团队中的人员，监视他们的绩效，并始终知道可以通过新任务或项目分配谁。寻找更多project management dashboards这里。
Financial Reporting Dashboard
如果你想监控your organization’s financial health and stay on top of any issues that may emerge, you will benefit from using this Quickbooks + HubSpot CRM integration. This财务仪表板comes with the metrics listed below:
- Open deals amount by stage by pipeline
- Deal amount by stage by create date
- 毛利润率
- 打开发票金额
- Paid invoices amount
- 客户打开发票
- And more
With this dashboard, you can effortlessly track how much you’ve got from your paid invoices, keep tabs on your revenue goals for the quarter, monitor your expenses, etc. See more财务仪表板examples这里。
圣rategize Better with Databox
Your reality at the moment is this:战略报告非常乏味，花费太长时间了，您看不到它真正帮助您的团队做得更好。
如何:strategic report is an enjoyable process of looking back at what you have achieved, celebrating your wins, and learning from your mistakes. It doesn’t take too long since there are parts of the process you can automate. You can clearly see its purpose and it really helps your team generate better results and become even more motivated to reach your overall organizational goals.
The second scenario sounds dreamlike, right? With Databox, it can become your reality faster than you think.
我们可以通过为您建立一个定制的仪表板来帮助您充分利用战略报告，其中包括您创建一个精美的简化报告所需的所有相关指标。
我们知道您很忙，想花时间做实际的工作。
We get that. That’s why we want you to leave the daunting tasks to us. In only 24 hours, we’llset up an ideal dashboard for you并提供有关如何跟踪正确指标并构建报告过程的指导。
We guarantee you could never ask for more.
Well, actually, maybe more details about this offer. If that’s your case, reach out today andschedule a callto learn how you can get started.
