Module 12: Performance Reporting & Accountability

Tracking performance is essential to improving results. Our success depends on data-driven decision-making, which is why accurate reporting, accountability, and transparency are key elements of this role. Your job is to ensure that campaign data is correctly documented and communicated, helping to refine strategies and optimize results.

Why Performance Reporting Matters

We follow a simple philosophy: there are only two reasons why a campaign fails—either not enough of the right work is being done, or the work being done is not delivering the right results.

By tracking performance, we gain clarity on what’s working and what needs improvement. Our performance management framework ensures:

• Accountability: Confirming the activities being completed and their volume.
• Transparency: Providing an accurate reflection of the results.

You are not responsible for closing sales, but you are responsible for tracking the effectiveness of our systems. If a campaign is falling behind on its benchmarks, your reports will help determine where adjustments are needed.

How to Track & Report Daily/Weekly Activities

Your ability to track activities consistently ensures campaigns stay on course. Here’s how to do it:

• Complete Daily Operating Controls & Activity Reports—these are essential for tracking progress.
• Follow the assigned tasks in our project management system (ClickUp) to ensure no steps are missed.
• Update all necessary metrics in our CRM and reporting tools daily.

Understanding Key Performance Indicators (KPIs) & Lead Measures

Every campaign will have 3 to 5 key KPIs that indicate how well the system is performing. These metrics vary per campaign but typically include:

• Connection Rates – How many LinkedIn requests are being accepted.
• Initial Response Rates – How many leads engage in conversation.
• Download or Call-to-Action Numbers – How many leads take the next step.
• Scheduled Appointments – How many prospects are booking calls.

Tracking these metrics helps us measure progress and pinpoint areas that need improvement.

Identifying Patterns & Flagging Underperformance

When results fall behind KPI targets, it’s your responsibility to bring it to the team’s attention. Here’s how:

• Raise concerns in the Daily Sales Huddle—this ensures quick action can be taken.
• Communicate issues directly with your team leader if performance drops.
• Use Slack or email to notify clients about important changes or challenges in campaign performance.

Escalating Issues Without “Fixing” Them

While it’s not your responsibility to solve campaign problems, you must flag them and ensure they are addressed. Here’s how to handle potential issues:

1. Use common sense—if you notice a pattern of poor performance, don’t ignore it.
2. Communicate concerns with the client—keep them informed so they know adjustments may be needed.
3. Discuss with your team leader before making changes to processes.

Your job is to ensure that problems are surfaced and addressed by the right people—not to try and fix everything yourself.

Key Outcome: By the end of this module, you’ll develop a data-driven approach to tracking performance, identifying patterns, and raising concerns to optimize campaign success.