Reframing Performance:
KPI Strategy & Dashboard Design
Services & Approach to KPIs and Dashboards
From KPI Theatre to Strategic Clarity
Your metrics are talking.
Are they telling the truth, or just putting on a show?
At Growth Spectrum, we help leaders escape KPI Theatre:
the illusion of progress created by polished dashboards, inflated metrics, and internal applause. We reframe your analytics systems to reflect real contribution, strategic clarity, and market impact.
Why Most Dashboards Mislead
Our Philosophy: Metrics as Strategic Instruments
Click here to see how KPI Theatre drives decision making that may be inhibiting your growth and contribution.
We don’t treat KPIs as static scorecards. We treat them as dynamic instruments, each one tuned to your business model, margin structure, and growth goals.
Idea
What We Diagnose: Misaligned KPIs
What We Deliver: Scorecards tied to mission, margin, and market dynamics
Process
What We Diagnose: Vanity dashboards
What We Deliver: Systems that track contribution, not just clicks
People
What We Diagnose: Fear-based reporting
What We Deliver: Cultures that reward truth-telling and experimentation
Action
What We Diagnose: Optimization in safe lanes
What We Deliver: Activation strategies that test boundaries and reveal growth
Our KPI & Dashboarding Services
We don’t just review dashboards, we interrogate them.
Our audits reveal where metrics are:
Optimized for internal optics, not external impact
Disconnected from business model realities
Creating false confidence or masking strategic drift
Explore KPI Theatre Blog
KPI Audits
Diagnose misaligned metrics and performance theatre
Dashboard Design
Build quadrant-aligned scorecards that reflect strategic clarity
Most dashboards are built to impress. We build them to inform. Our designs integrate:
Strategic clarity: KPIs tied to margin, mission, and market
Structural accountability: Metrics that track contribution, not just clicks
Emotional intelligence: Signals that reward truth-telling, not fear-based reporting
Execution discipline: Real-time indicators that drive bold, adaptive decisions
Deliverables:
KPI Theatre diagnostic (quadrant-aligned)
Vanity vs. Value metric map
Boolean indicator calibration (threshold-based alerts)
Strategic KPI realignment roadmap
Metaphor: We treat your dashboard like a cockpit—not a scoreboard. We help you fly, not just perform.
Attribution Modeling
Connect agent activity to principal outcomes
We trace the line from effort to impact. Our attribution modeling reveals:
Which activities drive actual growth—not just engagement
Where agents are optimizing for their own metrics vs. your market share
How to reweight KPIs to reflect contribution, not compliance
Read: The Agency Problem
We build systems that test the edges—not just optimize the center. Our frameworks help you:
Identify pricing cliffs, bid thresholds, and volume inflection points
Run vertical market tests and halo effect diagnostics
Balance efficiency with total output
Discover counterintuitive growth opportunities
See Income-Driven Strategy Blog
Deliverables:
Custom dashboard architecture (web, BI, or PDF)
Quadrant scorecard templates
Boolean alert systems for critical thresholds
Role-based views for execs, marketers, and boards
Metaphor: Your dashboard should be a windshield, not a rearview mirror. We design for foresight, not hindsight.
See Dashboard Use Cases
Deliverables:
Attribution map across channels, roles, and vendors
Principal-agent alignment score
Contribution-weighted KPI model
Recommendations for incentive restructuring
Metaphor: We turn your metrics into a GPS—not a glamor shot. You’ll know where growth is coming from—and where it’s being blocked.
Performance Coaching
Help marketers think like owners, not operators
We coach teams to move beyond dashboard worship and into strategic ownership. Our coaching includes:
Reframing metrics as strategic tools, not performance props
Teaching quadrant logic for KPI interpretation
Building psychological safety for honest reporting
Encouraging experimentation over optimization
Explore Coaching Services
Deliverables:
KPI Theatre workshop
Strategic metrics playbook
Coaching sessions for marketers, analysts, and execs
Culture audit for metric manipulation risk
Metaphor: We help your team stop acting and start activating. No more Shakespearean dashboards—just strategic clarity.
Testing Frameworks
Design experiments that reveal hidden growth levers
Deliverables:
Experiment design templates
KPI sensitivity matrix
Testing calendar and dashboard integration
Post-test analysis and strategic recommendations
Metaphor: Your metrics are instruments. We help you tune them, stress them, and play the notes that unlock growth.
Who We Help
CMOs
Founders
Marketing Teams
Boards & Execs
Click here to see how our executive coaching teaches your marketing leaders and teams to think like an owner and make income-driven decisions.
Pain Point
Stuck in ROAS rigidity
Chasing growth but drowning in metrics
Optimizing for optics, not outcomes
Demanding contribution, not compliance
Click here to see our approach to activating true growth marketing strategy. By looking at your business model and P&L while comparing to competitive forces we uncover opportunities that would otherwise be hidden.
What We Deliver
Strategic scorecards, incentive reframing, testing frameworks
KPI audits, dashboard clarity, growth modeling
Performance coaching, quadrant training, contribution metrics
Attribution modeling, Boolean alert systems, strategic dashboards
Whether you’re scaling a startup or recalibrating a mature enterprise, we help you build analytics systems that drive real decisions (not just dashboards.)
What Makes Us Different
We challenge conventional KPI wisdom
We integrate quadrant logic into every dashboard
We coach teams to interpret metrics contextually
We design Boolean indicators that trigger action, not anxiety
We build systems that reward contribution, not compliance
Ready to Reframe?
Click here to see how our marketing services help you to reframe your data-driven marketing activities and align on goals that drive growth and income.
MARKETING KPI USE CASES
IDEA & VISION Use Case: Misaligned Efficiency Metrics
Scenario: A DTC brand boasts a 17% conversion rate but is losing money monthly.
Diagnosis: They’re only converting existing customers, no new traffic, no growth.
Reframe: Conversion rate is a windshield metric, not a rearview mirror. Our conulstant helped them shift focus to top-of-funnel acquisition and recalibrate their KPI mix to reflect actual contribution.
Services Involved: KPI Audit · Dashboard Design · Testing Frameworks
PROCESS & STRUCTURE Use Case: ROAS Rigidity Blocking Scale
Scenario: A Marketing VP refuses incremental “free” ad spend because it would “diminish ROAS” and disqualify them from a bonus.
Diagnosis: ROAS was being gamed for internal optics, not external impact.
Reframe: Our consultant modeled a lower-efficiency spend that doubled sales and improved net income. The dashboard was redesigned to reflect margin contribution, not just spend efficiency.
Services Involved: Attribution Modeling · KPI Audit · Performance Coaching
PEOPLE & CULTURE Use Case: Fear-Based Reporting Culture
Scenario: A marketing team avoids testing new channels because they fear “bad metrics” will be punished.
Diagnosis: The dashboard had become a compliance tool, not a strategic instrument driving growth.
Reframe: Our consultant introduced Boolean indicators and quadrant scorecards that reward experimentation and truth-telling.
Services Involved: Performance Coaching · Dashboard Design · KPI Audit
ACTION & EXECUTION Use Case: Optimization in Safe Lanes
Scenario: A startup set CAC targets based on affordability (not feasibility and potential) missing out on profitable growth.
Diagnosis: Their dashboard rewarded efficiency over activation.
Reframe: Our consultant helped them test CAC thresholds and discover a volume inflection point that unlocked scale.
Services Involved: Testing Frameworks · Attribution Modeling · Dashboard Design
BONUS Use Case: Pricing Cliff Discovery
Scenario: A large CPG company was selling a unique product direct and was afraid to increase prices or change minimum purchase requirements.
Diagnosis: Their dashboard was focused on margin and other distribution models’ best practices, not leveraging their uniqueness.
Reframe: Our consultant ran a complex and iterative multivariate price testing program. He found a successful combination and convinced the CFO to take a 2-point hit on margin to increase sales 3-fold and boost income drastically.
Services Involved: Testing Frameworks · KPI Audit · Strategic Scorecard Design
HALO Use Case: Attribution Incomplete by Nature
Scenario: A major DTC brand was avoiding DRTV because it was showing a lower ROAS than other channels with limited reach.
Diagnosis: Their attribution KPIs were treating different consumer scenarios as if they were the same, limiting visibility of true impact.
Reframe: Our consultant designed and executed a statistically sound vertical market test and was able to prove 75% of consumers that bought because of the DRTV ads didn’t remember the vanity URL or promo code.
Services Involved: Attribution Modeling · Testing Frameworks · KPI Audit