From KPI Theatre to KPI Clarity
We build dashboards that measure contribution, not just activity, turning metrics into momentum.
If your KPIs look good but growth is stalling, you may be stuck in KPI Theatre. Our dashboards reframe metrics into systems leaders can act on, aligning vision, structure, culture, and execution.
Who Needs KPI Dashboards That Deliver?
Our services are designed for:
CMOs & Marketing Leaders
who need clarity on CAC, ROAS, and LTV.
CEOs & Founders
who want KPIs tied to margin, pipeline velocity, and shareholder value.
Operations Leaders
who must track SLA compliance, utilization, and throughput.
Delivery
Teams
who need visibility into project cadence, resource allocation, and risk indicators.
When Metrics Perform but Growth Doesn’t
If you’re experiencing any of these, you’re in KPI Theatre:
Dashboards full of activity metrics but no link to outcomes.
KPIs that look strong but don’t move revenue or margin.
Reports that entertain executives but don’t guide decisions.
Teams drowning in data but starving for insight.
Quadrant Aligned KPI Dashboards
We design dashboards that balance all four quadrants:
👓
VISION
Strategic
Clarity
Align KPIs with P&L, margin, and growth ambition.
What We Diagnose: Misaligned KPIs
What We Deliver: Scorecards tied to mission, margin, and market dynamics
🏗️
STRUCTURE
Operational Rhythm
Build dashboards that integrate systems, workflows, and accountability loops.
What We Diagnose: Vanity dashboards
What We Deliver: Systems that track contribution, not just clicks
🌺
CULTURE
Team
Alignment
Surface incentives, trust, and contribution metrics that drive behavior.
What We Diagnose: Fear-based reporting
What We Deliver: Cultures that reward truth-telling and experimentation
💪
EXECUTION
Sustainable Outcomes
Track performance, optimize delivery, and measure contribution, not just conversion.
What We Diagnose: Optimize in safe lanes
What We Deliver: Activation strategies that test boundaries and reveal growth
Dashboards That Leaders Can Own
We don’t just build dashboards, we build systems leaders can sustain:
Translate technical requirements into business language.
Integrate SQL, Tableau, Power BI, and MarTech stacks.
Design KPI strategies that measure contribution, not just activity.
Coach teams to use dashboards as decision tools, not reporting theatre.
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Diagnose misaligned metrics and performance theatre
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
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.
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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:
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.
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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
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.
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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
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.
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Design experiments that reveal hidden growth levers
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
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.
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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
Your car’s dashboard or an airplane cockpit have dozens of metrics displayed. They all have an intent and purpose in certain contexts. Your dashboards should help you know what’s important now, what to look out for, and what’s just data.
Make sure your KPIs are helping you drive your performance, not just acting out a performance to make you feel happy.
Explore sample dashboards that connect marketing, delivery, and operations to outcomes.
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![Five pie charts displaying various data segments labeled 'Sent,' 'Revenue,' 'Opens,' 'Clicks,' and 'Campaigns,' with segments color-coded in purple, blue, and green.]()
Brand Messaging vs Product Messaging
Simple Chart Drives Big Change
This unassuming chart provided the impetus for the CRM team at a major electronics manufacturer to be able to make a drastic change in how they communicated to their consumers via email.
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![Bar chart titled 'Margin, Marketing, and Profit Options' comparing four companies' data with color-coded sections for COGS, Marketing, G&A, and Profit, showing percentage distributions.]()
Income Driven P&L
Marketing Spend as a Growth Engine
The top-line metric that drives your marketing growth is defining your marketing budget as a percentage of your P&L.
If you think of a marketing budget as a fixed cost, you are probably leaving growth money on the table or overspending.
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![A line chart titled 'MAP Focus by Month - New Account' showing three categories: CSAT in purple, PROFIT in blue, and EXPAND in green, with data from February to December. Below the chart, a colorful Kanban-style board displays various work stages and tasks related to online delivery, review, and client engagement.]()
Client Management Transformation
Central Concept Changing Leadershp and Delivery
This focus chart and kanban board provided the visualization to drive the client delivery leads to take more accountability while providing leadership focus on what strategy should be employed,
Ready to Move Beyond KPI Theatre?
If your dashboards feel disconnected from outcomes, we can help you reframe, test, and scale.
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