Resources · Report · Free download
THE ONE-PAGE MARKETING REPORT
The monthly report a board will actually read. One page, by design.
Spend against budget, results against the goals agreed at the start, what underperformed stated plainly, and what changes next month. Commentary prompts included so the page never turns into a data dump.
If you would rather have this done with you than to you, this is the work I do. See services
Built for the person who will not read page two
Most marketing reports are written to demonstrate effort. A board reads for decisions: what changed, what it cost, what we are doing about it. The template holds that to one page on purpose, because the constraint is what forces the reporting to be about outcomes rather than activity, which is the point of measurement work.
What gets deliberately left out
Channel-by-channel breakdowns, impression counts and anything that only moves because spend moved. Those belong in an appendix nobody opens, and putting them on the front page is the most reliable way to lose a senior reader's attention before the part that matters. Clean campaign naming is what keeps the numbers that do make the page reliable.
COMMON QUESTIONS
What should be on a one-page marketing report?
What changed against the plan, what it cost, what caused it, and the decision or request that follows. If a number does not support one of those four, it belongs in an appendix.
How often should I send it?
Monthly for most businesses. Weekly reporting to a board tends to report noise as if it were signal, and quarterly is too slow to change anything while it still matters.
What if the numbers are bad?
Put them on the page. The main reason executives stop trusting marketing reporting is the suspicion that bad months get presented differently from good ones, and that suspicion costs more than any single bad month.