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STRATEGY

Numbers you can base your forecast on.

Data strategy is not dashboard building. It is a KPI framework: which questions does your management team need to answer every week, which definitions sit underneath, who owns the numbers. With a reporting rhythm the organisation can sustain. Only then comes the visual layer, otherwise you are building vanity in colour.

Book a strategy call Take the Maturity Scan first
What we deliver
  • 01
    KPI framework The numbers that matter, per level and discipline
  • 02
    Data governance Sources, ownership, definitions and SLA on data quality
  • 03
    Dashboard blueprint Which dashboards, for whom, and at what cadence
The observation

There are usually enough dashboards. But nobody steers by them.

Dashboards are often built from "what is possible", not from "what do I need to know". Result: 30 charts the management team barely looks at, conflicting numbers between marketing and sales, and a forecast rewritten every month. Data strategy starts with the question, not with the tool.

01

Numbers contradict each other

Marketing reports 200 leads, sales sees 80. Nobody knows where the difference sits. Trust in data falls, gut-feel decisions rise.

02

Nobody owns data quality

Properties go stale, lifecycle stages stand still. No rhythm to clean up data, no one accountable for making it happen.

03

Vanity metrics dominate

Dashboards show what is easy to measure, not what matters. Page views, mail opens, MQL volume. No pipeline velocity, no NRR.

04

No bridge to executive reporting

Operational dashboards in HubSpot, executive reports in Excel. Two worlds, always transferred manually, always with errors creeping in.

Approach

From data chaos to numbers that hold up.

An engagement of four to six weeks. Strategy first, governance alongside, dashboards last. Not the other way around.

01 Week 1

Question inventory

Interviews with your management team, finance, and the leads of marketing, sales and service. Which questions need to be answerable each week, month and quarter? Which decision depends on which number? At the same time: an audit of what dashboards and reports are currently running.

Wat je krijgt Question inventory document with top-15 management questions, audit of current dashboards and which ones are or are not being used
02 Weeks 2-3

KPI framework

Per question, the metric that answers it. Three layers: management team (eight to ten KPIs), team (per discipline) and individual. Per metric a definition, formula and business meaning. Pipeline coverage, velocity, win rate, NRR, CAC payback, not just MQL volume.

Wat je krijgt KPI framework document with definition, formula, source and review frequency per metric. Three layers, sortable alphabetically and by function
03 Weeks 3-4

Data governance

Which source is leading per metric, who owns data quality, how we keep it clean. SLA on data quality per object (contact, deal, customer). Forecast methodology: pipeline coverage, confidence levels per deal stage, review cadence.

Wat je krijgt Governance document with ownership per metric and object, forecast methodology with spreadsheet template, data hygiene cadence
04 Weeks 5-6

Dashboard blueprint

Per layer a dashboard sketch with layout, cadence and owner. Which charts go where, which filters, which drill-down. Plus the bridge between HubSpot ops and executive reporting (Looker, Power BI or native HubSpot reports). We can build alongside you afterwards.

Wat je krijgt Dashboard blueprints (wireframes) per layer, implementation phasing, build spec for HubSpot or BI tool
What you receive

A working document with definitions and cadence.

No PowerPoint, no empty Looker template. A document with the KPIs that matter, their definition, their source, their owner and their cadence. Plus a blueprint for the dashboards that follow, ready for implementation in HubSpot or your BI tool.

What you receive

  • KPI framework with definitions and source per metric
  • Data governance: ownership and SLA on data quality
  • Dashboard blueprint per management level
  • Reporting cadence: weekly, monthly, QBR
  • Forecast methodology with confidence levels
  • Connection between ops dashboards and executive reporting
Who helps you

The strategist and the architect.

Data strategy calls for someone who operates at management level and someone who can make it work in HubSpot.

  • Carel Schrier

    Carel Schrier

    RevOps Lead / Strategist

    Runs the question inventory with the management team, writes the KPI framework and ensures data strategy connects to the operating model.

  • Carsten Huiskamp

    Carsten Huiskamp

    CRM Architect

    Builds the governance layer, the properties and the calculations underneath the KPI framework. Makes sure data quality holds after we leave.

Case · Van Tilburg-Bastianen

From data to decisive action: one operating model for marketing, sales and service

Van Tilburg-Bastianen was growing fast, and the volume of customer data grew right along with it. Marketing, sales and service each worked from their own system and their own version of the truth. The ambition was there: act faster and proactively based on data. The overarching system was missing.

We started with a Strategy Mapping to chart processes and information flows, and determined which data adds value for marketing, sales and service. We then connected HubSpot to the Dealer Management System through a Customer Data Platform. Workflows automatically flag sales opportunities to account managers and send customer-relevant emails at the right moment.

Result: one up-to-date customer view for all teams, shorter follow-up times, and a management team that makes faster, better-informed decisions with clear dashboards.

 

Read the full case
Tijn van Drunen
Van Tilburg Bastianen · Tijn van Drunen
Realtime data
by HubSpot integrated customer data
Integration
between marketing, sales and service
Smart signaling
of sales opportunities through automation
Frequently asked questions

What clients usually ask.

Honest answers to the questions we hear before almost every engagement.

Do you also build the dashboards yourselves?

We deliver the blueprint and the definitions. The build can happen in HubSpot, Looker, Power BI or Tableau. Many clients choose a RaaS retainer in which we take part in the implementation, otherwise we deliver the blueprint and the hand-over.

Does this work without HubSpot?

Yes. The KPI framework is tool-agnostic. The data layer can be a data warehouse (Snowflake, BigQuery), the visualisation can be any BI tool. We have a preference for HubSpot reporting where possible, as it stays close to operations.

How long before the management team is genuinely steering by it?

Adoption is the hardest part. Allow three months before the rhythm is truly embedded. We help through the first monthly cycle to review the numbers together, after which your RevOps lead takes over.

What is the difference from a BI engagement with a data agency?

A BI agency builds dashboards on request. We start with the strategy: which questions does your management team need to answer, which KPIs belong to those, which definitions. The build is a downstream result of that. Many clients come to us after a disappointing BI engagement.

Ready to start?

Ready for numbers your management team actually steers by?

Book a strategy call. We take a quick look at your current reporting setup and pain points, then you get an honest scope.

Book a strategy call Take the Maturity Scan first