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The book
The Agency Reporting Playbook
Every month, the same ritual: export CSVs, paste numbers into slides, fix the broken chart, send the report late. That is not a task - it is a symptom. This book is the fix: how agencies go from hand-made reports to a reporting system that scales, and what to build first.
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Written for founders and operators of marketing agencies with 3-30 clients. Free to read on Kindle Unlimited.
The framework the book is built on
Every agency reporting setup sits at one of four stages. The book shows how to diagnose yours and what specifically moves you to the next one.
01
Manual
Every report rebuilt from scratch; one person holds it together.
02
Fragile
Templates exist but break under pressure; numbers disagree.
03
Scalable
Standardized dashboards and a SOP your whole team follows.
04
AI-ready
Structured, clean data flows source-to-insight; AI tools read it without cleanup.
What is inside
01
The real cost of manual reporting
What "report week" actually costs in margin, trust, and the clients you never onboarded.
02
The four stages of reporting maturity
Manual, Fragile, Scalable, AI-ready - and how to diagnose yours honestly.
03
Stuck at Manual
The three habits that keep reporting hand-made, and what to fix before automating anything.
04
The Fragile trap
Why connecting dashboards straight to ad platforms always breaks, and the four-question test.
05
The Scalable architecture
Warehouse-first reporting: extraction, storage, modeling, presentation - and what it costs.
06
The KPI dictionary
The one-page document that makes your numbers credible and your automation possible.
07
Reports clients actually read
The 90-second rule, the commentary skeleton, and the weekly pulse that prevents churn.
08
AI-ready - what stage 4 looks like
Anomaly alerts, drafted commentary, plain-language questions - and the prerequisite nobody markets.
09
The 30-day install
Week by week: decide, plumb, model, present - plus the two failure modes.
10
Build it or buy it
An honest framework for deciding who does the work, from the people who do it for a living.
The book is chapter one of a larger system.
Everything the book teaches connects to a concrete next step - most of it free. Go as far as your situation actually calls for.
Rather have the system installed than build it?
The book is the blueprint. We install the same warehouse-first reporting system for agencies - flat fee, a few weeks, held to the standards in chapter 10.