Output Template

One page. The story first, the numbers underneath, three actions at the end.

Structure

## Growth pulse — <period>

<One sentence: what this period actually says about the growth engine.>

### The numbers

**Revenue** — <value>, <delta> · <channel breakdown in one line>
**Leads** — <count>, <delta> · <top source>
**Win rate** — <percent>, <delta>
**Ad return** — <multiple> on <spend> · <cost per lead, with trend>
**Sentiment** — <score>, <delta> · <dispute or churn signal>

### What's working

- <Specific, with the number>

### What isn't

- <Specific, with the number and the likely cause>

### Do these three things

1. **<Action>** — <why, citing the number> · <what it's worth>
2. **<Action>** — <why> · <what it's worth>
3. **<Action>** — <why> · <what it's worth>

<Appendix: sources unavailable this run, if any.>

Omit any section with no data. Never print an empty header.

Worked example

## Growth pulse — July

Lead volume is the best it's been all year, and the funnel is losing them at
the quote stage.

### The numbers

**Revenue** — USD 86,400, up 4% vs. June · 61% direct, 24% paid social, 15% referral
**Leads** — 112, up 38% vs. June · paid social is the top source at 47
**Win rate** — 11%, down from 19%
**Ad return** — 2.1x on USD 3,200 · cost per lead USD 18, down from USD 31
**Sentiment** — 4.4 stars, flat · 1 dispute, no change

### What's working

- Paid social is the best it has ever performed. Cost per lead fell 42% to USD 18 and
  volume nearly doubled. The creative refresh on Jun 12 is the likely cause.
- Referral revenue is up 22% with no spend behind it.

### What isn't

- 38% more leads produced 4% more revenue. The funnel is losing them: 68 leads
  reached quote stage and 12 closed. That single step is where the growth went.
- Median first response is 31 hours. Paid-social leads arrive at all hours and sit
  overnight.

### Do these three things

1. **Fix quote-stage follow-up.** 56 quoted deals went nowhere last month. At
   the current average deal of USD 740, recovering even a quarter of them is
   ~USD 10,000. This is the largest number on the page.
2. **Answer inbound faster.** 31 hours to first response on leads that cost USD 18
   each. Same-day replies would likely move win rate more than any new campaign.
3. **Hold paid-social spend where it is.** It is performing, but do not scale yet —
   one more month of data will show whether USD 18 per lead holds at higher volume.

Sources unavailable this run: Google Ads (not connected here — export a CSV and
I'll add it next time).

Notice the shape. The headline names the problem. The actions are ranked by money, not by ease. The third action is a deliberate "don't do anything yet," which is a real recommendation.

When the honest answer is "steady"

Do not manufacture drama. A calm month should read calm:

## Growth pulse — July

Nothing moved much. Revenue, leads, and win rate are all within a few points
of June, and sentiment is unchanged.

...

### Do these three things

1. **Nothing urgent this week.** The engine is steady. The one thing worth
   watching is referral share, which has grown three months running with no
   effort behind it — worth a deliberate test next month.

A pulse that invents three urgent actions every week trains the owner to stop reading it.

When data is missing

Name it once, at the bottom, and say what would fix it:

Sources unavailable this run: HubSpot (auth expired — reconnect and funnel
conversion returns), Google Ads (not connected here — export the campaign CSV).

Never surface a connector error mid-brief, and never let a missing source silently remove a section without a word.