One reporting standard across every market
Every market counted its numbers its own way, and the head of sales decided on week-old, hand-pasted data. One metrics standard in one Power BI dashboard — daily updates, validated data, and 16+ hours per market per month back, across eight markets.
The company
An e-learning company selling business education across eight international markets — each market with its own sales team, its own numbers, and its own way of counting them. Big enough to have an in-house analytics department; busy enough that sales reporting had grown by accretion, not by design.
The problem
Sales management ran on manual copy-work. The numbers were collected by hand — something from the CRM, something from telephony, something from other systems — and pasted into a shared spreadsheet everyone stared at.
- The same metric didn't mean the same thing everywhere: conversion counted one way in one market, another way in the next. Comparing markets meant reconciling first, deciding later.
- Assembling and correcting those sheets burned hours of management time, every market, every week — repetitive, error-prone copy-work.
- The head of sales saw data up to a week old. Team changes, pipeline shifts, and problems surfaced late — and responses came late with them.
A written definition of the metrics even existed — but it had gone stale, and people read the same metrics differently. The real gap was agreement that held: shared definitions, and an automated path from raw data to a dashboard anyone could trust.
What we did
We mapped every report sales management produced: what it took to build, who touched it, what could be automated — and what deserved to be killed outright.
The hard part wasn't technical. Together with the stakeholders we defined the main metrics and goals once — and resolved, market by market, the calculation discrepancies that made numbers incomparable. One definition per metric, signed off by everyone who'd have to live with it.
The data was already flowing into an internal database — nobody needed new pipes. We worked out how to pull from it correctly, defined the right formulas, added the couple of solutions needed to bring it all into Power BI, and supervised the implementation by the client's in-house analytics team. Every metric technically underwritten: checked from the data side so the dashboards stay stable and trusted.
Every change and process written down — and every dashboard field carries a clear definition of what it counts and how. If a number ever looks off, it can be re-checked by hand against the base. That's what makes it the source of truth, not just a screen.
What changed
The data was already there, landing in a base nobody fully trusted and nobody read the same way. The layer that was missing wasn't pipes — it was agreement made durable: metrics defined once and signed off by every market, the right formulas pulling from the base, and a dashboard validated deeply enough that the company treats it as the source of truth. Built by the client's own analysts under our direction — so it stays theirs. That's the layer we built.
Every market reporting a different truth?
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