The Big Picture
Read the complete guide →- Am I building something valuable or just keeping busy?
- Did I beat or miss my forecast, and by how much?
- How much did I make, spend, and keep this month?
- Is my business actually working?
- Is my business healthy right now?
- What am I blind to?
- What don't I know that I don't know?
- What needs attention?
- What went well this month?
- What's driving my health assessment?
- What's the single most important thing I should do this month?
Money In & Money Out
Read the complete guide →- Are my expenses in line with what they should be given my revenue?
- How much of my invoiced revenue has actually been collected?
- How much revenue did I collect?
- What am I spending on advertising?
- What am I spending on insurance and licenses?
- What am I spending on payroll?
- What am I spending on software and tools?
- What am I spending on vehicles and equipment?
- What are my cost of goods sold?
- What do my income statement and balance sheet look like?
- What helped profit and what hurt it?
- What's my gross margin?
- What's my net cash position?
- What's my net margin?
- Which expense categories are over or under budget?
- Why exactly did my profit go up or down vs. last month?
Cash Flow & Collections
Read the complete guide →- How fast are my customers paying me?
- How much cash will I have in 30 days?
- How much cash will I have in 60 days?
- How much cash will I have in 90 days?
- How much revenue is at risk right now?
- How overdue is each receivable?
- What percentage of invoices are paid on time?
- Which overdue invoices are the most urgent to collect?
- Who owes me money?
Advertising & Marketing
Read the complete guide →- Are my ad platforms telling me the truth?
- Are my email campaigns actually doing anything?
- By how much are platforms inflating their numbers?
- Does it matter if someone sees my ad AND gets an email?
- How is each campaign performing?
- How much am I spending on ads total?
- What would my budget look like if I used real numbers?
- What's my blended return on ad spend?
- Which campaigns should I pause?
- Which campaigns should I scale?
Customer Acquisition
Read the complete guide →- Do multi-channel customers spend more than single-channel ones?
- How much revenue did I lose to deals that fell through?
- If I had $1,000 more to invest, what would give me the best return?
- Is referral actually my best channel, or does it just feel that way?
- Should I double down on what's working or experiment?
- What's my blended CAC?
- What's the total value of deals I've won?
- What's the true cost to acquire a customer on each channel?
- Where are my customers actually coming from?
- Where should I spend my next dollar?
- Which channel combinations produce the highest-value customers?
- Which channel has the best ROI?
Retention & Customer Health
Read the complete guide →- Are my repeat customers actually coming back?
- Do my customers need me more than once?
- How concentrated is my revenue?
- How many customers did I gain this month?
- How many customers did I lose this month?
- Is revenue from existing customers growing or shrinking?
- Were there warning signs before they churned?
- What are the churn warning signs?
- What percentage of revenue do my top 1, 5, and 10 customers represent?
- What's my average customer lifespan?
- What's my monthly churn rate?
- Who churned this month?
Customer Lifetime Value
Read the complete guide →Seasonality
Customer Journey
Read the complete guide →- Does email engagement affect close rates?
- How many days does it take to close?
- How many systems does a customer touch?
- How many touchpoints does it take to close a deal?
- What are my winning journey patterns?
- What does the ideal path from ad click to payment look like?
- What's the fastest path to close?
- What's the highest-revenue path?
- What's the lowest-CAC path?
- Where's the bottleneck in my sales funnel?
- Which stage takes the longest?
Broken Journeys & Lost Revenue
Read the complete guide →Data Quality & Matching
Read the complete guide →- Are there deals in my CRM with no contact assigned?
- Are there Stripe payments that don't match any customer in my books?
- How confident can I be in each metric?
- How has my data quality improved over time?
- How well are my systems connected to each other?
- What does each gap pattern mean for my business?
- What percentage of contacts are exact, partial, weak, or orphaned?
- Which customers appear in which systems?
- Which system pairs have the best and worst match rates?
- Who's missing from where?
Connected Systems
Read the complete guide →Action & Accountability
Read the complete guide →- Am I learning from my mistakes or repeating them?
- Am I making progress or running in circles?
- Did I actually follow through on what I said I'd do last month?
- How much total revenue could I recover if I complete them all?
- What are the top things I should do this month, ranked by dollar impact?
- Which actions are verified from data vs. estimated by AI?
- Which actions worked and which didn't?
Understanding the Numbers
Read the complete guide →Survival & Security
Read the complete guide →- Am I actually profitable or just busy?
- Am I growing or slowly dying?
- Am I one bad month away from trouble?
- Can I make payroll next month?
- Can I make payroll this month?
- How many months of runway if revenue drops by 25%?
- How many months of runway if revenue drops by 50%?
- How many months of runway do I have if revenue drops to zero?
- If my biggest customer leaves, what happens to my margin?
- If two customers leave at the same time, can I survive it?
Money I Don't Know I'm Losing
- Am I doing work I'm not billing for?
- Am I leaving money on the table with existing customers?
- Am I paying for ads that aren't producing anything?
- Are leads coming in that nobody's calling back?
- Are my people dropping the ball on follow-ups?
- Are there CRM deals that I never invoiced?
- Are there customers slipping through the cracks?
- Are there deals I won but forgot to invoice?
- How much money is walking out the door because of sloppy process?
- How much revenue have I lost from being disorganized?
Trust & Truth
Read the complete guide →- Am I making budget decisions based on fake numbers?
- Are my ad platforms lying to me?
- Can I trust the reports my marketing agency sends me?
- If I doubled ad spend, would I actually get double the results?
- When Google says I got 20 conversions, did I really?
- Which of my numbers are solid and which are shaky?
Sales & Pipeline
Read the complete guide →- Am I winning or losing more deals than I'm closing?
- Are we sending proposals that never get answered?
- Do I have deals with no contact assigned?
- Do I have enough leads in the pipeline to hit next month's number?
- How long does it take from first contact to getting paid?
- How much revenue is sitting in my pipeline right now?
- Is my pipeline big enough to sustain next month's revenue?
- Is my pipeline real or full of stale deals?
- Is my sales cycle getting better or worse?
- Is my sales process working or do deals close despite it?
- What does my weighted pipeline look like?
- What's the real close rate?
- Where exactly are deals dying in my funnel?
- Where's my next customer coming from?
Marketing & Growth Strategy
Read the complete guide →Operational Efficiency
Read the complete guide →- Am I overstaffed or understaffed for my current revenue?
- Am I spending too much on overhead?
- Are my costs scaling faster than my revenue?
- If I raised prices 10%, how many customers would I lose?
- If revenue goes up 10%, do my expenses go up more than 10%?
- Is my pricing right?
- Should I raise my prices?
- What does it cost me per job, fully loaded?
My People & Process
Read the complete guide →- Are proposals going out on time?
- How fast are we responding to new inquiries?
- How long is a lead sitting before someone calls them?
- If I'm on vacation for a week, does everything fall apart?
- Is my team actually following up on leads?
- Is there a bottleneck I don't know about?
- Is there a gap between what I think is happening and what's actually happening?
- Who on my team is converting best?
- Who's dropping leads?
Time & Trends
Read the complete guide →- Am I trending up or down over the last 6 months?
- How does this month compare to the same month last year?
- Is this month better or worse than last month?
- Is this seasonal or is something actually wrong?
- Should I be worried or is this normal for this time of year?
- What should I be doing NOW to prepare for a slow month 3 months away?
Forecasting & Planning
Read the complete guide →- Can I afford to buy that truck or piece of equipment?
- Can I afford to hire someone?
- How many customers do I need per month to cover overhead?
- How much should I be spending on ads next month?
- If I invest in X, when will it pay for itself?
- What's my break-even point?
- When is my next cash crunch likely to hit?
- Will I have cash flow problems soon?
Competitive Position
Read the complete guide →- Am I getting better or worse at acquiring customers?
- Am I priced above or below market?
- Am I working harder for less money?
- Are my margins shrinking?
- How do my margins compare to others in my industry?
- Is the quality of my leads declining even if volume is fine?
- Is my CAC good or bad relative to my market?
- Is my cost per customer going up?