This guide provides a comprehensive explanation of the Executive Dashboard Reports in LeadCenter.ai, detailing how they work, what data they include, and how to interpret the metrics and dimensions provided.

1. Introduction

The Executive Reports give management teams and business owners a 360° view of company performance across sales, marketing, and production.

To access them:

• Go to the Reports page.
• Click Executive Dashboard to open the available reports.

LeadCenter offers two versions:

1. Executive Report – Year-to-Date (YTD)
2. Executive Dashboard – Per Year (Full-Year Report)

2. Report Types and Coverage

Both reports cover:

• Leads and Appointments
• Production (AUM, Insurance, Annuities, etc.)
• Marketing Sources and ROI

3. Structure of the Executive Dashboard

The Executive Year-to-Date Report contains four key pages:

1. Scorecard
2. Production KPIs
3. Advisor KPIs
4. Marketing ROI

Each page compiles data from multiple modules within LeadCenter.ai, including the Sales Pipeline, Calendar, Accounts, and Marketing Campaigns.

4. Understanding Data Population

a. Lead Data

• Based on the lead creation date in the current year.
• Only leads in the Sales Pipeline appear; removed leads are excluded.

b. Appointment Data

• Derived from calendar appointments categorized as First Appointment – Not a Client.
• Appointments must be created in LeadCenter’s internal calendar (Google, Microsoft, and Redtail appointments are not included).

c. Production Data

• Populated from Accounts created within the Contact Details section.
• Both Production KPIs and Advisor KPIs use this same data source.

d. Marketing ROI Data

• Generated from a combination of:
  • Marketing Expenses
  • Sources & Campaigns
  • Leads captured in the Sales Pipeline
  • Appointments and Conversions

5. Executive Report: Scorecard Page

The Lead Scorecard provides insights into lead generation performance, including:

• Leads captured in the Sales Pipeline
• First Appointments set and kept
• Leads converted to clients

Key Features:

• Data for Last 7 Days, Last 30 Days, and Year-to-Date
• Comparison to the same period last year
• % Change and % of Goal Attained based on annual goals set in LeadCenter
• Dimensions include:
  • New Leads
  • First Appointments Set / Kept
  • Leads Became Clients
  • Heads of Household Clients

Important Distinction:

• Lead Scorecard: Based on the lead creation date (new leads this year).
• First Appointment Set Table: Based on appointments scheduled this year, regardless of when the lead was added.

For example:

• A lead created last year but with an appointment set this year will appear in the First Appointment Set Table but not in the Lead Scorecard Table.

6. Production KPIs Page

The Production KPIs page tracks production performance using the Account Issued Date and Business Type.

Metrics Displayed:

• Production over the last 7 days, 30 days, and Year-to-Date
• Categories:
  • AUM (Assets Under Management)
  • Fixed Annuities
  • Fixed Index Annuities (FIA)
  • MGA or Insurance Products
  • Total Issued Assets

Additional Sections:

• Production Performance – Pending: Based on Application Sign Date; includes all accounts with Pending status.
• Production Performance – Forecasted: Shows accounts with Forecasted status.
• All-Time Summary: Combines all pending and forecasted accounts, regardless of creation year.

This helps visualize your pipeline health and forecasted revenue.

7. Advisor KPIs Page

The Advisor KPI Report mirrors the structure of the Production KPI report but is segmented by Advisor.

Data Shown:

• Issued Amounts year-to-date per advisor (AUM, Annuities, etc.)
• Pending Accounts per Advisor (total count, not limited to current year)
• Forecasted Accounts per Advisor

This section provides an advisor-level breakdown of sales activity, allowing management to assess individual performance and workload.

8. Marketing ROI Page

The Marketing ROI Report evaluates the effectiveness of your marketing efforts by connecting spend to results.

Metrics Calculated:

• Total Spend per channel/source
• Leads Generated (YTD)
• Cost per Lead (CPL) = Total Spend ÷ Number of Leads
• First Appointments Set & Kept
• Leads Converted to Clients
• Cost per Appointment Set/Kept
• Customer Acquisition Cost (CAC)

Financial Metrics:

• Issued Amounts (AUM, Insurance, Annuities)
• Estimated Company Commissions, Revenue, and Fees
• ROI per Channel (YTD) – Calculated using issued production vs. marketing expenses

The Marketing ROI report combines data from six or more tables, giving a unified view of:

• Lead generation
• Appointment conversion
• Production outcomes
• Marketing efficiency

9. Goals and Performance Tracking

You can define annual business goals in LeadCenter.ai.
These appear as a separate column in Executive Reports, and the system automatically calculates the % of Goal Attainment for:

• Leads generated
• Appointments booked
• Production issued
• Marketing spend efficiency

This provides real-time progress tracking toward yearly objectives.

10. Summary Table

11. Key Takeaways

• The Executive Dashboard consolidates lead, appointment, production, and marketing data into one visual performance hub.
• YTD Reports provide real-time insight; Full-Year Reports allow for historical analysis.
• Use filters and comparisons to assess performance vs. goals, track conversions, and optimize marketing spend.

If you need further assistance or custom reporting help, contact support@leadcenter.ai.

Thank you for watching.