Unifying Global Marketing Agency Reporting for CMO Helper

CMO Helper, one of SquadS Ventures' startups, offers a unique SaaS model — not Software as a Service, but rather Service as a Service — helping CMOs define GTM strategies, OKRs, and more. One of our clients was working with five different outbound marketing agencies, each operating from different regions and reporting performance using their own metrics and formats. This made it nearly impossible to track campaign effectiveness, compare results, or manage costs efficiently. I was assigned to design a solution that would standardize reporting across all agencies and offer a unified, automated dashboard to monitor KPIs quarter over quarter.

🛠️ The Solution:

• Created automated Google Sheets dashboards for each agency
• Agencies only needed to input raw counts: invites sent, messages sent, replies, warm replies, etc.
• A simple checkbox submission triggers scripts that validate and record data
• Leads and status updates are tracked in an operations sheet with notes and timestamps
• All data is normalized and aggregated to produce centralized performance reports using pivot tables and Google Apps Script

📊 Outcomes:

• Unified view of all agency performance
• Easy Q/Q reporting for decision-makers
• Minimal manual effort required from agencies
• Seamless integration of structured and unstructured data (e.g. lead notes)

This lightweight yet scalable solution dramatically improved visibility, accountability, and data-driven decision making across our client's global marketing ecosystem.