The report becomes evidence that work happened rather than a tool for choosing what to do next. The leadership report answers whether marketing is working: enquiries, cost per enquiry, close rate, revenue by channel, compared to the prior period and the same period last year. The working report is for whoever does the work, and it is allowed to be detailed because it is diagnostic. Presenting the working report to leadership is how organisations end up debating ranking positions instead of pipeline. Any metric worth reporting should be shown across enough periods to see direction, with seasonality visible.