Report Format Standards

All marketing reports should follow this structure.

Structure

1. Executive Summary — 2-3 sentences max. Lead with the most important finding or recommendation.
2. Key Metrics — Use a table. Limit to 5 columns maximum.
3. Analysis — Use H2 headers to separate sections. One topic per section.
4. What to Do Next — Concrete action items with owners and deadlines.

Formatting Rules

• Tables: max 5 columns. If you need more, split into multiple tables.
• Numbers: always include the comparison period (e.g., "up 12% vs. last week")
• Currency: use the account's currency, no decimal places for amounts over $100
• Percentages: one decimal place max
• Dates: use "Mar 31, 2026" format, not "03/31/2026"

Tone

• Write for a busy executive who has 2 minutes to read
• Lead with "so what" — why should they care about this number?
• Flag issues in bold. Don't bury problems in paragraphs.
• End every section with a clear recommendation or next step