The most dangerous report

Being unable to pull solid reports from your CRM can be a real pain.

But the worst reporting outcome isn't, "we don't have that report."

It's this:

You have a beautiful, automated report.
Clean numbers.
Nice chart.

And it's quietly, obediently, answering the wrong question.

Maybe "new members" includes reinstatements -- or does it?
Maybe "renewal rate" ignores membership level changes -- but should it?
Maybe "non-renewed" quietly includes people who've died -- is that the intent?

No one bothers to ask. It's easier to assume.

For three years.

Here's the thing:

Bad numbers don't just waste time.

They shape decisions.

A missing report creates discomfort.
A misleading one creates false confidence.

The moral?

Be more wary of the wrong answer than of no answer at all.

All the best,
A.