Write a playbook for a recurring process

**Playbook: Monthly Client Reporting**

**When to run it**
First three business days of every month, for every active retainer client.

**Roles**
- Account Coordinator: pulls data, drafts the report.
- Account Manager: reviews, adds the narrative, sends.
- Client: receives by the 5th.

**Steps**
1. Export last-month metrics from GA4, Meta Ads, and HubSpot into the reporting sheet.
2. Populate the report template (link below) — KPIs, MoM deltas, top 3 wins, top 1 concern.
3. AM writes a 4-line narrative: what moved, why, what we're doing next.
4. AM sends via the email template; logs send date in the CRM.

**Templates (inline)**

*Report email:*
"Hi [Name] — your [Month] report is attached. Headline: [one-line result]. Biggest win: [X]. What we're focused on next month: [Y]. Happy to walk through it on a call — grab a time here: [link]."

*Narrative block:* Result → Driver → Next move (one sentence each).

**Metrics to track**
Report on-time rate (target 100% by the 5th), client open rate on the report email, number of report-driven upsell conversations.

**Failure modes**
- Data pull delayed → start exports on the last business day of the month, not the first of the next.
- Generic narrative → AM must cite one specific number, never "things went well."

**Post-mortem questions**
Did any client question a number? Was anything sent late, and why? What recurring question should become a standing report section?