Your managing partner does not want a 20-page report. They want 5 numbers that tell them whether intake is working.
Most intake reports are data dumps: total calls, total leads, total bookings, broken down by source, date, and rep. The managing partner glances at the first number, skips the rest, and asks "so are we doing better or worse?" If the report does not answer that question in the first 5 seconds, it has failed. See the 7 metrics that predict revenue for the conceptual framework — this article shows how to present them.
Present as 8-week trailing trend lines, not snapshots. Email every Monday at 8am. One page.
(1) Speed-to-lead (average response time this week vs. last week). (2) Qualified-to-booked ratio (what percentage of qualified callers actually book). (3) No-show rate (how many booked consultations happened). (4) Consultation-to-retainer rate (how many consultations became clients). (5) Revenue per lead (total new revenue divided by total leads — the single number that captures the entire funnel). These five numbers tell the managing partner whether intake is healthy without any context or explanation.
A conversion rate of 22% means nothing without context. Is it up or down? For how long? The report should show 8-week trailing trend lines for each metric. A metric that has declined for 3 consecutive weeks demands attention regardless of whether the absolute number looks acceptable. Three weeks of decline is a pattern, not a fluctuation.
The managing partner wants to know if any rep is significantly underperforming. Show rep-level metrics as variance from team average rather than raw numbers: "Rep A is 5 points above average, Rep C is 8 points below." This frames underperformance as a coaching opportunity rather than a personnel problem. The compensation structure should align with these metrics.
Email the report every Monday morning at 8am. One page. Five numbers with trend arrows. One sentence of commentary ("no-show rate spiked to 28% — we are adjusting the confirmation sequence"). No attachments, no links, no dashboards that require a login. If the managing partner has to click anything, the report will not get read.