One screen for the founder. Pipeline, CAC payback, and what changed — no CSV exports.
This is what the CEO of a typical Malaysian B2B SaaS or services company sees when they open the dashboard. Everything else lives one click deeper.
We do not start with "what data do you have". We start with "what are you trying to decide". Then we build the dashboard backwards from there — usually one founder screen, two operator screens (channel-level CAC, funnel health), and an automated weekly Slack summary. Looker Studio for most teams; Looker / Metabase / custom React when scale or governance demands it.
Day 1-2. We sit with the founder (or operator) and write down the 6 numbers that matter and why. Anything that does not drive a decision gets cut from scope.
Week 1. Connect ad platforms, CRM, and analytics. Clean UTMs. Reconcile duplicate leads. Document the attribution model so the dashboard is auditable.
Week 2. Looker Studio (or Metabase / Looker if you need governance). Mobile-readable. One screen, six numbers. Loads in under two seconds.
Week 3. Channel-level CAC view, funnel health view, and the auto-posted Monday Slack summary. Marketing operators move into these screens for daily ops.
Week 4. Full documentation handover. Run the first monthly review live with the founder. Adjust whatever does not work after they have used it for a week.
A KL-based vertical SaaS company (RM 9M ARR, 80% of revenue from outbound + paid) was spending RM 45k/month on LinkedIn Ads on the assumption it was their best channel. The marketing director "felt good" about it. The CFO did not. Nobody could connect the spend to closed deals because LinkedIn lead form data lived in a CSV and the CRM lived in HubSpot.
We connected LinkedIn Ads, HubSpot, and Stripe into one data layer. Built a channel-level CAC-payback dashboard with deal-stage tracking. Ran the first month as a discovery exercise — no recommendations, just exposing the numbers.
