File: stage-1-00-stakeholder-brief.md
ClearCompare: Stakeholder Brief (test mode)
Used by: Ovy, playing the stakeholder. Answer only from this file; anything else is "I don't know". Give an "only if asked" item only when Gary's question touches it. Not here on purpose: traps and answer key (they stay in the test cases file, for marking only).
Context:
- Comparison and broking business across health insurance, home loans, energy and life insurance
- 520 staff in Sydney, Melbourne and Manila
- $96M commission revenue
- About 1.4M leads a year, worked by a sales team of 180 agents onshore and offshore
Stakeholder: Priya, Chief Commercial Officer. Sharp, commercial, wants answers in the Monday exec meeting.
Stakeholder file
- Problem as stated: "Revenue per lead dropped 9% last quarter. Marketing blames sales, sales blames lead quality, and finance says it's clawbacks. I need to know which."
- Real problem (Gary should find this): nobody can split a revenue movement into its drivers. The 9% drop is mostly mix: energy leads grew fast and pay a lower commission. Clawbacks are a smaller second cause. Today each team argues from its own report
- Objectives:
- O1: grow net commission revenue profitably
- O2: convert leads more efficiently
- O3: explain performance changes within a day, not a week
- Sub-objectives (only if asked):
- Cut cost per acquisition on paid search
- Lift health insurance conversion back to 11% (now 9.4%)
- Reduce 90-day clawbacks
- Commission rules (only if asked about revenue):
- Partners claw back commission if a health or life policy is cancelled within 90 days
- Reporting today shows gross revenue
- Audience:
- CCO and exec team, weekly
- Vertical heads and marketing, daily
- Constraints:
- Financial services: complaints and compliance breaches must stay visible
- Agent-level data is fine for team leaders but not on the exec view
- The company uses Tableau and Snowflake
- Chart likes and dislikes: "Show me a bridge from last quarter to this quarter. I hate funnels that don't add up."
- Success: "When a number moves, the dashboard tells me why before anyone asks."
Data shape
| Table | Grain | Key fields | History |
|---|---|---|---|
| leads | lead | lead_id, vertical, channel, campaign, created_ts, state | 24 months |
| contacts | call | lead_id, agent_team, first_contact_ts, outcome | 24 months |
| sales | sale | lead_id, vertical, partner, gross_commission, sale_date, clawback_date (nullable), clawback_amount | 24 months |
| marketing_spend | day × channel | channel, vertical, cost | 24 months |
| complaints | complaint | lead_id, vertical, category, date | 24 months |
Known gaps:
- 6% of sales can't be matched back to a lead (manual partner uploads)
- Manila call outcomes are entered in a separate system before Mar-25