File: stage-5-19-stakeholder-brief-coverage-check.md

Stakeholder Brief Coverage Check

Checked by: Ovy · 22-Oct-26 Question: does the final output answer everything in the Stakeholder Brief? Checked against: the Stage 4 dashboard (04 Dashboard.html, approved 21-Oct-26) and the Business Requirements v1.1

The answer

15 of 22 items are addressed, 6 partly, and 1 is not addressed. The big question Priya asked is answered: the dashboard shows the fall is mostly lead mix, not sales, and the bridge splits it so it adds up exactly. The gaps are what sits around the exec view: the daily view, compliance, the clawback target and the Tableau handover.

Result	Items
✓ Addressed	15
! Partly	6
× Not addressed	1

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Item by item

The problem

Brief says	Result	Where the final output answers it
"Revenue per lead dropped 9% … Marketing blames sales, sales blames lead quality, finance says it's clawbacks. I need to know which."	✓ Addressed	Headline: "Net revenue per lead fell 8.7% to $52.42 (provisional), and most of the fall is lead mix, not sales."
Real problem: nobody can split a revenue movement into its drivers	✓ Addressed	Revenue bridge: $429,119 to $402,866, split into more leads (+$12.2k), lead mix (−$29.7k), conversion (−$12.2k) and revenue per sale (+$3.4k). The four add up exactly
The drop is mostly mix: energy grew fast and pays a lower commission	✓ Addressed	Energy rose from 27% to 39.5% of leads; energy earns $22 per lead against $142 for home loans
Clawbacks are a smaller second cause	! Partly	The sample data shows conversion as the second cause (−$12.2k). The clawback effect is +$3.4k for now, but Jul to Sep 26 is provisional until 29-Dec-26, so clawbacks may still become the second cause. The dashboard says the latest quarter is provisional, but doesn't say this could change the second cause

Objectives and sub-objectives

Brief says	Result	Where the final output answers it
Grow net commission revenue profitably	✓ Addressed	Net revenue per lead tile, with cost per acquisition and net revenue per marketing dollar
Convert leads more efficiently	✓ Addressed	Health conversion tile, and conversion by product area against target
Explain performance changes within a day, not a week	! Partly	The headline, bridge and why charts explain the change. Doing it within a day depends on a daily data refresh, still an open question with the data team
Cut cost per acquisition on paid search	✓ Addressed	Tile: $93.04 against a $106.70 target, with net revenue per $ as the counter-check
Lift health conversion back to 11% (now 9.4%)	✓ Addressed	Tile: 9.5% against 11% by 30-Jun-27, needing +0.17 points a month. The brief's 9.4% is the same 9.48%, rounded down
Reduce 90-day clawbacks	! Partly	The tile is there, but the target (7.84%) is the same as today (7.86%), so it shows "On track" and asks for no reduction

Commission rules

Brief says	Result	Where the final output answers it
Health and life policies cancelled within 90 days are clawed back	✓ Addressed	Definitions: net commission is gross minus clawbacks; the clawback rate counts health and life sales by quarter of sale
Reporting today shows gross revenue	✓ Addressed	Every revenue figure is net; the net revenue tile explains "Net, not gross, shows whether growth is profitable"

Audience

Brief says	Result	Where the final output answers it
CCO and exec team, weekly	✓ Addressed	The first screen is the exec view: headline, top 3 actions, Top 5 tiles
Vertical heads and marketing, daily	× Not addressed	There's no daily view. The dashboard runs by quarter and month; it has nothing for daily channel and campaign changes

Constraints

Brief says	Result	Where the final output answers it
Complaints and compliance breaches must stay visible	! Partly	Complaints per 1,000 sales is there, but inside the collapsed Detail section, not on the first screen. Compliance breaches aren't shown: the data has no compliance table
Agent-level data is fine for team leaders, not the exec view	✓ Addressed	The dashboard goes down to team level only (speed by team); no agent names or figures
The company uses Tableau and Snowflake	! Partly	The Business Requirements say the HTML dashboard is a design prototype, but nothing yet plans the rebuild in Tableau on Snowflake

Chart likes and success

Brief says	Result	Where the final output answers it
"Show me a bridge from last quarter to this quarter."	✓ Addressed	The revenue bridge, the first chart under the headline
"I hate funnels that don't add up."	✓ Addressed	No funnels; the bridge adds up to the dollar
"When a number moves, the dashboard tells me why before anyone asks."	✓ Addressed	The headline names the cause, the bridge proves it, and every tile and chart says why it matters on hover

Data gaps

Brief says	Result	Where the final output answers it
6% of sales can't be matched to a lead	✓ Addressed	Definitions: conversion includes the 6.1% of sales with no lead attached
Manila call outcomes sit in a separate system before Mar-25	! Partly	Logged in the Business Requirements, but the dashboard doesn't flag that Manila history before Mar-25 is incomplete

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Proposed next steps, for Stage 5

Proposed only: nothing below has been changed. This list goes in the Stage 5 pack. At the walk-through, Priya and Adam agree which to take; each agreed step then goes back through the stage that owns it and its gate.

#	Gap it closes	Proposed next step	Owner	When	Stage 5 decision
1	Clawbacks as the second cause	Add a note on the bridge: "Clawbacks for Jul to Sep 26 land by 29-Dec-26 and may change the second cause"	Viktor	Before go-live	To agree
2	Complaints and compliance visible	Put complaints on the first screen as a small flag next to the tiles	Viktor	Before go-live	To agree
3	Complaints and compliance visible	Ask Priya where compliance breach data lives, then add it as a source	Gary	At the walk-through	To agree
4	Reduce 90-day clawbacks	Agree a lower clawback target with Priya, so the tile asks for a reduction	Gary, with Priya	At the walk-through	To agree
5	Manila data gap	Add to Definitions: "Manila call outcomes before Mar-25 come from a separate system"	Viktor	Before go-live	To agree
6	Explain within a day	Confirm a daily data refresh with the data team	Gary	Before go-live	To agree
7	Daily view for vertical heads and marketing	Scope a daily operational view (Dashboard Patterns: operational monitor)	Gary, then Viktor	Next release	To agree
8	Tableau and Snowflake	Add "Rebuild in Tableau on Snowflake" to the handover checklist	Ovy	Stage 5 handover	To agree

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