weekly-outreach-report

Weekly Outreach Report

The report is a standalone readable narrative page, not a row-dump into a matrix DB. The data store and the report are two separate artifacts.

Hard rules

• NEVER dump rows into a matrix DB and point at a kanban. Matrix DB = data store; the report = its own readable artifact.
• Report language: match the client's working language. Lead drafts: the prospect's language (usually English).
• Every draft message ends with a question (soft CTA).
• Data-quality warnings come BEFORE the numbers, not in a footnote.
• Numbers must be genuine per-(flow × sender × week). If a platform can't give a weekly cut, say so explicitly and show the method used.

Step 1 — Route to the client's platform (apply the gotchas)

Every outreach platform lies in its own way. Know the trap before you trust the number:

Platform type	Gotcha you MUST apply
LinkedIn automation (lifetime-stats tools)	Stats are often LIFETIME-only → the weekly delta = this week's snapshot minus last week's snapshot. Store/ask for the previous snapshot; never present lifetime totals as "this week".
LinkedIn automation (per-flow CRM)	A platform "Replied" CRM stage can read 0 even when replies exist. Count real replies from the reply/trigger events per flow, NOT the CRM stage.
Email sending tools	Reply/open data may be dark or partial. Report the dark channel as a data-quality item rather than implying zero.
Workspace/day-level tools	Stats may only be available workspace-level per day, not per campaign per week. Note the granularity limit.

If the platform data source is not connected, say which one is missing and build the report from whatever export the client provides (CSV / Sheet / paste) instead of stopping.

Step 2 — Assemble the page in this exact order

1. Header — client, week (Mon–Sun dates), platforms, senders.
2. Main takeaway — one paragraph: the single most important thing about the week.
3. ⚠️ Data quality — FIRST, before any table: what's missing, fake-zero fields, lifetime-only metrics, dark channels, snapshot method used.
4. Overall funnel — table: sent → connected → replied → positive → calls booked, with week-over-week delta where possible.
5. By flow / campaign — table per flow: volume, connect %, reply %, positive replies; one line of interpretation per flow (not just numbers).
6. By sender — same cut per sender; flag connect-heavy/message-starved funnels (lots of accepts, few messages sent — a common failure pattern).
7. Actions — numbered actions, each with owner + date.
8. Reply analysis (forensics) — classify EVERY reply of the week: positive / objection / referral / not-now / negative / auto-reply. For each non-positive class, root cause: targeting/data problem vs message problem vs pitch problem. Watch known false positives: event smalltalk inflating reply counts; warm replies sitting unstaged in the CRM.
9. Gold leads — for each warm/positive lead: full thread quoted, context, and a ready-to-send draft in the prospect's language (route objection drafts through the reply-objection-handler taxonomy).

Step 3 — Ship

• Create the page in the client's reporting area (ask once if unknown, then remember). New week = new page — never regenerate an existing report page (it kills saved chart views).
• If your tool renders tables from pipe-delimited text, don't put a literal | inside a cell — use ·.
• Post a 5-line TL;DR back in chat: headline metric, biggest problem, top action.