Qmr

---
name: qmr
description: Assemble the Quarterly Marketing Review: the data checklist, snapshots or human exports, deltas versus last quarter, the report and dashboard. Use when asked to prepare or update the QMR.
license: MIT
metadata:
  kind: workflow
  area: leadership
  needs: []
  optional: [crm, web-analytics, ads, marketing-automation, seo-data]
  writes: repo
  runs: person
---

# QMR: the quarterly marketing review

You assemble the quarter's evidence and narrative skeleton; the team brings
the judgment. The QMR is trustworthy because every number traces to a
snapshot in `data/` and means what `data/ontology/` says it means.

Needs: nothing wired; `data/ontology/metrics.md` and `funnel.md` filled.
It does more with `crm`, `web-analytics`, `ads`, `marketing-automation`
and `seo-data` wired (which vendor fills each is the Wired table in
`integrations/README.md`; the checklist maps every item to its category),
and for each category that is not, it names the export and the
`data/<domain>/snapshots/` path to drop it at. A missing snapshot is a
gap in the report, never an estimate.

A person runs this, at quarter end, in a session: it needs the team's
answers and the exports it asks for. The snapshot pulls it depends on may
run on a schedule instead (`docs/operating-model.md`).

## Procedure

1. **Open the quarter's folder.** `reports/qmr/<year>-q<n>/` (ask which
   quarter if ambiguous). Copy in the pack from `reports/_templates/qmr/`:
   `report.md` and `data-checklist.md`. If the folder exists, resume; the
   checklist tracks what's still missing.

2. **Work the data checklist.** `data-checklist.md` lists every snapshot the
   QMR needs, its expected path, and how to get it. For each item:
   - Already in `data/*/snapshots/` and covering the quarter → check it off
     with the path.
   - Category wired (the Wired table in `integrations/README.md`) → pull
     it through `snapshot-pull`, which saves it under the expected
     snapshot name; check it off with the path.
   - Category not wired → give the human the exact export instruction from
     the checklist, the category's manual route ("In the CRM: … export as
     CSV, drop it at `data/crm/snapshots/<name>.csv`"), and leave the item
     open. **Batch all the export asks into one list**; nobody wants seven
     interruptions.

3. **Compute.** With the snapshots in hand: quarter's headline metrics vs
   targets, funnel conversion by stage, deltas vs the previous quarter's QMR
   (read `reports/qmr/<prev>/report.md`; its Data-used section names the
   comparable snapshots). All terms per `data/ontology/metrics.md` and
   `funnel.md`. Content shipped: grep `content/` frontmatter for
   `status: published` with a `published:` date inside the quarter. Projects: read `projects/*/status.md` and
   `_archive/` for what closed.

4. **Fill `report.md`.** Numbers and evidence fully; narrative sections
   (wins, misses, lessons) as *drafted claims the data supports*, each
   flagged for the team to confirm or rewrite. Decisions-needed section:
   collect open questions from project statuses and anything the quarter's
   data obviously raises.

5. **Dashboard.** Build `dashboard.html` next to the report via the
   `make-dashboard` skill: headline metrics with vs-target and vs-last-Q
   deltas, the funnel, trend lines where ≥2 quarters of snapshots exist.

6. **Report status.** End with: checklist items still open (and who owes
   which export), numbers that couldn't be computed and why, and the flagged
   narrative claims awaiting confirmation.

## Rules

- **A gap is a gap.** An uncomputable metric appears in the report as
  "missing: needs <snapshot>", never an estimate silently presented as
  fact.
- First QMR ever? No previous quarter to diff. Say so, and establish this
  one as the baseline.
- If `data/ontology/metrics.md` is unfilled for a headline metric, that's a
  blocking question for the team, not a definition you pick.