Activity-to-Insight

A run starts when somebody needs to know what the revenue organization did and what came back. The processes here define each measure once, build the reports and dashboards that show them, answer the questions that arrive outside any dashboard, run the analyses that explain a change rather than only showing it, and retire the reports nobody reads. Marketing has a stream of the same shape for the same reason, and the two will disagree about every number unless the definitions come from one place, which is why the definitions live here.