Executive Summary Report

The Executive Summary Report is a comprehensive, multi-page PDF report designed for executive-level review of key business performance metrics. Unlike other reports that export to CSV, this report generates a professionally formatted PDF with distinct page layouts for each section.

Key Features

• 12-Month Analysis: Automatically analyzes the trailing 12 months from the selected end date
• PDF Export: Professionally formatted landscape PDF (not CSV)
• Distinct Page Layouts: Each section has its own custom layout optimized for the data presented
• Year-over-Year Comparisons: Several sections include previous year comparisons to track growth
• Cover Page: Branded cover page with company name and date range
• Multi-Page Report: Comprehensive report typically spanning 10+ pages depending on agent count

Report Sections

1. Cover Page

The report begins with a professional cover page featuring:

• SendSquared logo
• "Executive Summary" title
• Company name
• Date range for the report period

2. Historical Revenue

Comprehensive overview of booking and revenue performance over the past 12 months based on when bookings were made (contract/created date).

Key Metrics:

• Month: Each month in the reporting period (12 months displayed)
• Bookings: Total number of reservations made during that month
  • Calculation: Count of all confirmed reservations (excludes cancellations)
  • Based on when the booking was contracted or created
• Booking Window: Average number of days between when the booking was made and the arrival date
  • Calculation: Average number of days from booking date to guest arrival date
  • Measured in days
  • Higher numbers indicate guests booking further in advance
• Revenue: Total revenue generated from bookings made in that month
  • Calculation: Sum of all revenue from reservations in the month
  • Displayed as currency ($)
• Avg Booking: Average revenue per booking
  • Calculation: Total Revenue ÷ Total Bookings
  • Displayed as currency ($)
• Nights: Total number of nights booked
  • Calculation: Sum of nights across all reservations
  • Total room nights or property nights
• ADR (Average Daily Rate): Revenue per night
  • Calculation: Total Revenue ÷ Total Nights
  • Displayed as currency ($)
  • Key metric for pricing strategy
• ALS (Average Length of Stay): Average nights per booking
  • Calculation: Total Nights ÷ Total Bookings
  • Displayed as decimal (e.g., 4.50 nights)

Totals Row:

• Bookings: Sum of all monthly bookings
• Booking Window: Average of all monthly booking windows (only non-zero values)
• Revenue: Sum of all monthly revenue
• Avg Booking: Total Revenue ÷ Total Bookings
• Nights: Sum of all nights
• ADR: Total Revenue ÷ Total Nights
• ALS: Total Nights ÷ Total Bookings

Use Cases:

• Track revenue trends month-over-month
• Analyze booking patterns and seasonality
• Identify changes in booking window behavior
• Monitor average booking values and length of stay trends

3. Advanced Booking Pace

Forward-looking analysis of bookings made during the reporting period for future arrivals (arrivals occurring after the report end date). This shows your "on-the-books" business.

Key Metrics:

• Month: Arrival month for future bookings (not when they were booked)
• Bookings: Number of reservations with arrivals in that future month
  • Calculation: Count of reservations booked during the report period that will arrive in the future
• Booking Window: Average advance booking window for those reservations
  • Calculation: Average number of days from booking date to arrival date
• Revenue: Revenue value for those future arrivals
  • Calculation: Sum of all revenue for these future reservations
• % of Sales: Percentage of total bookings in the pace report
  • Calculation: (Bookings for this month ÷ Total Bookings in pace report) × 100
  • Shows distribution of future business across months
• Avg Booking: Average revenue per booking
  • Calculation: Revenue ÷ Bookings
• Nights: Total nights for those bookings
• ADR: Average daily rate
  • Calculation: Revenue ÷ Nights
• ALS: Average length of stay
  • Calculation: Nights ÷ Bookings

Totals Row: Aggregated totals across all future arrival months (% of Sales column left blank)

Use Cases:

• Forecast future occupancy and revenue
• Identify booking pace changes
• Plan inventory management
• Compare booking trends year-over-year

4. Contact Center Call Volume

Monthly call volume with year-over-year comparison to track growth and trends.

Key Metrics:

• Month: Calendar month
• Volume: Total inbound calls received
  • Calculation: Count of all incoming calls (includes answered, abandoned, and failed calls)
• Previous Year: Call volume from same month last year
  • Calculation: Same count from 12 months earlier
• Change: Percentage change year-over-year
  • Calculation: ((Current Volume - Previous Year Volume) ÷ Previous Year Volume) × 100
  • Displayed as percentage with + or - sign
  • Null if previous year had zero calls

Use Cases:

• Monitor call center growth
• Plan staffing requirements based on volume trends
• Identify seasonal patterns
• Track year-over-year trends

5. Res | Lead Rate

Tracks the percentage of reservations that have associated leads (inquiries). This indicates how much business comes through the lead/inquiry process versus direct bookings.

Key Metrics:

• Month: Calendar month based on reservation contract/created date
• Rate: Percentage of reservations that have an associated lead record
  • Calculation: (Number of reservations with a lead ÷ Total reservations) × 100
  • Higher percentages indicate more business flowing through inquiry process
  • Lower percentages indicate more direct bookings
• Previous Year: Rate from same month last year
• Change: Percentage point change year-over-year
  • Calculation: Current Rate - Previous Year Rate
  • Displayed as percentage points (not percent change)
  • Example: 45% - 40% = +5.00 change

Use Cases:

• Monitor lead capture effectiveness
• Identify booking sources (direct vs inquiries)
• Track changes in customer behavior
• Measure sales process engagement

6. Inbound Voice Conversion Rate

Measures the effectiveness of inbound call handling in converting calls to bookings. This tracks how well your team converts phone inquiries into revenue.

Key Metrics:

• Month: Calendar month based on call created date
• Rate: Percentage of inbound calls that resulted in bookings
  • Calculation: (Number of inbound calls that converted to bookings ÷ Total inbound calls) × 100
  • Only counts calls that have an associated lead that was won (booked)
• Previous Year: Conversion rate from same month last year
• Change: Percentage point change year-over-year
  • Calculation: Current Rate - Previous Year Rate

Use Cases:

• Measure call center sales effectiveness
• Identify training opportunities
• Track improvements in conversion after training
• Compare seasonal conversion patterns

7. Call Center Abandonment

Analyzes call abandonment rates using both gross and net abandonment methodologies. Understanding both metrics is critical for service level management.

Key Metrics:

• Month: Calendar month based on call created date

• Total Calls: All inbound calls (answered, abandoned, and queued)

  • Calculation: Count of all incoming calls
  • Baseline for all percentage calculations

• Gross Abandoned %: Percentage of calls that were queued but never answered

  • Calculation: (Number of calls that entered the queue but were never answered ÷ Total Calls) × 100
  • Definition: Caller reached the queue but hung up before an agent answered
  • Industry standard metric for calls never connected to an agent
  • Target typically less than 5% depending on industry

• Total Abandoned Calls (Gross): Count of calls never answered

  • Calculation: Number of callers who hung up while waiting in queue
  • Absolute count of calls that were never answered by an agent

• Net Abandoned %: Percentage of calls answered but lasting less than 60 seconds

  • Calculation: (Number of answered calls with duration under 60 seconds ÷ Total Calls) × 100
  • Definition: Calls answered by an agent but disconnected within 60 seconds
  • More conservative metric that includes very short interactions
  • Considers calls under 60 seconds as "functionally abandoned"
  • Captures scenarios where caller hung up immediately after answer or technical issues occurred

• Net Abandoned Calls: Count of answered calls under 60 seconds

  • Calculation: Number of calls answered but lasting less than 60 seconds
  • Absolute count of short-duration calls

Understanding Gross vs Net Abandonment:

Gross Abandonment measures traditional queue abandonment:

• Caller waited in queue
• Caller hung up before reaching an agent
• Most common industry metric
• Indicates queue management and staffing issues

Net Abandonment provides a more complete picture:

• Includes gross abandoned calls (never answered)
• Also includes calls answered but under 60 seconds
• Captures "frustrated" callers who hung up immediately after answer
• Better indicator of overall customer experience
• More conservative and comprehensive metric

Why 60 Seconds?

• Industry research shows calls under 60 seconds rarely represent meaningful interactions
• Average productive call duration is 2 to 4 minutes
• Calls under 60 seconds often indicate:
  • Wrong number/accidental calls
  • Caller frustration after long wait
  • Technical connection issues
  • Immediate hang-ups after answer

Important Notes:

• Net Abandoned % will always be higher than or equal to Gross Abandoned %
• Net includes all gross abandoned calls PLUS short-duration answered calls
• Both metrics use Total Calls as denominator for consistent comparison

Use Cases:

• Monitor service level performance
• Identify staffing gaps (high gross abandonment)
• Track queue management effectiveness
• Measure customer experience quality (net abandonment)
• Set performance targets (e.g., less than 5% gross, less than 8% net)

8. Top Lead Sources

Top 10 lead sources ranked by revenue generated during the reporting period. Shows which marketing channels are most valuable.

Key Metrics:

• Source: Lead source and source detail (if available)

  • Display: "Source / Source Detail" if both exist
  • Example: "Google Ads / Branded Search"
  • Falls back to just source if no detail

• Lead Count: Total leads from this source during reporting period

  • Calculation: Count of all leads from this source (includes won, lost, and open leads)

• Conversions: Number that converted to bookings

  • Calculation: Number of leads that resulted in confirmed bookings
  • Only counts leads that resulted in actual bookings
  • Excludes cancelled reservations and quotes

• Conversion Rate: Percentage that converted

  • Calculation: (Conversions ÷ Lead Count) × 100
  • Measures source quality (not just volume)

• Revenue: Total revenue generated from this source

  • Calculation: Sum of all revenue from confirmed bookings linked to leads from this source
  • Sorting: Sources ranked by this metric (highest revenue first)
  • Excludes quotes and cancellations

Limit: Top 10 sources only (ordered by revenue descending)

Use Cases:

• Identify highest-value marketing channels
• Optimize marketing budget allocation
• Track source performance over time
• Compare source quality (conversion rate) vs volume (lead count)

9. Agent Performance

Detailed performance metrics for all agents. This section may span multiple pages (15 agents per page).

Key Metrics:

• Agent: Agent name (first name + last name)

  • Shows "Unknown" if agent record not found

• Closed Leads: Total leads closed by this agent (won or lost)

  • Calculation: Count of leads marked as closed (includes both won and lost)
  • Denominator for conversion rate

• Res | Lead: Leads that have associated reservations

  • Calculation: Count of leads that have a linked reservation
  • May include leads not yet marked as won

• Booked: Leads won (converted to reservations)

  • Calculation: Number of leads successfully converted to confirmed bookings
  • Excludes cancelled reservations and quotes
  • Numerator for conversion rate

• Conversion Rate: Percentage of closed leads that were won

  • Calculation: (Booked ÷ Closed Leads) × 100
  • Only calculated if agent has closed leads
  • Key metric for agent sales effectiveness

• Revenue: Total revenue generated from agent's bookings

  • Calculation: Sum of all revenue from confirmed bookings linked to this agent's won leads
  • Excludes cancellations and quotes
  • Sorting: Agents ordered by this metric (highest revenue first)

• Average Booking: Average revenue per won booking

  • Calculation: Revenue ÷ Booked
  • Shows 0 if no bookings
  • Indicates if agent is closing high-value or low-value leads

Pagination: 15 agents per page, all agents included regardless of activity level

Use Cases:

• Performance reviews and coaching
• Commission calculations
• Identify top performers and training needs
• Balance workload distribution
• Track individual agent growth over time

10. Top Performers

Top 10 agents ranked by revenue generated during the reporting period. Derived from Agent Performance data.

Key Metrics:

• Agent: Agent name

• Bookings: Total reservations booked (same as "Booked" in Agent Performance)

  • Calculation: Number of leads successfully converted to confirmed bookings

• Revenue: Total revenue generated

  • Calculation: Same as Agent Performance revenue
  • Sorting: Top 10 agents by this metric

• Conversion Rate: Percentage of closed leads that were won

  • Calculation: (Bookings ÷ Closed Leads) × 100
  • Same calculation as Agent Performance

Note: This section is a filtered view of Agent Performance showing only the top 10 revenue generators.

Use Cases:

• Recognition and rewards
• Set performance benchmarks
• Identify best practices from top performers
• Track competitive performance

11. Closed Leads

Monthly breakdown of lead closure activity and outcomes.

Key Metrics:

• Month: Calendar month based on when the lead was won, lost, or created

  • Uses the won or lost date if lead is closed
  • Falls back to created date if neither exists

• Agent Closed Won/Lost: Leads actively closed by agents (won or lost)

  • Calculation: Count of leads marked as closed by agents
  • Includes both successful and unsuccessful closes

• Total Closed Won: All leads marked as won

  • Calculation: Number of leads marked as won (booked)
  • May differ from Agent Closed if some leads were automatically won

• Total Closed Lost: All leads marked as lost

  • Calculation: Number of leads marked as lost (not booked)
  • Indicates unsuccessful lead outcomes

• Archived Leads: Leads archived during the month

  • Calculation: Number of leads that were archived
  • Leads removed from active management

• Reopened Leads: Previously closed leads that were reopened

  • Calculation: Number of leads that were reopened after being closed
  • Indicates leads given a second chance

Use Cases:

• Monitor lead management activity
• Track win/loss ratios
• Identify lead lifecycle patterns
• Measure agent engagement with leads

Accessing the Report

1. Navigate to Reports in the main menu
2. Select Executive Summary from the report type dropdown
3. Set the End Date for the report (report will analyze 12 months prior to this date)
4. Optional: Filter by Reservation Types to exclude certain booking types
5. Click Run Report to generate the report
6. Review the multi-page report in your browser
7. Click Export PDF to download the formatted PDF file

Export Functionality

PDF Generation

Unlike other reports that export to CSV, the Executive Summary generates a professionally formatted PDF:

PDF Features:

• Landscape orientation (11" x 8.5" letter size)
• Branded header on each page with logo and report title
• Footer on each page with company name, disclaimer, and page numbers
• Color-coded page headers in brand colors (#0B5048)
• Properly formatted tables with alternating row colors
• Totals rows highlighted in bold where applicable
• Professional cover page with logo and report details

File Naming: The PDF is automatically named with the format: Executive_Summary_YYYY-MM-DD.pdf where the date represents when the report was generated.

Report Filters

Available Filters

End Date:

• Selects the final date of the reporting period
• Report automatically calculates 12 months prior as the start date
• Example: If you select December 31, 2025, the report covers January 1, 2025 - December 31, 2025

Reservation Types (Optional):

• Filter out specific reservation types from the analysis
• Common exclusions: Quotes (QUOT), Cancellations
• Affects: Historical Revenue, Advanced Booking Pace, Res | Lead Rate, and related lead metrics
• Example: Excluding QUOT removes quote reservations from revenue calculations

Understanding the Data

Time Periods

The report uses different date references depending on the section:

Contract/Created Date:

• Historical Revenue
• Res | Lead Rate
• Inbound Conversion
• Agent Performance
• Top Performers
• Based on when the booking was made

Arrival Date:

• Advanced Booking Pace
• Based on when the guest will arrive (forward-looking)

Call Created Date:

• Call Volume
• Call Abandonment
• Based on when the call occurred

Lead Closed Date:

• Closed Leads
• Based on when the lead was marked won or lost

Year-over-Year Calculations

Sections with year-over-year comparisons:

• Call Volume: Compares same month from previous year (percentage change)
• Res | Lead Rate: Compares same month from previous year (percentage point change)
• Inbound Conversion: Compares same month from previous year (percentage point change)

Percentage Change (used in Call Volume):

• Formula: ((Current - Previous) ÷ Previous) × 100
• Example: 100 calls vs 80 calls = +25%

Percentage Point Change (used in rates):

• Formula: Current % - Previous %
• Example: 45% - 40% = +5.00 percentage points

Agent Metrics Notes

Agent Performance vs Top Performers:

• Agent Performance shows all agents with detailed metrics
• Top Performers is derived from Agent Performance, showing only top 10 by revenue
• Both use identical data sources but different sorting and filtering

Pagination:

• Agent Performance paginated at 15 agents per page
• Each page properly numbered in sequence
• All agents included regardless of activity level

Use Cases

Executive Review

• Monthly board meetings
• Quarterly business reviews
• Annual performance summaries
• Investor updates

Strategic Planning

• Identify growth trends and opportunities
• Allocate marketing budget based on source performance
• Plan staffing based on call volume trends
• Set revenue targets based on historical performance

Performance Management

• Agent performance reviews
• Commission calculations and verification
• Recognition programs for top performers
• Training needs identification

Operational Optimization

• Identify abandonment issues requiring staffing adjustments
• Monitor booking window trends for inventory management
• Track conversion rates to measure sales effectiveness
• Analyze lead sources to optimize marketing spend

Best Practices

Report Scheduling

• Generate monthly for executive review
• Run at quarter-end for board meetings
• Create annual reports for year-end analysis
• Archive PDFs for historical reference

Data Analysis

• Compare month-over-month trends within the report
• Look for seasonal patterns across metrics
• Identify correlation between call volume and conversions
• Cross-reference lead sources with agent performance

Interpreting Abandonment Metrics

• Monitor both gross and net abandonment together
• Use gross abandonment for staffing decisions
• Use net abandonment for customer experience measurement
• Investigate months where net is significantly higher than gross (indicates quality issues)
• Set realistic targets based on your industry and resources

Sharing and Distribution

• PDF format is ideal for email distribution
• Professional layout suitable for board presentations
• Include in management reporting packages
• Archive for compliance and historical analysis

Troubleshooting

Report Generation Issues

Report takes a long time to generate:

• The 12-month period includes substantial data
• Multiple complex queries with year-over-year calculations
• Agent Performance pagination increases processing time
• Allow up to 60 seconds for large datasets

Missing data in sections:

• Some sections only display if data exists for that period
• Example: If no calls in period, Call Volume section may be empty
• Check date range and filters to ensure data should exist

Year-over-Year showing no change:

• May indicate no data in previous year period
• Check if business was operational in previous year
• Null values treated as zero in calculations

PDF Export Issues

PDF formatting appears incorrect:

• Ensure browser is up to date
• Try downloading in different browser
• Check PDF viewer supports landscape orientation
• Verify sufficient memory for large reports

Missing pages in PDF:

• Check if data exists for all sections
• Verify all sections completed processing before export
• Try regenerating the report

Technical Notes

The Executive Summary Report is powered by 9 distinct database queries running in parallel:

1. Historical Revenue (12-month rolling window)
2. Advanced Booking Pace (future arrivals from bookings in period)
3. Call Volume with YoY (current + previous year comparison)
4. Res | Lead Rate with YoY (reservation-to-lead ratio)
5. Inbound Conversion with YoY (call-to-booking conversion)
6. Call Abandonment (gross and net abandonment rates)
7. Top Lead Sources (top 10 by revenue)
8. Agent Performance (all agents, comprehensive metrics)
9. Closed Leads by Month (lead lifecycle activity)

Top Performers is derived from Agent Performance data (top 10 by revenue).

All queries respect the reservation type filter when applicable, excluding filtered types from revenue and booking calculations.