Reporting is useful when it changes a decision. Start with the questions the team needs to answer, then choose a small set of numbers that helps answer them.
Choose measures with an owner
For each number, name the person responsible for checking it and acting on it. Qualified leads, delivery delays, gross margin, and available cash may be more useful than a long list of activity counts.
Agree on consistent definitions
Decide what counts as a qualified lead, a completed order, or a retained customer. If teams count differently, the review becomes an argument about data instead of a discussion about the business.
Record the decision, not just the result
When a number changes, note what the team will do about it and who owns the action. Review that action next time. Remove measures that no longer help anyone make a decision.