Turning fragmented reports into a unified decision system

In a fast-growing wholesale distribution business, growth through acquisitions brought complexity. Each acquired unit had its own way of tracking performance, often through disconnected spreadsheets or siloed systems. With no consolidated view, leadership lacked a single narrative of sales, margin, and customer profitability across the group, making it difficult to align strategy or spot underperformance quickly.

The Challenge: No Unified View of Sales, Margin, or Customer Profitability

Leadership could not see group-wide sales and margin performance in one place. Business units relied on their own ERP, CRM, and inventory systems, each with different reporting logic and formats. Updates were manual, weeks out of date, and often inconsistent across teams. This left executives struggling to compare products, regions, and customers, while margin erosion and revenue leakage went unnoticed until it was too late.

The Solution: A Centralised, Executive-Grade Dashboard for Sales & Margin Performance

I designed and built a Power BI dashboard that integrated data from ERP, CRM, and inventory systems across all business units, creating a single source of truth for leadership.

Key features of the solution included:

• Dynamic Filtering: Drilldowns by customer, product, region, and time period to surface key performance drivers.

• Margin & Sales Trends: Visual tracking of sales growth vs. margin compression, highlighting where profitability was at risk.

• SKU & Customer Profitability Insights: Identification of underperforming SKUs and accounts showing revenue decline or margin pressure.

• Custom KPIs & Logic: DAX-powered metrics to flag margin erosion, track performance trends, and benchmark across business units.

• Executive-Ready Design: Clean visuals tailored for weekly leadership reviews and alignment sessions.

The Result: Aligned, Data-Driven Leadership Decisions

The dashboard was successfully handed over to the client along with the reporting process, ensuring the business could maintain and scale it independently. It became the foundation of their reporting ecosystem and is now embedded in weekly and monthly management routines. It enabled leadership to:

• Gain a consolidated view of group-wide performance across all units

• Detect and address margin erosion and product underperformance earlier

• Reduce reliance on outdated, inconsistent spreadsheets

• Align sales strategies on pricing, bundling, and discounting decisions

• Build a sustainable reporting system that supports both leadership reviews and external stakeholder communication

Skills & Tools Applied

• Power BI (data modelling, DAX, interactive dashboarding, UX design)

• ERP & CRM data integration across acquired businesses

• Sales and margin performance analytics

• Executive reporting and performance insights

Conclusion

This project demonstrates how consolidating fragmented systems into a unified sales and margin dashboard does more than automate reporting. It empowers leadership with trusted, real-time insights, enabling sharper decisions, stronger alignment across business units, and a more resilient growth story.