Define the report before generating it
Start with the decision you need to make. 'How are sales going?' is broad; 'Which open opportunities need an activity this week?' defines the data, period and outcome. Specify filters, units, audience and desired format.
Ask for three parts: facts from accessible records, interpretation and missing data. For comparisons between periods, use consistent definitions. A model can organize an analysis that has no prebuilt dashboard, but a new metric is useful only when the data required to calculate it is available.