Blog · AI and self-service analytics
An annotated example of a weekly sales digest built from computed tables: the header that states the period and the checks, ten movements each with the measure, the level, the change, the threshold and the citation, the three lists that follow, untouched, slipped and dormant, the line that says what did not move, and the footer with the definition version. What each element is for, and the version of the same digest that nobody reads.
Most weekly sales emails are either a paragraph of impressions or a dashboard screenshot. Neither can be checked and neither is read past the second week. This guide shows a digest built from computed tables, annotated line by line, and the version of the same content that gets ignored.
Sales digest, week ending 12 September 2026. Ledger and CRM exports dated 12 Sep. Roll-up identities held at every level. 3 exceptions listed at the end.
Header: the period, the sources, the checks. Ten words that say the rest can be trusted.
Movements past threshold (7 of 24 measures):
- Coverage, rep R-04, North: 61% → 53% (threshold 5 pts). Table 3, row 4. Tier one accounts untouched: 5.
- Share of wallet, mid segment: 31% → 27% (3 pts). Table 6, row 2. Driven by accounts 4471 and 2210.
- Pipeline coverage, Q4, proposal stage: 2.4× → 2.1× (0.3×). Table 7, row 3. Two deals slipped to Q1.
- Dormant run rate, South: $180k → $240k ($36k). Table 9, row 2. Three accounts newly dormant, listed below.
- Ticket surge, account 4471: 3/wk → 14/wk (baseline ×2). Table 11, row 1. Four categories.
- Forecast, company: $4.1m → $3.7m ($250k). Table 8, bridge lines 3 and 7.
- Count to half, company: 11 → 9 (2). Table 4. Two customers grew; concentration rising.
Movements: measure, level, from, to, threshold, citation, and one clause of reason. Ranked by value. Capped at ten.
Untouched this week, by rep (top 3 each): R-04: 4471 ($310k, 71 days), 2210 ($180k, 52 days), 9034 ($95k, 48 days). R-11: 1187 ($40k, 47 days). R-17: none past cadence. Slipped deals (3+ slips): R-04: O-8821 ($120k, 3 slips), O-8834 ($60k, 4). R-22: O-8902 ($80k, 3). Newly dormant: South: 3310 ($9k/mo run rate), 2044 ($6k), 0961 ($4k).
Lists: the three that a rep acts on, each ranked by value, each short.
Within threshold: revenue vs plan, penetration, win rate, products per customer, concentration by rep, retention, and 11 others.
The line that closes the question.
Exceptions: 2 accounts with two owners (listed). 1 rep re-keyed (R-19 → R-04). Definitions v2026.3. Full tables: link.
Footer: what was excluded, what changed, which definitions.
Hi all, good week overall though the North is a bit soft. Pipeline looks healthy but a couple of deals moved. Keep pushing on the mid-market accounts. Dashboard attached.
Nothing in it can be checked, nothing names an account, and the dashboard has forty tiles.
| Element | Purpose |
|---|---|
| Header | Trust: period, sources, checks |
| Movements | The findings, ranked, cited |
| Lists | The actions, per rep |
| Within threshold | Closes the silence |
| Footer | Exclusions, changes, version |
Movements without citations. Claims.
More than ten. Not read.
Lists without value. Not ranked; not worked from the top.
Shape changes weekly. The reader has to find things again.
Impressions instead of measures. "A bit soft."
Mapped once, the tables produce the digest in this shape every week, with the thresholds, the citations and the version. Covirage builds it from the exports as they are. The threshold guide covers how the seven movements were chosen from twenty-four measures, and the lists guide covers why the three lists are there.
Because silence is ambiguous. A digest with three movements and no statement about the rest leaves the reader wondering whether the others were fine or unmeasured. One line, 'coverage, share of wallet and concentration within thresholds', closes the question.
So that a reader who doubts a line can open the table at the row and see the rows behind it. A movement without a citation is a claim; with one it is a finding. It also keeps the digest honest, because a line that cannot cite a row is not written.
The shape is fixed: header, movements, lists, did-not-move, footer. The content changes; the positions do not. A reader who has seen three digests knows where the untouched list is without looking, and that is what makes it read on a phone on a Monday.