Key Ingredients of our SOW

1. Explicitly call out your target audience

• Name, department, team, etc.

1. Paraphrase the primary pain point being addressed by this dashboard

• This dashboard is being designed to increase the company's market share by increasing the competitiveness among sales staff to convert more leads into paying customers.

1. Clearly define the data that will be used in this dashboard

• We are using data warehouse X or datasources Y, Z from start date to end date. Defined metrics include… Metrics yet to be defined are… Data assumptions are this, that and the other.