How to generate and export detailed go to market reports from Roinnovation for stakeholder presentations

If you’re responsible for reporting on your go to market (GTM) efforts—maybe for sales leadership, product, or execs—pulling a solid, detailed report is half the battle. The other half? Making sure the export doesn’t look like a spreadsheet bomb went off when you drop it into your slides. If you’re using Roinnovation to manage reference data or customer evidence, this guide walks you through how to generate, tweak, and export detailed GTM reports that actually help your stakeholders make decisions. No BS, just the steps, the useful bits, and what to skip.

Step 1: Figure Out What Your Stakeholders Actually Want

Before you even log in, get clear about what your team or stakeholders care about. Trust me, exporting every metric under the sun just makes people tune out. A few things to ask:

  • Is the main focus pipeline acceleration, win rates, or reference engagement?
  • Do they want trends over time, or just a snapshot?
  • Do they need specific segments (region, product line, vertical), or just overall numbers?
  • Are you prepping for a board, a sales org, or product marketing?

This five minutes of clarity saves you from re-running reports later. If you’re not sure, ask.

Pro Tip: If they say “just give me everything,” push back. Over-reporting is a waste of everyone’s time.

Step 2: Log in and Navigate to the Reporting Section

Once you know what you need, head into Roinnovation:

  1. Log in to your Roinnovation account.
  2. Find the reporting or analytics tab. This usually lives in the main menu—sometimes under “Reports,” “Analytics,” or “Dashboards.”
  3. If this is your first time, poke around the presets. Roinnovation offers standard reports (Reference Activity, Usage Trends, Customer Evidence by Segment, etc.). Most of these are a decent starting point.

Heads up: Roinnovation interfaces can be a little clunky, especially if your admin has added lots of custom fields. Don’t waste time clicking every filter—start with a standard report and narrow from there.

Step 3: Filter and Customize Your Data

Now it’s time to actually get the data you need. Here’s how to avoid the “data swamp”:

  1. Choose your base report that matches what you need (e.g., “Reference Activity by Sales Stage”).
  2. Use filters to narrow by:
  3. Timeframe (last quarter, YTD, etc.)
  4. Product or solution
  5. Sales region or territory
  6. Deal size or segment

  7. Reference type (customer call, case study, etc.)

  8. Add or remove columns as needed. Most Roinnovation reports let you customize columns. More columns = more scrolling, so only include what matters.

  9. Preview the data. If it looks overwhelming or irrelevant, tweak your filters—don’t just plan to “clean it up in Excel later.” That rarely works.

What’s worth your time: - Filtering down to what people actually want to see. - Comparing reference usage across sales stages or teams. - Highlighting gaps (e.g., not enough references in a certain region).

What to ignore: - Every single custom field just because it’s there. - Trying to show “all data” unless specifically requested.

Step 4: Export the Report (Without Breaking Everything)

Once you’ve got the report dialed in, it’s time to export. Here’s how to do it without creating more work for yourself:

  1. Look for the export button. Usually it’s labeled “Export,” “Download,” or a little arrow icon.
  2. Choose your format. Options typically include:
  3. Excel (.xlsx): Best for further editing/cleanup.
  4. CSV: Good for raw data, but loses formatting.

  5. PDF: Looks nice, but not editable—use only if you’re sure the report is final.

  6. Export a test file first. Open it up and check for:

  7. Messy column headers
  8. Weird date formats
  9. Phantom blank rows or columns
  10. Data cut-off (if your report has a ton of rows, some systems limit exports—watch for this)

Pro Tip: If you’re prepping slides, export to Excel, clean up the data, then copy/paste or use a screenshot for tables and charts. Don’t try to paste raw CSVs into PowerPoint—nobody wants to squint through that.

Step 5: Clean Up and Format for Stakeholder Presentations

Let’s be honest: Roinnovation’s exports aren’t always presentation-ready. Here’s how to make them usable, fast:

  • Remove columns and rows you don’t need. Less is more.
  • Check for duplicate entries or weird placeholder data. Kill anything that doesn’t help the story.
  • Fix date and currency formatting. Nothing says “I rushed this” like $ amounts in scientific notation.
  • Create basic charts if needed. If trends matter, a simple bar or line chart in Excel beats a 50-row table every time.
  • Add key takeaways as callouts. Don’t make execs hunt for the point—summarize big wins or red flags right on the slide.

What works: - Highlighting just 2-3 main insights per slide. - Using color sparingly to flag important data (but skip the clown palette). - Screenshots of charts if you can’t get the formatting right in PowerPoint.

What doesn’t: - Dumping a raw spreadsheet into your deck. - Overloading slides with every filter and field “just in case.” - Assuming people will read every line—most won’t.

Step 6: Double-Check Before You Share

You’re almost there. Before you send out the report or drop it into your presentation:

  • Double-check for sensitive info. Make sure you’re not exposing customer names, deal amounts, or internal notes unless it's approved.
  • Test the file. Open it on another computer or send to a colleague—sometimes formatting gets weird.
  • Ask yourself: does this answer the original question? If not, go back and trim.

Pro Tip: If you’re sending a file, PDF it after cleanup so formatting doesn’t break for your audience.

Step 7: Share and Get Feedback

Don’t just fire off the report and call it done. If you want your reporting to actually drive decisions:

  • Ask stakeholders if this format works or if they need something different next time.
  • Note any “asks” for future reports (e.g., “Can we break this down by vertical next quarter?”).
  • Keep a template of your cleaned-up file so next time is faster.

Honest Takes: What Works, What Doesn’t, and What to Skip

  • Roinnovation is great for reference activity tracking and pulling structured data if your org keeps it updated. If it’s not, you’ll spend more time cleaning than reporting.
  • The built-in reports are fine as a starting point, but don’t expect them to be ready for the boardroom out of the box.
  • Automated charting is limited. You’ll almost always need to tweak exports before presenting.
  • Skip the “all data for all time” temptation. Focus reports on what helps people act or decide, not just “what’s available.”

Keep It Simple and Iterate

Don’t aim for perfection the first time. Pull just the data that matters, clean it up, and get feedback. Over time, you’ll build a system that’s fast, repeatable, and actually useful. If your Roinnovation exports still feel messy after that, it’s probably a sign to revisit what data you’re collecting—not just how you’re reporting it.

Keep it simple, don’t overthink, and iterate as you go. That’s how you make GTM reporting less painful—and more actionable.