In this episode, Chip and Gini discuss the importance of effective reporting for agencies.   Many agency leaders view reports as a necessary evil, but when done right they can actually become an important contributor to profits.   Chip and Gini recommend auditing existing reports to eliminate unnecessary ones and creating meaningful reports that directly influence business decisions. They also highlight the potential of leveraging AI to analyze and generate reports, ultimately transforming reporting from a mundane task into a profit center.

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