It allows me to see an overview of what is going in my business, across all categories (i.e., marketing/sales).
I can also filter down into specific areas that are important for us at this moment - as well as view historical data so we know where our efforts have been focused over time. The ability to create custom reports would be great! We haven't found anything about it yet but there's no reason why they couldn't provide similar functionality when creating your own report. Being able to quickly get information from multiple sources has saved hours every week since moving away from spreadsheets & paper forms.