I'm not sure if there's a conflict of interests by posting the following but...
If you're looking for a nice tool that can be easy for the execs to work with, you might try qlikview.
It's not a replacement for SSRS, but it might be a nice tool.
Luis C.
General Disclaimer:
Are you seriously taking the advice and code from someone from the internet without testing it? Do you at least understand it? Or can it easily kill your server?
How to post data/code on a forum to get the best help: Option 1 / Option 2