i want to attempt and do a dashboard report for the second time. my first was disaster but seems the second is even worse

question 1) 

I want to write a simple dashboard report like below. when i run the intelligence report, i can customize the headers and all, but the accounts its picking the demo accounts not from my database

question 2

this (below) was my first attempt when i got a template that i had to edit, however if i say =Lookup!A29 it's not calculating. It retains it as is. the excel is meant to automatic formula calculation

if i copy the line above it does work, however i go to the next department down the rows, the lookup value isn't in sequence for example its now on A107