Informed by the KPIs, sales leaders track the team’s progress toward goals and revenue targets, adjust compensation, and award bonuses. They can also identify issues before they become colossal problems and make other key decisions.
1. Determine which sales metrics you’ll track.
Are there specific goals or targets you’re trying to reach? A dashboard can help you visualize your progress toward those goals.
First, start by identifying the sales metrics you want to track. Ask yourself the following questions:
What metrics do you regularly review in your company, one-on-one meetings, and among your sales team?
Do you consider some metrics more important than others?
What are your key performance indicators (KPIs)?
Do you have multiple sales teams within your organization?
The sales metrics you choose will often fall into one or more of these categories:
Activity sales metrics.
Pipeline sales metrics.
Lead generation sales metrics.
Sales outreach metrics.
Primary conversion sales metrics.
Channel sales metrics.
Sales productivity metrics.
Rep hiring and onboarding metrics.
Sales process, tool, and training adoption metrics.
If you don’t know where to begin, check out our guide to sales metrics to determine which pieces of information are most important to your sales organization.
2. Identify how the dashboard will be used.
There’s no one-size-fits-all sales dashboard, so you need to know how your team will use the dashboard.
Is the dashboard going to help individual sales reps track their progress toward their monthly quota? Or will sales managers use it to see the top-performing reps for the quarter?
Here are a few things to consider.
Who will use the dashboard? Sales reps, managers, VPs, or executives?
How will they use it?Are they checking the dashboard daily, weekly, or monthly?
What information will they want to see? Which metrics, visualizations, and calculations will they look at?
Think about where your team will view the dashboard as well. For example, if you have an outside sales team who’ll be on the go, consider making a mobile-friendly version of the dashboard so your team can view it from a mobile phone, tablet, or computer.
3. Pick a sales dashboard provider.
If you’re already using a CRM, it likely comes with reporting dashboard features that your team can use. However, if you’re not using a CRM, there are stand-alone reporting tools for syncing or importing your data to create dashboards and reports.
If you’re looking to create a dashboard to increase investor visibility, this is the software solution for you. With Visible, you can automate report creation, build dashboards, and drill down to see the details of your reports.
What we love: For a new company or startup, this is the right app for you. It’s made specifically to help you keep these stakeholders in the loop.
TapClicks allows you to address sales challenges by creating reports and dashboards that identify warning signs. When a challenge arises, the software will notify your team so you can proactively find a solution.
What we love: With TapClicks, you can take information from dashboards and turn it into slides or reports. Your data tells a story, and TapClicks makes sharing the message easy.
4. Pull data into the dashboard.
If you’re using dashboards that integrate with your CRM, you’ll be able to easily sync the data between them.
For example, the HubSpot CRM allows users to generate sales reports based on data from their customer database. You can create dashboards and reports to track sales performance, identify top-performing sales reps, create sales forecasts, and more.
That said, the process will be manual if your team uses spreadsheets to manage prospects and customers and not a CRM. Luckily, there are sales dashboard templates for Excel that can help you build reports from scratch.
5. Build reports for the sales dashboard.
When building reports, you can pick from a wide range of charts to visualize your data. Depending on the data you’re adding to your dashboard, you can use charts for:
Comparing values (e.g., compare sales from two different territories). This can be shown as bar charts, column charts, line graphs, pie graphs, and scatter plots.
Composition (e.g., total sales broken down by sales rep). You can demonstrate where your sales come from with a pie chart, stacked bar chart, stacked column chart, area chart, or waterfall chart.
Trends (e.g., month-over-month revenue growth). Show trends with a line chart, dual-axis line chart, or column chart.
Calculate progress throughout your entire sales pipeline with HubSpot’s free Sales Conversion and Close Rate Calculator. This interactive dashboard helps you analyze and set goals by month and quarter, forecast your lead-to-MQL rate, MQL-to-customer rate, lead-to-customer rate, and more.
Provide sales reps with a dashboard that allows them to track their individual performance. This dashboard includes reports for key metrics like meetings booked, open opportunities, the number of deals in their pipeline, forecasted revenue, and any other performance indicators your team uses.
This dashboard provides an overview of key metrics that sales managers use to measure performance. It includes a section for today’s stats, and it shows monthly progress toward the sales team’s new account target and MRR goal.
See who’s performing the best out of all your salespeople. Sales leaderboard dashboards typically include information on the number of completed activities (e.g., calls, emails, and meetings), new accounts, generated MRR, and customer retention numbers.
With the deal forecast front and center, members of your sales organization can see how much revenue they’re expected to close. The reports that follow show how many deals are at each stage of the sales process and how many have closed compared to the goal.
This win/loss dashboard by Solver provides metrics on deal size, salesperson, and industry. Using it allows you to identify top performers in your team, understand why anyone won or lost deals, and iterate on your sales process.
You can also compare your team’s close rates to the rates from the previous reporting period or industry benchmarks.
Where are you making the most sales? And what products are customers buying? This dashboard gives insight into which territories are selling the most of each product type. Plus, it provides an overview of MRR compared to the previous month.
A sales activities dashboard provides sales managers with a visual representation of what their reps are doing on a day-to-day basis. Plus, it gives broader information like the average number of activities per won deal.
Do you have a sales team that’s always on the go? This time-tracking dashboard shows where your sales reps spend their time and how much revenue they’re generating.
Sales Dashboard Tips
Are you inspired to crunch some numbers and build sales reports? Keep the following tips in mind as you create your own sales dashboard.
1. Use a clean layout.
Don’t make the visuals (e.g., graphs and charts) and colors too busy — this will distract from the data. Many dashboard tools allow you to lay out your reports in a grid. This helps you organize the data even further.
When thinking about where to place your chart, apply human psychology. Research by The Nielsen Norman Group shows people view the left side of a webpage more frequently than the right. With this information in mind, create a flow of reports so users can read them from left to right, positioning the most important visuals on the left-hand side of the dashboard.
Calculations can add additional context to a report and help you save time.
For example, you don’t want your team to go through the trouble of doing mental math to determine month-over-month revenue growth.
3. Make the dashboard accessible.
If you make the dashboards specifically meant for sales managers, VPs, or executives available to all, individual contributors can see which metrics and goals are important to leadership. Transparency is one way to motivate your sales reps because they can zoom out and see the impact their numbers have on the business.