A sales metrics dashboard makes any sales-related decision-making process efficient and effective by making business data more centralized and accessible. Various types of dashboards range from high-level sales overviews to detailed windows into specific aspects of your sales process. In this article, we explore 10 sales dashboard examples that can help your team make data-backed decisions.
What Is a Sales Dashboard?
A sales dashboard contains a straightforward visual representation of key sales metrics. These data are typically shown in graphs, tables, charts, and other images. Metrics for the best sales performance dashboards commonly include revenue, monthly or quarterly sales targets, sales activities, conversion rates, rep performance rankings, and lead acquisition costs.
If you’re not using a customer relationship management (CRM) system, you can download our free sales dashboard template and sales metrics calculator. Use these tools to monitor your sales key performance indicators (KPIs) and to generate your own sales dashboard.
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Leverage an easy-to-use customer relationship management (CRM) system like Pipedrive to quickly create customizable sales dashboards using its drag-and-drop menu. You can add up to 25 reports to your dashboard and choose a view that works best for you.
Best Sales Dashboard CRM
You can use a premade sales dashboard template from platforms like Tableau and Geckoboard, but using similar tools from your CRM will further centralize and automate your data analysis. Choosing the right CRM, however, encompasses not just your preferred dashboard but other functionalities that streamline your sales process, like lead generation tools, email marketing systems, activity trackers, and mobile apps.
If you are looking for a CRM solution that has high usability and customization properties, Pipedrive may be a great fit for you. Its simple interface and drag-and-drop functionality make it easy for all users to create sales reports and dashboards. If you are looking for other options, check out the top CRMs for small business below that offer valuable sales analytics dashboard capabilities and other CRM features.
Best For | Sales dashboard customization | Viewing multiple reports in a unified sales dashboard | Comprehensive reporting and territory management | Mobile sales performance metrics dashboard monitoring | Single-view sales milestone tracking |
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$14 to $99 per user | $25 to $500 per user | $0 to $52 per user | $0 to $72 per user | ||
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1. Sales Overview Dashboard
A sales overview dashboard allows you to see the overall picture of your sales performance. It presents key performance indicators (KPIs) that underscore trends, up-to-date progress in revenue, goals, deals closed, and other metrics. This may also take the form of a sales management dashboard that shows sales leaders and executives the overall team performance and progress made by individual sales reps.
Frequently featured KPIs:
- Revenue
- Deals won/lost
- Deals open
- Sales by product/category
- Sales by month
- Average deal value
- Sales activity tracking
- Deal duration
Example of Sales Overview Dashboard
Many customer relationship management (CRM) systems, like Pipedrive, provide the option of importing sales data into a customizable sales team dashboard. You can highlight the key metrics you want to monitor, including deals started, opportunities lost, and the average number of closed deals. You can also adjust the timeline for featured KPIs.
2. Sales Pipeline Dashboard
The sales pipeline dashboard shows how many potential buyers were converted to paying customers. It also presents low-hanging fruit or glaring opportunities to close deals or move a lead to the next stages. Plus, you can use it to map out your revenue forecast and recommended actions to hit your sales goals.
Frequently featured KPIs:
- Pipeline forecast
- Opportunity stage/size
- Conversion rate
- Pipeline age
- Opportunity probability
- Recommended steps
Examples of Sales Pipeline Dashboard
Using a sales KPI dashboard ensures your pipeline is always healthy and full, as it provides an avenue to identify any gaps or shortcomings in the sales process. In doing so, you can turn to platforms like Capsule CRM to analyze the pipeline at different stages, from an initial assessment of sales opportunities to a breakdown of conversion percentages by various timelines.
3. Sales Activity Dashboard
The sales activity dashboards provide a detailed look at the day-to-day work of a sales team. Whether viewed on a team or individual level, they allow you to stay up to date on upcoming calls or appointments, compare task counts week-over-week or month-over-month, and connect activities to sales successes.
Frequently featured KPIs:
- Activity type breakout
- Activity by rep
- Task completion rates
- Daily/weekly activity counts
Example of Sales Activity Dashboard
Pipedrive is one of the best CRM software for small businesses, known for its customizable dashboard and intuitive visualization tools. It comes as no surprise that you can tailor your sales activity dashboard to your preferred KPIs and show the key metrics in multiple panels within a single view. This dashboard functionality streamlines your decision-making process, especially when reviewing sales rep performance.
4. Individual Sales Performance Dashboard
An individual sales performance dashboard provides a quick overview of the key individual metrics, such as target quota, lead qualification status, sales forecast, opportunities, and activities. These dashboards allow reps to monitor their progress regularly and pivot when necessary. As a side benefit, it also encourages frequent use of your CRM.
Frequently featured KPIs:
- Team rankings
- Individual pipeline
- Rep-specific activities
- Rep-specific forecast
- Top opportunities
Example of Individual Rep Dashboard
The image above is just one of the sales rep dashboard examples of what you can create with Salesforce. The CRM is highly customizable and known for its extensive and advanced reporting capabilities.
5. Sales Leaderboard Dashboard
If you’ve used activity or individual dashboards to understand each sales rep’s productivity, your next step might be to push them to the next level. One proven way to do that is through the use of sales contests in which the progress and results are presented in sales leaderboards. In this dashboard, you can display the performance-based ranking of all reps.
Frequently featured KPIs:
- Rep rankings
- Revenue created
- Opportunities won
- Pipeline by rep
- Net retention
- New account
Example of Sales Leaderboard Dashboard
By gamifying sales and offering rewards to high achievers, leaders can encourage employees to reach past their comfort zones. Sales gamification software streamlines this process while making it easy for sales reps to compare their performance with their peers. Using digital leaderboards, team leads can gauge which reps may be falling behind and need extra support.
6. Sales Territory Dashboard
For small businesses with sales reps assigned in multiple areas, a sales territory dashboard can map out resources, revenue per coverage, workloads, and potential opportunities. You can use bar graphs and an actual color-coded map with varying gradients to visually enhance the overlapping impact of each KPI.
Frequently featured KPIs:
- Revenue per segment or territory
- Number of transactions
- Prospective opportunities
- Account spend
- Open pipelines
- Onsite visits
Example of Sales Territory Dashboard
The sales territory dashboard provides insights on the sales process in a specific territory and segment without tediously scrutinizing individual accounts. It also aids in polishing your territory-based sales system, which directs your steps in implementing an efficient sales management approach.
7. Sales Growth Dashboard
Even when sales reps are operating at their full potential, there’s a possibility that you may still fail to meet your sales goals. Closed deals may not be large enough, or there may not be sufficient sales reps on staff to meet volume benchmarks. A sales growth dashboard can reveal these issues, as it tracks key sales metrics changes over a specific period.
Frequently featured KPIs:
- Year-over-year performance
- Quarter-over-quarter performance
- Growth by region
- Growth by rep
- Growth by product/mark
Example of Sales Growth Dashboard
Examining a sales growth chart, like the sales dashboard example from Tableau (one of our recommended business intelligence platforms), can provide critical insights in circumstances like this. Data can be filtered by region or salesperson, allowing you to make year-over-year comparisons. With this information, you can easily tweak your business’ sales management efforts, adjusting where, what, and to whom your reps are selling.
Pro tip: As impressive as the figures and analytics generated by the best sales metrics dashboards are, understanding the steps included in preparing a sales report guarantees accurate delivery of sales performance status to your team. In turn, it drives effective strategies and accurate sales forecasts.
8. Sales Live Monitoring Dashboard
If you have a large or fast-moving sales organization, one of the best sales dashboards you can use is a live monitoring dashboard. Monitoring performance in real time can help you identify issues that need immediate attention and adjust your sales strategies accordingly. For example, if your revenue for the week is declining, you can assess your pipeline and sales activity dashboard to identify bottlenecks, such as resource shortages, system downtimes, or delivery obstructions.
Frequently featured KPIs:
- Current sales
- Current lead status
- Week-to-date revenue
- Real-time activity count
- Daily leaderboard
Example of Sales Live Monitoring Dashboard
The example above comes from data visualization/sales dashboard software Geckoboard, which enables you to use data from 80-plus sources to create your own dashboards. It integrates with some of our most recommended CRMs, including Copper, HubSpot, and Pipedrive.
9. Marketing ROI Dashboard
Sales and marketing efforts may fall under separate departments, but in the best of cases, businesses have full sales and marketing alignment. This intentional collaboration saves time and resources while ensuring more closed deals and robust revenue. Still, even when there is alignment between the two teams, it’s important to know which specific marketing strategies are most effective in driving sales.
In a marketing return on investment (ROI) dashboard, you can keep track of your marketing efforts relative to their impact on your sales and revenue—all in a single view. For example, if you have launched an email campaign, you can see visuals of its progress, such as open rates, click-through rates, abandonment, and opt-outs.
Frequently featured KPIs:
- Average acquisition cost
- Click-through rate
- Cost per click
- Campaign ROI
- Lead conversion rate
Example of Marketing ROI Dashboard
A marketing ROI dashboard provides quick insight into how customers are engaging with your marketing campaigns to buy your products and services. In the above example from Zoho CRM, it’s easy to see that free tutorials net more than seven times the return of the business blog—important data to have when considering where to invest marketing spend in the future.
10. Lead Generation Dashboard
Like the marketing ROI dashboard above, this lead generation dashboard allows you to examine the successes (and failures) of the relationship between sales and marketing. Visualizing how your different lead generation tactics are impacting sales helps you quickly determine what’s working and what’s not so you can improve results.
Frequently featured KPIs:
- Lead counts
- Leads by source
- Lifecycle stage
- Lead-to-MQL (marketing qualified lead) rate
- MQL-to-customer rate
Example of Lead Generation Dashboard
A lead generation dashboard like the one offered through HubSpot’s CRM helps you understand the impact of various marketing activities on sales. With this information, sales leads and reps can quickly determine where their efforts are best spent—or whether adjustments need to be made.
How to Create Sales Dashboards
Now that you have seen the common examples of sales dashboards, it’s time to try your hand at creating your own. Here are the steps in creating a sales performance dashboard:
Step 1: Identify the Purpose of Your Dashboard
Think about who will view your dashboard, how it will be used, and how often it will be checked. Sales reps and managers will most likely check it daily, while higher-level executives will probably view it weekly or monthly. Also, consider making the dashboard mobile-friendly if you have field sales reps who will view it on the go.
2. Determine the Sales Metrics You Need to Track
Take a look at the list of frequently featured KPIs under each kind of sales dashboard in the previous section. Choose the sales metrics that you want or need to track based on their level of importance.
3. Select a Dashboard Provider
If you’re not using a CRM to manage your business, you can choose a provider like Klipfolio or Smartsheet to import data to create reports and dashboards. This process, however, is easier if you’re already using a CRM with built-in reporting dashboard features.
4. Import Data Into Your Dashboard
After selecting a dashboard provider, use that platform to manually pull in data from your Excel or spreadsheet database. CRM users, on the other hand, can either sync data with dashboard software or directly generate sales reports from customer data in the CRM database.
5. Generate Graphic Visualizations for the Sales Dashboard
Now that you have all the data you need, you can start building a dashboard that can help your organization make informed sales decisions. Use a wide range of visualizations such as charts and graphs to compare sales values, illustrate compositions, and show trends over a period of time. Then, you can start sharing the dashboard with relevant team members.
Statistics on Sales Performance Dashboard Use
Many sales teams and small businesses continue to find value in sales dashboards as data presented in this tool is easy to grasp and digest, allowing everyone to get on the same page quickly. The best dashboards may also be updated in real time, providing the most accurate information to help teams adjust sales strategies at any time.
As obvious as the benefits of sales report dashboards are, not everyone maximizes the use of these visualization tools to modify their sales strategies and pivot to address the gaps. But those who do find themselves with the necessary information to refine sales team training and sales targeting initiatives. Here are some of the must-know trends to get the most out of your sales dashboard.
- 66% of companies use between two and five sales dashboards. (Source: Databox)
- 67.7% of business leaders monitor and analyze general sales and marketing metrics. (Source: Databox)
- Between 40% and 45% of companies analyze metrics relevant to business development reps and sales managers, and about 30% analyze metrics relevant to sales development reps. (Source: Databox)
- Tech CEOs value KPI measurement, but only a few utilize real-time sales dashboard monitoring to oversee business health and development. (Source: Gartner)
Frequently Asked Questions
A sales team performance dashboard should provide a bird’s-eye view of the key metrics you need for your decision-making process. For sales managers and executives, a sales dashboard enables them to identify opportunities, process improvements, and reps who are performing well or struggling. Sales reps access the same data and it should influence their individual sales performance strategies.
The metrics included on your dashboard are based on the area of sales performance you aim to analyze. For example, if you want to examine why year-to-year sales revenue is down, you’ll need to build a dashboard that contains metrics such as total number of sales, total value of sales, and number of lost deals. If you’d like to determine sales rep activities, include individual productivity metrics, like the number of calls, appointments, and proposals.
A key performance indicator (KPI) is an individual metric that you can put on a dashboard so that you can track key measurements, such as sales target and average lead conversion rate. A dashboard, on the other hand, is a page that displays a collection of insights and KPIs.
Bottom Line
A sales performance dashboard helps you save time and resources by compiling critical data into a visual illustration that is easy to share and understand. Sales teams can analyze these metrics and make adjustments to their strategies that impact their revenue and growth. You can build your own sales dashboard from scratch using our free downloadable template or use a CRM like Pipedrive which helps you easily create dashboards using drag-and-drop functionality.