9 Sales Dashboards Every Sales Team Should Use (+ Examples)
Jess served on the founding team of a successful B2B startup and has used a wide range of sales and marketing tools over the course of her 15-year career. She uses her industry knowledge to deliver the best answers to your questions about sales tools and sales management.
This article is part of a larger series on Sales Management.
Sales dashboards are reporting tools that display organized data about your company’s sales performance for more effective sales strategy planning. They can be created and updated manually, but as customer relationship management (CRM) systems collect real-time data automatically, it is best to use their built-in functionality. We explore nine essential sales dashboards small businesses should create and customize for their specific business needs.
Some sales dashboard examples we discuss are from Salesforce. This provider offers a CRM package for small businesses called Salesforce Essentials, which includes sales dashboard features for $25 per user, per month. Sign up for a 30-day free trial to try it out.
Here are the top nine sales dashboards every sales team should use for monitoring key performance indicators (KPI):
1. Revenue Insights Performance Dashboard
Who it’s for: Sales managers and executives
How it helps: Provides an overall glance of your team’s performance, revenue growth, and current deals to help you focus on the right activities and coaching strategies
Relevant KPIs and metrics: Lead source, converted leads, sales growth, pipeline value, and customer lifetime value
Salesforce’s Revenue Insights Performance dashboard offers insights into your closed deals, average days to close, and closed sales. (Source: Salesforce)
Key performance indicators (KPIs) are the sales metrics established as indicators of your team’s success. They help you track and measure the activities and performance crucial in reaching your sales goals.
The Revenue Insights Performance Dashboard from Salesforce gives you an overview of your team’s progress based on KPIs like closed deals, won opportunities, average sales size, average days to close, and win rate percentage. This helps you understand how your sales trend over specific periods of time.
Use this dashboard to gain a comprehensive view of your sales revenue. You can select up to three metrics for each sales report. In addition, these insights serve as a basis for your sales reports, future activities, and additional staff training.
2. Sales Pipeline Dashboard
Who it’s for: Sales managers, sales reps, and marketing reps
How it helps: Gives an accurate view of your progress and helps you understand if you have sufficient pipeline volume to reach your goals
Relevant KPIs and metrics: Lead source, lead conversion, total pipelines by stage, and open leads
The Pipe Gen dashboard gives you an overview of your leads, opportunities, and accounts. (Source: Salesforce)
The Sales Pipeline Dashboard, like the one in Salesforce, gives you a closer view of your company’s progress by drilling down into growth metrics, such as lead sources and open leads. For example, if you need $8 million in your pipeline for your team to hit a $2 million target revenue, this dashboard tells you if you have enough volume in your pipelines to reach your goals and if there is an underperforming pipeline.
Based on the visual report, you can make proactive decisions to ensure your team works hard to achieve their respective quotas. You might decide to launch a promotional campaign to strengthen a weak pipeline or conduct one-on-one coaching sessions. You can also implement new sales management strategies like additional training or communication drills.
3. Sales Team Activity Management Dashboard
Who it’s for: Sales managers and sales reps
How it helps: Gives insight into the overall activities your team has completed recently
Relevant KPIs and metrics: Recent activities by sales reps and leads by status
The Activity Management dashboard shows you an overview of each rep’s activities, lead status by owner, and performance. (Source: Ascendix)
Salesforce gives you a high-level view of your team’s recent activities and sales performance, including a breakdown according to campaign revenue, leads by status, and salesperson activities. This helps you determine if sales tasks are completed on time or not.
Aside from helping ensure the whole team is on the same page when it comes to activities, this dashboard also allows you to review activities if there are questions about customer interactions. For example, you can see how many overall interactions it takes to close a deal or determine how many calls a rep makes each day. If your activity dashboard shows low activity for a certain rep, you can go to this dashboard to check for talent or training issues.
4. Upcoming Individual Sales Tasks Dashboard
Who it’s for: Sales reps and managers
How it helps: Provides a look at upcoming responsibilities and assigned tasks
Relevant KPIs and metrics: Upcoming tasks and open activities
Pipedrive’s pipeline view of deal activities assigned to a sales representative. (Source: Pipedrive)
The Upcoming Tasks Dashboard helps salespeople focus on the activities they have to accomplish for the week or day. Pipedrive has a Kanban-style board that shows you the list of tasks to complete, the number of open tasks, and due dates. This allows the rep to get a picture of their week and plan out their daily schedule. Sales managers can also easily identify tasks that are past due or require immediate attention.
5. Sales Leaderboard
Who it’s for: Sales teams motivated by friendly competition
How it helps: Allows team members and managers to view how each rep is performing compared to one another
Relevant KPIs and metrics: Deals won, current period revenue by salesperson, and deals lost
Klipfolio’s Sales Leaderboard Dashboard (Source: Klipfolio)
Klipfolio’s sales leaderboard offers a brief overview of your sales team’s performance by measuring goals such as revenue, new customers, and net retention per sales rep. For teams motivated by friendly competition, this practice of sales gamification pushes them to aim for the top performer’s place by comparing their wins with their teammates.
Aside from amping up sales competition, this dashboard also encourages collaboration and mentorship. Seeing their individual rankings motivates them to learn from the top performers and improve their current standings. For sales leaders, this dashboard presents an opportunity to mentor struggling reps with certain aspects of their job.
Pro tip: Are you looking for ways to engage your team with friendly competitions? Check out our in-depth article about the best sales contests for sales teams.
6. Product Performance Dashboard
Who it’s for: Sales teams and product managers
How it helps: Provides data regarding the performance of products and campaigns so your sales team can adjust activities to meet sales quotas
Relevant KPIs and metrics: Product performance, incremental sales, point of purchase, and cost of goods sold
A Product Performance Dashboard shows the top products in revenue, points of purchase, incremental sales by campaigns, and cost of goods sold. (Source: Klipfolio)
The Product Performance dashboard is designed for sales teams that sell multiple products, like clothing lines and food companies. A beneficial product performance dashboard summarizes the cost of goods per product, incremental sales by product, product sales by campaign, and cost of goods. This helps you determine which product or service your team should focus on or give more attention to in order to hit your sales targets.
7. Mobile Field Sales Dashboard
Who it’s for: Field sales reps who are constantly on the road
How it helps: Provides an overview of tasks and important information for salespeople in the field
Relevant KPIs and metrics: Current tasks, upcoming appointments, incoming leads
Zoho CRM’s mobile app allows you to access business performance dashboards from smart devices. (Source: Zoho)
The Mobile Field Sales dashboard provides reps with an at-a-glance view of the information they need while they are out of the office during client meetings and field sales activities. This includes upcoming tasks, calendars, activities, and customer interactions. Most mobile CRMs have a built-in dashboard, but some providers, like Zoho CRM and Salesforce, allow you to customize it for both the desktop and mobile versions.
8. Sales Forecasting Dashboard
Who it’s for: Sales reps and business planning leaders
How it helps: Provides insights into expected future revenue based on current deals
Relevant KPIs and metrics: Current deals by pipeline stage and current pipeline value
Freshsales’ Sales Forecast dashboard shows your team’s sales quota and projected revenue. (Source: Freshsales)
A Sales Forecasting dashboard, like the one in Freshsales, provides a glance at how sales and revenue may increase or decrease within a given time frame. You can use it to compare current pipeline revenue to your overall goal and as a basis for critical decisions. For example, if the sales forecast is low, you can boost marketing efforts to assist in meeting revenue goals.
This dashboard is also useful for salespeople whose commission is based on their revenue performance. A quick look at the forecast tells them how their current performance will affect their compensation.
9. Win/Loss Sales KPI Dashboard
Who it’s for: Sales agents and sales managers
How it helps: Provides insights into win rates and lost deals, including the reasons why (when available)
Relevant KPIs and metrics: Recently won/lost deals
Bitrix24’s Deals Dashboard shows the deals in the stage funnel stages, the value of deals won, and the deals in progress. (Source: Bitrix24)
The Win/Loss dashboard helps sales reps and managers evaluate the outcomes of each sales opportunity. Bitrix24’s dashboard shows you the deals won, lost, and in progress to help you identify areas for improvement. For example, if you are losing deals because of price, you can re-evaluate your pricing structure to see if it’s at par with your competitors or fit for your customer persona.
This dashboard also lets you know how many deals are on hold. These are the deals nobody has been working on within a selected reporting period. This helps you identify which leads and opportunities require immediate action to prevent them from going stale or cold.
4 Tips for Customizing Sales Dashboard Software
Tailoring your sales dashboard to meet your specific needs helps keep your sales process and goals organized and allows you quickly view the metrics most important to your team. There are a few principles that you need to consider when creating your sales KPI dashboards. Consider these four best practices and principles of sales KPI dashboards:
You can expand each section below to learn more about these tips:
1. Choose What Your Dashboards Will Measure
Before you begin customizing your sales dashboards, carefully consider the metrics and data points regularly included in your reports. Determine which KPIs are most important to your business and will help you accomplish your goals. Once you have a list of the things you want to measure, filter out those you deem not essential. You can add or eliminate metrics accordingly as your business scales up.
Examples of important sales metrics:
- Leads by source
- Open activities (calls, demos, and visits)
- Open cases
- Open or closed opportunities
- Opportunities past due
- Sales cycle duration
- Pipeline stages
- Sales by closed date
- New business and upsell ratio
- Win/loss rate
- Product gaps
For example, if one of your goals is to have every sales rep hit their individual quotas, include each person’s percentage of closed deals in your metrics. If you want your team to close larger deals, track the average deal size.
2. Determine How Your Dashboards Will Be Used
Since there is no generic sales dashboard for all types of businesses, it’s essential to know who will use it and how it will be used before building one. Some dashboards are specifically for sales reps, managers, or executives, or everyone in the company. Also, consider how often they will use it and what device will be used to view it.
If you have field sales reps, choose a CRM with a mobile-friendly dashboard that can be viewed on smartphones or tablets. Zoho CRM’s mobile app has an intuitive interface that gives you access to many dashboard details, including daily tasks, leads by contact, and deal insights. Furthermore, it’s on our list of the best mobile CRM for small businesses.
3. Keep Your Dashboards Simple
Dashboards are designed to give the viewer a quick look at key data, so they must be as simple as possible. When building a dashboard, keep in mind that the information it displays should be easy to understand at one glance.
If there’s too much data on display, viewers tend to get overwhelmed. Instead of adding a lot of widgets, create separate dashboards for different KPIs.
4. Make Your Dashboard Your Homepage
When you open your CRM system, your dashboard should be the first thing you see. Just like how a car’s dashboard indicates the vehicle’s running condition, your sales dashboard gives you an overview of the health of your business or sales team. Make sure you regularly update your dashboards so they show you the metrics you most need to track in real time.
Bottom Line
Sales dashboards allow you to quickly evaluate different areas of your sales company or team. Use these sales dashboard examples to decide which ones to implement so you can track sales activities and performance. This helps you easily determine if your team is on the right track to meeting your overall business goals.
You May Also Like…
- Ready to create your own sales forecast? We’ve compiled a list of 15 essential sales forecast templates for small businesses.
- Many CRM platforms offer built-in CRM dashboard tools. Read our comprehensive guide to choosing a CRM for small businesses for help select the right one for your team.
