This article is part of a larger series on Sales Management.
Sales dashboards are reporting tools that give you a birds-eye view of your company’s sales performance—useful for sales strategy planning. A customer relationship management (CRM) system collects information and uses dashboards to display measurable data, such as key performance indicators (KPIs). You can also customize sales dashboards according to your specific business needs. In this article, we list 10 essential sales dashboards for businesses.
Some sales dashboard examples featured here are from Salesforce. This provider offers a CRM package for small businesses called Salesforce Essentials, which includes sales dashboard features at $25 per user, per month. It also offers a 30-day free trial.
Examples of Essential Sales KPI Dashboards
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. You can also use these numbers for coaching and managing your sales reps and team members. Some of the KPIs include customer revenue, won or lost deals, the number of deals in the pipeline, completed activities, and customer lifetime value.
Here are the top 10 sales KPI dashboards every sales team should consider using:
1. Overall Sales Performance Dashboard
Who it’s for: Sales managers and executives
How it helps: Provides a birds-eye view of your team’s performance, revenue generated, 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
The Overall Sales Performance Dashboard from Salesforce gives you an overview of your team’s progress based on closed deals, sales growth, average revenue per unit (ARPU), customer acquisition cost (CAC), and customer lifetime value (CLV). It offers digestible data to allow you to quickly assess your sales operations. Typically, it also shows you insights into the most important metrics you’ve established for your business.
Sales managers use this dashboard to see whether or not your team and reps are meeting their goals. You can also determine at a glance if they are on track to meet their sales targets. 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 informs you if you have the pipeline volume to reach your goals
Relevant KPIs and metrics: Lead source, lead conversion, total pipelines by stage, and open leads
The Sales Pipeline Dashboard, like the one in Salesforce Essentials, 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 to make your team hit your $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 Productivity 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, open tasks, and leads by status
The Sales Productivity Dashboard tells you how each of your sales representatives has been spending their time. Salesforce Essentials gives you a high-level view of your team’s recent activities and sales performance, including a breakdown according to the type of tasks, 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 pipeline dashboard shows poor results, you can go to this dashboard to check for talent or training issues.
4. Upcoming Tasks Dashboard
Who it’s for: Salespeople
How it helps: Provides a look at upcoming responsibilities and assigned tasks
Relevant KPIs and metrics: Upcoming tasks and open activities
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 things to do, 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 their 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
Agile CRM’s Sales Leaderboard gives you a brief overview of your sales team’s performance by measuring goals such as revenue, new customers, sales activities, and deals won 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 seeks to encourage collaboration and mentorship. Seeing their individual rankings motivates them to learn from the top performers and outdo their current record. For sales leaders, this presents an opportunity to mentor those struggling with certain aspects of their job. All in all, it helps create a more engaging workspace.
6. Product Performance Dashboard
Who it’s for: Sales teams
How it helps: Provides data on 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
The Product Performance Dashboard is designed for sales teams that sell multiple products, like clothing lines and food companies. Klipfolio’s dashboard summarizes the cost of goods per product, incremental sales by campaign, product sales by campaign, and cost of goods. This helps you determine which product or campaign your team should focus on or give more attention to in order to hit your sales targets.
7. Top Performing Customers Dashboard
Who it’s for: Business owners and sales managers
How it helps: Identifies which customers are the best performing in terms of profitable revenue
Relevant KPIs and metrics: Top-performing accounts, recently closed deals, and account value
The Top Performing Customers Dashboard helps business owners and sales managers identify the customers and accounts that have generated the highest revenue or new deals within a given time. In Salesforce Essentials, it gives you a breakdown of the top closed deals, top-performing accounts, and top customer’s revenue. This helps you see the changes in a top customer’s performance to immediately address the problem.
8. Field Sales Mobile Dashboard
Who it’s for: Field sales reps
How it helps: Provides an overview of tasks and important information for salespeople in the field
Relevant KPIs and metrics: Current tasks, upcoming appointments, and incoming leads
The Field Sales Mobile Dashboard provides salespeople 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 and Salesforce, allow you to customize it for both the desktop and mobile versions.
9. Forecasting Dashboard
Who it’s for: Sales reps and business planning team members
How it helps: Provides insight into expected future revenue based on current deals
Relevant KPIs and metrics: Current deals by pipeline stage and current pipeline value
The Sales Forecasting Dashboard, like the one in Freshsales, provides a forward-looking glance at how sales and revenue 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 in an effort to meet the revenue goal.
This dashboard is also useful for salespeople whose commission is based on their revenue performance. A quick look at the forecast will tell them how their current performance will affect their compensation.
10. Win/Loss Dashboard
Who it’s for: Salespeople and sales managers
How it helps: Provides a glance at sales opportunities that were won or lost, including the reasons why (when available)
Relevant KPIs and metrics: Recently won/lost deals
The Win/Loss Dashboard helps sales reps and managers evaluate the outcomes of various sales opportunities. 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 some deals because of price, you can re-evaluate your pricing structure to see if it’s on 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 that nobody has been working on within a selected reporting period. This helps the sales team identify which leads and opportunities require immediate action to prevent them from going stale or cold.
4 Tips for Configuring Sales Dashboards
Sales dashboards are essential in the day-to-day operations of businesses as they keep your sales process and goals organized. There are a few principles that you need to consider when configuring your sales KPI dashboards. Take a look at these four best practices and principles of sales KPI dashboards:
1. Choose What to Measure Carefully
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
Before you start creating your sales dashboards, carefully consider the metrics and data points that are 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.
For example, if one of your goals is to have every sales rep hit their individual quotas, you have to include each person’s percentage of closed deals in your metrics. If you want your team to close larger deals, then it would be useful to track the average deal size.
2. Determine How It Will Be Used
Since there is no generic sales dashboard for all types of businesses, you need to know who will use it and how it will be used before building one. Some dashboards are specifically for sales reps, managers, 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. In fact, it is our top choice for the best mobile CRM for small businesses.
3. Keep Your Dashboards Simple
Dashboards are designed to give the viewer a quick look at important 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 software, 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.
Sales dashboards allow you to quickly evaluate different areas of your sales company or team. They tell you if your sales activities and performance are on the right track or if you need to intervene to prevent a problem from occurring.
Most CRM software, like Salesforce Essentials, offer the ability to create and customize dashboards according to your business needs. To see how this CRM system works, sign up for a 30-day free trial.
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