Sales dashboardDuring the Dreamforce '12 session, 5 Killer Dashboards Every Sales Leader Needs, with Jim Sinai, Director of Platform Product Marketing, it was made clear that dashboards are not just for managers.

Any employee should be tasked with demonstrating their progress and impact on the business. With dashboards, you can wow your executive team with visual representations of your business results, create a culture of daily accountability, as well as save your valuable time by eliminating the need to aggregate and communicate raw data.

How can you start? Building a dashboard requires vision and need. Write out your vision. Then determine:

  • The purpose of the dashboard
  • Who needs to see the report
  • How often it will be seen
  • What it looks like
  • How much data is included
  • The time period
  • The types of chart(s) to use

1. The Lead Funnel Dashboard

This is how sales and marketing can work together. By creating a single dashboard for sales and marketing, both departments can make data-driven decisions.

For instance, should you choose to track conversion rate by team, you’ll be able to identify the strengths and weaknesses in the sales process. Is marketing driving leads, but they aren’t converting? Is your content the issue, or are your sales reps not holding up their marketing-sales lead response SLA?

  • Key Focus: better alignment with marketing, identifying trends and course correct (agility), accountability, ensure pipe coverage
  • Key Reports: leads by source, net leads vs qualified leads, leads attached to pipeline, conversion rate
  • Distribution: sales management, marketing

2. The Forecast Dashboard

Often thought of as a “managing up” tool for public companies, a Forecast Accuracy dashboard can also be used for coaching, rewarding, and uncovering flaws in your sales process at any company. Are you on track for the quarter, or does marketing need to generate more leads? At what stage are you losing prospects? Which reps aren’t closing?

  • Key Focus: sales credibility, quota attainment, management visibility, finance visibility
  • Key Reports: forecast by rep, forecast by team, forecast by stage
  • Distribution: sales management, executive team, finance

Forecast

3. The Sales Leaderboard Dashboard

Sales leaderboardRecognition is motivating and the leaderboard is a method of gamifying sales performance. It can drive a healthy competitive spirit, open up opportunities for mentorship, and keep reps accountable for their sales activities.

  • Key Focus: sales motivation, management, transparency
  • Key Reports: close-won opportunity by revenue, won opportunity, # of demos, new business vs. upsell
  • Distribution: all sales, executive team, marketing


4. The Competition and Win/Loss Dashboard

The previous dashboards focus on hitting quotas; however, dashboards tracking competition and win/loss will indicate what you need to do to win deals.  Win lossThis requires some qualitative data from sales reps; for instance, why did they lose a deal, and did they lose to a competitive product?

With visibility into these deals, sales can funnel feedback to the product and marketing teams.

  • Key Focus: understanding threats, monitoring for best-fit
  • Key Reports: win/loss rates, product gaps, competitor presence, deals with no coding
  • Distribution: all reps, product, marketing, sales manager


5. The KPIs and Sales Activities Dashboard Activities kpis

Use this dashboard to drive discipline in your sales force.

Find out where deals stand, which sales reps are actively working leads, who hasn’t logged into their CRM lately, and various other accountability metrics that can be used to change sales rep behavior.

  • Key Focus: rep behavior, CRM adoption
  • Key Reports: activities by sales rep (calls, demos, visits), opportunities past due, # of days without logging into CRM
  • Distribution: all sales


6. The Executive Daily View Dashboard

As a salesperson, your time is valuable. With an executive dashboard, you can spend less time aggregating data to show your execs that you have control over the business at any given time. No longer are you explaining your results and creating decks. Now you can spend time in the field or coaching reps. Demonstrate ROI, and leverage this dashboard to ask for budget increases.

  • Key Focus: total transparency, executive communication
  • Key Reports: best of everything - leads, sales, competition, forecast, etc
  • Distribution: executives 

With these dashboards in hand, you're ready to focus on getting leads and closing deals.