Must-have Company and Sales Performance Dashboards

Types of CRM dashboards

CRM dashboards serve two main purposes:

1. Reporting: providing a snapshot of the current situation on key performance indicators. The audience isn’t limited to the management team. Sales will typically review such dashboards periodically, such as during QBRs. Other teams may receive a periodic update to get an overview of how the company is doing with regards to sales.
2. Performance management: guide individuals and teams in effectively reaching their goals. Your CRM should be central to your sales meetings. Apart from specific CRM views, such as a pipeline board, CRM dashboard provide a way to effectively inspect data to review gaps and provide updates.

Your situation defines the dashboards you need

Different stages in your company’s drive a different focus. A different focus may require different reports to be in each dashboard.

Examples:

• Reporting: If you are ramping up marketing, a more detailed website traffic report, including traffic sources, may be relevant to the management team. Later on, this won’t be required.
• Performance management: A junior sales team may require reports with activities (calls, meetings) compared to goals. A more mature team may not need such fine-grained reporting.

A good starting point: must-have CRM dashboards

Some commentary refers to Hubspot’s fields (i.e. “lead status”), but every other CRM should allow the creation of such reports.

Company Performance

Top-of-funnel performance

Tells you: Do you have solid marketing performance supporting your sales goals?

Reports:

• Ad campaigns with cost-per-click (In the last 90 days)
• Ad campaigns with cost-per-contact (In the last 90 days)
• Website visit traffic sources by week (In the last 90 days, weekly)

Lead generation contribution

Tells you: Which leadgen channels are working?

Reports:

• Marketing-sourced contacts created - This vs Last Quarter
• Filter out “lead status” = unqualified and similar, so unqualified leads aren’t reported
• Filter by “original source” to match only leads created through marketing activities (inbound)
• Sales-sourced contacts created - This vs Last Quarter
• Filter out lead status = unqualified and similar, so unqualified leads aren’t reported
• Filter by “original source drill down” to match only leads created through marketing activities (inbound)

Pipeline generation vs. Goal

Tells you: Are you adding enough new deals to hit your future goal?

Reports:

• Meetings booked - This vs Last Quarter
• Filter for “This quarter” and show “Compared to last quarter”
• Group by month
• Deals created vs Goal - YTD (Monthly)
• Pipeline created vs Goal - YTD (Monthly)

Insights from the market

Tells you: What are prospects sharing that can benefit your strategy?

Reports:

• Completed meetings with minutes - Last 2 weeks
• If you have a high volume of activities, consider filtering by key accounts or only show flagged meetings with important highlights

Forecast vs. Goal

Tells you: Are you going to meet your targets?

Reports:

• Deal closed totals vs Goal (MTD, QTD, YTD)
• Deal revenue forecast by stages vs Goal (MTD, QTD, Next Quarter)

Team Performance

Use reports from the Company Performance dashboard, adjusted to show more detailed data and allow filtering by team/rep.

Activities

Tells you: Where are reps spending their time?

Reports:

• Activities by rep by type Vs. Goal (In last 14days / In last 30 days)
• Meetings booked - This vs Last Quarter
• Same as Company Performance

Pipeline generation vs. Goal

Tells you: Are you adding enough new deals to hit your future goal?

Reports:

• Meetings booked - This vs Last Quarter
• Filter for “This quarter” and show “Compared to last quarter”
• Group by month
• Deals created vs Goal - YTD (Monthly)
• Pipeline created vs Goal - YTD (Monthly)

Insights from the market

Tells you: What are prospects sharing that can benefit your strategy?

Reports:

• Completed meetings with minutes - Last 2 weeks
• Same as Company Performance
• Deals by last activity
• Filter for Deals with activities in the last 30 days, Order by activity date

Forecast vs. Goal

Tells you: Are you going to meet your targets?

Reports:

• Deal closed totals vs Goal (MTD, QTD, YTD)
• Deal revenue forecast by stages vs Goal (MTD, QTD, Next Quarter)

Leading Indicators of Unit Economics

ACV

Tells you: Are you meeting your profitability target?

Reports:

• Average ACV
• Average ACV per rep

ICP focus

Tells you: Are you focusing your effort on your ICP?

Reports:

• % Contacts created on target accounts vs non-target accounts
• % Deals won on target accounts vs non-target accounts
• % Deals lost or derailed on target accounts vs non-target accounts

Conversion rates

Tells you: Where should you optimize your activities?

Reports:

• Deal stage funnel with deal totals and conversion rates
• Show all data or filter for deals created in the last 6/12/24 months, depending on your sales cycle, to show meaningful data
• Lead to MQL conversion rate
• MQL to SQL conversion rate
• SQL to Won conversion rate
• Win rate by source
• Use different “Original source” filters to understand which lead sources better convert to paying customers

Wall of Shame

• Overdue opportunities
• Filter for Deals still open past the close date
• Overdue activities
• Filter for Tasks with due date in the past
• Stuck opportunities
• Filter for opportunities with “Date of last stage change” more than X days/weeks in the past
• Target Accounts with no planned tasks
• Filter for Target Accounts with no open Deals and no tasks with future execution date