12 Sales Dashboard Examples and How to Create Your Own
A sales dashboard is a tool that aggregates sales data and formats it into aesthetically pleasing, easy-to-understand graphical form.
An accurate, versatile, and easy-to-use sales dashboard is critical for your sales team’s ability to understand and apply the data available to them. In this article, we’ll go over everything you need to know about how to create your own.
Here’s what we’ll cover:
- What Is a Sales Dashboard?
- What Should You Include in a Sales Dashboard?
- How to Create a Sales Dashboard
- 12 Sales Dashboard Examples
What Is a Sales Dashboard?
A sales dashboard is a visual representation of a given set of sales data:
Salespeople and sales managers collect and rely on massive amounts of data to optimize their sales processes and make accurate sales forecasts. The sheer volume of available data, though, can be overwhelming and difficult to digest.
That’s where sales dashboards come in. They give the salesforce and other c-suite executives the ability to see a wide variety of data at a glance, in a format that’s easy to read and draw conclusions from.
Sales Dashboard Software
The best sales dashboard software is capable of giving real-time updates to just about any set of sales data you might collect. This level of insight helps with a number of sales-related activities:
- Decision-making about sales strategies, sales goals, and forecasting
- Monitoring and controlling a huge variety of sales KPIs, all in one easily accessible place
- Knowing which members of your sales organization are in need of coaching or other intervention
Not only do sales dashboards show a wide variety of data, many of them also offer the ability to customize their graphics. Sales teams can choose from the graphical representation that best suits a data set’s needs — things like pie charts, bar graphs, bubble charts, and scatter plots are all common features of most sales dashboards.
There are dozens — if not hundreds — of dashboard software available for sales organizations to choose from. Some companies also opt to create their own using Excel or other data-aggregation platforms.
Regardless of the route you choose, keep in mind that one of the most powerful features of a great sales dashboard is the ability to update in real-time and show you up-to-the-minute data. Even if you choose to create your own, be mindful about how readily available your data will be to your sales team.
What Metrics Should You Include in a Sales Dashboard?
One of the best things about sales dashboards is that there are nearly limitless possibilities about what kind of data they can process.
They can show high-level data, giving graphical representation to things like revenue growth, number of new customers, or win rate.
On the other hand, they can also drill down into very granular detail, shedding light on things like lengths of each stage of the sales cycle or time spent on sales vs. non-sales activities.
The way your sales dashboard appears will ultimately be up to the specific needs of your company. You may also find that you need to toggle between a number of different types of dashboards. Here are a few of the more common ways that sales teams choose to use their dashboard software.
Sales Performance Dashboard
This type of representation typically shows high-level, overarching sales metrics. You might see any combination of the following key metrics at a glance: total revenue, profit margin, sales growth, or closing rate.
Sales Conversion Dashboard
With this dashboard, the graphics shows the various conversion rates of each step of the sales pipeline.
It may also show your lead-to-conversion ratio, converted leads, lead-to-opportunity ratio, or opportunity-to-win ratio. This data visualization helps team members understand exactly which stage of the process might need fine-tuning.
Sales Cycle Length
This dashboard template is pretty straightforward. It will show your sales team how long the overall sales cycle is. It can also depict how long each individual stage of the process takes.
A dashboard that lays out the current performance of your sales team can be highly motivating for your reps. A sales leaderboard will depict how each of your reps rank in terms of the metrics determined to be most impactful for your particular business.
Product Performance Dashboard
If your business sells multiple products, a product performance dashboard is a fantastic option for your team. This kind of dashboard can show COGs per product, revenue per product, or product sales by campaign.
Sales Activities Dashboard
If productivity is an issue for your team, a sales activities dashboard may help. These graphics can show the amount of time spent on the day-to-day sales activities like calls made, emails sent, deals closed, demos presented, and number of follow-ups sent.
You may also consider including data sources for average activities per single deal; this metric gives you a benchmark for how much interaction customers generally need in order to buy.
Other Popular Metrics
Other popular metrics that may or may not fit into any of the above categories are:
- Leads by source
- Closed opportunities
- New business vs. upsell
- Win/loss rate
- Product gaps
- Open opportunities, open activities, and/or open cases
- Opportunities past due
- Sales by closed date
Regardless of which metrics you choose to include in your dashboard, try not to go overboard. The point of a dashboard is to make your data easy to read and understand; if you clutter it with every KPI under the sun, it may defeat the purpose. Remember, many dashboard softwares offer a variety of graphics and data inputs, so it’s okay to toggle between them as needed.
One more key tip: make your data actionable. Your sales team should be able to look at your dashboard, gather insights from the data, and be ready to do something with it — whether that means continuing with what’s obviously working, or pinpointing where and what needs changing.
How to Create a Sales Dashboard
Despite the fact that sales dashboards are ultimately unique to each individual company, there is a general process that your team can follow in order to determine how to create your own.
You will want to consider the following as you prepare to evaluate your various software/template options:
- The overall purpose of your dashboard
- Who will see the dashboard, how it will be used, and how frequently stakeholders will need to access it for updates
- Your format preferences — do you want a streamlined and minimalistic, or a one-stop-shop for your data needs?
- How much data you need to include
- The time period you intend to represent
With all of those in mind, the following basic steps will get you well on your way to your ideal sales dashboard.
1. Evaluate Your Sales Goals
Your sales dashboard should be a tool that shows you how close you are to reaching your sales goals. If you’re concerned about sales productivity, it may not make sense to design a dashboard that shows high-level metrics like revenue growth or win rate — those are somewhat irrelevant until you figure out where your sales team’s time is being spent.
2. Consider the Stakeholders
Who will be the primary dashboard users? Upper-level management typically accesses higher-level data, while sales reps and managers may appreciate a more granular view of the process and day-to-day specifics.
You’ll also want to consider the overall purpose of the dashboard — are you using it to monitor basic progress, or rank and tier your sales reps? Make the dashboard work for you based on the highest priorities of your company.
3. Choose a Provider
We’ve included a variety of options for dashboard software providers in the examples below. There are also a number of Excel templates available for free or a nominal fee. Make sure you have your goals, purposes, and stakeholders in mind as you evaluate your different options.
4. Integrate With CRM
Here comes the fun part. Once you’ve selected your software and trained your team in the specifics, plug into your CRM and let the data integrate.
5. Build Your Sales Report
Once you’ve linked the dashboard to the CRM, pull the specific reports to show the data you need.
Regardless of its primary users, the sales dashboard is meant to be a team-wide tool. There should be at least some level of transparency regarding how it was chosen and what data goes into it. Be sure to take the time to train your team on how to use the various features available to them.
12 Sales Dashboard Examples
As promised, here are just a select few examples of beautifully arranged, data-forward sales dashboards.
The companies highlighted here also offer a number of alternative dashboard options, and there are still scores of other companies who may otherwise offer what you’re looking for.
The possibilities here are really endless, so don’t settle for a dashboard that doesn’t capture exactly what you’re looking for.
1. Sales Product Performance (Klipfolio)
This Klipfolio dashboard shows a handful of performance metrics for several different products. It also highlights the difference between online and in-store sales, as well as which campaigns were most effective.
2. Sales Cycle Length (DataPine)
This DataPine chart breaks down the lengths of each stage of the sales cycle. Not only that, but it breaks this data further down by sales rep.
3. Sales Activities (Yesware)
Instantly visualize what’s working across your team with this Yesware + Salesforce dashboard. This dashboard helps you visualize email, call, and calendar activity across your sales team so you can see how rep activity leads to outcomes.
The next dashboard by Solver is a bit more high-level, showing a variety of “sales by” metrics — sales by customer, sales by rep, and sales by product — so you can see the top performers of each category. It also uses a line graph to show the overall sales trend.
5. Sales Rep Dashboard (Cumul.io)
This Cumul.io dashboard shows high-level performance, broken down by rep. It details their personal pipeline details, as well as the number of open deals still being worked.
6. Sales Leaderboard (Klipfolio)
The following Klipfolio dashboard acts as a kind of scoreboard for sales reps. It highlights their company’s most impactful metrics: new MMR and new accounts.
7. Sales Pipeline (Tableau Public)
Tableau Public designed this dashboard to break down the key metrics of the sales pipeline. From here, sales reps can see which stage is currently most successful, and which are slowing the cycle and may need specific attention.
8. Sales by Region (Qlik)
This Qlik dashboard sorts its data by geographical region. It also uses heat map technology to show which products perform best in different regions.
9. Performance Overview (Zoho)
Zoho offers a beautifully streamlined, high-level overview dashboard. It offers a few straightforward graphics, as well as key data points in easy-to-read formats.
10. Open Deals (Salesforce)
This Salesforce dashboard shows that open deals can act as a kind of to-do list. It also adds a bit of motivation: if all of those open deals can close, the company will generate an additional $466k in revenue.
11. Sales Trends (Cumul.io)
This colorful dashboard by Cumul.io shows the overall trends and progress of your sales team. It’s broken down on a monthly basis.
12. Retail Sales (iDashboards.com)
Here’s a dashboard designed for retail sales by iDashboards, but it can be tweaked to represent non-retail, as well. It has sections for sales by location, sales by department, and sales per labor hour.
A sales dashboard can offer an almost immediate ROI in terms of time spent analyzing data. If you’re not already using one, now is a great time to start.
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