Sales Dashboard: what is it, how to have it and what are the important metrics?


Sales Dashboard: what is it, how to have it and what are the important metrics?

Sales Dashboard

Sales Dashboard is a technological resource that shows, in an agile, intuitive and real-time way, a series of information about the progress of your sales. Its use, due to graphics and indicators, gives an overview of the process and makes decision-making much more assertive.

Having control over sales, knowing how your open opportunities are going and how your team is working…

What manager doesn’t want to live in this context, right? Having a clear view of the process and knowing how the company is selling is, without a doubt, a good practice in the sector.

In this sense, technology is decisive and can no longer be ignored by organizations that want to grow and be even more of a reference where they operate.

A sales dashboard gives companies the security of knowing how all negotiations are going in real time.

More than that, it allows you to immediately identify any flaws, giving you time and conditions to correct it before it becomes something bigger.

In this text, we will talk about the importance that this feature brings, in addition to giving some examples of how to have it in your daily business.

Oh, besides: what metrics are relevant and that need to be in it? These are topics that, from now on, we will be debating.

Good reading!

What is a sales dashboard?

Sales dashboard is a resource that the digital transformation within companies makes available for an assertive and real-time sales control.

It is used to visually and quickly and intuitively show the set of information about how your sales are going.

No wonder the word, in English, means “control panel”. Because that’s exactly what it allows, especially for a sales manager: control.

The best thing about having technology as an ally at this time is precisely that you don’t need to use spreadsheets or do complex math.

Which, of course, makes the numbers completely accurate. After all, you won’t be subject to human error. A simple misspelled number totally changes the results and you get inaccurate information.

So, well… you already know what can happen, don’t you? In addition to making your assessment inaccurate, it can affect several other factors such as the payment of sales commission, for example.

This would inevitably generate great frustration and demotivation within the sales routine. Not to mention, of course, conversion rates that will all be inaccurate.

And then, oiling the sales process will become a real epic. Therefore, it is ideal to have a sales dashboard that is generated automatically.

In this, again, technology plays a decisive role and is the locomotive in these cases. Only through these dashboards you will be able to see a series of data and also information that will give a 360º view of the business.

The work routine will become even clearer. In addition, you will have clear financial, technical and trends aspects that will show how efficient your processes are today.

7 relevant metrics for a good sales dashboard

For the sales dashboard to make sense and really help sales management to be accurate, it needs to be complete. AND

Understanding sales metrics well, knowing which ones should be on the dashboard is a strategic issue.

It is, as a matter of fact, an important competitive differential in relation to other competitors.

Technology is not always present in everyday life in every company – but yours doesn’t have to be that way, right?

Below are 7 important metrics for you to monitor and be even more precise when it comes to selling.

Here, we also need to integrate marketing and its lead generation strategies to capture customers.

After all, the company’s sales force is one and these two sectors (marketing and sales) need to be integrated and synergistic.

Ah, it’s important to say that this dashboard is aimed at those who use the inside sales model, when sales occur internally.

That said, check out the metrics we highlighted:

1 – Number of visits

The first item we mention is the number of visits that occur on your website. This gives managers (and everyone involved in the business process) a clearer idea of ​​the impact their business is having.

It is possible to know against the competition whether it is a satisfactory number or not. To do this, use tools like Serums to find out how far ahead or far away you are.

Of course, this isn’t exactly a simple process to carry out. And it makes more sense to those companies that already have the technology present in their processes.

But it is extremely important and well worth getting started. This helps the company to see how well or poorly positioned it is in the market.

It also serves to show how much she will need to reinforce her customer prospecting strategies, especially through inbound marketing.

2 – Number of leads generated

Sales Lead Dashboard

Whether it’s top, middle or bottom of a funnel, it doesn’t matter. You need to measure how many leads, in real time, your business is generating.

Think of a simple separation to determine which level each lead must enter. We can consider top those who download some rich material you created.

Kind of funnel to those who subscribe to your newsletter. Or, they registered an interest in some more in-depth research or material.

As for the background, those who registered in the contact section of your website or asked to be part of the trial period of your solution. AND

Understand that lead is not yet a customer. It is someone who “raised his hand” and, therefore, needs to undergo nutrition so that you can sell.

Knowing the number of prospects helps sales management to know the ratio of website visitors vs. leads generated.

And so again: making assertive decision-making about what marketing needs to improve.

3 – Number of schedules performed

Another important comparison that needs to be made is the number of schedules made for the seller to actually make the sale.

Here, it’s important to see how many of the leads that were generated were actually interested in getting to know your tool better.

This is one of the most important metrics on the sales dashboard as it will show the quality of the work of the SDR team.

He is responsible for qualifying this lead, giving him conditions and security to hear what the seller has to say.

This is not the time to rush. Pre-sales must be consultative and instruct the prospect on the way to resolve their doubts.

4 – Number of open opportunities

Here we can split it in two – if it makes sense for your business. It is important to emphasize that not only the opportunities that are being negotiated must be measured.

The cart abandonment must also appear here. They continue to be a good trading opportunity.

For some reason the purchase was withdrawn – and something needs to be done about it. So, have a metric that indicates, within the sales dashboard, the number of carts that were abandoned.

Then, yes, another one that shows your open negotiations, the “normal ones”, which passed through your pre-sales team and arrived at the seller.

We said above that this separation should only occur if it makes sense for your business model.

Read: if your company is an ecommerce. There, you can use some mental triggers and take actions to offer a discount coupon or an exclusive payment term.

Otherwise, just focus on the open trades metric to see how well your trades are doing.

5 – Total number of sales made

Total sales sales dashboard

This is an indispensable and even obvious metric to be present: the total number of sales made.

The ideal here is not only to put the quantity but also the average ticket per customer, products that had the highest output, among others.

Read: the more detailed here, the better. This will serve to motivate your sales team, showing that the goal is close to being met, which will stimulate much greater focus and productivity.

Likewise, knowing the numbers and details helps managers – who have a more strategic view of the business.

Knowing which products and services (or subscription to them) sell the most, it will be possible to focus even more on these and develop actions to increase sales.

6 – Percentage of goals achieved

In the same way that the obtained numbers need to appear, the desired ones too. It is essential to put in percentage and total numbers the desired goal for the month and year.

This will help you know how your team is doing and if you need to speed up a follow-up step. This can help you with your open opportunities where the customer is still undecided.

Thus, you would be able to ensure that the goals and objectives are met. But, of course, this will only be possible to know when you have it very clear, visible and intuitive in your sales dashboard.

7 – Conversion rate between all steps

At all stages of the sales funnel, it is necessary, with a percentage, to measure the conversion rate.

No matter how many steps you have in your pipeline, you need to measure all of the conversions from one to another to see if it even makes sense to have them all.

Only then will you be able to measure the efficiency and effectiveness of your process and know what can be improved.

How to have a sales dashboard?

There are ways and ways to have a sales dashboard present in your company. Some are accurate and real-time, some are not.

A cheap alternative – and here its only advantage – is to create spreadsheets and share them online via Google Drive, for example.

It can work for a while, especially for small and/or just-starting businesses. Startups can take advantage of this… for a while.

But, that’s how we talked from the beginning of this article. A wrongly typed number is enough to simply compromise all sales data.

And to identify where the error occurred? How much time will be wasted on this mission? And there is no guarantee that he will be found.

However, your company wants to grow, right? It wants to sell more, better and be recognized as the biggest reference in the sector.

So you need to have the technology to drive that mission – and nothing better than having your CRM report to guide you.

If you want to track your sales performance, focus on the customer and their success. Besides, of course, being able to control everything your sales team does, this is the way to go.

With a good CRM system you have really efficient dashboards. You have full customer relationship history and conversion rates at every step.

Also have the metrics of each seller to know who is better and who is below what you want.

Put it on a TV and let everyone have access, exactly where the sales department is to not only control but encourage everyone.

After all, the more visible the metrics present on the dashboards, the more assertive the daily work will be.

So, how can we help you?

Enjoy and read two articles that will help you sell more and better every day.

The first one talks precisely about what sales CRM is and how it helps companies.

The second talks about some sales techniques to help accelerate more business.

Good sales!


Sales Dashboard is a technological resource that shows, in an agile, intuitive and real-time way, a series of information about the progress of your sales. Its use, due to graphics and indicators, gives an overview of the process and makes decision-making much more assertive. Having control over sales, knowing how your open opportunities are going and…