Creating Your Sales Performance Dashboard

A CEO recently asked for my assistance in creating a sales performance dashboard like the one above.  They were getting ready for the coming year and wanted a creative way to report on results vs. coming-year targets. This kind of view is very powerful because it communicates and conveys sales effectiveness in a very concise and effective way.  Keep in mind that developing this kind of dashboard is more challenging than it looks, mostly due to being able to gather timely and accurate data.  The validity of the underlying data is crucial to traction and use of the dashboard by your team.

sales metrics

Step 1 in this process is to define the key metrics we want to
track for our business.  Remember that
the metrics and targets you focus on, will drive your team and how you are
managing the business.  For that reason,
make sure to get input and involvement of your team as to which key metrics to

If we look at the metrics in the dashboard above as an example, we can break down these metrics into 3 categories:

  1. Metrics related to Leads Being Qualified (pre-sales cycle)
  2. Metrics related to the Sales Pipeline Opportunities (in our sales cycle)
  3. Metrics related to our Wins

Here are the details we want to track by category:

  1. Metrics Related to Leads Being Qualified
    • New leads created per month
    • Lead Source
    • Conversion rate of unqualified leads to opportunities
    • Analysis and Trending on these metrics
  2. Metrics related to the Sales Pipeline Opportunities
    • Total # and $ of Open Opportunities
    • Breakdown Pipeline by Process (ex.):  1. Qualified, 2. Meeting, 3. Proposed, 4. Closed
    • Conversion rate of opportunities to closed deals
    • Analysis and Trending on these metrics
  3. Metrics related to our Wins
    • $ and Number of wins
    • Average Won Deal Size
    • ARR/MRR vs. one-time revenue
    • Average Sales Cycle Length
    • % of qualified opportunities won
    • Profit and Cost by Contract / Project
    • Win by Lead Source (invest more here!)
    • Analysis and Trending on these Metrics

You can start all of this in excel, and then set up your CRM to track the same information.  Don’t worry if you cannot track everything on Day 1. Just get started with what you have today, and add to it each month.  Get it moving!  Finally, to cap it all off professionally, develop a month-end update and reporting process.

‘What gets measured, gets improved.’

Robin Sharma

The bottom line is this: Outside of your standard financial reports (P&L, Balance Sheet, Cash Flow), you are probably getting limited visibility to other key metrics that drive the success of your sales and company growth. By working with your team to establish an effective and accurate sales dashboard, you can improve sales performance in the coming year! Why? Because you are focusing on what’s most important – and how you can improve – and that will take your business all the way to the top!  

Ready to explore your potential?

  1. 1-on-1 Coaching: Gary has implemented the ideas above successfully with his own teams, and he is actively refining them today with his CEO coaching customers. Can we help you implement positive results in your company? Contact Gary directly:
  2. Learn at your own pace: Join The Growth Cube Academy – a training school for small business CEOs that includes 20-minute video workshops conducted by Gary that you can listen to at your leisure, and focus in on specific topics.
  3. Think – Order Gary’s book, The Growth Cube, or join Gary’s newsletter and stay up-to-date with new successful models and tools!
  4. Learn more about how Gary is applying these principles real-time in his startup company. Go to and sign up to see a demo or invest in Gary’s AI and imaging analytics software products that help improve patient wound healing.