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Sales Dashboard examples

A sales dashboard is a tool that enables c-level executives and managers to effectively control sales KPIs and monitor them in one central place while helping teams to reach sales goals through detailed analyses of sales performance, cycle lengths, and sales funnels.

Sales departments need to have strong ownership of their pipelines, data at their fingertips, and accurate information at any given point in time. By using modern sales dashboards, the performance of the team, sales opportunities, closed deals, various other sales KPIs, and sales management on a daily or strategic level become simplified and easier to follow. Trying to navigate all the sales tasks while increasing revenue and profits, forecasting and comparing data swiftly and accurately is of utmost importance for busy bees like sales representatives, managers, and VPs. To have a complete 360° overview of sales information, having real-time data overview in terms of your targets, visualizing your progress, and sharing the information with clients or stakeholders, sales dashboards will enable full control while empowering you to take full advantage of professional sales analytics software. To see these benefits in practice, we will show you our selected sales dashboard templates created with datapine’s professional dashboard builder.

Here we present an overview of the top 6 sales dashboards covering the most important sales aspects of a company:

Sales Performance Dashboard - Sales KPI Dashboard - Sales Cycle Length Dashboard - Sales Conversion Dashboard - Sales Opportunity Dashboard - Sales Analysis Dashboard

Sales Performance Dashboard

Sales Dashboards - Example #1: Sales Performance Dashboard

The sales dashboard example illustrated above provides a perfect overview of the progress of the sales department by focusing on sales growth, sales targets, ARPU, CAC, and CLV. This visualization of every aspect of your sales portfolio affords you a unique opportunity to take a full picture of your sales operations quickly and easily, without losing any valuable information. A professional sales dashboard software will help you in the process, making your operations and sales data digestible, engaging the viewers to dig deeper and providing instant insights on your most important metrics and developments.

As a sales manager, you need to have at-a-glance information that can show you whether or not your team is meeting their individual goals. The sales performance dashboard above is your one-stop-shop for sales insights. First, you can see whether or not your team is on track to meet their planned goals by looking at the sales target. These insights can help you plan for the future, create polished sales reports, as well as identify if your sales team might need additional training. Using this sales dashboard template, you can gain an insight into how this sort of real-time sales monitoring can augment your operational management and improve your profit margins.

Our first sales dashboard example enables you to drill down deeper into critical KPIs like average revenue per unit (ARPU), customer acquisition cost (CAC) and customer lifetime value (CLV). The ARPU is a great benchmark of the average money generated across all sales; although this measure does not take into consideration the varying acquisition costs of different customers or products, it is a great overview snapshot of the average value amongst your various customers. Customer lifetime value is a sort of forecasting prediction, that indicates to you the worth of your customers over the entire future relationship with them. Having all this information on a comprehensive sales performance dashboard will only improve your departmental performance as well as sales results.

That said, the goal, of course, is to increase the customer lifetime value and ARPU of a user/account, while cutting acquisition costs. It is business basics to attempt to maximize profits that can be generated from customers and revenue returns per sale; however, this sales dashboard gives you the ability to quickly, easily and efficiently track and monitor changes in these indicators so you don’t miss a beat. It enables you to easily compare these important numbers and monitor if you are on the right track, and identify where you can make strategic changes to improve further.


Now we will take a look at the best sales information to present on a dashboard that focuses on high-level sales metrics most interesting for c-level executives, managers, and sales VPs. The sales KPI dashboard expounds on the most important strategic and operational data that are needed for running the department successfully while increasing the quality and performance of sales goals.

On top of the sales KPI dashboard, we depict an at-a-glance overview of critical sales numbers such as revenue, profit, and costs. We have set targets and comparisons to the previous time period to get a more detailed view if the department will reach its goals, or if the set strategy and tasks need additional adjustments. By having current and previous data on a single screen, every manager can get a complete perspective on sales processes and dig deeper into the numbers needed for sustainable business development.

That being said, we continue with details on the sales revenue generated by new customers, increasing steadily over the past year, with a setback in November. If we want to delve into more details, we can always interact with this type of a sales management dashboard, and consume even more features, depending on the level of insight we need. The accumulated revenue shows us particularities of the previous revenue, new, upsell, lost, and the total current one. This is useful for immaculate analytical data concentrated on monetary insights that can show us if our strategic approach makes sense or if we need additional sales reporting processes and analysis to reach and maintain a healthy sales operation.

Another key metric to consider on a professional sales reporting dashboard is incremental sales by campaign. We can, therefore, see which online channel brings us the most revenue with the lowest invested marketing activities or try to reach the best possible mixture of results. That way, you will be able to exclude channels that are not bringing value for bucks and invest more into channels that have shown the most prominent outcomes. This incremental metric is more closely correlated with marketing, which is a needed connection for calculating incremental sales and reaching overall business goals.

The bottom line of sales strategy development is to increase income and, hence, profits for a business. To be able to do that, a sales reporting dashboard concentrated on the high-level KPIs we have presented enables managers to handle their strategies at the most transparent and accurate level possible. The possibility to boil down into individual sales reps’ statistics and performance gives you an overview of your whole department and the possibility to immediately spot anomalies in your strategy while depicting real-time and historical data in a visual manner. To see the full scope of this dashboard, you can open it in full-screen mode and examine these data more closely.

learn more about all relevant sales kpis See all Sales KPIs

A sales cycle reflects the time it takes to go from start to finish, from a potential opportunity to make a sale to a handshake and a paid invoice. However, in the midst of the exhilaration of making the sale, details get lost, productivity is not always at its highest and you might not be operating as productively as you image or hope. Obviously, shortening the sales cycle can significantly impact your bottom line, put more money in the bank and ensure a happier and more devoted customer base. However, before you can optimize the cycle, you must first understand it. Enter our sales dashboard software and build your individual sales cycle length dashboard. You can start with the basics, by first looking at your current sales cycle length over time to use as a benchmark.

In this sales dashboard template, the length of a sales cycle is depicted as a sales funnel with four steps in making a sale: opportunities, proposals, negotiations, and closings. Each step in this process takes a certain amount of time and the average length of the sales cycle is a reflection of the average time each stage needs to be completed, across all representatives within your sales team.

After setting up and customizing your own sales cycle stages, as it pertains to your business and particular product inventory, you can start assessing your sales productivity and that of each individual sales representative as well. Is one rep significantly outperforming other team members? Now that you have that information at your fingertips, you can drill down to find out what is and isn’t working. You can also use this sales dashboard to track individual rep’s progress over time. This helps with goal setting for individuals, and for the sales team as a whole.

The average sales cycle length is of utmost importance for any sales rep or department. Reducing it means accelerating the sales process and consequently, increasing the overall revenue growth. Although there are various cycle lengths across industries, each one should be tested with a simple goal in mind – to create the best possible sales efficiency. In general, the faster and smoother your process from generating a lead to closing a deal is – the less time you will have to potentially lose a customer or client.

You already know that the bottom line is to maximize profits and improve productivity; employing state of the art sales cycle length visualizations will help you immediately determine the strengths and weaknesses in your sales team and operations, and give you the information you need to respond accordingly.


There are numerous stages in the process of making a sale; ascertaining potential leads, turning those leads into opportunities, commencing negotiations, initiating proposals and hopefully, ultimately ending with sales/wins. Of course, leads don’t always turn into opportunities and proposals don’t always yield wins; this is the nature of the business. However, as a business owner or sales manager, you should not be content with accepting that proposals don’t eventuate into wins, for your company. Rather, you should monitor your operations down to the smallest detail and ensure that your business is operating as effectively as possible.

Our next sales dashboard example – the sales conversion dashboard – enables you to look at details of the individual stages of the sales process, in order to improve your all-over conversion rate. This sales dashboard template does not just provide you with the raw information, but rather translates it into a more meaningful form and puts that information at your fingertips, namely by means of succinct visualizations of different aspects of the sales conversions process. You are given a lead-to-opportunity ratio, depicting the ratio between potential leads and those converted into real opportunities. Perhaps your lead-to-opportunity is through the roof, which tells you that your salespeople are extremely effective at the beginning stage of the cycle.

This depicted funnel will show you how exactly you generate sales, and which stages need additional modifications. You can also see on which days of the month you generated the highest number of new customers and then analyze what happened that day and maybe implement the same processes in the future. This is useful since you can easily track your whole conversion funnel as detailed as you need, with real-time information and intelligent alarms that will notify you of any type of sales anomalies.

This form of a sales management dashboard further provides you with information related to the opportunity-to-win ratio, demonstrating the percentage of opportunities that your sales team was able to convert into actual wins and profits for your operation. If the opportunity-to-win ratio doesn’t match the lead-to-opportunity ratio, that could alert you that there are issues in the later stage and provide you with invaluable insight about changing certain aspects of your sales operations, in order to maximize efficiency; perhaps additional training would be valuable, or maybe you have to look at the leads you are targeting in the first place. By analyzing the opportunity, proposal, negotiation, and closing stages you can identify and address room for improvement with the goal of increasing sales conversions.


Our next example, a sales opportunity dashboard, focuses on the most promising leads in your sales funnel – also known as opportunities. This online dashboard helps sales representatives in obtaining all important information about current sales opportunities available at any time, in one central location. The following key figures are displayed in a visually appealing way: the current number of sales opportunities, the average purchase value, and the churn rate, among others. Let’s see how sales dashboard software can help you to generate actionable insights and extract more value from your sales processes.

The left side of the dashboard starts with a clear overview of current opportunities and purchase value. These values automatically compare your numbers with the last month so you can clearly observe whether your opportunities have generated growth and how much. Below this brief overview, the dashboard focuses on the lost opportunities and churn rate. Here we can see that we have lost more opportunities in comparison to last month, broken down by reasons as follows: competitor chosen, functionality, price, changing needs, and others. This will help you to identify the main reasons for losing your most promising leads in order to adjust your sales strategy accordingly.

The upper right part of the dashboard depicts the development of the number of opportunities through a one-month period alongside the purchase value. We can see some spikes where the values were higher so it might make sense to investigate what happened in order to try and copy the same results in the future. The average purchase value by package will tell us more information about the development of different sales categories (basic, professional, and premium) on a monthly basis. It’s clear that the premium package generates the highest purchase value, therefore, you can start asking additional questions and developing your sales strategies accordingly, in order to increase the number of premium package deals and close more contracts.

The final part of the dashboard depicts details of opportunities where you can simply filter by the salesperson, country, and stage name. Additional comments from sales reps can give you more information about each opportunity, hence, you can ask questions directly and save time in searching for the designated account or sales rep. To see the full power of this dashboard, you can open it in full-screen mode.

More detailed information on individual metrics with the possibility to drill-down, filter, zoom, and other interactive features, will give you the possibility to dig deeper into each part of your dashboard and ask additional questions. For example, why the contracts for the most promising leads were not finalized? Based on such findings, you can optimize your product and sales strategy in the most sustainable way.

learn more about all relevant sales kpis See all Sales KPIs

As you’ve seen throughout this list, the 5 previous examples had a B2B focus. To switch things up a little, our 6th and final high-end sales dashboard has a B2C focus and it covers key product and region metrics that any sales department should monitor to optimize its strategies and ensure steady growth. The value of this powerful template lies in the fact that you can easily explore the data on it thanks to a range of filters including the product category, specific product, sales representative, region, country, and observed period. This way, you can find the answers to any questions that arise by going into deeper levels of data all in one location. Let’s break it down in more detail below.

The template, which is currently filtered for desktop computers, starts by offering an overview of 3 relevant performance metrics: total revenue, total profit, and average profit margin. Each of them is then broken down into a more detailed graph which compares its performance for the different quarters. As seen in the chart, Q2 had quite a big decrease in performance, therefore, it is necessary to dig deeper into the data to find the reasons. You can do that on the spot by looking into these metrics but broken down by country and product. For example, the USA has the highest volume of sales but a lower revenue and profit margin compared to other countries with fewer sales and higher revenues such as Japan or India. A deeper drill down into USA data can shine a light on high volumes of unsold inventory or high operational costs that need to be tackled to ensure maximum profitability. Another way to assess this is to look into the top 10 products by revenue. Here you can easily identify if an item is not performing as expected and implement strategic measures.

The sales volume by country is another important metric tracked in this dashboard. There is an invaluable number of hidden insights that businesses can extract from monitoring sales volume by country. For example, you can spot new countries with increasing sales volumes and target them better to harness their full potential. You can also rule out places where sales are not high enough to focus a considerable number of resources. Another way in which you can extract valuable information is by filtering the dashboard by a specific country. This way, you get deeper insights such as the top 10 best-performing products to understand where to focus your efforts.

Lastly, the NPS by country is another important indicator that needs to be considered when optimizing your strategies. A low NPS means your customer base is not going to recommend your brand to their peers, therefore, it is fundamental to keep a close look at it. If you notice a drop in sales in a specific country and the NPS is also low then something needs to be done about it. Maybe sales reps are not providing a good customer experience or products are out of stock or damaged. Whatever the issue is, it is important to tackle it as soon as possible.

Whether you are a sales rep, manager or head of the department, these sales dashboard examples will help you manage your sales processes and fully take charge of your data. Having a 360-view of real-time insights regarding every key aspect of their performance enables businesses of all sizes to stay on top of any trends and spot improvement possibilities to skyrocket sales. The online nature of these tools sets the perfect tone for a collaborative, data-driven environment that will set the ground to make smart strategic decisions. To experience them in practice, free of charge, try datapine for a 14-day trial and start visualizing!



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