Sales KPI Dashboard
Sales KPI dashboards provide a detailed view of your company’s revenue performance through critical KPIs. Their deep insights allow you to diversify your revenue and maximize profitability.
Track all your Sales KPI KPIs in one place
Sign up for free and start making decisions for your business with confidence.
What is a Sales KPI Dashboard?
A sales KPI dashboard is a visual interface that shows sales metrics and KPIs. It notifies you of real-time shifts in your sales process and gives you a deeper understanding of your market penetration.
These dashboards collect and aggregate data primarily from databases like Dropbox and Google BigQuery. They then employ visual elements like charts and graphs to make this data more comprehensible to viewers.
Examples of Sales KPI Dashboards
Sales Growth Dashboard
Sales growth is a metric that highlights sales increases and uncovers the factors driving them. Its critical components include total revenue, average deal size, and sales cycle length.
Understanding sales growth will help you improve your company's sales strategies. For instance, by pointing out your best sellers, the metric encourages you to replenish stocks accordingly and avoid wasted sales opportunities.
Who’s it for | Sales managers, company executives, finance departments, investors |
How often it's needed | Daily, weekly, monthly, quarterly, yearly |
Related metrics | Sales conversion rate, sales growth, average profit margin, revenue per employee, customer retention rate, market penetration, sales cycle length, revenue per customer |
State of Sales Dashboard
Viewing the state of sales gives you an extensive look at your company’s current sales performance. This metric helps you zero in on which sales strategies work best.
State of sales is beneficial because it encourages you to make strategic decisions on essential matters like sales strategy adjustments. Examining it regularly also helps you stay responsive to unexpected market changes, such as demand drops, price increases, or fluctuations in market share.
To make this KPI, the dashboard has to connect data from metrics like revenue trends, team productivity, and market penetration.
Who’s it for | Company leadership, board members, sales directors, senior management |
How often it's needed | Monthly, quarterly, yearly |
Related Metrics | Revenue growth rate, sales pipeline velocity, customer acquisition cost (CAC), customer lifetime value (CLV), win rate, average deal size, sales team productivity metrics, market share |
Sales Rep Performance Dashboard
A sales rep performance dashboard closely examines customer interactions, volume, and conversion rates to determine how well your sales representatives are performing. This metric helps you distinguish between those who excel and those who underperform in their roles.
Evaluating the effectiveness of your representatives allows you to create more impactful training courses.
In addition, it lets you know how employee sentiment affects output so that you can implement targeted strategies like creating a better work environment to elevate team morale.
Who’s it for | Sales managers, team leaders, individual sales reps |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Sales quota attainment, number of closed deals, average deal size, sales cycle duration, lead response time, customer satisfaction scores, product mix, upsell/cross-sell rates |
Forecasting Dashboard
Forecasting is a KPI that gives you a predictive view of future sales performance. It highlights potential areas of opportunity within the sales pipeline by examining metrics such as projected revenue, market trends, and anticipated market developments.
This metric helps you anticipate future market conditions and pinpoints sudden growth opportunities, such as social media trends.
More importantly, it allows you to formulate future-proof decisions, like when to raise prices when market demand surpasses supply.
Who’s it for | Company leadership, financial planners, sales directors, operations managers |
How often it's needed | Monthly, quarterly, yearly |
Related Metrics | Historical sales data, sales growth by market segment, sales pipeline value, economic indicators, industry trends, seasonal patterns, new product launch timelines, customer churn rate |
Sales Leaderboard Dashboard
A sales leaderboard helps you identify your sales team's best practices by singling out your top performers and their best practices. Applying these practices across your entire team can boost overall customer engagement and drive profits.
Integrating a sales leaderboard into your dashboard offers even greater insight. By connecting individual sales performances with financial metrics such as revenue growth and profit margins, you can identify which strategies directly impact your bottom line.
Who’s it for | Sales representatives, sales managers, company leadership, sales operations teams |
How often it's needed | Daily, weekly, monthly |
Related Metrics | Individual sales performance, team rankings, conversion rates, deals closed, revenue generated per representative, quota attainment, average deal size, sales cycle length |
Sales Cycle Length Dashboard
Sales cycle length refers to the time it takes to close deals. By observing this metric, you can see your sales cycle's strengths and weaknesses. You may then capitalize on these strengths and implement changes to address these weaknesses.
For instance, you can lower prices so prospective buyers will be prompted to spend less time deciding whether to purchase your goods.
Who’s it for | Marketing teams, economic analysts, sales managers, company executives, customer success teams |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Conversion rate, lead-to-opportunity ratio, average deal size, win rate, time to revenue, CAC, sales velocity, lead response time |
Percent Closing Ratio Dashboard
The percent closing ratio calculates the rate at which sales quotes can be converted to deals. It highlights your closing procedures and encourages closing strategy improvements (such as better closing pitches) to remain more competitive in the marketplace.
Analyzing sales dashboard helps identify tie-ups in your sales funnel, like unrefined lead qualification criteria, flawed training programs, or inadequate follow-up protocols.
Who’s it for | Sales managers, sales representatives, company executives, pricing teams |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Win rate, average deal size, sales cycle length, proposal acceptance rate, discount frequency, sales forecast accuracy, customer acquisition cost, sales velocity |
Sales Conversion Dashboard
The sales conversion metric reveals how your leads turn into customers. It identifies problems in lead funneling and assesses the effectiveness of your sales strategies. For example, if your conversion rates drop significantly at a particular funnel stage, you can investigate to find issues like unclear messaging or inadequate follow-up.
The metric’s data helps you better understand what factors drive lead acquisition, such as brand awareness and customer sentiment.
Who’s it for | Sales managers, marketing teams, company executives, sales representatives |
How often it's needed | Daily, weekly, monthly, quarterly, yearly |
Related Metrics | Lead quality, average deal size, sales cycle length, CAC, win rate, sales velocity, return on marketing investment, lead response time |
Sales Opportunity Dashboard
Sales opportunity estimates your sales teams' effectiveness at gaining future revenue prospects. Like forecasting, it’s a predictive metric calculated from multiple variables, such as pipeline velocity, win rate, conversion rates, and sales cycle length.
Understanding sales opportunities lets you estimate the potential revenue from future sales and sheds light on which deals are likely to close.
Moreover, monitoring this metric closely will help you sort resources more effectively, develop superior sales strategies, and set realistic targets.
Who’s it for | Sales managers, sales representatives, company executives, revenue operations teams |
How often it's needed | Daily, weekly, monthly, quarterly |
Related Metrics | Pipeline velocity, win rate, average deal size, sales cycle length, lead-to-opportunity conversion rate, opportunity-to-close ratio, forecast accuracy, sales quota attainment |
Pipeline Generation Dashboard
Pipeline generation refers to the act of cultivating and managing sales prospects. It involves the entire sales process, from initial contact to the final purchase. Dissecting this metric informs you of the responsiveness of markets and the effectiveness of your sales process strategy.
Besides that, it also highlights the quality of your leads.
Who’s it for | Sales managers, marketing teams, business development representatives, sales operations |
How often it's needed | Daily, weekly, monthly, quarterly |
Related Metrics | Lead-to-opportunity ratio, pipeline velocity, sales qualified leads (SQLs), marketing qualified leads (MQLs), opportunity win rate, average deal size, time in pipeline, pipeline coverage ratio |
Sales Lead Dashboard
The sales lead metric represents potential customers interested in your company's products and services. It is calculated based on lead origin, interaction intensity, and demographic details.
By knowing all this, you can make targeted adjustments to your acquisition methods to increase conversion rates. For example, you could release advertisements that resonate more with your customer base.
Who’s it for | Sales representatives, marketing teams, business development managers, sales operations managers |
How often it's needed | Daily, weekly, monthly |
Related Metrics | Lead-to-opportunity conversion rate, cost per lead (CPL), lead response time, product qualified leads, MQLs, SQLs, average lead score, lead velocity, lead scoring accuracy |
Win/Loss Rate Dashboard
Investigating the win/loss rate on your sales KPI dashboard lets you evaluate the ratio of successful to unsuccessful deals. This metric decodes the efficiency of your sales strategies and processes.
Analyzing it lets you specify patterns that reveal why some deals fail to close. For example, when looking at the metric, you might notice some sales tactics are more effective at winning deals.
Who’s it for | Sales managers, sales representatives, product managers, company executives |
How often it's needed | Weekly, monthly, quarterly, yearly |
Related Metrics | Closing ratio, average deal size, sales cycle length, competitive win rate, proposal win rate, forecast accuracy, sales team performance, customer acquisition cost |
Sales Quota Attainment Dashboard
Sales quota attainment measures the effectiveness of your sales teams at meeting goals. It can be utilized to understand what’s driving success. Conversely, the metric can also pinpoint where improvements are most needed.
A high sales quota attainment score can indicate that you’re surpassing sales targets and have a successful sales strategy.
However, a low attainment score can point to issues like ineffective sales tactics, inadequate training, poor customer engagement, or insufficient resources for the sales process.
Who’s it for | Finance teams, sales managers, company executives, sales representatives |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Sales pipeline coverage, win rate, average deal size, sales cycle length, quota attainment, revenue per sales rep, customer lifetime value, sales forecast accuracy |
Sales Per Rep Dashboard
Sales per rep tells you how much revenue your sales representatives bring in. This metric can illuminate where in the sales pipeline employees are falling short.
Often, the solution to getting better sales per rep scores involves improving training, developing targeted coaching sessions, and increasing compensation.
Who’s it for | Sales managers, company executives, HR departments, finance teams |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Quota attainment, win rate, average deal size, sales cycle length, CAC, sales velocity, pipeline value per rep, revenue per employee |
Average Purchase Value Dashboard
Average purchase value refers to how much a typical customer spends on goods and services. It reflects their spending habits and showcases the effectiveness of your pricing schemes.
Tracking this metric enables you to improve customer interactions and identify opportunities to increase revenue gains from each sale.
Who’s it for | Sales managers, marketing teams, product managers, finance executives |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | CLV, conversion rate, average order quantity, repeat purchase volume, shopping carts abandoned rate, profit margin, sales per customer, upsell/cross-sell rate |
Sales by Contact Method Dashboard
Different communication channels vary in effectiveness at bringing in revenue. A sales by contact method dashboard can put a spotlight on each of your sales channel’s performance, allowing you to highlight the overall effectiveness of your customer outreach strategies.
Enhancing email campaigns, optimizing social media interactions, and improving phone call scripts can improve your sales by contact method score. These changes often result in more sales because of elevated conversion rates, more customer interactions, and better market penetration.
Who’s it for | Sales managers, marketing teams, digital strategists, customer experience managers |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Conversion rate by channel, customer acquisition cost by channel, engagement rate, response time, lead quality by source, return on marketing investment, channel preference, CLV |
Product Performance Dashboard
The product performance metric gives you a better picture of your product portfolio. Viewing it regularly helps you stay aware of its strengths and weaknesses.
With this knowledge, you can make arrangements to improve your best-performing products and develop strategies for future product development. For example, if you notice that a product consistently outperforms others, you might decide to allocate more marketing budget to it.
Who’s it for | Product managers, sales teams, marketing managers, company executives |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Sales volume, market share, customer satisfaction, profit margin, rate of return, inventory turnover, product adoption rate, CLV |
Average New Deal Size Dashboard
This dashboard helps you understand how good your sales representatives are at securing high-value contracts and closing deals. It also facilitates the evaluation of their negotiation skills and the effectiveness of your pricing strategy.
Applying this metric’s insights makes you more effective at guiding your sales team.
On top of that, these insights can help sales reps better exploit profit opportunities, such as upselling existing clients during each customer interaction.
Who’s it for | Sales managers, team leaders, individual sales reps |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Sales quota attainment, number of closed deals, sales rep performance, sales cycle length, win rate, CLV, product mix, average contract value |
Lead-to-Sale Percentage Dashboard
The lead-to-sale percentage accurately assesses your salespeople’s ability to convert curious shoppers into buyers. It helps you determine whether your sales strategies are paying off.
Furthermore, it will make refining the sales approach for demographics interested in your products much more straightforward.
Monitoring this metric will make identifying issues like slow response times, subpar training, and low quota attainment easier.
Who’s it for | Individual sales reps, sales managers, marketing managers, team leaders |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Customer satisfaction scores, number of closed deals, average deal size, sales cycle length, lead response time, product mix, sales quota attainment, upsell/cross-sell rates |
Average Cost Per Lead Dashboard
The average cost per lead is a metric that defines how much money it takes to acquire a new lead. Analyzing this metric allows you to spot the most cost-effective sales channels and allocate your budget accordingly.
Optimizing the average cost per lead leads to more efficient spending and a better ROI. This is often done by focusing on better leads, capitalizing on effective marketing channels, and regularly adjusting marketing campaigns based on data from sales KPI dashboards.
Who’s it for | Sales managers, team leaders, individual sales reps, marketing managers |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Lead response time, CLV, sales cycle length, upsell/cross-sell rates, win rate, average deal size, CAC, sales quota attainment, net promoter score (NPS) |
Customer Retention Rate Dashboard
Customer retention rate paints a clear picture of your company’s ability to retain customers. It highlights your skill at keeping buyers happy after their purchases. In addition, this metric acts as a meter for measuring how good your brand’s reputation is.
Enhancing customer retention can secure future growth opportunities. This can be achieved by improving customer support, personalizing customer experiences, and offering special incentives or rewards for loyal customers that provide repeat business.
Who’s it for | Sales managers, team leaders, individual sales reps |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Sales pipeline velocity, CAC, average deal size, lead conversion rate, sales quota attainment, churn rate, demo-to-close ratio, product mix, CLV, sales forecast accuracy |
Customer Churn Rate Dashboard
Customer churn rate informs you of how many customers your representatives lose. This metric helps evaluate each rep’s capacity to keep customers content and interested in your brand. It may indicate which representatives must undergo individual training sessions to improve retention rates.
It also enables you to uncover whether you need to improve your customer management strategies. .
Who’s it for | Sales managers, team leaders, individual sales reps, customer success managers, account managers, executives, marketing teams, product development teams |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Customer retention rate, sales forecast accuracy, average deal size, lead response time, sales team turnover rate, product mix, opportunity-to-win ratio, sales quota attainment, market penetration |
Average Conversion Time Dashboard
Average conversion time is a metric that reports the average time it takes to transform potential leads into customers. It directly measures the strength of your customer relationships and the effectiveness of your acquisition efforts.
More importantly, it can help you find bottlenecks within your sales cycle and point you in the right direction to address them adequately.
To improve this metric, you must cultivate strong customer relationships and capitalize on what drives your customers to do business, such as your brand’s image.
Who’s it for | Sales managers, individual sales reps, team leaders, executive leadership, sales operations analysts, sales trainers and coaches, marketing teams, customer success managers |
How often it's needed | Weekly, monthly, quarterly, yearly |
Related Metrics | Sales cycle length, lead response time, number of touchpoints, win rate, pipeline velocity, lead qualification rate, time spent on each sales stage, follow-up frequency |
Customer Lifetime Value Dashboard
Customer lifetime value (CLV) is a predictive metric that reveals an individual customer’s total financial contribution to your business. Sales dashboards compute it by converging information regarding previous transactions, customer loyalty, and the likelihood of continued patronage.
Examining your CLV gives invaluable insight into a customer's total worth. For instance, it can allow you to make informed, data-driven decisions concerning account prioritization, customer acquisition, marketing strategies, and customer retention efforts.
Who’s it for | Team leaders, sales managers, marketing teams, executive leadership, customer success managers, individual sales reps |
How often it's needed | Weekly, monthly, quarterly, yearly |
Related Metrics | CAC, retention rate, churn rate, average order value (AOV), purchase frequency, customer satisfaction scores, NPS, revenue per customer, upsell/cross-sell rates |
Monthly Recurring Revenue Dashboard
Monthly recurring revenue (MRR) is a predictable measure of monthly income your company generates from subscription-based products or services. Regularly tracking this metric is essential to understanding customer behaviors and monthly revenue trends.
Through MRR, you can identify growth opportunities, spot potential churn risks, and make data-backed improvements to your pricing strategies. By increasing it, you pave the way toward sustainable business growth and, by extension, financial stability for your company.
Who’s it for | Finance teams, sales managers, product managers, executives, investors |
How often it's needed | Daily, weekly, monthly |
Related Metrics | Annual recurring revenue (ARR), customer churn rate, CLV, average revenue per user (ARPU), net revenue retention (NRR), CAC, expansion MRR, contraction MRR |
Average Order Value Dashboard
The average order value (AOV) metric tells how much a typical customer spends per transaction. This knowledge helps you understand purchasing behaviors and evaluate the effectiveness of your sales methods.
More importantly, knowing your AOV enables your sales and marketing teams to grow revenue per customer by implementing targeted upselling, improving prices, and adding more value to product bundles.
Who’s it for | Individual sales reps, sales managers, marketing managers, e-commerce managers, product managers |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Revenue per customer, CLV, conversion rate, cart abandonment rate, product mix, upsell/cross-sell rates, profit margin per order, repeat purchase rate |
Customer Acquisition Cost Dashboard
Customer acquisition cost (CAC) is a sales KPI that reveals the total investment required to land a customer. A dashboard of it can provide a ton of high-level insight into how to gain customers through different acquisition strategies.
It also informs you about which of your investments are most effective so that you can optimize resource allocation and expand cost-effectively.
Who’s it for | Individual sales reps, sales managers, marketing managers, team leaders |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | CLV, return on ad spend, conversion rate, lead-to-customer ratio, marketing ROI, cost per lead, customer retention rate, payback period |
Return on Ad Spend Dashboard
Return on ad spend (ROAS) informs you of how effective your advertising investments are at generating sales. With the data it provides, you can determine whether the ads you’re putting out are giving a positive financial return.
Ad campaigns that need improvement become evident if you closely monitor ROAS. Because of this metric, adjusting to maximize ROI and achieve better marketing outcomes becomes simple.
Who’s it for | Marketing managers, digital marketers, advertising specialists, sales managers, team leaders |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Conversion rate, click-through rate (CTR), customer lifetime value, ad impressions, cost per click, marketing ROI, CAC |
Upsell/Cross-Sell Rates Dashboard
Upsell/cross-sell rates reflect your salespeople’s ability to encourage customers to purchase additional items or upgrade to higher-end offerings. This metric allows you to evaluate the impact of your sales approaches and pinpoint which pitches need improvement.
Who’s it for | Individual sales reps, sales managers, marketing managers, team leaders |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | AOV, CLV, sales revenue, product attachment rate, customer satisfaction scores, repeat purchase rate, profit margin, revenue per customer |
Profit Margin Dashboard
Profit margins reveal how much earnings you can generate from sales.
You can think of this metric as a meter that gauges the success of your pricing models. By consistently monitoring it, you can pinpoint which products or services are most profitable and capitalize on them, which typically involves making better pricing, production, and investment decisions.
Who’s it for | Business owners, financial managers, sales managers, product managers, team leaders |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Gross profit margin, net profit margin, cost of goods sold (COGS), operating expenses, revenue growth, break-even point, CLV, return on investment (ROI) |
Repeat Purchase Volume Dashboard
The repeat purchase volume metric shows how well your company turns initial sales into lasting customer relationships. It shows how well your retention policies and loyalty programs are working.
In addition, the KPI highlights areas of improvement in the customer funnel, enabling you to adjust strategies to enhance engagement. For instance, you can optimize campaigns to target customers less likely to make repeat purchases.
Who’s it for | Customer service representatives, marketing managers, sales managers, product managers, team leaders |
How often it's needed | Weekly, monthly, quarterly, yearly |
Related Metrics | Customer retention rate, customer lifetime value, churn rate, NPS, AOV, frequency of purchase, customer satisfaction scores, brand loyalty index |
Product Mix Dashboard
Product mix is a metric that indicates your company’s capacity to flourish with a diverse product set. Through regular evaluation, you can pinpoint the weaknesses and strengths of your product lineup. From there, you can make changes to strengthen your brand and drive increased sales.
Who’s it for | Product managers, sales managers, marketing managers, business analysts, team leaders |
How often it's needed | Weekly, monthly, quarterly |
Related Metrics | Revenue by product line, product profitability, market share by product, new product adoption rate, product cannibalization rate, product lifecycle stage, customer segment preferences, inventory turnover ratio |
Use Klipfolio for easier sales tracking
A sales KPI dashboard helps you see how effectively your company generates sales and revenue. It displays relevant sales metrics in an easy-to-understand format consisting of intuitive charts, tables, and graphs.
Klipflio’s dashboards gather all your essential sales metrics in one place. Try it for free today to learn how intuitive data propels you forward.
