Sales Dashboard: A Step-by-Step Guide For Beginners

sales dashboard

Data, data, and more data.

The field of sales is all about numbers, but those numbers are meaningless if you can’t present them in a way that compels your audience.

In sales, data drives most business decisions. But, data is only as good as its presentation. 

You can’t watch a basketball game without the scorecard. You can’t run a successful sales operation without a dashboard.

That’s where dashboards come into play — they provide visual representations of what’s happening at any given time with key metrics like revenue, conversion rates, and customer satisfaction ratings. 

In this blog post, we’ll discuss the importance of sales dashboards, the key features of a good dashboard, and how you can go about building one for your business. 

What Is A Sales Dashboard?

A dashboard is an interface that provides a real-time overview of information and data at a glance.

Users can customize these dashboards to suit their department’s needs.

A sales team uses dashboards to track leads, key performance indicators, revenue growth, and profit margins. 

Dashboards also use scorecards: these can help compare trends and chart them against a particular goal.

Teams can understand if they’re falling short of their monthly target and adjust their strategy. Such contextual visualization helps keep enterprises on track with their performance. 

A sales dashboard is a tool used to help track, monitor, and analyze sales performance. It’s an essential part of the marketing strategy for many companies because it provides valuable information about how well your campaigns are working. 

Salespeople deal with a lot of data — the volume of leads, deals closed, payments, revenue, etc. For them to do their job effectively, they must have tools that help them manage the workload.

A sales dashboard is an effective way for teams to get a holistic view of all data points without wasting time. 

Most CRM tools come with built-in dashboards, which is convenient because a CRM software is where the business data is, or at least should be.

Sales dashboards allow teams to focus on selling more than administrative tasks. 

Why Is A Sales Dashboard Important?

Dashboards are critical for any successful sales operation. They provide a visual representation of what’s happening at any given time with metrics such as revenue, conversion rates, and customer satisfaction ratings in one place.

Sales managers need dashboards and scorecards because they help them make decisions about how their sales force spends its time during daily operations: you have a limited number of hours in each day, so what should your team focus on?

Which leads seem promising? How effective has marketing been this month?

What’s happening with negotiations scheduled next week? A well-designed sales dashboard provides the right answers.

Sales dashboards fall under four types:

  • Informational: This is the basic dashboard template. It’s very straightforward and only gives surface-level information about a project.
  • Analytical: Analytical dashboards provide context for the data. This typically includes background information, analysis, etc.
  • Operational: These dashboards visualize the administrative and operational processes of a business. They often provide insights and real-time information.
  • Strategic: Strategic dashboards are meant to drive strategy and create forecasts. These dashboards are generally static and are updated weekly or monthly.

What Are The Benefits Of A Sales Dashboard?

The purpose of a sales dashboard is to answer questions.

An effective dashboard not only provides insights but also drives business strategy and growth.


There are several benefits to having an effective sales dashboard, including:

  • Monitoring performance trends over time: Tracking progress is key — and so too is recognizing when improvement has stalled. A well-designed dashboard will show the status of each element on it and identify any changes that need to be made for your team’s success rate to go up.
  • Centralizing data from multiple sources into one place with ease: Sometimes it is hard to get reports from different departments in the same place. Dashboards help with that. 
  • Getting real-time updates: The most effective dashboards will always provide you with real-time updates. That means that you’ll be able to see the newest data as soon as it is available.
  • Increasing accountability and transparency: A dashboard centralizes all data. This way, all relevant parties have access to updated information at the same time.

How You Can Build Your Sales Dashboard 

When you’re designing your dashboard, it helps to identify which key metrics you want and how you want to present them. 

Understand the purpose of the dashboard

A dashboard should inform you about everything you need to know from your sales funnel.

It should help you prioritize your sales tasks, based on intelligent analysis and predictions.

The sales dashboard should also be updated in real-time and available to all key sales team members, so that coordination is streamlined and no time is wasted.

Once you understand the purpose behind the sales dashboard, you’ll be well equipped to decide what information it should have, and what metrics you can optimize it for.

Identify your audience

Who will view this dashboard? Is it a high-level executive, an accountant, or a field sales agent? 

Once you understand your target audience, it becomes easy to create a dashboard.

Identify the data you want to display

What information do your users need? Do they need up-to-date sales numbers or monthly totals for a specific product line?

How often does this data need to be updated? Is it a static dashboard or an interactive one?

Identify the sales KPI metrics

What data do you want to be able to measure? What are the goals of this dashboard, and what will success look like for it?

It can be tempting to add all data sources, but a good rule of thumb is to focus on 3-4 KPI metrics. That way, you can avoid confusion and a low success rate.  

A few examples of metrics you can track are: 

  • number of deals
  • leads in the pipeline
  • deals closed/lost
  • profit/loss
  • monthly revenue
  • customer acquisition cost

Select the right dashboard software 

You’ll want something that will suit your requirements and accommodate the data you want to display.

For beginners, EngageBay’s sales dashboard is a great option.

You can customize the templates and make them easily accessible to everyone (or some people in particular) on your team. Data sources and designs can be built as per your team’s needs.

In designing sales dashboards, it’s important to have a good grasp of who your target audience will be.

A dashboard design should accommodate each agent’s unique role and how they will use the tool. 

The design and flow of the dashboard are important to consider. The dashboard should be well-organized and have clear call-to-action buttons.

By graphically charting information, you make it easier to grasp their meaning and draw actionable insights.

Be adaptable

With all these pointers, it’s easy to get overwhelmed. However, the goal is to build a tool that helps your sales representatives be as data-driven as possible. 

Your dashboard should be adaptable and flexible: data and goals change all the time, and your dashboard should be able to, too. 

Common Mistakes To Avoid When Building A Sales Dashboard

Building a dashboard that suits your needs and presents data effectively is tricky.

There can be many roadblocks when it comes to creating an effective sales dashboard.

Avoid these common mistakes:

A one-size-fits-all dashboard

Including too much information can make the dashboard complex.

Dashboards are built for varying purposes, so it’s best to select the features for your specific needs and exclude any extraneous data.

Using the wrong charts

All data is not equal.

Try to choose the appropriate chart for the data you’re trying to present.

For example, don’t use a pie chart when you’re showing revenue values for the last 12 months.

Poor layout choices

If you’ve got multiple groups of information, consider turning them into separate dashboards instead. 

Keep all textual content concise yet informative; no one likes reading walls of text.

A good rule of thumb when designing your own sales dashboard: remember that it is all about simplicity! 

Examples Of Sales Dashboard Templates

Sales Forecast Dashboard

A sales forecast dashboard is a great way to calculate the predicted sales for any particular period.

An effective sales forecast template will help you identify potential sales growth opportunities.

EngageBay’s sales forecast template can help your company identify potential sales growth opportunities and the steps necessary to capitalize on those opportunities.

This template is helpful for sales analysts and representatives. 

Sales Automation Dashboard

A sales automation dashboard gives sales managers and professionals visual and interactive workflows and reports to help make data-driven decisions

This dashboard template can provide you with the visibility that analytics alone cannot. 

EngageBay’s sales automation will allow you to track everything from your marketing campaigns’ performance to where prospects are coming in and how they’re converting.

Sales automation templates offer an affordable way to get organized while cutting down on unnecessary administrative tasks and saving valuable time!

Sales Pipeline Dashboard

A sales pipeline dashboard can help you understand the status of your sales pipeline.

Use a template to identify trends in how prospects convert from one stage to another as they move through your sales funnel. You can also track opportunities and monitor what deals you should prioritize.

EngageBay’s real-time analysis will allow for a more efficient conversion rate and better forecasting.

Sales Management Dashboard

A sales management dashboard can help a sales team close more leads.

It offers an overview of all contacts, sent emails, and scheduled appointments

This dashboard template is helpful for sales managers and analysts. 

Sales Growth Dashboard

A sales growth dashboard helps managers effectively identify trends, nurture leads, and drive growth. 

EngageBay’s sales growth dashboard can empower team leaders to make more strategic decisions with data-driven insights.

Use this template to create a customized dashboard that captures metrics and delivers a detailed analysis of your sales funnel.

Sales Activities Dashboard

A sales activities dashboard tracks the activities of each sales representative. 

EngageBay’s sales activities dashboard is designed for high-volume sales teams that need more insight into how reps are performing against targets. 

It allows managers to quickly drill down and assess individual performance, identify opportunities for improvement, and provide targeted coaching.

Use this dashboard template to create a customized sales activity report that illustrates how reps are performing against targets in relation to their goals.


Dashboards are one of the most important tools for any sales operation.

When it comes to data, the more information available about your customers is better — not just in terms of the volume, but also by having all that information organized into something meaningful like a dashboard.

A lot of software tools offer interactive and intuitive sales dashboards options.

However, most of the good options are super expensive.

Which is why we’ve created EngageBay, an affordable all-in-one sales and marketing platform with integrated CRM

All our sales dashboard templates are easily customizable and highly interactive.

Plus, you don’t need to shuttle between different business management software for sales, marketing, and customer support.

Try out the sales dashboard in EngageBay today — you won’t have to pay to get started!

Tanvi is a content writer and editor who writes on health & wellness, business, and marketing. When she's not writing , you will find her reading books or searching online for the perfect coffee recipe.

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