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Sales team dashboards: pipeline, quota, and forecast tracking

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Sales manager has twenty deals in pipeline. Total contract value: five million. Close rate historically thirty percent. Forecast says we will close one point five million this quarter. Actual revenue so far: two hundred thousand. Pipeline velocity is slowing. Why.

Without sales dashboard, manager does not know until quarter ends and numbers miss.

With sales dashboard, manager sees pipeline by stage and knows: initial meetings down forty percent this month, proposals down thirty percent, negotiations up but very slow. Sees exactly where deals are stalling.

What to track on sales dashboards

Pipeline by stage

Deals in prospecting. Deals in conversation. Deals in proposal. Deals in negotiation. Deals ready to close. Each stage shows number of deals and total contract value. Visualization shows funnel shape. Wide at top (many prospects). Narrower at bottom (fewer closings). If shape is wrong (early stage empty or late stage too wide), problem is visible immediately.

Sales velocity

How many days deals spend in each stage. Historically: prospecting five days. Conversation ten days. Proposal fifteen days. Negotiation twenty days. Closing five days. This month: prospecting six days (slightly slow). Conversation twelve days (slightly slow). Proposal twenty-two days (eight days slower than normal). That is the bottleneck. Why are proposals taking longer.

Quota attainment

Team quota: one point five million this quarter. Current revenue: four hundred thousand. Attainment: twenty-seven percent at midquarter (should be fifty percent). Behind. Sales rep A: six hundred thousand. On track. Sales rep B: three hundred thousand. Half of quota. Sales rep C: not shown (no deals). Help reps B and C.

Close rate by rep

Rep A closes thirty-five percent of proposals. Rep B closes twenty percent. Rep C closes fifteen percent. Rep A is best closer. When rep C moves to proposal stage, low close rate shows. Coaching opportunity.

Average deal size by rep

Rep A average deal: one hundred twenty thousand. Rep B average deal: forty thousand. Rep C average deal: twenty thousand. Rep A brings bigger deals. Rep B and C bring smaller deals. Is this intentional. Should smaller deals get different sales approach.

Win rate by industry

SaaS customers: forty percent win rate. Retail customers: twenty percent win rate. B2B manufacturers: thirty percent win rate. SaaS is winning channel. Allocate more prospecting to SaaS.

Win rate by sales stage

Lost in prospecting: prospects say not interested. Lost in conversation: budget not approved. Lost in proposal: chose competitor. Lost in negotiation: price too high. Most losses happen at proposal stage. Is proposal showing wrong value. Lost in negotiation is price issue. Negotiation training or pricing adjustment needed.

Real example: SaaS sales team dashboard

Quarter goal

One point five million revenue.

Pipeline funnel

Prospecting: thirty deals at five hundred thousand total value. Should close nine deals (thirty percent rate) equals one hundred fifty thousand.

Conversation: twenty deals at one point two million. Should close six deals equals three hundred sixty thousand.

Proposal: eight deals at six hundred thousand. Should close two point four deals (thirty percent) equals one hundred eighty thousand.

Negotiation: two deals at three hundred thousand. Should close zero point six deals equals one hundred eighty thousand.

Ready to close: one deal at one hundred thousand. Should close one equals one hundred thousand.

Expected revenue if normal velocity continues: one hundred fifty plus three hundred sixty plus one hundred eighty plus one hundred eighty plus one hundred equals nine hundred ten thousand. But goal is one point five million. Pipeline is undersized. Need to add more deals to prospecting.

Sales rep breakdown

Rep A: four hundred thousand already closed. Quota one hundred fifty thousand. Already exceeded quota. Reassign A to new market.

Rep B: one hundred fifty thousand closed. Quota one hundred fifty thousand. On track but barely. In proposal stage with two hundred thousand potential. Will likely finish just above quota.

Rep C: fifty thousand closed. Quota one hundred fifty thousand. Will miss quota unless something changes. Has only one hundred thousand in pipeline. Currently at thirty-three percent of quota pace. Cannot make quota.

Action item

Rep C is struggling. Review C's prospecting metrics. How many calls C is making. How many meetings C is scheduling. Is C struggling with execution or struggling with activity. If activity is low, coach C on prospecting. If activity is high but conversion is low, coach C on conversation skills.