Generating revenue is one of the primary goals for any organization - big or small. It could either be a product-based company that offers a particular product to its customers or a service-based company that offers its services to other businesses, the thing that is common in both is generating sales. A company’s sales performance is one of the most important indicators of its growth and hence, it needs to be tracked regularly.
KPIs or Key Performance Indicators are certain metrics through which you can assess if the efforts that the employees are putting into the business are producing effective results or not. As an example, for an e-commerce company, the number of orders per month or new customers acquired per month are KPIs. With respect to Sales KPI Dashboard, the KPIs can cover the resources spent on the campaigns, the profitability of the campaign in terms of revenue, the finances and budgets allocated to sales, and so on. The sales team and the data team need KPI Dashboard templates to gauge the effectiveness of the sales activities being done and also to analyze, learn and optimize their approaches.
Building a dashboard might sound like a complex job but with Draxlr, it is as simple as connecting your database to Draxlr and building queries for the dashboard, without requiring any SQL knowledge. Here are 10 Sales KPI Dashboard examples that are must-haves for any revenue and growth focussed organization.
- Customer Acquisition Cost - Sales KPI Dashboard
Building the product is the first step, but getting customers to actually use and like your product is the next big step and here, the sales department plays a major role. Customer acquisition could be done through marketing campaigns, ads, emails, or any other medium but what matters the most is the money spent on each potential lead in order to convert them to a customer. This customer acquisition cost can then be compared to the cost of the business each customer brings to the table. If the latter does not exceed the former, restructuring and rethinking can be done by the organization to optimize this KPI.
This sales KPI dashboard is majorly used by the sales team and the data team to analyze and understand resource utilization.
- Revenue by Category - Sales KPI Dashboard
In a business selling multiple services or products to the customers, it is important to analyze which products are performing better so that more campaigns can be dedicated there and hence, increase the revenue being generated. In an e-commerce domain, apart from bestselling products, high purchasing locations can also be narrowed down so that the resources are put to the best use.
This KPI dashboard example is most used by the marketing and the sales team as this gives them a clearer perspective on their products and how to optimally spend resources on the products.
- Customer Lifetime Value - Sales KPI Dashboard
If you spend Rs. 10 to bring a customer to your platform and your expected earning from that customer is Rs. 7 for the entire lifetime, it is a clear indication to bring down your acquisition cost. Customer Lifetime Value is a KPI that tracks the total time that the customer uses your product, i.e., after the acquisition, till what time is he a paying customer for the organization. The longer a customer stays with the company, the more revenue the company generates. The customer lifetime value is calculated by subtracting the customer acquisition cost from the total revenue expected from a new customer. Ideally, this number should be as big as possible.
This KPI dashboard sample is utilized by the sales team as well as the data team so that they can analyze data and get CLV to be as high as possible.
- Sales per Month - Sales KPI Dashboard
This might be the most basic sales KPI dashboard you come across, but it is one of the most important ones. Tracking a business’s overall sales and revenue is very crucial as not only will the company be aware of its performance, but the sales team can also deduce the performance of their marketing campaigns and other lead generation campaigns from the same dashboard. Also in the cases where the sales are dropping in any month, it immediately comes to notice through the dashboard and can be worked on.
This sales KPI dashboard is used by the sales team and the business team to analyze the performance and sales of the company.
- New Customers Acquired - Sales KPI Dashboard
Monthly conversions show the number of new customers that were acquired by the company in the current month. Where the Customer Acquisition Cost focuses on the cost of acquiring a new customer, this dashboard focuses on the number of new customers that purchased or subscribed to the company’s service in the month. The best way to go about this KPI is to set a realistic target for each month on the basis of the latest performance of the past few months and try to achieve that every month. Not only does this promotes growth for the organization, but it also gives a KPI to track if the sales performance is increasing or going down.
This sales dashboard KPI is used by the sales team as explained above to track the team’s performance.
- Sales Cycle Length - Sales KPI Dashboard
A sale cycle can be pretty long - from ideating the sales campaign to execution to the customer acquisition on the other end of the funnel. All these activities require a lot of research and labor, and hence this sales KPI dashboard becomes crucial. Realistically, the shorter the sale cycle the better, and to achieve the same it is important to scrutinize the last few sales cycles of the month and note the hits and misses. The effectiveness of each sale cycle can also be focused on while building the dashboard.
This KPI dashboard template is also used by the sales team to study the length and effectiveness of their sales cycles and improve them.
- Sales by Campaign - Sales KPI Dashboard
Undeniably, different sales campaigns go through different fates, and due to this very reason, this dashboard exists. Sales campaigns are run on different platforms with different ideas but with a common intention - to bring in growth and revenue for the company. It is possible that the social media campaigns are consecutively giving higher results as compared to email campaigns and with this dashboard, this information can be brought to the sales team's notice and they can allocate resources more wisely.
The sales team identifies their best campaigns and digs deeper into the reason for the same to be able to replicate the results through this KPI dashboard template.
- Lead Conversion Ratio - Sales KPI Dashboard
If you visit the Google Ads dashboard on Draxlr, you can visually see the amount spend on each ad and the result of running that ad. The KPIs in this dashboard include the number of people who actually clicked on that ad, the number of leads generated, and the actual number of conversions that happened due to running that ad, which is the end of the funnel. This way, the sales team can focus on running more advertisements that give better results and better conversions which will lead to better utilization of the funds allocated to customer acquisition.
This sales dashboard KPI is an important dashboard used by the sales team to analyze their ad campaigns.
- Conversation Drip - Sales KPI Dashboard
Not all leads will convert to customers - that is understood and accepted across all organizations but the real question to focus on here is - why did the lead not convert to a customer? Celebrating the percentage of conversions that happened is important but what is even more important is going to the depth of the reason for the leads not making it through the funnel. Brief research on the leads and their reasoning for not converting can give a new perspective to the campaign along with increasing the chances of conversions in case the reasons can be taken care of by the company.
The sales team can make an analysis sales KPI dashboard containing the reason for the potential lead not converting to a customer. This can be then picked up and resolved by either the operations or the technical team and the leads can be onboarded.
- Client Retention - Sales KPI Dashboard
The real work in an organization begins after the customer acquisition and if the customer is not retained, all the resources spent on his onboarding will be of no use. This dashboard can be put together every month to depict how many old customers are still using the platform/product/services on a regular basis. It is crucial for the sales team to know that their job does not end with customer acquisition and retaining them is equally important.
This KPI dashboard example can be used by the sales as well as the data teams which can take action in case the number of active existing clients takes a hit.
Sales dashboards are crucial for any organization - big or small, in order to regularly track its performance and gauge its place in the market against competitors. While building and analyzing dashboards can be overwhelming, there are great tools available online like Draxlr to make your job easier by making the dashboards for you. With Draxlr, you can focus solely on analyzing and improving your performance and leave the task of creating of complex dashboards on Draxlr. With the complex task of sales KPI dashboards creation scraped off the to-do list, the sales and the data teams can solve bigger problems and focus on the growth of the organization.
You can explore other cool features of Draxlr here which include alerting and sharing the dashboards with your entire team privately as well as publicly. A sales team is the core strength of any organization and hence, these dashboards are crucial to make their life a tad easier which makes the life of the organization much, much better (and growth-focused, of course!).
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