DEV Community: Ameena Shad

10 Examples of Sales KPI Dashboard

Ameena Shad — Tue, 04 Oct 2022 06:51:18 +0000

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!).

10 Examples of Marketing KPI Dashboard

Ameena Shad — Tue, 04 Oct 2022 06:12:39 +0000

As an employee of a growth-focused organization, if you need to present last week’s numbers to your team - would you choose to show up straight database tables with figures written across the metric, or would you like to present a marketing dashboard that displays neat charts and graphs of various metrics? It is a no-brainer that the latter is the optimal choice, and it makes the work easier for both you and your team. Dashboards make the analysis easier along with guiding the team in the right direction. As important as it is to make business decisions, it is equally important to evaluate the impact of those decisions periodically so as to use the resources optimally.

A marketing Dashboard KPI is mainly an analytical tool majorly used by the marketing and the sales teams. Through a marketing KPI dashboard, you can track your company’s performance against KPIs, which are Key Performance Indicators. KPIs 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. A functional marketing KPI dashboard will be helpful in deep diving into useful insights like user behavior, content ranking, engagement on the campaigns, and a lot more. Some of the crucial metrics that are tracked by the marketing teams include leads, cost per click, click-through rate, return on Ad spend, bounce rate, traffic sources, and others which we will discuss below.

On a microscopic level, metrics depend on the type of marketing activities that need to be monitored. However, no matter what your requirement is, there are great tools like Draxlr that can turn around most of the complex dashboards for you without requiring a lot of effort from your end. Here is a list of the different types of Marketing KPI Dashboards with examples that can brief you on the same.

Marketing Performance Dashboard

As important as it is to run marketing campaigns, it is equally important to keep a tab on their conversion funnel and this KPI Dashboard template is built exactly for that purpose. This data forms the basis of the revenue that the team will spend, i.e, where should they spend more money on running marketing campaigns? The where of this question is answered by a Marketing Performance Dashboard. This is decided by the number of leads, the number of website visits, the number of clicks, the conversion rate, and other such metrics of all the campaigns run by the team. This dashboard can also include the number of backlinks the website received in a particular time period.

As the name of the dashboard suggests, this dashboard is majorly used by the marketing team to gauge campaign performance and accordingly allocate money to future campaigns. Due to its versatile usage, this dashboard stands out amongst other KPI Dashboard templates.

Email Performance Dashboard

If there is one form of communication that is promising and is definitely going to stay in business for the long run, it is Email. As an organization, if you need to communicate crucial information to customers as well as employees, you can agree that emailing will be your preferred medium to do the same. This dashboard highlights the key metrics which determine the performance of an organization’s email campaigns. The key metric to track in this KPI Dashboard sample template is the opening rate of the emails which can be increased by sending out engaging, fun, and crisp emails.

The data team, content team, and marketing team, all require this dashboard as emails are sent out by all verticals of the company for different reasons, which makes this dashboard even more essential to be tracked.

Web Analytics Dashboard

A business and a website almost sound like synonyms, don't they? Any business that is focused on expanding knows the importance of a website and that is where this dashboard comes in handy. This dashboard tracks your website metrics in real-time to assess its performance against the key metrics, which include online conversions, pageviews, new visitors, referral traffic, etc. This KPI marketing dashboard is one of the most crucial dashboards as a company’s website is the first thing a customer sees after landing on the company’s page, and it is a straight make or break from there.

Web Analytics marketing dashboard KPIs are used by the entire organization. The tech team cares about the traffic coming to its backend from the website while the marketing team focuses on the conversions happening through the website.

COST PER CLICK (CPC) Dashboard

In the world of online advertising, Cost per click is the most consumed pricing model. In this business structure, the organization runs advertisements across various platforms and pays a specific amount every time someone clicks on their ad. They are majorly used for lead generation and customer acquisition, where the focus is to keep the CPC as low as possible. Since this is a money-intensive activity, the CPC marketing dashboard KPI is extremely pivotal to have as it clearly demonstrates if the ROI is positive or negative, on the basis of which the teams can decide where they want to stop investing money and on which platforms, increasing the budgets could result into increased leads.

The marketing and the social media teams that run ads on various platforms use this KPI Dashboard template.

Digital Marketing Dashboard

The importance of social media buzz in today’s time is undeniable, and that is how this dashboard comes into the picture. These marketing KPI dashboards mainly focus on social media marketing and email marketing. They can be used to track social media campaigns, lead generation, and other specific features of marketing that are restricted to social media and digital advertising. They track the web traffic sources, goal completion rate, cost per action, and other such online marketing activities. Youtube, which has now become a game changer in the content industry, is also used as a medium to promote their business by many organizations - both organically and inorganically. The metrics of all such platforms can be tracked on this KPI Dashboard sample.

This marketing KPI dashboard is consumed by the social media or the content team for tracking and analyzing paid and unpaid activities.

Blog Conversions Dashboard

In this marketing dashboard, the SEO and the inorganic content are the main points of the analysis. Inorganic marketing might be a way to reach many new people in a short time, but to establish a connection with the customers, inorganic marketing is the way to go. There is a possibility that some of your blogs perform really well and some get an average reach. For the same reason, it is important to analyze them so that the success can be replicated in other blogs and mistakes can be avoided. The KPI here could be the number of visitors and the number of shares, and there can be an analysis of the five top-performing posts and the five least-performing posts. Moreover, this marketing KPI dashboard could also include the location and the source of the visitors, for the employees to keep track of their campaigns and get an idea of the social media platforms generating the most traction.

This KPI dashboard template is utilized by the content and the marketing team in an organization.

Employee Performance Dashboard

Employees contribute firsthand to any company’s success, and that is why promoting healthy competition between employees, especially in the marketing domain, can prove to be quite fruitful. For example, if an e-commerce company wants to run ads on social media, it could assign certain platforms to certain teams and give them the creative freedom to go about the campaign. Later, the results of the teams could be compared and a discussion can take place on what was done right and what could have been better.

This KPI dashboard sample is used by the sales and marketing teams to promote healthy competition and zeal among employees.

MQL-TO-SQL Conversions Dashboard

SQL here stands for sales-qualified leads. These are the leads that are towards the end of the funnel. After initial data analysis, these leads are contacted by the sales and customer support teams to see if they can be converted into potential customers. Apart from tracking the numbers in the funnel, another important metric to track is the time taken by a lead to convert into MQL and then SQL to eventually become a customer.

This example of marketing KPI dashboard for marketing is extremely crucial and if used correctly, can be used to bring down the friction and the time of the lead conversions significantly. This dashboard is by the marketing and sales teams.

Customer Lifetime Value Dashboard

Customer acquisition is a tedious and money-intensive task and if the value returned by the customer, in the long run, does not exceed the acquisition cost, the company is doing something wrong. For the same reason, this marketing dashboard template is a must-have for a revenue-focused company. As an example, if an organization spends $10 on acquiring a customer and it achieves revenue of $18 through them over the whole lifetime or a long period of time, the $8 is the profile of the CLTV of the organization. This dashboard is also useful to compare different activities based on metrics like conversion with the lowest investment, channels with higher engagement and conversions, etc.

This KPI marketing dashboard is useful across all teams of the organization, as all domains are involved in the customer journey, but it is primarily important for the marketing, product, and operation teams.

Return On Investment Dashboard

Last but not the least, ROI KPI marketing dashboards are one of the most effective and essential dashboards for any organization. The marketing activities are restricted by budgets and this dashboard gives an insight into which activity is giving a profitable return on the money that we’re investing in the marketing campaign. This helps the teams to allocate the budgets to campaigns that are churning out a higher ROI and withdraw the funds from the non-performing or the low-performing campaigns.

Easy and effective marketing dashboard tools like Draxlr make any organization’s work easier as they do not have to worry about creating the dashboard and only focus on analyzing the data and deriving business decisions from it. Dashboards are crucial for any business as they demonstrate complex data with a simplicity that facilitates understanding and better decisions. With the right dashboards in place, we can focus on the real work which is being tracked by the dashboards without our intervention.

Through Draxlr, not only can you build solid dashboards, but also share them according to your convenience - privately with certain team members or publicly with the whole organization. You can read more on sharing dashboards with Draxlr here. Explore and build as many dashboards as you feel necessary for your organization - remember, the sky is the limit!