How to Create a Sales Dashboard (With Definition and Tips)

By Indeed Editorial Team

Updated July 27, 2022 | Published January 3, 2022

Updated July 27, 2022

Published January 3, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

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To increase sales at work, a salesperson requires precise and reliable information on the company's sales to identify where to make improvements. A sales panel, also called a sales board or dashboard, is an efficient method of presenting sales information related to a company's products and services. Understanding the idea of a sales board can assist you in learning more about your employer's sales information and presenting your findings professionally to senior management. In this article, we define a sales dashboard, discuss what to include in it, discover how to create one, and explore tips on creating your own.

What is a sales dashboard?

A sales dashboard is a visual representation of the performance of a company's sales team. Typically, companies use this instrument to monitor and gain insights to increase their sales. A dashboard can include overall reports of the sales department's performance over a period or specialize to monitor specific indicators of sales, such as individual sales representative performance. Sales professionals can use customized software to develop sales boards. Usually, the sales team uses lead management software to create these dashboards internally.

Read more: Planning Your Path for a Career in Sales

What to include in a sales dashboard

A sales panel may include key performance indicators (KPIs) that are important to the company. Below are some KPIs you can consider:

  • Sales representative KPIs: These indicators are useful in understanding the success of individual sales representatives. They may include sales opportunities, lead response time, sales cycle length, upsell revenue, and win ratios.

  • Sales department KPIs: These indicators help in understanding the progress of the department. They can include sales revenue growth, new customers or accounts, leads by source, and sales funnel numbers by stage.

  • Retail sales KPIs: These indicators can help in understanding the purchase behaviour of the retail customer. Some examples are items per transaction, average transaction value, sales by day, week, or month, and sales by region or branch.

Read more: Important KPI Sales Metrics (With Definitions and Examples)

How to create a sales panel

Here are some steps you can follow when creating your dashboard:

1. Determine which sales metrics to monitor

To develop your sales panel, you can consider your particular goals and objectives. If you want to target certain aspects of the company's sales, you can start by determining what sales metrics correspond to them. Here's a list of questions to ask when determining the sales metrics to track sales goals:

  • Are there metrics that companies and sales teams review frequently?

  • Are there metrics that seem more important than others?

  • What are the key performance indicators (KPIs)?

  • Are there multiple sales teams in your sales department?

Read more: How to Define and Measure a Key Performance Indicator

2. Identify the purpose

Before creating your dashboard, it can be beneficial to reflect on its purpose. You can consider the information you want to include, your audience, and how you're planning to display it. You may also want to consider the preferences of the users of the dashboard. For example, you can develop a dashboard for individual sales representatives who wish to monitor their sales progress or for sales managers who want to analyze their quarterly and yearly sales performance. Specific users may also prefer metrics, visuals, and calculations easily assessable on mobile devices.

3. Locate data

The next step is to locate the data of every KPI you want to use. You can use lead management applications, internal spreadsheets, or shared documents. Before choosing the applications and tools for your sales panel, confirm they're compatible with your data sources for easy data importation.

4. Select a method and input your data

When creating your sales board, you can use either automated software or a manual method to input information into the application or program. Internal apps can offer many options for automatic templates and displays if you link them to internal databases or systems. For example, if you want to display your sales panel on a TV or app, some programs may provide these functionalities with frequent display updates. You can research the options available to help you decide which features are important to you in the dashboard software.

You can also create a custom dashboard that allows you to personalize your sales indicator panel with custom KPIs and branding. You can also set your own updatable dashboard if you have specific needs and access to a computer expert.

5. Design appearance of data

You can choose a template based on the way it looks or its display information focus. Consider design ideas from other company's presentations and templates. You can consider using professional brand colours if you're presenting to managers, executives, or individual sales representatives. You can also use visual accents like logos, symbols, and graphics to convey your information more precisely. Some charts you can include in your sales board are:

  • Line graphs: A line graph is a type of chart used to show information that changes over time. Typically, a line graph shows many data points connected by a line that can display a steady change in the values.

  • Bar graphs: A bar graph is a chart that displays data in categories using rectangular bars or columns. These bars can show progress and represent a ranked list of items.

  • Dials: A dial is a circular or rectangular graph with numbers or similar markings on it. They can show the performance of the sales team and set a minimum or acceptable target.

  • Pie charts and ring charts: These graphics can represent data in a circular graph with pieces proportional to the ratio of the whole in each group. They can measure performances by representing them with percentages.

  • Funnels: These charts can show the progress of users through a sales process. The chart starts from a wide top and finishes with a narrow bottom.

6. Share your dashboards and collect feedback

After completing your dashboard, you can present it to your target audience. If the plan is to use sales panels regularly, you may ask for feedback and questions from your audience to ensure that your sales board contains all the information. Collecting feedback can be imperative if your dashboard is available to a wide audience.

Read more: Relationship and Effect of Customer Service in Sales

Tips for creating a sales board

Below are some essential tips to help you when making your sales board:

Make it visible

You can use colours and fonts on your dashboard to highlight essential information. Placing important information at the top of the screen with big font size, distinctive colour, or underlined text can make it more visible for the reader. Be sure to use these aspects strategically, as using them all simultaneously might confuse the users.

Give the audience all the information

You can include all essential aspects of your sales data to strengthen the summary it provides. Be sure to include comparative numbers to make it more relevant and clear, such as previous results. To help ensure that your board is easy to understand, you can ask a friend, family member, or colleague with relatively low sales knowledge to review it for feedback before releasing it.

Use your tools optimally

Investing in a dashboard program requires time to learn its features and functionalities. While you learn, you may discover new templates or KPIs that can prove helpful to you and your team. After learning the tools, be sure to use them optimally when completing your own dashboard.

Choose the KPIs

When you create a sales panel, you can highlight the team's goals and compare them with their current performance. You can do this by using categories related to their key performance indicators. KPIs can help you track an area that requires growth and describe how you and your team can improve.

Use effective layouts

Using elaborate and confusing visuals and colours can distract readers from crucial information. It can be beneficial to display your data in an organized format. Typically, users view the left part of a screen more than the right side. You can develop sequential information that's displayed from the left of the screen to the right.

Ensure the accessibility of the dashboard

You can display dashboards originally meant for senior managers to the sales team. By doing this, you can enable colleagues and coworkers to learn information on the goals and metrics that are crucial to achieving the company's goals. It can also ensure transparency and accountability if everyone knows how their performance can affect the overall sales of the company.

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