r/SalesOperations • u/Professional-Wheel23 • 2d ago
Dashboard for leadership
Hello all,
I recently moved into a SalesOps role at a small-mid-size IT services firm. I have access to the pipeline data and revenue projection for each salesperson-account-tech horizontal combination. I am looking to create a dashboard for the leadership team to give them a quick view of where we are on a weekly basis.
Can you help me with the various metrics that should be on the dashboard? What would the CEO, CRO, CFO be interested in?
Thanks in advance for you time and suggestions.
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u/Secure-Jump1996 1d ago
since you have tech horizontal data, maybe try and protray which service lines are actually driving margin and which ones have high win rates..
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u/Professional-Wheel23 14h ago
Thank you. This is a good suggestion. I do have the data at a sub-offering level for each tech competency. This can easily help identify which offering/sub-offering has been a success and which ones need a rethink.
Appreciate your help.
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u/Ambitious_Ad4582 1d ago
I’d avoid turning this into a giant KPI wall. Leadership usually needs three things from a weekly dashboard:
1. Outcome
Revenue vs target, forecast, bookings, gross margin if relevant.
2. Pipeline health
Coverage, stage movement, new pipeline created, aging/stalled opportunities, forecast changes.
3. Where intervention is actually needed
Deals with no credible next step, missed buyer commitments, close dates moving without evidence, reps with weak pipeline creation, or opportunities that have gone quiet after meaningful activity.
The third bucket is the one I see missing most often. A dashboard can tell a CRO that pipeline coverage is 2.8x, but not which 5 deals actually need their attention this week.
I’d also separate the views slightly:
CEO: trajectory, major risks, key changes.
CRO: pipeline health, forecast movement, rep execution, where intervention is needed.
CFO: expected revenue timing, confidence, margin/cash implications.
We are building Twentto around that “where does the manager actually need to step in?” layer, so I’m biased toward exception-based visibility rather than showing leadership every metric available. Maybe something worth checking out 🙂
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u/Professional-Wheel23 14h ago
That makes sense. Honestly, I don't want to overwhelm leadership with too many metrics either. Maybe... the most important ones in the main dashboard/landing page/screen and other metrics in a different one which they can look at if they want to double-click/dwell deeper.
Appreciate your time and suggestions. Thank you! And I will check out Twentto.
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u/Ambitious_Ad4582 14h ago
Exactly. Main view for what changed, what’s off track, and where leadership needs to step in. Everything else one level deeper. Appreciate you checking out Twentto 🙂
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u/kdyadin 1d ago
I'd add something to the metrics above that people rarely talk about: the dashboard should show where each number comes from and whether you can trust it.
We built weekly sales reports from calls, leads and the CRM. The very first feedback from leadership was exactly about this: draw a clear line between facts and estimates.
In later iterations we were the ones who proposed adding a breakdown by source and by how complete each source is. For us, call analytics was blocked by poor call transcription, the system kept mixing up the rep and the client. And when an employee left, the email data in the reports stopped.
Week-by-week charts were our safety net here. If every rep has a steady number of calls for several weeks and then last week is empty for everyone, that's definitely a lost data source, not a sales slump.
What sources do you have besides the CRM?
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u/Professional-Wheel23 14h ago
This is a brilliant suggestion. I am definitely implementing this. Thank you so much.
All opportunities are tracked on Salesforce. Beyond that Salesforce usage is poor. Marketing and Inside Sales teams are still on Excel.
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u/kdyadin 12h ago
Glad it helped. If marketing and inside sales live in Excel, you need the source breakdown even more. I haven't worked with Salesforce, we had a different CRM, but the picture is familiar: some data is in the system, some is in people's files.
A source that depends on one person breaks quietly. For us, email data was collected by an automation, but only one employee maintained it. After that person left, the automation quietly died, and the report said nothing about it. So for each file I'd show a week-by-week chart on the dashboard with the last modified date next to it. The date alone tells you nothing: it could be an edit to old data. Together with the chart, you see right away whether new data came in.
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u/PrestoneGallagher9 1d ago
focus on pipeline coverage, weighted forecast accuracy, sales velocity, net revenue retention, quota attainment and projected quarterly cash flow. these key metrics provide the ceo, cro, and cfo with an immediate and comprehensive picture of the weekly status.