What's stopping your sales team from closing more deals?

Sales reps have minutes—sometimes seconds—to make a great first impression.

But making the right pitch requires more than instinct.

They need insights into customer pain points, buying signals, and past interactions. Without a way to centralize this data, valuable opportunities slip away.

Take a sales rep handling a high-value prospect. They open a CRM, search through scattered notes, and try to recall past conversations. By the time they piece together the information, the customer has lost interest.

A sales dashboard changes this. It provides real-time data on customer history, product interest, and recommended sales strategies. Instead of scrambling, reps walk into meetings armed with data-driven battle cards and personalized playbooks, helping them position solutions effectively.

According to reports, sales teams that follow up within 24 hours of initial contact can increase their close rates by 50%.

As we step into a new era of data-driven steering, sales teams are beginning to use data in new ways to drive better sales performance.

What is a sales dashboard?

The sales dashboard is a tech-enabled platform that provides an up-to-date visual representation of your most recent sales performance metrics.

It cuts through the clutter and gives you a real-time snapshot of data such as your deal pipeline, lead conversion rate, closed opportunities, open opportunities, newly acquired logos, and revenue for this month.

A powerful sales dashboard is one that has a combination of these metrics and also enables you to stay on top of activity-based metrics such as emails sent, calls made, and meetings lined up.

In this article, we are looking at how different types of sales dashboards can help your teams close deals faster.

Here’s what we’ll cover:

• How dashboards help sales teams
• Types of sales dashboards
• How to set up a sales dashboard that works
• Best practices for using sales dashboards

Here's a live Sales leadership Dashboard. See it in action!

How sales dashboards help teams improve performance

Sales teams face constant pressure to hit targets while managing multiple leads, deals, and follow-ups.

They work best when they have access to real-time, actionable insights.

Hiring data analysts can be an expensive ordeal.

And the process of mining data for insights can take days or even weeks. By the time the information reaches your sales reps, it ends up becoming less relevant.

We’ve seen many sales teams struggling owing to the delay in data delivery.

A sales dashboard cuts through data overload by instantly converting raw numbers into clear, actionable insights.

These dashboards break down complex data into a structured view, highlighting trends like stalled deals, at-risk accounts, and top-performing products.

With this level of clarity, teams can adjust strategies on the go and focus on revenue-driving opportunities.

1. Providing clear insights that guide decisions

Sales teams deal with high volumes of data sitting in CRM systems, email interactions, and deal histories. A sales dashboard integrates all that data in one place—and translates it into concrete frontline actions.

Rather than manually piecing together data, sales dashboards help reps instantly access relevant insights, focus on high-priority deals, and make market-driven decisions that improve close rates.

2. Allowing quick adjustments to strategies when metrics change

A successful sales strategy today might not work tomorrow. Dashboards help teams spot changes as they happen.

Let's say that your data shows that a growing number of prospects drop off at a particular stage in the sales funnel. Your team can investigate whether pricing, competitor activity, or messaging is causing the issue. In the absence of a sales dashboard, these insights would take weeks or months to surface—delaying critical deal-saving adjustments. 

3. Spotting emerging trends in the sales pipeline

Sales dashboards reveal hidden patterns in sales data, allowing teams to quickly respond to shifts before they impact revenue.

Without a sales dashboard, you're left struggling to make sense of dizzying troves of data—an uphill task with a massive risk of critical human errors. A sales dashboard organizes your recent sales-specific data into easily digestible visual representations—equipping you with critical data to stay on track and reach your quotas more easily.

4. Providing a single source of truth, improving team collaboration

A central dashboard removes uncertainty and misalignment within teams. It ensures that everyone works from the same data.

Sales dashboards showing deal progression help sales and marketing teams stay aligned. If marketing sees that leads from a particular campaign are converting at a higher rate—they can double down on similar strategies.

5. Reducing miscommunication and fostering constructive feedback

When expectations are clear and performance data is visible, conversations become more productive.

Sales dashboards show individual and team-wide performance, allowing managers to provide targeted feedback. If a rep is struggling with a particular customer segment—the dashboard can highlight similar successful deals, offering a learning opportunity instead of vague coaching advice.

6. Boosting team morale through visual metrics and progress tracking

Sales is a highly competitive function. And visual dashboards can significantly boost motivation.

Tracking the number of deals closed in the last 30 days alongside team averages drives healthy competition and celebrates high achievers.

The different types of sales dashboards

Sales dashboards are essential tools that transform complex sales data into clear, actionable insights—enabling teams to monitor performance, identify trends, and make informed decisions.

Let’s take a look at different types of sales dashboards that cater to various roles, each focusing on specific metrics and objectives.

1. Sales pipeline dashboard

In sales, the pipeline dashboard offers a quick snapshot of deals at various stages—enabling teams to assess the health of their sales funnel.

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• What metrics does it track?

It monitors metrics such as the number of deals in each stage, conversion rates between stages, total pipeline value, and average deal size.

• Who is it for?

This dashboard is designed for sales managers and executives who need to oversee the progression of opportunities and forecast future revenue.

• Why is it important?

Understanding the distribution and progression of deals allows for timely interventions, resource allocation, and strategy adjustments to meet sales targets.

2. Sales rep dashboard

A sales rep dashboard provides individual sales representatives with insights into their performance metrics, enabling self-assessment and goal tracking.

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• What metrics does it track?

It tracks metrics like the number of calls made, emails sent, meetings scheduled, deals closed, and revenue generated.

• Who is it for?

This dashboard is intended for individual sales reps to monitor routine activities and outcomes.

• Why is it important?

By having a clear view of their performance, reps can identify areas for improvement, manage their time effectively, and align their efforts with sales goals.

3. Sales manager dashboard

The sales manager dashboard offers a comprehensive view of the team's performance, facilitating strategic planning and performance management.

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• What metrics does it track?

It includes metrics such as total sales, team quota attainment, sales cycle length, and forecast accuracy.

• Who is it for?

This dashboard is tailored for sales managers overseeing team operations and aiming to drive performance improvements.

• Why is it important?

It enables managers to identify high and low performances, assess the effectiveness of sales strategies, and make data-driven decisions to enhance team productivity.

Here's a live Sales manager Dashboard. See it in action!

4. Account manager dashboard

An account manager dashboard focuses on metrics related to client relationships and retention.

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• What metrics does it track?

It tracks client satisfaction scores, renewal rates, upsell opportunities, support tickets, and relevant account health indicators.

• Who is it for?

This dashboard is for account managers responsible for maintaining and growing client relationships.

• Why is it important?

Monitoring these metrics helps in proactively addressing client issues, identifying growth opportunities, and reducing churn.

5. Sales competition dashboard

A sales competition dashboard introduces gamification into the sales process by tracking and displaying performance metrics in a competitive format.

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• What metrics does it track?

It highlights metrics such as deals closed, revenue generated, activities completed, and leaderboards ranking individuals or team performance.

• Who is it for?

This dashboard is for sales teams and managers looking to foster healthy competition and motivate team members.

• Why is it important?

By showcasing performance ranking, it encourages reps to excel, boosts morale, and can lead to increased productivity and sales outcomes.

6. Sales activity dashboard

You can track all your daily sales efforts with a sales activity dashboard. The dashboard helps you track your outreach activities and provides you with a structured view of individual and team-wise activities—all of which ensures that you are aligned with your sales goals.

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• What metrics does it track?

The metrics include the number of calls made and emails sent. It goes a step further and pulls up all the meetings scheduled, follow-ups completed, response rates, and time spent on each activity.

• Who is it for?

This dashboard is designed for sales representatives and managers to track outreach efforts, identify any gaps in follow-up routines, and fine-tune strategies to further improve engagement efforts.

• Why is it important?

By tracking daily sales activity, this dashboard enables sales teams to measure productivity and make data-driven decisions that enhance customer outreach and lead conversion.

7. Sales opportunities dashboard

Consider the sales opportunities dashboard to be one that provides a structured view of all your open deals—showcasing their value and progress in the pipeline. The dashboard is a great tool to strengthen efforts on opportunities that are most likely to close.

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• What metrics does it track?

The most common metrics include the total number of open opportunities, deal size, probability of closing expected revenue, and the time each deal has spent in its current stage.

• Who is it for?

This dashboard is used by sales reps, account executives, and sales managers who need timely visibility into deal progression and any potential hurdles that could delay deal closures.

• Why is it important?

Sales teams can use this dashboard to assess the health of the deal pipeline and plan for pushing high-potential deals forward.

8. Sales product performance dashboard

Some companies rely on product-specific dashboards that evaluate the success of different products in driving revenue. From best-selling items to profit margins, the sales product performance dashboard allows businesses to adjust sales strategies accordingly.

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• What metrics does it track?

The number of units sold, profit margins, region-wise sales data, and trends in demand are some of the metrics tracked.

• Who is it for?

Along with sales teams, these dashboards are also referred to by product managers who need insights into how products are performing in the market.

• Why is it important?

By spotting high-performing products, sales teams can make informed decisions on the pricing of the products, promotions, and inventory management. It also helps you track low-performing products and identify areas for improvement.

How to set up an effective sales dashboard

Your sales dashboard serves as a central hub of data for your teams. It houses critical metrics that you will need access to for making informed decisions on the go.

As such, from deciding the key metrics that you want to track to ensuring your sales dashboard integrates with your data systems and further customizing insights for different roles—let’s now run by a few things to consider to set up an effective sales dashboard.

• Which metrics are important to you?

The metrics that matter to a sales rep may not be the same as what a sales leader is closely monitoring. This makes it very important to ensure you are tracking the right metrics and further make sure that these metrics are well-aligned with team goals.

Here’s a post on Reddit highlighting the importance of sales metrics.

• Does your dashboard integrate with your CRM?

Sales teams use multiple tools, such as CRMs to store lead data or email marketing tools for outreach. Your sales dashboard should be able to plug into each of these systems and pull up relevant data to give you a comprehensive and up-to-date picture of your sales performance.

• Are you addressing the needs of every team member?

Different members of the team have different responsibilities and targets to hit. Apart from plugging in data from multiple sources, your sales dashboard should be one that further customizes the data to draw insights which are relevant to different roles.

Best practices to follow when using a sales dashboard 

Based on our experience working with sales teams, here are a few best practices that will help you and your team stay informed and ahead of the curve.

• Make sure you take time daily or weekly to review the dashboard insights, regroup, and adjust strategies as needed.
• While there may be a lot of interesting insights, be sure to stay glued to the most important metrics that will help you get closer to your targets.
• Every once in a while, confirm that the data feeding into your dashboard is accurate and the most recent.
• When deciding on the graphics—choose clear and consistent fonts, labels, titles, and colors.
• Along with tracking performance, also ensure that the sales dashboards are sharing actionable insights that will guide your decisions.

Maximize the full potential of your SaaS sales application with DataBrain

Real-time insights keep sales teams informed so they can adapt faster, close deals smarter, and drive sales growth.

Embedded analytics is a game changer for SaaS sales applications. By embedding critical analytics into a platform they already work with, you can empower users—whether they are sales teams or end-customers—to check real-time data, including sales rep performance, customer satisfaction scores, and progress on deals—all within a familiar interface.

With DataBrain's embedded analytics platform, you can turn your SaaS sales application into a powerful decision-making tool, helping clients stay ahead with real-time data and deeper visibility into sales performance.

It’s time to move beyond guesswork with analytics built directly into your platform. Level up with DataBrain’s robust and scalable embedded analytics solution—book a demo with us today!

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