Sales and Marketing Dashboards

Each company’s specific dashboard structure and data sources will vary a bit. However, we do have a standard starting point. Ultimately we’re looking for a single page display of KPI trends so that we can quickly diagnose problems and zero in on opportunities. Here is an example:

This dashboard is organized by steps of the buyer/seller journey. As the seller, your job is to identify enough traffic, connect with enough leads, keep enough leads engaged, convert those leads into sales and expand those clients into more business. To set the goals for each stage you’ll need to create a baseline of conversion percentages like this:

The KPI Dashboard serves as the quick indicator. Behind the dashboard lies the detailed analysis of things like user flow, channel sources, on-site goal conversions, etc. Here is a list of our starting point KPIs:

  1. Online Visibility vs Competitors (We use SEMRush)
  2. Traffic (Sessions from Google Analytics)
  3. Lead Capture (We use ONTRAPORT (OP) or Hubspot forms)
  4. Lead Engagement (OP or Hubspot email opens, clicks, site re-visits)
  5. Sales Conversion (Depends on your ERP or sales system)
  6. Client Expansion (Depends on your ERP or sales system to track sales growth by a client)
  7. Referral Development (Depends on your system but we can use the ONTRAPORT affiliate tracking system)

Most social media and paid traffic sources will have their own reporting dashboards so we try not to muddy up these higher level items. Of course, those other sources require in depth planning and management.

Some examples of web marketing programs where we use dashboards to monitor KPIs.



Monitor, produce and report on both reliable and accurate business data.


Know and measure exactly which pieces of your marketing efforts are working.