A CRO (Chief Revenue Officer) wants to see: where deals get stuck, where they leak, and where to invest.
Standard funnel stages:
Lead -> MQL -> SAL -> SQL -> Opportunity -> Closed Won.
KPIs at each stage:
Volume: how many at this stage right now? Velocity: average time from entering this stage to leaving? Conversion rate: what % progress to next stage? Conversion value: average deal size for those that convert?
Dashboard composition:
Top section: pipeline health
- Total pipeline value (sum of open opportunities).
- Pipeline coverage ratio (pipeline / quota target). Healthy: 3-5x.
- Pipeline by stage (funnel chart).
- Pipeline by region / segment (geographic / segment view).
Middle: velocity
- Average time at each stage (bar chart).
- Stage-stuck deals (Opportunities in same stage > 30 days, list).
- Velocity vs target.
Conversion
- Stage-to-stage conversion rates (funnel with percentages).
- Win rate (Closed Won / (Closed Won + Closed Lost)).
- Loss reason breakdown.
Productivity
- Pipeline per rep.
- Activities per rep (calls, meetings).
- Quota attainment per rep.
Trend
- Pipeline trend (3-month, weekly snapshots).
- Win rate trend.
- Deal size trend.
Architecture:
- Source reports drive each component. Custom Report Types may be needed for some.
- Reporting Snapshots capture weekly history for trending.
- Bucket Fields for stage groupings.
- Dashboard filters for region / segment slicing.
Variants:
- Sales Manager dashboard: focused on team, fewer macro metrics.
- Rep dashboard: my pipeline, my activities, my quota.
- Marketing dashboard: lead quality, campaign ROI, MQL volume.
Senior consultant insight: ask the CRO what decisions they want to make from the dashboard. "I want to know which deals to push" -> stage-stuck deal list. "I want to know if we're going to hit the quarter" -> coverage + projection. The decision drives the design.
Many sales dashboards show pretty charts but answer no decision. That's expensive failure.