The micro view highlighting the effort and actions your sales reps put in.
The key to using sales dashboards to monitor your team performance is data.
Ideally, your sales dashboard will be pulling data from all the tools your reps use.
It has to be integrated with your CRM software in order to give you the best understanding of what makes your sales process (and your reps) tick.
Ultimately, your sales dashboard should allow you to both understand your sales process as a whole, and identify all the micro-moments and activities your sales reps take in order to meet the quota.
The trick is in setting it up.
How to Monitor Sales Team Performance with a Sales Dashboard
There are a few ingredients that will go into your sales dashboard formula:
Goals and KPIs
Before you start tweaking your sales dashboard to fit your team performance monitoring needs, you have to understand your goals:
Do you want to understand which rep behaviors drive the most success?
Do you want to improve individual rep performance on your team?
Do you want to strengthen teamwork and/or competition?
Do you want to optimize your sales process, fix funnel leakages, etc.?
Do you want to improve sales-marketing collaboration?
There are a lot of reasons why you might need to monitor sales performance, but it’s important that you’ve clearly outlined them.
The more specific your goals are, the better will you be able to set up your dashboard. Make sure you have an even balance between short and long-term goals. Short-term goals will motivate your reps to achieve the long term ones.
You can even ask your sales team to help you define goals.
This way, you’ll know if there are any potential obstacles, and if your reps need additional tools and guidance. Participating in the process will ensure that your dashboard adoption rates are high enough.
Then, it’s time to define your KPIs.
Again, the majority of sales managers use general metrics like quotas, targets, revenue, won/lost rates, and so on.
However, when it comes to monitoring team performance, you’re going to need to dig deeper:
Emails and calls
Opportunity win rate
Cost to revenue ratio
You want to have a good balance between activity-based metrics that show you what kind of actions your reps are performing, and results-oriented metrics that demonstrate the direct influence of activities on your bottom line.
It’s the best way to optimize your sales process.
Data is key
Without data, all of this falls through.
The data you’ll need depends on your goals.
For example, if you want to improve your overall sales process company-wide, you’ll need access to C-level data, as well as activity data from your sales reps.
However, if you just want to improve the performance of your reps, you’ll likely get everything you need from a CRM tool.
Some of the tools to gather data from might include:
Customer service software
Your sales dashboard should have all the necessary integrations.
If you’re using highly-specific software for some functionalities, discuss the integration options with your sales dashboard provider.
The data should pour into your dashboard in real time, as that’s the best way to keep a constant eye on progress.
Choosing a sales dashboard
Your sales dashboard should provide data and allow you to gauge clear insights at a glance.
You want to review your sales process from a bird eye’s view. On the other hand, you need to be able to go into the details and specifics of what your team is doing.
When you have both, you’ll know how to shape your strategy.
However, if you want to use your sales dashboard to its full capacity, you have to improve user adoption.
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Serial entrepreneur who loves a deep dive into technology and applying it to solve business problems. Matt recognized that gamification of business activity processes would lead to greater staff engagement, increase productivity and motivate the team to do more, so that businesses sell more and grow more.