6 Dashboards every company should have

Oct 13, 2021 5:42:44 AM | 6 Dashboards every company should have

Companies are unique. But the basic performance indicators are the same for them all. Make sure you collect the right data and understand these key metrics

While every company has something that makes it unique, there are certain things that all companies want to know: 

How many leads did we generate? 

How long are our sales cycles? 

And what was our profitability in the last quarter? 


These are just some common examples of essential questions all companies share.

Dashboards are a great way to provide clear insights into your company's data. There is no limit to how many dashboards and what metrics you can include. Instead, we should focus on the question of; What are your dashboards there to show you?

There are 6 core dashboards that every company should have to cover the basics. In this article, we will list those dashboards, explain their purpose and provide example metrics for each one. 


1. Website performance

The website performance is there to give you an insight into how your website is performing. Is your traffic trending up or down? What are the sources of traffic and are your marketing efforts working are just a few questions you can answer with this dashboard. 

Some example metrics to include are:

  • Number of website visitors
  • New vs returning visitors
  • Visitors by source
  • Top entry pages
  • Bounce rate
  • Overall conversion rate
  • Most popular blog pages

2. Lead generation

The lead generation dashboard provides you with an insight into your lead generation efforts. How many leads did you generate? What type of leads i.e. demo requests, ebook downloads, webinar attendees, or what personas did your lead generation activities acquire are examples of questions you can answer with this dashboard. 

Some example metrics to include are:

  • Number of leads generated month over month
  • Type of leads generated i.e. demo request or ebook downloads
  • Leads broken down by persona
  • Leads broken down by traffic source i.e LinkedIn ads or organic traffic
  • Cost per lead

3. Lead nurturing

The lead nurturing dashboard is designed to provide you with information on how your lead nurturing is performing. It is not unreasonable to see up to 70% of leads needing to be nurtured before they are ready for sales. So, it’s safe to say your nurturing activities are critical to success. 

Metrics to include in this dashboard are:

  • Number of new leads that month
  • Number of leads sent to sales each month 
  • Average time spent being nurtured
  • Number of leads in each stage of being nurtured 
  • Total number of leads being nurtured

4. Sales performance

If your sales team is not performing then you know about it pretty quickly. But the more important questions could be why are they not performing, what is working well and how can you perform better? These are all questions your sales performance dashboard should help you answer. 

Some of the metrics we include are:

  • Close rate
  • Time to close 
  • Value of pipeline
  • Forecast amount to close this month 
  • Forecasted closed amount previous month vs actual closed amount
  • Top-performing reps
  • Deals closed by persona
  • Deals closed by use case
  • % of leads passed to prospecting that becomes qualified leads

Customer success performance 

There are many fast-growing companies that were let down by customer success and felt the pain of churn. There is no need for you to be one of them. Your customer success dashboard keeps you on track and keeps churn low. 

  • Current Financial Year Net Retention Rate
  • The forecast retention rate for the financial year
  • Churn by persona type
  • Churn by ARR banding i.e. 10k - 50k ARR, 51k - 100k ARR etc
  • Accounts by health score/colour i.e. green, amber, red.
  • NPS broken out by score i.e. accounts with a score of 1 to 3 or 4 to 6
  • Reasons given for churn 
  • Onboarding success rate

Financial health 

Our sixth and final dashboard is the financial health. If you do not keep a close eye on the financial health of the business then you might not be in business for long. To ensure you have a clean bill of health here are some metrics to monitor. 

  • MRR growth 
  • ARR growth 
  • Churn rate
  • Breakdown monthly revenue growth by new MRR, expansion and churn 
  • Cash in bank
  • Runway
  • Burn rate
  • Month over month profit 

And there you have it:  The 6 dashboards that every company serious about understanding & growing its business should have. While this is not an exhaustive list, it will provide you with crucial insights into all areas of your business growth. 

Get started with these dashboards today and add to them as you need to answer more questions about your growth. 

Written By: Dan Wheatley