7 Beispiele für Vertriebs-Dashboards (30 Berichte) und wie man sie erstellt

Let’s get you some sales insights 💡

Want to start building sales dashboards but don’t know where to begin? 🤔

We’ve broken down a relatively comprehensive set of sales KPIs/metrics into 7 separate sales dashboards. Every dashboard comes with example reports plus more details on why they’re important.

For those who are using Salesflare or looking to use it, we’ll detail which reports are built-in and which can be custom-built. 👷‍♂️

Here are the 7 sales dashboards we’ll explore:

1. Generierung von Leads
2. Umsatzprognose
3. Umsatzerlöse
4. Leistung beim Verkaufsabschluss
5. Verkaufszyklus
6. Verkaufstätigkeit
7. Wiederkehrende Einnahmen

You can click to any specific one right away 👆 or start from the beginning below 👇.

Welcome to the wonderful world of sales reporting 🔮

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What’s the scope of each sales dashboard?

With our “impressive” PowerPoint skills, we’ve tried to visualize this for you. 👇

Kurz gesagt:

• Die Lead-Generierung füllt unsere Vertriebspipeline.
• Verkaufstätigkeit schiebt Ihre Leads durch.
• Am Ende der Pipeline schließen Sie sie.
• Messen Sie die Dauer Ihres Verkaufszyklus, um Ihre Geschwindigkeit zu ermitteln.
• Prognostizieren Sie Ihre Einnahmen aus der Pipeline, um Ihre Einnahmen vorherzusagen.
• Und dann messen Sie Ihre Verkaufserlöse (die wiederkehrende Einnahmen sein können).

Makes sense? 😁 Let’s start digging for insights! ⛏️

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1. Dashboard zur Lead-Generierung

Let’s start at the beginning of your sales pipeline. You know 😁, this thing:

If you want to bring in revenue consistently, you need to keep filling it consistently. Our first sales dashboard will help you measure how well you’re doing on that front… and how you’re actually making it happen.

Übrigens, wir sind jetzt hier:

# Neue Möglichkeiten (eingebaut)

The easiest way to track how many leads you’ve generated is to count the amount of new opportunities in your pipeline.

You’ll find this report in Salesflare on the built-in “Revenue” dashboard.

# Neue Konten (benutzerdefiniert)

If you’re not immediately creating an opportunity for every new lead (which we’d actually recommend to do), an alternative measure you can use is the number of new accounts created.

This report is very simple to build in Salesflare: just report on the “accounts” entity, apply the dashboard time filter to the “creation date”, and use a “scorecard” as the chart type.

Gesamtwert der neuen Opportunities pro Monat (benutzerdefiniert)

Counting the number of new leads you’re creating is a great way to measure your input and stay motivated. If you also want to know what these new leads represent in terms of total value brought in (and how that evolves over time), then this report comes in handy.

To build it in Salesflare, report on “opportunities” (1), apply the dashboard filter to the “creation date” (2), choose a “column chart” to represent it (3), view by the “opportunity creation date” (x-axis) (4), and measure by the “sum” (5) of the “opportunity value” (y-axis) (6).

Top-Lead-Quellen (integriert, optional)

Now that you know how many leads you bring in and what amount of total value they represent, the question remains: what lead generation tactics are bringing you most leads? 💰

This is why you keep track of the “lead source” of every new opportunity. It’ll give you the insight into what generates you most leads, so you can either double down on what works or explore new ways of generating leads.

As most people don’t track the lead sources and we like to keep things clean in Salesflare, we made it an option that is off by default but fully built-in so you can turn on the field in Settings > Customize fields > Opportunity > Predefined fields whenever you’re ready (more info about this here).

The above report will then automatically pop up in your built-in “Revenue” dashboard.

Gesamtwert der neuen Opportunities pro Lead-Quelle (benutzerdefiniert)

Dieser Bericht ist eine Kombination aus den beiden vorangegangenen: Er misst den Gesamtwert der neuen Opportunities, aber diesmal nach Lead-Quelle (und segmentiert nach Land).

You can build it in Salesflare as follows: report on “opportunities”, apply the dashboard filter to the “creation date”, choose a “column chart” to represent it, view by the “opportunity lead source” (x-axis), and measure by the “sum” of the “opportunity value” (y-axis).

We have additionally segmented it by “account country” here so we can check how each country is represented (you can hover on the bars in Salesflare to get more info about these segments and how big they are).

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2. Dashboard für Absatzprognosen

When we know how many leads are generated and how, we can look a bit further in our pipeline and start tracking how much revenue it is expected to produce by creating a sales forecast. 📈

Voraussichtliche Einnahmen: Erwartete Einnahmen (eingebaut)

This report helps you to figure out whether you’ll make the target… or not.

It adds up the revenue you’ve already won and the revenue you’re expecting to close in the current period. This expected revenue is calculated by multiplying the values of the opportunities you’re expecting to close this period with the probabilities that you’ll win them.

While revenue forecasts are included as a feature on the Pro/Professional plan by most small business CRM software, it is offered as a built-in report (in the “Revenue” dashboard) on Salesflare’s lowest priced Growth plan, so everyone can easily take advantage of it.

Erwartete Umsätze aus offenen Opportunities pro Monat (benutzerdefiniert)

Want to know when you’re expected to close all that revenue? Just view the expected revenue by its expected close date. ⏱️

To build it in Salesflare, report on “opportunities”, apply the dashboard filter to the “close date”, choose a “column chart” to represent it, view by the “opportunity close date” (x-axis), and measure by the “sum” of the “opportunity expected value” (y-axis).

To only include the expected revenue from open opportunities, filter the opportunities by stage too. Exclude won, lost, and any other stage you’ve created behind those.

Erwartete Einnahmen nach Stufe (kundenspezifisch)

If you’re wondering where in your pipeline the revenue potential is hiding, then this report is what you’re looking for. 👀

To build it in Salesflare, you can duplicate the above report and make one tweak: measure by the “opportunity stage”.

To build it from scratch: report on “opportunities”, apply the dashboard filter to the “close date”, choose a “column chart” to represent it, view by the “opportunity stage” (x-axis), and measure by the “sum” of the “opportunity expected value” (y-axis). Then filter (on the right) to only include the first stages.

Erwartete Einnahmen pro Land (Zoll)

Finally, if you want to know in which countries you’re expected to make that revenue, you can build this report. 🌍

You can easily duplicate one of the two above reports, change it into a “pie chart” and segment by “account country”.

To build it from scratch: report on “opportunities”, apply the dashboard filter to the “close date”, choose a “pie chart” to represent it, measure by the “sum” of the “opportunity expected value” and segment by “account country”. Then filter (on the right) to only include the first stages.

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3. Dashboard der Umsatzerlöse

So far, we’ve been measuring new leads and forecasting expected revenue. Now it’s time to measure results.

We’ll answer questions like:

• Wie viele Geschäfte schließen wir ab?
• Who’s closing them?
• What’s the average value per deal?
• Wer sind unsere wichtigsten Kunden?
• Und was sind unsere Top-Produkte?

Let’s get started 👇

# Gewonnene Chancen (eingebaut)

Want to count the amount of opportunities you’ve won? 🔢

This report comes built into the “Revenue” dashboard in Salesflare.

# Gewonnene Opportunities nach Opportunity-Eigentümer pro Monat (benutzerdefiniert)

Um zu sehen, wie jede Person im Laufe der Zeit zur Anzahl der gewonnenen Opportunities beiträgt, können Sie diesen Bericht erstellen.

To do that in Salesflare, report on “opportunities”, apply the dashboard filter to the “close date”, choose a “bar chart” to represent it, measure by the “# opportunities” (x-axis), view by the “opportunity close date” (y-axis), segment by “opportunity owner”, and filter on the “won” stage (right sidebar).

If you want to see the bar segments next to each other instead of stacked, scroll down to the “Advanced options” and uncheck the option “Stack segments”.

Durchschnittlicher Wert der gewonnenen Opportunities (eingebaut)

What can be interesting to see is how big your deals are on average… and how that’s evolving. 📊

Salesflare shows this report by default in the out-of-the-box “Revenue” dashboard.

Durchschnittlicher Wert der gewonnenen Opportunities nach Opportunity-Eigentümer (benutzerdefiniert)

So you know your average deal size, but you don’t know how that differs across team members. Let’s figure this out! 🤓

To build the report in Salesflare, report on “opportunities”, apply the dashboard filter to the “close date”, choose a “bar chart” to represent it, measure by the “opportunity value” (x-axis), view by the “opportunity owner” (y-axis), and filter on the “won” stage (right sidebar). Done!

Topverdienende Konten: Tabelle (eingebaut)

If you want to know who your best customers are in terms of won revenue in the current period, you need a “top earning accounts” report.

Salesflare shows it by default in the out-of-the-box “Revenue” dashboard.

Topverdienende Konten: Balkendiagramm (benutzerdefiniert)

You like the above but want to see a chart instead of a table? We hear ya! 🙌

To build this report in Salesflare, report on “opportunities”, apply the dashboard filter to the “close date”, choose a “bar chart” to represent it, measure by the “sum” of the “opportunity value” (x-axis), view by the “account name” (y-axis), and filter on the “won” stage (right sidebar).

Then you get this 👇

Rangliste (eingebaut)

Wenn Sie sehen möchten, wie gut jeder im Vergleich zu seiner Umsatzquote abschneidet, benötigen Sie ein Leaderboard. Die Teammitglieder mit dem höchsten Gesamtumsatz im Vergleich zur Quote werden in der Regel ganz oben aufgeführt.

Salesflare offers this in the “Team” dashboard. No need to build it yourself.

Umsatz pro Produkt (kundenspezifisch)

If you’re selling different products, it can also be handy to separate your revenue by product.

To start doing this, you’ll of course first have to track your revenue by product. In Salesflare, you can just create a custom field named “product” of the type “dropdown”.

Then, to build the report in Salesflare, report on “opportunities”, apply the dashboard filter to the “close date”, choose a “bar chart” to represent it, measure by the “sum” of the “opportunity value” (x-axis), view by your “product” custom field (y-axis), and filter on the “won” stage (right sidebar).

And, boom, there you have it… you can see what your top product is!

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4. Dashboard für die Verkaufsabschlussleistung

Let’s zoom in on your closing performance now.

How many of the leads that are newly generated are won? Who is better at closing? And why are they lost? 🤔

Those are some of the important questions we’ll try to answer.

Trichteranalyse

Wie viele Chancen erreichen die Gewinnstufe? Und wie viele Chancen brauchen Sie in jeder vorangegangenen Phase, um dieses Ergebnis zu erreichen?

That’s what the indispensable funnel analysis in Salesflare helps you answer. You can find the answers to these essential questions fully out-of-the-box in Salesflare’s “Revenue” dashboard.

Abschlussquote pro Teammitglied (eingebaut)

If you want to know who’s the most efficient closer, this is the report you’re looking for.

You can find it in the “Team” dashboard in Salesflare.

# Gewonnene und verlorene Opportunities pro Monat (benutzerdefiniert)

Wie verändert sich nun Ihre Abschlussquote im Laufe der Zeit? Und inwieweit ist sie abhängig von der Gesamtzahl der gewonnenen oder verlorenen Opportunities? Vielleicht haben Sie in manchen Monaten einfach mehr Leads, aber nicht unbedingt mehr qualifizierte Leads?

That’s what you can see by reporting on won vs lost opportunities per month.

To build this in Salesflare, report on “opportunities”, apply the dashboard filter to the “close date”, choose a “bar chart” to represent it, measure by the “# opportunities” (x-axis), view by the “opportunity close date” (y-axis), segment by “opportunity stage”, and filter to only show the stages that are “won OR lost” (right sidebar).

Top Lost Reasons (eingebaut)

Now, let’s dig into the “why”. Why are opportunities lost? That way we know how to improve.

This report comes built into the “Revenue” dashboard in Salesflare. Whenever you mark an opportunity as lost, Salesflare asks what the reason is.

That’s unless you disable the “Lost reason” field in Settings > Customize fields > Opportunities > Predefined fields, but we’d definitely recommend you keep it enabled! This report can be a goldmine for insights.

Die wichtigsten Gründe für den Verlust nach Opportunity-Eigentümer (benutzerdefiniert)

The truth is: different people may record different reasons because of their biases. That’s why it also makes sense to report on the lost reasons by team member.

To build this report in Salesflare, report on “opportunities”, apply the dashboard filter to the “close date”, choose a “bar chart” to represent it, measure by the “# opportunities” (x-axis), view by the “opportunity lost reason” (y-axis), and segment by the “opportunity owner”.

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5. Dashboard zum Verkaufszyklus

We’ve analyzed our performance at length now, but what about our speed? 🏎️

Wie schnell bearbeiten wir diese Opportunities in der Pipeline? Wer kann Geschäfte schneller abschließen? Und wo bleiben sie normalerweise stecken?

Durchschnittliche Dauer des Verkaufszyklus (eingebaut)

Wie lang ist Ihr Verkaufszyklus, d.h. wie lange dauert es im Durchschnitt von der Eröffnung einer Verkaufschance bis zu deren Abschluss als gewonnen?

This report in the “Revenue” dashboard in Salesflare answers that exact question.

Durchschnittliche Dauer des Verkaufszyklus nach Opportunity-Eigentümer im Zeitverlauf (benutzerdefiniert)

Dieser Bericht gibt Aufschluss darüber, wie schnell verschiedene Teammitglieder Geschäfte abschließen können und wie sich dies im Laufe der Zeit ändert.

To build this report in Salesflare, report on “opportunities”, apply the dashboard filter to the “close date”, choose a “bar chart” to represent it, measure by the “average” “opportunity sales cycle” (x-axis), view by the “opportunity close date” (y-axis), and segment by the “opportunity owner”.

After this, uncheck “Stack segments” in the advanced options (scroll to the bottom) as it makes little sense to stack averages.

Trichteranalyse

Didn’t we already see this report before? Yes, we did!

This time we’re not looking at closing performance, but we’re breaking down our sales cycle length by the stages.

You can check out this “funnel analysis” report on the “Revenue” dashboard in Salesflare whenever you want to know how each stage contributes to the total sales cycle length.

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6. Dashboard für Verkaufsaktivitäten

Up till now, we’ve been measuring output and performance. Now, let’s measure input aka sales activity! ✉️📞📆

Aktivster Teamkollege (eingebaut)

Simple question: who’s your most active teammate?

This standard scorecard is built into the “Team” dashboard in Salesflare.

Aktivität pro Teammitglied: Sitzungen, Anrufe, E-Mails (integriert)

Möchten Sie wissen, wie sich diese Tätigkeit zusammensetzt?

Teilen Sie die Aktivitäten pro Person nach versendeten E-Mails, getätigten Anrufen und Treffen mit Kunden auf.

Salesflare verfolgt all diese Vorgänge automatisch und weiß, welche Aktivitäten mit Konten/Kunden verbunden sind und welche nicht.

# Heiße Gelegenheiten (benutzerdefiniert)

Um herauszufinden, wie viele Möglichkeiten ein bestimmtes Interessen- und Aktivitätsniveau überschreiten, kann dieser Bericht helfen.

In Salesflare, opportunities are automatically marked as “hot” or “on fire” based on email opens, link clicks, website visits and email activity.

To build a report in Salesflare to count the number of hot leads at all times, report on “opportunities”, apply the dashboard filter to the “close date”, choose a “scorecard” to represent it, measure by the “# opportunities”, and filter by the “account hotness” to only count opportunities linked to “hot OR on fire” accounts.

If you don’t only want to count opportunities with a “close date” in the selected period, scroll down to the advanced options and check “Don’t apply the dashboard time filter”.

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7. Dashboard für Abonnementeinnahmen

Wenn Sie Abonnements verkaufen, ist eine Möglichkeit, über Ihre Abonnementeinnahmen Bericht zu erstatten, ein Muss.

Don’t expect anything too complex from the subscription revenue tracking in a CRM. There’s specialized solutions for this like ProfitWell, ChartMogul and Baremetrics.

Still, it’s great to have some basic subscription revenue reporting in your CRM.

Let’s look at what’s possible. 👇

Monatlich wiederkehrende Einnahmen (MRR) (integriert, optional)

If you’re selling a SaaS product or another type of subscription product or service, your Monthly Recurring Revenue (MRR) growth may be the main thing you’re tracking.

Salesflare has MRR reporting built into the “Revenue” dashboard. To make the report appear, turn on “recurring revenue” on the pipeline as shown below.

MRR pro Konto (benutzerdefiniert)

Nicht zuletzt kann es interessant sein, herauszufinden, welches Ihre wichtigsten Kunden in Bezug auf die monatlich wiederkehrenden Einnahmen sind und wie sie jeweils dazu beitragen.

To build this report in Salesflare, report on “opportunities”, apply the dashboard filter to the “close date”, choose a “bar chart” to represent it, measure by the “sum” of the “opportunity recurring revenue” (x-axis), view by the “account name” (y-axis), and filter by the “stage” to only include “won” opportunities (right sidebar).

Magic ✨

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Oof, that was a long list of example sales dashboards! 😅 The possibilities are truly endless…

If you made it all the way here, congrats 🙌 We hope you found some good inspiration to build more reports and obtain deeper insights.

Anything else you’d like to build or know? Just ask our team using the chat on salesflare.com. We’re here to help 😄

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