Build your sales dashboard

All the pipeline data, deal activity, and rep performance in HubSpot is useless if nobody looks at it. Dashboards are how you turn that data into decisions. A well-built sales dashboard gives you real-time visibility into revenue, pipeline health, and rep performance without running a single manual report.

HubSpot has three types of reports (default, custom, and analytics) and a dashboard tool that combines them all into one view. Most teams start with a pre-built dashboard template and add custom reports as their needs evolve. The goal is a single screen that answers three questions: are we on track, where are we stuck, and what needs attention today?

Start with a dashboard template

Go to Reporting and Data (left sidebar) > Dashboards > "Create dashboard". HubSpot offers pre-built templates like "Sales manager dashboard" and "Sales team performance". These come pre-populated with common reports (activity leaderboard, deals closed vs goals, deal pipeline).

Pick the template closest to your needs. You can keep all the included reports or remove the ones you don't need. Name your dashboard something clear (e.g. "B2B sales dashboard, Q2 2025"), set the access level (private, everyone can view, everyone can edit), and create it.

Pre-built reports are a starting point, not a destination. They'll give you immediate visibility, but you'll want to add custom reports as you identify what your team specifically needs to track.

Add default reports from the library

HubSpot's report library has hundreds of pre-built reports covering deal performance, rep activity, pipeline health, and more. From your dashboard, click "Create report" and search the library.

Useful default reports for sales teams:

Deals created by interaction source. Shows where your deals originate (organic search, paid ads, referrals, direct traffic). This tells you where to focus outreach.

Deal pipeline. A visual overview of how many deals sit at each stage and their total value.

Activity leaderboard. Shows rep activity (calls, emails, meetings) ranked by volume. Useful for coaching conversations.

When you add a library report, you can filter it by date range, pipeline, deal owner, or team before saving it to your dashboard. Always filter to the time period and pipeline that's relevant, otherwise the report shows all-time data across all pipelines, which is rarely what you need.

Build custom reports

When the library doesn't have what you need, build a custom report. From your dashboard, click "Create report" > "From scratch".

HubSpot's custom report builder offers three main options for sales:

Single object report. Reports on one data type (e.g. count of deals by deal stage). Good for simple analyses.

Custom report builder. Reports on multiple data types (e.g. revenue by company industry, deals by contact source). This is where you combine deal data with contact or company properties for deeper analysis.

Funnel report. Shows conversion rates between deal stages. Useful for identifying where deals drop off in your pipeline.

The process for any custom report: select your data source (deals, contacts, companies), add the properties you want to analyse, apply filters (date range, pipeline, owner), choose a visualisation (bar chart, pie chart, table), and save it to your dashboard.

Use the analytics tools

Beyond individual reports, HubSpot's sales analytics suite provides three specialised views:

Coach reps and teams. Shows call outcomes, task completion, and meeting results by rep. Filter by date, team, or activity type. This is your weekly coaching data: which reps are making calls, what's the outcome, and who needs support.

Forecast and pipelines. Includes the weighted pipeline forecast (deal probability by stage) and quota tracking. The weighted forecast multiplies each deal's amount by the probability assigned to its stage, giving you a realistic revenue prediction rather than the total pipeline value.

Sales outcomes. Shows deals won and lost by rep, average deal size, deal source, and sales velocity (average days from deal creation to close). Sales velocity is one of the most important metrics to track because it tells you how long your sales cycle actually takes, not how long you think it takes.

Share and schedule your dashboard

A dashboard nobody sees is a dashboard that doesn't exist. HubSpot lets you schedule recurring emails that send a snapshot of your dashboard to specific people.

From your dashboard, click "Share" > "Schedule recurring email". Set the recipients, subject line, frequency (weekly or monthly), and delivery day. The dashboard sends automatically with the latest data, so your leadership team gets a consistent view without anyone remembering to pull it.

You can also add text, images, or video to your dashboard to provide context alongside the data. A short note explaining what changed this month or what needs attention makes the dashboard actionable, not just informational.

Your sales dashboard is the control panel for your entire sales operation. Start with a pre-built template, add default reports for immediate visibility, layer in custom reports as your needs mature, and schedule regular sends so the right people see the data without asking for it. The best dashboard is one your team actually opens every day.