Build dashboards for pipeline velocity, conversion rates, win/loss analysis, and forecasting so you know what's working and where deals stall.
You can't improve what you don't measure. Most sales teams track revenue but miss the leading indicators conversion rates by stage, time in pipeline, win rates by source. These metrics reveal problems early. If deals stall in qualification, your ICP is wrong. If proposals don't close, pricing or positioning is off. If velocity is slow, your sales process has friction. This chapter shows you how to build dashboards that track the metrics that matter, spot problems before they kill the quarter, and forecast revenue accurately based on pipeline health.
Most sales processes are cobbled together inconsistent stages, unclear handoffs, and no visibility into what's working. A proper process turns chaos into predictability. Define stages that match how buyers actually decide, automate the busywork, and track metrics that reveal bottlenecks before deals stall.
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Select metrics that reveal whether you're achieving strategic goals to track progress and identify problems before they become expensive to fix.
Calculate what percentage of qualified opportunities close to measure sales effectiveness and identify whether poor conversion reflects targeting, process, or competition.
Calculate the percentage of visitors who complete desired actions to identify friction points and measure the effectiveness of marketing and product changes.
Track how fast your pipeline of ready-to-buy leads grows to forecast sales capacity needs and spot when lead quality or sales efficiency changes.
Calculate how much pipeline you need relative to quota to ensure you generate enough opportunities to hit revenue targets despite normal conversion rates.
