Key takeaways
- Build three layers: an executive dashboard, a manager dashboard and a rep home page. Each answers different questions.
- Agree on KPI definitions before building anything. Most dashboard arguments are definition arguments.
- Keep each dashboard to 6–9 components that answer a clear question.
- Add a data health dashboard, because leadership numbers are only as good as the records behind them.
Most Salesforce orgs we see have dozens of dashboards and no single one that leadership trusts. The fix is rarely more charts. It is fewer dashboards, each built for one audience, on top of definitions everyone agrees on.
Here is the structure we use, with the KPIs on each layer and how to define them.
Start with definitions
Before you build a single report, write down what each number means. A short KPI dictionary prevents the classic Monday argument where two managers bring two different pipeline figures.
| KPI | Definition |
|---|---|
| Open pipeline | Sum of Amount on open opportunities with a close date in the period |
| Win rate | Closed won ÷ (closed won + closed lost), by count, for opportunities closed in the period |
| Average deal size | Closed won amount ÷ number of closed won opportunities |
| Sales cycle | Average days from created date to close date, closed won only |
| Pipeline coverage | Open pipeline for the period ÷ remaining quota for the period |
| Forecast accuracy | Closed won at quarter end ÷ commit forecast at a fixed point, for example week 4 |
Decide too whether amounts include tax, which currency you report in and whether renewals count as new business. Put the dictionary somewhere everyone can find it.
Layer 1: the executive dashboard
Audience: CEO, head of sales, board updates. Question: are we going to hit the number, and is the business healthy?
Recommended components:
- Closed won this quarter against target
- Commit and best-case forecast against quota
- Open pipeline by stage for the next two quarters
- Win rate trend over the last four quarters
- Average deal size and sales cycle trend
- Pipeline created this month by source
Keep it to one screen. Executives look at it for two minutes before a meeting; every component should be readable without clicking.
Layer 2: the manager dashboard
Audience: sales managers and team leads. Question: which reps and deals need my attention this week?
Recommended components:
- Quota attainment by rep
- Pipeline coverage by rep
- Deals in the commit category with no activity in 14 days
- Opportunities with a close date in the past
- Stage conversion rates for the team
- Activities logged per rep this week
This is the dashboard that changes behaviour. A manager who sees five commit deals with no activity will ask about them in the one-to-one.
Layer 3: the rep home page
Audience: account executives and SDRs. Question: what should I do today?
Instead of a separate dashboard, put a few components on the rep's Lightning home page:
- my open opportunities closing this month
- my tasks due today and overdue
- my attainment against quota
- my opportunities missing a next step
Reps open Salesforce many times a day. Putting their numbers on the home page is more effective than another dashboard they never visit.
The one most teams forget: data health
Every number above depends on clean records. A small data health dashboard shows whether leadership can trust the other three:
- percentage of opportunities missing next step or close date
- duplicate rate on accounts and contacts
- stale opportunities with a past close date
- inactive users with active licences
Review it once a month. When this dashboard improves, arguments about the other numbers drop.
Practical build tips
- Use custom report types when standard ones don't include the fields you need, rather than exporting to spreadsheets.
- Set a sensible running user. A dashboard that runs as an admin shows everything; one that runs as the viewer respects their access.
- Schedule subscriptions so the executive dashboard arrives in inboxes every Monday morning.
- Use the same colours for the same things. If closed won is green on one chart, keep it green everywhere.
- Add a short description to each component saying what it shows and which definition it uses.
You can see these three layers in action, with demo data, on the OrgStewards demo dashboards page. If you'd like them built in your org, the dashboard pack includes the KPI workshop, the reports and the dashboards.
Frequently asked questions
How many components should a Salesforce dashboard have?
Salesforce allows up to 20 components, but 6 to 9 is usually the right number. If a dashboard needs more, it probably answers more than one question and should be split.
Should we use CRM Analytics or standard dashboards?
Start with standard reports and dashboards. They are included in your licence and cover most needs of small teams. Consider CRM Analytics or an external BI tool when you need to combine Salesforce with other data or need advanced trending.