Salesforce Apps


How to Build a Sales KPI Dashboard in Salesforce


Understanding Salesforce KPIs in CRM

Building a comprehensive Sales KPI Dashboard in Salesforce is crucial for businesses aiming for growth. A Salesforce KPI, specifically designed to track measurable outcomes, oversees and enhances CRM functions that cover vital sales processes. With tools like Salesforce Sales KPI Dashboard, these metrics play a pivotal role in assisting the sales force in effectively allocating resources and prioritizing leads.

Measuring Sales Team Efficacy with KPIs

To really dig deep into your sales team’s performance, Salesforce Sales KPI Dashboard is an invaluable tool. Sales KPIs in Salesforce help quantify the effectiveness of a sales team against set benchmarks. They evaluate the team’s overall influence on the organization, diving into metrics like the average number of leads generated every quarter and the rate of deal conversions.

Ensuring Consistency in Sales Goals and Metrics

For cohesive growth, it’s essential that all team members, from individual sales representatives to management, align on their metrics. Rather than having varied focuses, Sales KPI Salesforce tools ensure that there’s a consistent emphasis on the pivotal metrics linked to organizational growth. It’s crucial to highlight that while KPIs serve as a barometer for performance, they shouldn’t be mistaken for sales targets. They are merely indicators measuring activities with significant business implications. Within this framework, sales leaders leverage platforms like Salesforce Funnel KPI Benchmarking to set target KPIs, ensuring these are in line with the desired revenue objectives.

Evolving Nature of Traditional Sales KPIs

Traditionally, sales KPIs, when monitored through systems like the Sales KPI Dashboard in Salesforce, emphasized primary objectives. These included the influx of new leads, the tally of quarterly closed deals, and meeting individual targets. While these metrics still hold immense value, they are sometimes tied to volatile, single transactions. To ensure a company’s growth and consistent revenue stream, it’s fundamental to monitor both these traditional sales KPIs and newer metrics. Tools like the Member KPI Custom Object in Salesforce can help businesses assess the long-term value of customer and employee engagements, ensuring a balanced view of performance and long-term value creation.

Let’s delve deeper into these key sales KPIs: 

1. Annual Contract Value (ACV)

  • Measures: Yearly average revenue from a customer contract.
  • Significance: ACV gives insights into upselling and cross-selling opportunities to maximize revenue. A low ACV might indicate the need for acquiring new revenue-driving customers.
  • Calculation: Total yearly contract value / Number of contracts

2. Customer Lifetime Value (CLV)

  • Measures: Total revenue from a customer throughout their association with the company.
  • Significance: Indicates the effectiveness in fostering loyal and value-driven relationships, leading to predictable revenue.
  • Calculation: (Yearly average purchase value) x (Average annual purchases per customer) x (Average customer lifespan)

3. New Leads in Pipeline

  • Measures: Fresh leads acquired by each rep in a quarter.
  • Significance: Ensuring enough leads in the pipeline to meet sales targets based on conversion rates.

4. Average Age of Leads in Pipeline

  • Measures: Duration a lead remains active without conversion.
  • Significance: Stagnant leads to waste resources. Prolonged lead durations may call for a pipeline review.
  • Calculation: Total age of leads / Number of active leads

5. Conversion Rate

  • Measures: Percentage of leads converted to sales by each rep in a quarter.
  • Significance: A high rate suggests effective strategies, while a low rate calls for refining tactics.
  • Calculation: (Deals closed in a quarter) / (Pipeline leads) x 100

6. Rep Retention

  • Measures: Yearly percentage of reps retained since hiring.
  • Significance: High retention maintains customer relationships and reduces onboarding costs.
  • Calculation: (End-year total reps – New hires) / Start-year total reps x 100

7. Average Rep Ramp Time

  • Measures: Duration from a rep’s start to their first outreach.
  • Significance: Shorter ramp time shows effective training and onboarding. Lengthy durations suggest the need for process reevaluation.
  • Calculation: Total ramp time for all reps / Number of new reps

8. Referrals

  • Measures: Quarterly customer referrals per rep.
  • Significance: Happy customers acting as advocates accelerate sales cycles.

9. Customer Retention

  • Measures: Yearly percentage of returning customers.
  • Significance: Retaining customers maximizes ROI and ensures a steady revenue stream. A drop in retention may require revising engagement strategies.
  • Calculation: (End-year customers – New customers) / Start-year customers x 100


A sales KPI dashboard enables leaders to navigate the vast sea of sales data, pinpointing what truly drives company growth. However, not every dashboard offers the same insights. The most effective ones, integrated with a user-friendly CRM, go beyond mere figures, offering a comprehensive view of sales vitality. This ensures that everyone, from sales representatives to top executives, makes informed decisions to boost revenue. It’s essential to have dashboards that offer broad overviews for senior leadership and detailed, transaction-specific insights for sales reps.

Constructing a Sales KPI dashboard in Salesforce requires careful navigation due to the platform’s intricate nature and adaptability options. Here’s a sequential guide to crafting one.

Understand Your Key Sales KPIs

Before diving into Salesforce, define what KPIs are most important to your organization. Some common sales KPIs include:

  • Total Sales
  • New Opportunities
  • Closed Won Opportunities
  • Average Deal Size
  • Sales Funnel Conversion Rates
  • Sales Cycle Duration


You can’t create a new dashboard without related reports. So you need to create report’s first if you don’t have them yet.

Create Report
Salesforce reports

Access Salesforce Dashboard

  • Login to your Salesforce account.
  • From the App Launcher (grid icon), type and select Dashboards.

Create a New Dashboard

  • Click on the New Dashboard button.
  • Give your dashboard a name and description.
  • Define the folder where you want the dashboard saved, and then click Create.
Create a New Dashboard

Add Components to Your Dashboard

A component can be a chart, table, metric, or other visual representation of your data.

  • Click on the Add Component button.
  • You will be prompted to choose a report. Only reports saved in folders you have access to will be available.
  • Once you’ve selected a report, you can then decide on the type of visual (e.g., pie chart, bar chart, donut chart, table, etc.) you want for that component.
Add Components to Your Dashboard

Customize Your Component

  • Give your component a title.
  • Adjust the display settings, filters, and groupings as desired.
  • Use drag-and-drop functionality to adjust the size and position of the component on your dashboard.
Customize Your Component

Repeat Adding Components

Add as many components as necessary to visually represent all your defined KPIs.

Repeat Adding Components
Add Component

Add Filters (Optional)

If you want to drill down into specific data segments (like a specific time frame, region, or product), you can add filters to the dashboard.

  • Click on the Add Filter button.
  • Define the filter criteria and the components it should apply to.

Refresh and Save

Regularly refresh your dashboard to get up-to-date data. You can also set up a scheduled refresh if desired.

  • Click on the Save button to save any changes you’ve made.
Sales Manager Dashboard

Share the Dashboard

You can share your dashboard with specific users, roles, or groups.

  • From the dashboard view, click on the Share button.
  • Choose who you want to share the dashboard with and assign viewer or editor permissions as needed.

Regularly Review and Update

As your sales processes and priorities evolve, make sure to revisit and update your dashboard to ensure it remains a relevant and useful tool.


The steps above might slightly vary based on your Salesforce edition and any custom configurations your organization might have implemented. Always refer to your Salesforce documentation or admin for specific procedures.

Also you can use Apps from third parties as AppExchange, as an example Salesforce CRM Dashboards.

The Salesforce CRM Dashboards offers a suite of preloaded dashboards within the Analytics App. These dynamic dashboards empower your sales and service units to adeptly handle deals and cases, promoting timely and successful business completions. Sales Managers benefit from a clearer view of ongoing opportunities, enriching pipeline forecasts. These initial dashboards and reports lay the groundwork for streamlined reporting in your enterprise.

Salesforce CRM Dashboards
Salesperson Dashboard

Another nice App that will help you to achieve your goal is Tableau.

Tableau stands as a formidable tool, enabling users to harness actionable insights via real-time visual analytics, promoting limitless data dives. Its dynamic dashboards are avenues for instantly uncovering concealed insights, effortlessly syncing with a plethora of data origins, be it big data, SQL databases, spreadsheets, or prevalent cloud apps.

Through Tableau, intricate data morphs into an analytically-friendly format, illuminating deeper insights. It allows for data portrayal through diverse visual aids like charts, pie diagrams, tables, graphs, plots, and maps, simplifying comprehension and facilitating informed, data-centric decisions.

Tableau Sales Pipeline
Tableau Summary

In Conclusion:

Utilizing dashboards that visualize Sales KPIs in Salesforce equips companies with a holistic view of their sales dynamics. These visual representations encapsulate both short-term achievements and long-term relationship values, offering clarity on performance and areas for improvement. As businesses navigate an ever-changing market, the ability to instantly access, interpret, and act on these insights becomes invaluable. Dashboards not only streamline decision-making processes but also empower teams to allocate resources effectively, prioritize leads, and manage customer and employee relationships strategically. By integrating these visual tools, organizations stand poised to harness the full potential of their sales strategies, ensuring alignment with their broader objectives and driving sustained growth and profitability.

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