Salesforce Dashboards and Reports


Salesforce dashboards allow you to present multiple reports side by side using dashboard components on a single dashboard page layout
Salesforce dashboards

Salesforce dashboards allow you to present multiple Salesforce reports side by side using dashboard components on a single Salesforce dashboard page layout. Dashboard components come in a variety of chart types, and you can customize how data is grouped, summarized, and displayed for each component. The drag-and-drop dashboard builder is an intuitive interface for building Salesforce dashboards from source Salesforce reports or Visualforce pages you’ve created in Salesforce. In addition to Salesforce dashboards, you also have options to add charts to Salesforce reports and record page layouts.



Dashboard Filters

Dashboard filters make it easy to provide different combinations of data from a single dashboard. You don’t need separate Salesforce dashboards for different sets of users – just give each group a filter that makes sense for them.

For example, on a sales dashboard, you might gather several stages of Opportunities into a group called “Early.” This lets users quickly filter the Salesforce dashboard to show only data relevant to deals that are in the early stages of development.


Dynamic Dashboards

With dynamic Salesforce dashboards, each user sees the data they have access to without needing to create separate Salesforce dashboards for each user.

This means a single powerful Salesforce dashboard can be used for multiple users in your company because the logged-in user viewing the dashboard sees the data they should see, based on their security and sharing settings.


Dashboard Components

When selecting the component type, consider the following:



A dashboard, such as the one in a car, is where you can quickly and easily see vital signs that affect your current task. Similarly, a Salesforce dashboard for your sales platform provides important information at a glance. It keeps you aware of the necessary metrics and performance standards. The majority of top salespeople rely on their sales dashboard for day-to-day operations. Depending on your industry, type of sales (B2B or B2C), and the size of your company, as well as your role, your Salesforce dashboard may not be the same as your fellow salespeople’s. And based on current incentives, company offerings, and personal or departmental goals, some metrics may be necessary one week but not the next. Your Salesforce dashboard is an effective way to keep your sales—and your goals—organized. No matter your personal needs, there are specific metrics that are always pertinent. Just like the dashboard in a car, without these data points, you won’t know the health of your sales, how quickly you’ll achieve your goals, or if you need to speed up (or slow down) your sales process.



Salesforce Dashboards are most effective when they give you a big-picture overview while ensuring you know the details, too. Salespeople and sales managers have to juggle a number of facets in the big picture, including:

  • Individual salesperson performance
  • Pipeline performance
  • Forecasts
  • Your company’s competition
  • Product performance

With that in mind (and after burying the lede), the perfect sales dashboard should have some combination of these metrics.



   1. Leads by Source

Gain an understanding of where your customers are coming from (e.g., conferences, website demo sign-ups, referrals). This data helps you classify which leads to contact first and focus on the most profitable sources. It also allows you to see if you need to diversify your lead sources so you’re not wholly reliant on one or two resources.


   2. Pipeline

See what stage each open opportunity is in and how close they are to finalizing. Use this information to tailor your conversations based on where leads are in the purchase process, as well as know when to teach versus pitch.


   3. Sales Cycle

The average duration or time (typically in days) it takes your team to win a deal. If you take this average and compare it to the age of each opportunity, you can see if your current opportunities are moving through the funnel as expected.


   4. Closed Opportunities

Quickly see how much revenue your sales have generated. This metric is especially important if your sales quota is based on revenue, and it can help you keep an eye on commission goals.


   5. New Business vs. Upsell

According to Marketing Metrics, it’s about 50 percent easier to sell to existing customers than it is to sell to new customers. Some companies actually “use upsells to drive a much higher percentage of their new Average Contract Value (ACV) . . . In fact, companies in the $40–75MM revenue range attribute twice as much new revenue to upsells as the median company.”

As a salesperson, you need to balance new business with upsells. This metric keeps you on track.


   6. Win/Loss Rate

One of your most basic metrics as a salesperson, this number is the percent of opportunities proposed or quoted that you won. Lower-than-average win rates indicate the need for research. Are leads getting stuck in your funnel at the same place? Perhaps your pitch needs to be adjusted when you speak to a lukewarm audience. Find out what an acceptable percentage is in your industry and work to hit it on a consistent basis.


   7. Product Gaps

This metric helps you see how your offerings are actually performing in sales versus how they were predicted (or idealized) to sell. When there’s a gap, more product research needs to be done to find out why – and you, as a salesperson, can lead the way.


   8. Open Opportunities

These opportunities are your bread and butter and tie into your win/loss rate. Use this to track your leads, delegate when you have too many, and grow your pipeline when you want to increase the number of open opportunities you have.


   9. Open Activities (calls, demos, visits)

Consider these your to-do list. Your open activities are the tasks you need to take care of to stay proactive in your sales efforts. It’s good to have open activities, but if you have too many, check your schedule to see where your time could be used more effectively.


   10. Open Cases

Cases are generally opened when a customer initiates contact. Open cases and open activities should be treated as time sensitive. Take care to close these cases quickly, as that may help improve customer retention.


   11. Opportunities Past Due

Especially for salespeople with too much on their plates (which isn’t uncommon), past due opportunities happen. Your goal is to keep this to a minimum. Again, if this metric grows faster than you’d prefer, consider delegating to others in your office. You can also monitor your funnel to learn why these opportunities haven’t closed and found a way to make it easier for leads to convert.


   12. Sales by Closed Date

“The Closed dates help with forecasting and may help you find trends and gauge how long most customers take to convert.