Case Study 06
Executive KPI Dashboard
Case Study
Designed an Executive KPI Dashboard that consolidates CRM and operational data into interactive dashboards, providing leadership with real-time insights into sales, revenue, pipeline performance, and operational activities.
Executive Summary
Business leaders need timely, accurate information to make informed decisions. However, many service businesses rely on spreadsheets or disconnected reports, making it difficult to monitor sales performance, forecast revenue, and identify operational bottlenecks.
The Executive KPI Dashboard consolidates key business metrics into a single, real-time reporting system. By integrating CRM and operational data, business owners and managers gain visibility into sales performance, pipeline health, revenue trends, and team activity—enabling faster, data-driven decisions.
Business Problem
Many growing service businesses lack a centralized reporting system.
Leadership often spends hours compiling reports manually while still lacking visibility into business performance.
Key Challenges
- Disconnected reporting systems
- Limited pipeline visibility
- Manual report preparation
- Inaccurate forecasting
- Difficulty tracking KPIs
- Delayed decision-making
Business Risks
- Poor visibility into revenue performance
- Missed sales opportunities
- Inaccurate forecasting
- Slow management decisions
- Inefficient sales management
- Limited accountability
Solution
Designed an Executive KPI Dashboard that consolidates CRM and operational data into interactive dashboards, providing leadership with real-time insights into sales, revenue, pipeline performance, and operational activities.
The dashboard automatically updates as new business data is captured, eliminating manual reporting while supporting strategic decision-making.
Technology Stack
Workflow Overview
Objective
Provide business leaders with a centralized dashboard that delivers real-time visibility into revenue performance, sales activity, and operational KPIs.
Workflow
Dashboard Components
Executive Overview
Displays high-level business performance.
KPI Scorecards
- Total Leads
- Qualified Leads
- Open Opportunities
- Estimates Sent
- Closed Won
- Closed Lost
- Pipeline Value
- Monthly Revenue
- Close Rate
Sales Pipeline Dashboard
Tracks opportunity movement through the sales process.
Includes:
- Deals by Stage
- Pipeline Value
- Average Deal Size
- Win Rate
- Lost Opportunities
Revenue Dashboard
Monitors financial performance.
Includes:
- Monthly Revenue
- Revenue Trend
- Closed Revenue
- Forecast Revenue
- Revenue by Sales Representative
Lead Performance Dashboard
Measures lead generation effectiveness.
Includes:
- Total Leads
- Lead Sources
- Qualified Leads
- Conversion Rate
- Lead Response Time
Activity Dashboard
Monitors team engagement.
Includes:
- Calls Completed
- Meetings Held
- Emails Sent
- Tasks Completed
- Inspections Scheduled
Forecast Dashboard
Supports strategic planning.
Includes:
- Expected Revenue
- Forecast by Month
- Open Opportunities
- High Probability Deals
- Revenue Pipeline
Process Overview
Step 1 – Business Data Collection
Customer activities are recorded within HubSpot CRM.
Examples include:
- New leads
- Sales calls
- Meetings
- Estimates
- Closed deals
Step 2 – Data Synchronization
Operational data is synchronized into Airtable and Google Sheets for reporting.
Step 3 – Dashboard Refresh
Looker Studio automatically refreshes the connected data source.
Step 4 – KPI Calculations
The dashboard calculates:
- Close Rate
- Pipeline Value
- Revenue Forecast
- Lead Conversion Rate
- Average Deal Value
- Sales Performance
Step 5 – Executive Reporting
Leadership reviews dashboard insights to monitor business performance and identify opportunities for improvement.
KPIs Monitored
Sales KPIs
- Total Leads
- Qualified Leads
- Open Opportunities
- Estimates Sent
- Closed Won
- Closed Lost
- Close Rate
- Average Deal Value
Revenue KPIs
- Monthly Revenue
- Forecast Revenue
- Pipeline Value
- Revenue by Month
- Revenue by Sales Representative
Operational KPIs
- Calls Completed
- Meetings Scheduled
- Tasks Completed
- Lead Response Time
- Follow-Up Completion Rate
Business Rules
New Lead
Dashboard updates automatically.
Deal Closed
Revenue calculations refresh automatically.
New Sales Activity
Activity metrics update immediately.
Pipeline Changes
Forecast values recalculate automatically.
Business Value
The Executive KPI Dashboard transforms scattered business data into actionable insights, giving leadership a clear view of operational performance and sales health.
Operational Benefits
- Eliminates manual reporting
- Centralizes business metrics
- Improves visibility across departments
- Enables faster decision-making
- Tracks performance in real time
Revenue Benefits
- Better forecasting accuracy
- Improved pipeline management
- Faster identification of revenue risks
- Increased accountability
- Data-driven growth strategies
Results & Business Impact
The Executive KPI Dashboard provides leadership with a single source of truth for monitoring business performance. By consolidating sales, revenue, and operational data into interactive dashboards, decision-makers gain real-time visibility into pipeline health, forecasting, team performance, and growth opportunities. This enables faster, data-driven decisions while reducing the time spent preparing manual reports.
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