Sales and Marketing Dashboards: What to Track and Why

Written By Matt Greene

In a business environment where performance needs to be measurable and results need to be repeatable, sales and marketing dashboards are more than just reporting tools—they’re critical instruments for strategy execution. With the right dashboards in place, teams can align efforts, uncover insights, and make confident, data-informed decisions that move the needle.

But not all dashboards are created equal. What you track—and how you track it—can either empower your teams or overwhelm them. Here’s what you need to know to build effective dashboards that support sustainable business growth.

Why Sales and Marketing Dashboards Matter

Sales and marketing dashboards give teams real-time visibility into performance. Rather than relying on end-of-month reports, dashboards allow businesses to pivot quickly based on what’s working and what’s not. They:

  • Align both departments on shared goals and KPIs

  • Eliminate data silos by providing a single source of truth

  • Enable performance tracking and ROI measurement

  • Drive accountability and transparency

Without dashboards, it’s easy for departments to pursue different priorities, leading to misalignment, inefficiencies, and missed opportunities.

Essential Metrics to Include in a Sales Dashboard

When it comes to sales, clarity is key. A well-structured sales dashboard should provide insight into both performance and pipeline. Key metrics include:

1. Sales Pipeline Stages

Track how leads are progressing through your funnel. Visualize how many deals are in each stage, the average deal size, and the average time in stage. This highlights bottlenecks and helps sales managers coach their teams effectively.

2. Win Rate

This metric shows the percentage of opportunities that convert into closed deals. If win rates are low, it could indicate issues with qualification criteria, pricing, or competitive positioning.

3. Sales Cycle Length

A longer-than-usual sales cycle can stall revenue growth. Monitoring this metric helps you identify where delays are happening and streamline the process.

4. Quota Attainment

Track how each rep is performing against their goals. This not only keeps reps accountable but also reveals trends in performance that may require attention.

5. Lead Response Time

How quickly your team responds to leads can significantly impact conversion rates. This is an often-overlooked metric that plays a key role in pipeline health.

Essential Metrics for Marketing Dashboards

Marketing dashboards should focus on measuring the effectiveness of campaigns, content, and channels. Consider including:

1. Lead Generation by Source

Track where leads are coming from—organic, paid, email, social, or referral—and assess which channels deliver the highest ROI.

2. Cost per Lead (CPL)

This metric helps you understand the efficiency of your marketing spend. It’s essential for budgeting and scaling campaigns effectively.

3. Marketing Qualified Leads (MQLs)

Not all leads are created equal. MQLs are those that meet specific criteria for readiness, showing strong interest or engagement. Tracking MQLs helps ensure sales is working with high-potential opportunities.

4. Conversion Rates

From website visitors to form fills and email opens to demo requests, conversion metrics reveal how compelling and effective your messaging truly is.

5. Customer Acquisition Cost (CAC)

CAC measures how much it costs to acquire a new customer. It’s vital for understanding profitability and forecasting future growth.

Shared Metrics for Cross-Team Alignment

To ensure sales and marketing are rowing in the same direction, include shared KPIs on your dashboards. These may include:

  • Revenue Growth: Ultimately, both teams contribute to this goal.

  • Lead-to-Customer Conversion Rate: Measures the quality of leads and effectiveness of the handoff process.

  • Customer Lifetime Value (CLTV): Indicates the value of customers over time, helping both teams focus on acquiring high-quality leads.

  • Campaign Attribution: Shows which marketing efforts are contributing to closed deals.

By tracking shared KPIs, you break down departmental silos and foster collaboration across the customer journey.

Best Practices for Building Effective Dashboards

Creating dashboards isn’t just about loading charts into your CRM. It requires strategy. Follow these best practices:

1. Align on Goals First

Dashboards should reflect your business objectives. Start by aligning your sales and marketing teams on shared outcomes before choosing metrics.

2. Keep It Simple

Avoid dashboard clutter. Focus on 5–10 key metrics per dashboard that actually drive decisions.

3. Automate Reporting

Manual reporting is time-consuming and prone to error. Use platforms like HubSpot, Salesforce, or Looker to automate your dashboards.

4. Update Regularly

Make sure dashboards are refreshed in real time or at least daily to reflect current performance.

5. Visualize for Clarity

Charts, graphs, and heat maps help stakeholders interpret data faster than spreadsheets.

Tools to Consider for Sales and Marketing Dashboards

There are countless tools out there, but a few standout options include:

Choose the one that integrates well with your existing tech stack and aligns with your team’s analytical skills.

How Camden Jackson Can Help

At Camden Jackson, we specialize in helping businesses design and implement smart, scalable sales and marketing dashboards that deliver real results. Whether you’re an early-stage startup looking to define your KPIs or a growing business ready to align cross-functional teams, we bring clarity to your data and strategy to your growth efforts.

We help you:

  • Define the right metrics to track for your unique business goals

  • Set up automated dashboards using the best tools

  • Translate data into actionable insights

  • Align your sales and marketing efforts for measurable ROI

Want to stop guessing and start scaling? Reach out to Camden Jackson today to build dashboards that turn your numbers into your next big move.

Matt Greene
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