KPI Dashboard Templates - Complete Analytics Framework
Date: 2024
Version: 1.0
Category: Analytics & Performance Management
Executive Dashboard
Purpose
High-level view for C-suite executives focusing on business impact and strategic metrics
Update Frequency
Daily automated refresh, weekly executive summary
Key Metrics Panel
Revenue Metrics
| Metric | Current | Target | Variance | Trend |
|---|---|---|---|---|
| ARR | $24.5M | $30M | -18.3% | ↑ 12% |
| MRR | $2.04M | $2.5M | -18.4% | ↑ 8% |
| New Business | $450K | $500K | -10% | ↑ 5% |
| Expansion Revenue | $125K | $150K | -16.7% | ↓ 3% |
| Churn Rate | 8.2% | <7% | +1.2pp | ↑ 0.5pp |
| Net Revenue Retention | 108% | 115% | -7pp | ↓ 2pp |
Growth Indicators
Quarter-over-Quarter Growth: 18%
Year-over-Year Growth: 67%
LTV:CAC Ratio: 3.2:1
CAC Payback: 14 months
Magic Number: 0.72
Rule of 40 Score: 42
Pipeline Health
- Total Pipeline: $18.5M
- Qualified Pipeline: $12.3M
- Coverage Ratio: 3.8x
- Average Deal Size: $67,500
- Win Rate: 24%
- Sales Cycle: 92 days
Visual Components
Revenue Waterfall Chart
Starting ARR: $20M
+ New Business: $6M
+ Expansion: $2M
- Churn: $1.5M
- Contraction: $2M
= Ending ARR: $24.5M
Pipeline Velocity Gauge
Velocity Score: 0.73
Components:
- # of Opportunities: 145
- Win Rate: 24%
- Average Deal Size: $67.5K
- Sales Cycle: 92 days
Geographic Heat Map - North America: 65% of revenue - Europe: 22% of revenue - APAC: 10% of revenue - LATAM: 3% of revenue
Alerts & Insights
🔴 Red Alerts - Churn rate exceeded 8% threshold - Q4 pipeline coverage below 4x target - Enterprise segment win rate declined 15%
🟡 Yellow Warnings - Sales cycle lengthening (92 vs 85 days) - Marketing qualified leads down 12% MoM - Customer satisfaction score dropped 3 points
🟢 Green Wins - Record new logo acquisition (32 this month) - Upsell revenue exceeded target by 23% - Sales productivity up 18% QoQ
Sales Performance Dashboard
Purpose
Detailed sales team and individual rep performance tracking
Update Frequency
Real-time with hourly data sync
Team Performance Matrix
| Rep Name | Quota | Attainment | Pipeline | Deals | Activities | Score |
|---|---|---|---|---|---|---|
| Sarah Chen | $500K | 112% | $2.1M | 12 | 847 | A+ |
| Mike Torres | $450K | 98% | $1.8M | 10 | 923 | A |
| Jessica Liu | $475K | 87% | $1.5M | 8 | 756 | B+ |
| David Park | $425K | 76% | $1.2M | 6 | 612 | B |
| Team Total | $1.85M | 94% | $6.6M | 36 | 3,138 | B+ |
Activity Metrics
Daily Activity Benchmarks
Calls per Rep:
Target: 50 | Actual: 42 | Gap: -16%
Emails per Rep:
Target: 100 | Actual: 87 | Gap: -13%
Meetings Booked:
Target: 3 | Actual: 2.4 | Gap: -20%
Demos Completed:
Target: 2 | Actual: 1.8 | Gap: -10%
Pipeline Analytics
Stage Progression | Stage | Count | Value | Avg Days | Conversion | |-------|-------|-------|----------|------------| | Prospecting | 234 | $4.5M | 8 | 45% | | Qualification | 156 | $3.8M | 12 | 62% | | Discovery | 98 | $3.2M | 15 | 71% | | Proposal | 67 | $2.8M | 18 | 78% | | Negotiation | 34 | $1.9M | 10 | 85% | | Closed Won | 28 | $1.6M | - | 100% |
Deal Velocity Tracking
Average Time in Stage (Days):
Prospecting → Qualification: 8
Qualification → Discovery: 12
Discovery → Proposal: 15
Proposal → Negotiation: 18
Negotiation → Close: 10
Total: 63 days
Individual Rep Scorecard
Performance Quadrant Analysis
High Activity + High Results: Stars (Sarah, Mike)
High Activity + Low Results: Workhorses (David)
Low Activity + High Results: Efficient (Jessica)
Low Activity + Low Results: Concern (New Reps)
Coaching Indicators - Call-to-meeting ratio - Email response rate - Demo-to-close ratio - Average deal size trend - Discount usage - Sales cycle variance
Marketing Performance Dashboard
Purpose
Track marketing contribution to pipeline and revenue
Update Frequency
Daily for digital metrics, weekly for campaign performance
Lead Generation Funnel
Website Visitors: 125,000
↓ (2.4% conversion)
Marketing Qualified Leads (MQL): 3,000
↓ (35% conversion)
Sales Accepted Leads (SAL): 1,050
↓ (42% conversion)
Sales Qualified Leads (SQL): 441
↓ (24% conversion)
Opportunities: 106
↓ (28% conversion)
Customers: 30
Channel Performance
| Channel | Spend | Leads | CPL | MQLs | Pipeline | ROI |
|---|---|---|---|---|---|---|
| Paid Search | $45K | 450 | $100 | 135 | $2.1M | 467% |
| LinkedIn Ads | $30K | 280 | $107 | 98 | $1.5M | 500% |
| Content Marketing | $15K | 520 | $29 | 182 | $2.8M | 1,867% |
| $5K | 380 | $13 | 152 | $2.3M | 4,600% | |
| Events | $50K | 150 | $333 | 75 | $3.2M | 640% |
| Partner | $0 | 120 | $0 | 48 | $1.1M | ∞ |
Campaign Attribution
Multi-Touch Attribution Model
First Touch: 30% credit
Lead Creation: 10% credit
Opportunity Creation: 40% credit
Last Touch: 20% credit
Top Performing Campaigns 1. Q4 Webinar Series: $2.3M pipeline, 342% ROI 2. ROI Calculator: $1.8M pipeline, 892% ROI 3. Industry Report: $1.5M pipeline, 523% ROI 4. Free Trial: $3.2M pipeline, 267% ROI 5. Customer Summit: $2.7M pipeline, 445% ROI
Content Performance
| Content Type | Views | Downloads | MQLs | SQL Rate | Pipeline |
|---|---|---|---|---|---|
| Whitepapers | 12,456 | 3,234 | 324 | 28% | $2.1M |
| Case Studies | 8,923 | 2,156 | 216 | 35% | $1.8M |
| Webinars | 4,567 | N/A | 456 | 42% | $3.8M |
| Blog Posts | 67,234 | N/A | 156 | 18% | $0.9M |
| Videos | 23,456 | N/A | 234 | 22% | $1.4M |
Marketing Efficiency Metrics
MQL to SQL Conversion: 35%
SQL to Opportunity: 42%
Marketing Sourced Pipeline: 45%
Marketing Influenced Pipeline: 78%
Content ROI: 523%
Marketing Contribution to Revenue: 38%
Customer Success Dashboard
Purpose
Monitor customer health, retention, and expansion opportunities
Update Frequency
Real-time for usage, daily for health scores
Customer Health Matrix
| Segment | Customers | Healthy | At Risk | Critical | Avg NPS | NRR |
|---|---|---|---|---|---|---|
| Enterprise | 45 | 78% | 16% | 6% | 67 | 118% |
| Mid-Market | 156 | 72% | 20% | 8% | 54 | 108% |
| SMB | 423 | 65% | 23% | 12% | 42 | 95% |
| Total | 624 | 68% | 21% | 11% | 48 | 102% |
Health Score Components
Scoring Factors & Weights
Product Usage: 30%
- Daily Active Users
- Feature Adoption
- API Calls
Engagement: 25%
- Support Tickets
- Training Attendance
- Community Activity
Relationship: 20%
- NPS Score
- Executive Engagement
- Champion Risk
Commercial: 15%
- Payment History
- Contract Length
- Expansion Potential
Outcomes: 10%
- ROI Achievement
- Goal Completion
- Success Metrics
Retention Analytics
Churn Prediction Model | Risk Level | Customers | ARR at Risk | Probability | Action Required | |------------|-----------|-------------|-------------|-----------------| | Critical | 68 | $2.4M | 75% | Immediate intervention | | High | 131 | $3.8M | 45% | Proactive outreach | | Medium | 234 | $5.2M | 25% | Monitor closely | | Low | 191 | $13.1M | 8% | Standard engagement |
Cohort Retention Analysis
Expansion Opportunities
Upsell Pipeline | Opportunity Type | Count | Potential ARR | Probability | Weighted Value | |------------------|-------|---------------|-------------|----------------| | Seat Expansion | 45 | $890K | 65% | $578K | | Tier Upgrade | 23 | $1.2M | 45% | $540K | | Add-on Products | 67 | $2.3M | 35% | $805K | | Multi-year | 34 | $450K | 70% | $315K | | Total | 169 | $4.84M | 46% | $2.24M |
Support Metrics
Average Response Time: 2.3 hours
First Contact Resolution: 67%
Ticket Backlog: 234
CSAT Score: 4.2/5
Support Tickets per Customer: 1.8/month
Escalation Rate: 12%
Revenue Operations Dashboard
Purpose
Unified view of entire revenue engine performance
Update Frequency
Real-time with 15-minute data refresh
Revenue Velocity
Velocity Equation Components
# of Opportunities: 234
× Average Deal Value: $67,500
× Win Rate: 24%
÷ Sales Cycle Length: 92 days
= Revenue Velocity: $42,130/day
Velocity Trending | Quarter | Opportunities | ACV | Win Rate | Cycle | Velocity | |---------|---------------|-----|----------|-------|----------| | Q1 | 198 | $58K | 22% | 98 | $25.8K | | Q2 | 212 | $62K | 23% | 95 | $31.8K | | Q3 | 225 | $65K | 24% | 93 | $37.7K | | Q4 | 234 | $67.5K | 24% | 92 | $42.1K |
Conversion Funnel Analysis
Stage-to-Stage Conversion Rates:
Visitor → Lead: 2.4%
Lead → MQL: 35%
MQL → SQL: 42%
SQL → Opportunity: 71%
Opportunity → Customer: 24%
Overall: 0.06%
Process Efficiency Metrics
Sales Process - Lead Response Time: 3.2 hours - Qualification Call Rate: 67% - Demo Show Rate: 78% - Proposal Acceptance: 45% - Contract Turnaround: 4.2 days
Marketing Process - Content Production: 12 pieces/month - Campaign Launch Time: 8 days - A/B Test Velocity: 3 tests/week - Lead Routing Time: 12 minutes - Attribution Lag: 2 days
Customer Success Process - Onboarding Duration: 21 days - Time to First Value: 7 days - QBR Completion Rate: 89% - Renewal Processing: 14 days - Upsell Cycle: 45 days
Tech Stack Performance
| System | Uptime | Response Time | Adoption | Data Quality | Score |
|---|---|---|---|---|---|
| CRM | 99.9% | 1.2s | 94% | 87% | A |
| Marketing Automation | 99.7% | 2.1s | 78% | 82% | B+ |
| Sales Engagement | 99.8% | 0.8s | 67% | 79% | B |
| Analytics | 99.5% | 3.4s | 56% | 91% | B |
| Integration Platform | 99.9% | 0.5s | N/A | 94% | A |
Financial Dashboard
Purpose
Track financial performance and unit economics
Update Frequency
Monthly close with daily estimates
Revenue Recognition
Monthly Recurring Revenue Waterfall
Starting MRR: $2,000,000
New Business: +$125,000
Expansion: +$45,000
Reactivation: +$8,000
Contraction: -$23,000
Churn: -$67,000
Ending MRR: $2,088,000
Net Change: +$88,000 (+4.4%)
Unit Economics
Key Metrics | Metric | Value | Target | Status | |--------|-------|--------|--------| | CAC | $8,500 | <$10K | ✅ | | LTV | $27,200 | >$30K | ⚠️ | | LTV:CAC | 3.2:1 | >3:1 | ✅ | | Gross Margin | 78% | >75% | ✅ | | Payback Period | 14 months | <12 | ⚠️ | | Magic Number | 0.72 | >0.75 | ⚠️ |
Expense Analysis
Sales & Marketing Efficiency
S&M Spend: $625,000/month
New ARR Added: $450,000/month
Efficiency Ratio: 0.72
CAC Breakdown:
- Sales: $5,100 (60%)
- Marketing: $2,550 (30%)
- Onboarding: $850 (10%)
Cash Flow Metrics
Monthly Burn Rate: $1.2M
Runway: 18 months
Collections: 94% within 30 days
DSO: 42 days
Cash Conversion Score: 87%
Product Usage Dashboard
Purpose
Track product adoption, engagement, and feature usage
Update Frequency
Real-time for usage, daily for calculations
Adoption Metrics
Feature Adoption Funnel | Feature | Aware | Tried | Regular Use | Power User | |---------|-------|-------|-------------|------------| | Dashboard | 100% | 89% | 67% | 34% | | Automation | 87% | 56% | 42% | 18% | | Reporting | 93% | 71% | 53% | 28% | | Mobile App | 76% | 43% | 31% | 12% | | Integrations | 82% | 38% | 29% | 15% | | API | 45% | 18% | 14% | 8% |
Engagement Analytics
Daily/Monthly Active Users
Session Metrics - Average Session Duration: 24 minutes - Sessions per User: 3.4/day - Pages per Session: 12 - Bounce Rate: 23% - Feature Discovery Rate: 2.3 new features/month
Usage Patterns
Peak Usage Times
Monday: 112% of average
Tuesday: 108% of average
Wednesday: 105% of average
Thursday: 98% of average
Friday: 77% of average
Peak Hours: 10-11 AM, 2-3 PM
Power User Analysis | Segment | % of Users | % of Activity | Revenue Impact | |---------|------------|---------------|----------------| | Power Users | 15% | 52% | High retention | | Regular Users | 45% | 38% | Standard | | Light Users | 30% | 9% | Churn risk | | Inactive | 10% | 1% | Re-engagement needed |
Custom Metrics Dashboard Builder
Framework for Creating Custom Dashboards
Step 1: Define Audience & Purpose
Audience: [Role/Department]
Purpose: [Primary Use Case]
Decisions Enabled: [List 3-5]
Update Frequency: [Real-time/Daily/Weekly/Monthly]
Step 2: Select Core Metrics
Primary KPIs (3-5):
- [Metric 1]: Definition, calculation, target
- [Metric 2]: Definition, calculation, target
- [Metric 3]: Definition, calculation, target
Supporting Metrics (5-10):
- [Context metrics that explain primary KPIs]
Diagnostic Metrics (10-15):
- [Detailed metrics for investigation]
Step 3: Design Visual Layout
Header Section:
- Period selector
- Filters
- Export options
KPI Cards:
- Current value
- Target
- Variance
- Trend sparkline
Charts Section:
- Time series
- Comparison bars
- Pie/donut
- Tables
Alert Section:
- Red/Yellow/Green indicators
- Action items
- Insights
Step 4: Set Up Data Sources
Primary Data:
- System: [CRM/Marketing/Finance]
- Tables: [List required]
- Update method: [API/ETL/Manual]
Calculated Fields:
- [Formula 1]
- [Formula 2]
- [Formula 3]
Data Quality Checks:
- Completeness threshold
- Accuracy validation
- Timeliness requirements
Dashboard Best Practices
Design Principles
Visual Hierarchy 1. Most important metrics at top 2. Use size to indicate importance 3. Group related metrics 4. Consistent color coding 5. White space for clarity
Color Usage - Green: Positive/Above target - Yellow: Warning/Near target - Red: Alert/Below target - Blue: Neutral/Informational - Gray: Historical/Inactive
Chart Selection - Line charts: Trends over time - Bar charts: Comparisons - Pie charts: Composition (limit to 5 segments) - Heatmaps: Multi-dimensional analysis - Gauges: Single metric vs target
Performance Optimization
Loading Speed - Pre-aggregate data where possible - Implement caching strategies - Limit real-time queries - Use pagination for tables - Optimize database indexes
Mobile Responsiveness - Responsive grid layout - Touch-friendly controls - Simplified mobile views - Key metrics only on mobile - Swipe navigation
Governance & Maintenance
Data Governance - Single source of truth - Clear metric definitions - Regular data audits - Access controls - Change log tracking
Regular Review Cadence - Weekly: Check data accuracy - Monthly: Review metric relevance - Quarterly: Update targets - Annually: Full dashboard audit
Implementation Checklist
Phase 1: Foundation (Week 1-2)
- Define stakeholders and requirements
- Audit existing data sources
- Map data relationships
- Create metric dictionary
- Design dashboard wireframes
Phase 2: Development (Week 3-4)
- Set up data connections
- Build data models
- Create calculated fields
- Design visualizations
- Implement filters and controls
Phase 3: Testing (Week 5)
- Validate data accuracy
- Test performance
- User acceptance testing
- Mobile testing
- Load testing
Phase 4: Rollout (Week 6)
- User training sessions
- Documentation creation
- Access provisioning
- Feedback collection
- Iteration planning
Phase 5: Optimization (Ongoing)
- Monitor usage patterns
- Gather user feedback
- Optimize slow queries
- Add requested features
- Regular maintenance
Dashboard Templates Version: 1.0
Last Updated: 2024
Next Review: Q1 2025