4 Steps to Creating an Effective Sales Dashboard


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Sales executives deal with a daily barrage of data - forecast numbers, pipeline velocity, lead volume, territory effectiveness, win/loss reports. The biggest challenge is figuring out how to consume the data and translate it into better decision-making. How is this accomplished? The answer for an increasing number of successful sales leaders is an effective sales dashboard.

Discussion Topics include:
· The Explosion of Sales and Marketing Data
· Key Metrics Sales Leaders are Tracking
· Lessons Learned from a Sales Veteran
· New Sales Dashboard Technologies

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  • Don’t confuse data sources like Google Analytics or even platforms like Salesforce.com (which is a great tool, by the way) with a sales dashboard. We’ll talk about that in greater depth in just a few slides.
  • But those are general Domo numbers—before you can determine what your company needs, take a survey of your own. You want honest answers, so make it anonymous, but you really need to get a read on the state of your data as it is right now, today, in this moment.The results of that survey will help you determine:What type of data sources you needWhat type of platforms you needWhat type of dashboard you needWe want to make sure we’re all speaking the same language, so let’s go over exactly what we mean in this webinar when we refer to data sources, platforms, and dashboards.Data sources –Google Analytics, Radian6, and other sources are where you get your information on various initiatives or departmentsPlatforms – Eloqua, Salesforce, InsideSales, and other tools that let you launch emails, categorize leads, and move around prospectsDashboards – Dashboards help you plug in the data and see what you need whenever and wherever you need it. Dashboards can’t send mass emails or categorize leads for you, but they do take data from platforms and data sources alike.Not all dashboards can sync with all platforms and data sources. That’s a problem.
  • Just 20%? That’s pathetic.Inaccurate data is as bad as (or sometimes worse than) no information at all. Your sales dashboard should help you make accurate decisions based on information you can trust.
  • You get your sales data from several sales representatives using several systems like Salesforce, InsideSales or your own Excel spreadsheets. That data gets exported, potentially massaged, then sent along to you. With so many moving parts (and fuzzy math from sales reps who have been out of college for too long), you’re looking at numbers that don’t represent your company’s reality.Carrying your data in varied silos (again, CRM, spreadsheets et al) gives you problems in compiling the information when it comes time for Q3 division adjustments. If a data source is missing, then you’re not looking at the big picture and you can’t make a fully informed decision.Much like your grandmother’s fruitcake, your sales data could have gone stale between the time it was generated and the time it was reported. Is this data from yesterday, last week, or (heaven forbid) last month? You can’t make accurate decisions based on obsolete information.
  • KPIs, data, and sales numbers need to be easy to see without getting tied up in the rows and columns of spreadsheets. This is a screenshot from Domo, but our goal is not to give you a demo or a sales pitch during this webinar. We’re just lucky enough to have a product that we can show as a good example of how to give lots of information in a simple, consumable format. You need a dashboard that gives you the information you need and lets you ignore the rest.
  • Contrary to popular belief, quarterly reporting is not always enough. Quarterly reports tell you where you have landed, but not where you have been—for better or for worse. Getting regular updates, even weekly or daily, gives you an accurate portrayal of the goings on in your market. If one of your sales representatives has tapped a new strength, weakness, opportunity or threat, you need the means to disseminate that information immediately, rather than backtrack to figure out what happened months ago.
  • Your data is very much like an iceberg—the tip is the only thing that shows, but it’s not the part that will sink your ship.
  • Instinct works great for Spider-Man, but not so much for sales.
  • Accessibility.
  • 4 Steps to Creating an Effective Sales Dashboard

    1. 1. 4 Steps to Creating an Effective Sales Dashboard
    2. 2. Today’s Presenter Devin Parker Sr. Director of Enterprise Solutions Domo
    3. 3. What’s an “Effective Dashboard”? An effective dashboard provides current insight into actionable data.
    4. 4. Proprietary Research Domo conducted a study with over 1,000 business professionals to measure their use of data. Here are some of the findings: • 93% rely on data to do their jobs well • 67% of salespeople don’t have access to the data they need (57% of all respondents report similar problems) • Only 20% of all respondents feel that the data they receive adequately answers their questions • 68% of respondents regularly have difficulty making sense of their data
    5. 5. Meeting Data Needs Take an anonymous survey of your sales organization: • Does your team have access to the info they need? • Does the data they already have access to give them what they need to close sales? • What more does your team want/need from your business data?
    6. 6. Step 1: Get Data Integrity Only 1 in 5 respondents feel that their BI solution adequately Sometimes addresses their needs. Never Rarely 20% Always
    7. 7. Step 1: Get Data Integrity A lack of data integrity brings up 3 pitfalls that any sales organization could fall into: 1. Inaccurate data • • • 2. Incomplete data • • 3. Data from multiple systems (Salesforce, InsideSales, spreadsheets) Data gets exported, massaged, tweaked before reaching you Human error Siloed data fails to deliver the entire story Effective dashboard shows you everything at once Outdated data • • When was the report generated? Yesterday’s weather (or last month’s weather) today
    8. 8. Step 2: View Only the Essentials Over 2/3 of respondents regularly have difficulty making sense of the data. Always Never Rarely 69% Sometimes (or Always)
    9. 9. Step 2: View Only the Essentials Why? One of the primary reasons is that it’s too cluttered. There’s too much “data noise,” and separating all the numbers to understand what you’re looking at takes too long.
    10. 10. Umm, What’s Current Total Revenue?
    11. 11. Step 2: View Only the Essentials Or this?
    12. 12. Step 3: Get Data in Real Time Just 4% of respondents strongly agree that they have timely access to their information. Strongly Disagree 4% Strongly Agree Agree Neutral Disagree
    13. 13. Step 3: Get Data in Real Time It’s not just what you view… It’s when you view it. • • Inaccurate data on time is useless. Accurate data that is late is just as useless.
    14. 14. Step 3: Get Data in Real Time Forecasting is your map—but you need a compass. • Real-time data helps you make incremental adjustments. Forecasting is the map, and real-time data is the compass you use to make course corrections.
    15. 15. Step 4: Make It Visible Your data is like an iceberg—you can see a small portion, but that’s not the part that will sink your ship.
    16. 16. Step 4: Make It Visible 5% A mere 1 in 20 respondents Strongly Agree strongly agree that they Strongly Disagree have a comprehensive view of the business. Agree Disagree Neutral
    17. 17. Step 4: Make It Visible If your sales team doesn’t have access to all the necessary data, then they’re operating on instinct alone.
    18. 18. The Domo Solution
    19. 19. The Domo Solution Brings all your data into a single view.
    20. 20. The Domo Solution Delivers information in real time.
    21. 21. The Domo Solution Scales with new data sources.
    22. 22. The Domo Solution Provides one version of the truth.
    23. 23. The Domo Solution Contact our team. See Domo in action. www.domo.com sales@domo.com 801.805.9500
    24. 24. www.domo.com sales@domo.com 801.805.9500