topic best B2B dashboard for an executive team in Dashboards & Reporting

best B2B dashboard for an executive team

SDoyle17 — Wed, 03 May 2023 14:53:35 GMT

So, what is the best B2B dashboard for an executive team. They want visibility but not vanity metrics. THoughts on one or two, maybe three metrics?

Re: best B2B dashboard for an executive team

EmmaAtKiwi — Wed, 03 May 2023 20:30:49 GMT

Hey @SDoyle17! Your most important metrics will be weighted pipeline, value of closed won deal, values of why deals are closed lost, maybe average time per deal stage. If your executives are concerned with sales team activity, you can also customize out-of-the-box reports to show the number of calls/meetings/emails per rep. If you guys are using the HS meetings link it's really easy to see how many meetings are being booked (can split between discovery, demo, etc. if it's helpful). Marketing email performance and form fills per landing page are also really great.

Re: best B2B dashboard for an executive team

SDoyle17 — Thu, 04 May 2023 13:30:02 GMT

Thank you for your ideas! Helpful.

Re: best B2B dashboard for an executive team

danmoyle — Mon, 08 May 2023 13:14:57 GMT

@SDoyle17 I'll agree with @EmmaAtKiwi on those great suggestions.

I'd also ask the executive team directly. "Can you tell me how you'd define success for the revenue team? Sales + marketing?"

Some executives in B2B will care about target accounts. Others may care about conversion rates on website forms. And others may care about leading indicators like meetings held and calls made.

A few metrics many will likely find helpful would be monthly sales revenue, customer acquisition cost (CAC), and quarterly retrn on investment.

But again, that's all educated guessing. I'd goto the team and give them some options and ask them what matters most to them.

Re: best B2B dashboard for an executive team

SteveHTM — Wed, 17 May 2023 18:26:09 GMT

I feel the need to post a potential expanded viewpoint - while agreeing that actually asking the execs is a critical step of getting dashboarding focused on the right issues.

It could well be that the C-suite is primarily interested in current sales pipeline and forecasting, but other dimensions should not be forgotten - its important to support the "flywheel" perspective of the whole customer journey. For example:

- Understanding the effectiveness of communication channels to new prospects, including web traffic, social media, specific content investments etc.

- Monitoring the health of the marketing funnel after conversion, but before an opportunity is created. The extent that the contact base is expanding (or contracting) and response rates to email etc. is a critical dimension of overall funnel health and will be an advance warning to the likley rate of opportunity creation.

- Most types of business will also be paying close attention to the post-sale experience of their customers. What is their level of satisfaction? What are the key support issues being raised - and how rapidly are they being addressed and closed? As it is ofen said - it's easier to sell to a happy existing customer than find a new one 🙂

I hope this is a helpful commentary!

Re: best B2B dashboard for an executive team

SDoyle17 — Thu, 18 May 2023 18:22:52 GMT

Great insights Steve. Thank you very much. I appreciate you taking the time to help.

Re: best B2B dashboard for an executive team

SDoyle17 — Thu, 18 May 2023 18:23:16 GMT

Dan, incredible. Love the advice. Appreciate you.

Re: best B2B dashboard for an executive team

SDoyle17 — Thu, 18 May 2023 18:25:40 GMT

I wish it was that simple. We do have three very well, integrated systems, all two-way integrations. It's more of a human problem, the most complex. And it's a time honored attribution versus influence type of debate. Seemingly marketing gets credit when the bad lead comes in or most recently, when a customer that was an MQL was celebrated is now a Bad Customer and we're being blamed. That's probably a little too bleak of a comment. I think your insight is solid in terms of technology vafildated raw numbers. Appreciate the thought very much.