Building out a RevOps dashboard

[koliveira123]

Hi everyone, 

Building out a RevOps Dashboard and i was wondering if there are any reports you find useful or would be willing to share with me for tracking accountability throughout the customer journey.

[jolle · Accepted solution]

Hey @koliveira123, thanks for reaching out! This is a great question.

Honestly, the reporting you need will depend on the KPIs you've established. Here are some thoughts to get you started though:

Sales Reporting

A Sales Professional or Enterprise account is required, but the sales analytics tool is super helpful for creating sales-focused reports (i.e., rep activity, deal change history, deal funnel, forecasts, quota progress, etc.). HubSpot has existing recipe reports for some of these areas as well!

Otherwise, you definitely want to make sure that you're tracking sales activities (i.e., meetings, emails, calls, tasks), average time spent in each deal stage, stagnant deals (deals that haven't moved in for too long, like 30+ days depending on your standards), won/lost deals by source, won/lost deals by type, won/lost deals by industry, time to contact SQLs, and the like.

The focus here is getting the best understanding of what actually happens when a lead is passed to the sales team. Over time, you'll hopefully be able to identify trends in closed/lost/stagnant deals and adjust accordingly.

Marketing Reporting

Here, you want to track your marketing and lead generation efforts, like the number of leads created by source/channel, the initial conversion point for those leads (i.e., contact form, subscribe form, gated content), lead scoring performance (if applicable), email/landing page/form performance, and leads created by status to help you determine the channels/assets that are creating the highest and lowest quality leads.  It can be easy to get vaught up in vanity metrics here, like traffic and email opens, but try to focus on where leads are actually coming from and how they are being nurtured before they're passed to the sales team.

Service reporting

Here, you want to track your support efforts, like time to respond to tickets, tickets created by channel, tickets created by contact origianl source, tickets by type, escalated tickets, and individual rep performance (along with any NPS reporting if you're using the survey tool). You'll ideally be able to identify recurring support request types to inform additional knowledge base content creation and track trends in service requests based on where the lead first entered the CRM. 

Cross-Departmental Reporting

The above reports shouldn't live all on separate dashbaords! True insight comes from the overlap to help you track:

• Marketing to sales hand-off
• Sales to service hand-off
• Sales to marketing kickback (if there are unqualified or not true SQL contacts)
• Upselling and closed/lost re-engagement marketing and sales efforts

It also helps to create an "Executive" dashboard with the bottom-line metrics that your leadership team cares the most about. 

Hope this helps get you started! Definitely interested to hear from the rest of the community. And if there's a specific KPI you're hoping to track, feel free to let us know so we can provide more specific feedback!

[AnaWilliam · Accepted solution]

These reports will depend on your company's specific goals and metrics, but here are some examples:

1. Sales pipeline report - This report shows the sales pipeline by stage, including the number of deals, deal size, and conversion rates. This report is useful for tracking progress towards sales goals and identifying areas for improvement in the sales process.

2. Customer acquisition report - This report shows the number of new customers acquired during a specific period, including the channels through which they were acquired. This report is useful for evaluating the effectiveness of marketing campaigns and identifying which channels are most effective for customer acquisition.

[jolle · Accepted solution]

Hey @koliveira123, thanks for reaching out! This is a great question.

Honestly, the reporting you need will depend on the KPIs you've established. Here are some thoughts to get you started though:

Sales Reporting

A Sales Professional or Enterprise account is required, but the sales analytics tool is super helpful for creating sales-focused reports (i.e., rep activity, deal change history, deal funnel, forecasts, quota progress, etc.). HubSpot has existing recipe reports for some of these areas as well!

Otherwise, you definitely want to make sure that you're tracking sales activities (i.e., meetings, emails, calls, tasks), average time spent in each deal stage, stagnant deals (deals that haven't moved in for too long, like 30+ days depending on your standards), won/lost deals by source, won/lost deals by type, won/lost deals by industry, time to contact SQLs, and the like.

The focus here is getting the best understanding of what actually happens when a lead is passed to the sales team. Over time, you'll hopefully be able to identify trends in closed/lost/stagnant deals and adjust accordingly.

Marketing Reporting

Here, you want to track your marketing and lead generation efforts, like the number of leads created by source/channel, the initial conversion point for those leads (i.e., contact form, subscribe form, gated content), lead scoring performance (if applicable), email/landing page/form performance, and leads created by status to help you determine the channels/assets that are creating the highest and lowest quality leads.  It can be easy to get vaught up in vanity metrics here, like traffic and email opens, but try to focus on where leads are actually coming from and how they are being nurtured before they're passed to the sales team.

Service reporting

Here, you want to track your support efforts, like time to respond to tickets, tickets created by channel, tickets created by contact origianl source, tickets by type, escalated tickets, and individual rep performance (along with any NPS reporting if you're using the survey tool). You'll ideally be able to identify recurring support request types to inform additional knowledge base content creation and track trends in service requests based on where the lead first entered the CRM. 

Cross-Departmental Reporting

The above reports shouldn't live all on separate dashbaords! True insight comes from the overlap to help you track:

• Marketing to sales hand-off
• Sales to service hand-off
• Sales to marketing kickback (if there are unqualified or not true SQL contacts)
• Upselling and closed/lost re-engagement marketing and sales efforts

It also helps to create an "Executive" dashboard with the bottom-line metrics that your leadership team cares the most about. 

Hope this helps get you started! Definitely interested to hear from the rest of the community. And if there's a specific KPI you're hoping to track, feel free to let us know so we can provide more specific feedback!

[OliverBahne]

Hi Jolle,

Just came across your response above, and thought I would reach out. At Francis (www.francis.app) we're building a platform for financial planning, orginally targeted towards internal finance teams.

However, we've seen an increasing amount of requests from our users to add support for a Hubspot integration, to allow RevOps to provide input to the financial planning (finance dept.) process.

It goes without saying, that Hubspot contains A LOT of custom built properties and data that we would like to avoid having to import into our app. In your experience, what would be the most beneficial (default) data/properties to pull from the Hubspot API to best support RevOps professionals? Is it even possible to impose this limitation, or, in your experience, would this not be useful for most teams?

Would love to hear you take on this!