It’s a fact: the average sales manager refreshes his or her sales dashboard at least 11,000 times per week.

Okay, I’ll admit that I don’t have any data to back that up. But if you are a sales leader, you probably know the feeling of a burning need to check your sales dashboard many times per day. And for good reason... the metrics your sales team is responsible for driving are literally the lifeblood of your organization, the closest indicators to the minute by minute health of your business.

With that in mind, we’ve been thinking hard about the best ways to surface the most important metrics in a way that’s easy to digest and understand in HubSpot CRM. Our first crack at that is the Sales Dashboard in HubSpot CRM. Let’s take a look at the features and metrics on the sales dashboard, where they come from, and why they are important.

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Filtering options provide detailed metrics

This is easy to overlook, but an important and useful detail: all of the metrics on the sales dashboard are filterable by both time period, and by user. You can select the “All” view to see your entire teams’ performance for the month to date, or drill in to see how an individual users’ pipeline is looking.

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Stack it all up with your Deal Forecast

The first section in the Sales Dashboard is the Deal Forecast. The Deal Forecast gives you a quick look at how your month is shaping up by summing the revenue that sits at each stage of your sales process, determined by the deal stages you have set up on the Deals tab.

By clicking on one of the deal stages, you can unroll a list of the deals that are currently sitting at that stage. Sort by amount and you’ve got an easy way to find out which deals are critical to making your month and where you as a manager may want to drill in with your team.


Get insight into activity with Team Productivity

In the Team Productivity section, you’ll see a rundown of how active your team or an individual has been in the time period you’ve selected. You’ll see:

  • The number of calls placed, calculated by the number of VOIP calls placed from the CRM or calls manually logged to HubSpot CRM
  • The number of emails sent, calculated by the number of messages sent from the CRM, BCC’d to the CRM, or manually logged to the CRM
  • The number of meetings booked if you are using the Google Calendar integration, or if you’ve manually logged a meeting in the CRM
  • The number of tasks created in HubSpot CRM


While activity obviously isn’t a substitute for late stage opportunities or closed revenue, it can be a leading indicator of the rate your sales machine is working at. Over time, you may be able to draw more quantitative ties between activity and closed business, although the relationship looks different from company to company.

Get a bird's eye view of your pipeline

When a lead leaves the hands of the marketing team, it’s often assigned out by a sales manager. What happens after that? How quickly is the lead contacted, and what’s the throughput of the sales team to turning those leads into deals and new business? This 10,000 foot view is commonly referred to as a sales teams’ pipeline.

Reviewing your pipeline, even when things are going well, is a useful way to gauge the health of your sales machine. Lots of leads assigned out, but very few contacted this month? It may be worth finding out if your sales team is having some challenges connecting. Lots of leads contacted, but a dip in the percentage of deals created? It may be worth taking a look at the quality of leads being passed to the sales team.


The Recent Activity sidebar

The recent activity sidebar is an up-to-the-minute look at some of the activity taking place amongst your sales team right now. You’ll see tasks being created, activities being logged, and snippets of other sales communications that are being logged to the CRM. It’s a quick way for an individual to drill back into a recent contact or interaction. For leaders who are managing new or junior team members, it’s a quick way to look for coaching opportunities as they come up.

Other reports in HubSpot CRM

While most of the reporting in HubSpot CRM currently lives on the Sales Dashboard, you’ll find bits and pieces of analytics and reporting spread across the tools.

Right now, our focus is on delivering the basics of sales reporting, and really honing the Sales Dashboard to make it an awesome answer for the questions that are top of mind for 80% of sales managers. Over time, you’ll see us add more and more when it comes to reporting in HubSpot CRM.

What kinds of reports do you rely on day to day to understand your sales teams’ performance? Let us know in the comments.

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Originally published Feb 19, 2015 10:00:00 AM, updated May 09 2018