By Sara McNamara

Take this template and make a copy to fill out yourself!

Common Dashboard Issues

Issue Description
Conflicting numbers Data discrepancies across platforms
No clear attribution model Uncertainty in revenue impact tracking
Data gaps and inconsistencies Missing or incomplete data affecting analysis
Disconnected reporting Lack of alignment between marketing and sales
Metrics that don’t lead to action Vanity metrics with no strategic value

Steps to Fix Your Dashboards

1️⃣ Define Your Reporting Goals

Question Answer
Who is using the dashboard? (Marketing, Sales, Leadership, RevOps?)
What decisions should it help drive? ___________________________
Marketing KPIs ___________________________
Sales KPIs ___________________________

2️⃣ Unify Data Sources & Standardize Metrics

Task Status
Ensure CRM, marketing automation, and analytics tools sync correctly ✅/❌
Set one source of truth for key metrics ✅/❌
Define consistent lead lifecycle stages ✅/❌

📌 Primary Data Sources: ___________________________

📌 Key Metrics Standardization: ___________________________

3️⃣ Focus on Actionable Insights

Include in Leadership Dashboards Remove from Dashboards
Marketing-attributed pipeline & revenue Social media follower counts
Cost per opportunity by channel Raw traffic without conversion context
Lead-to-customer conversion rates ___________________________
Sales velocity ___________________________

📌 Key Metrics for Leadership Dashboards: ___________________________ 📌 Metrics to Remove: ___________________________

4️⃣ Set Up Alerts & Automate Reporting

Alert Type Threshold Action
MQL Drop >10% WoW Send notification
Pipeline Shift +/- 15% Notify RevOps
Lead Source Imbalance >30% from one source Investigate