Client system · Sales dashboard

Sales Performance Dashboard

An Australian property investment advisory sells through a four-stage sales pipeline. The stages lived in one system, the meeting outcomes in another, and the numbers in whichever spreadsheet was last stitched together. We built the one screen the team now opens.

Financial services · property investment

7 live views

The dashboard, four views

Who is moving deals

Per-agent conversion, side by side, without exporting anything.

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Agent Performance · the live dashboard

Nobody could read the week until it was over

Deals sat in HubSpot. Meeting outcomes arrived by JotForm. Bookings lived in Google Calendar, documents in Drive. The number anyone actually wanted lived in whichever spreadsheet had last been stitched together by hand.

So a stalled deal looked exactly like a healthy one. A form that never fired, or a folder that was never created, stayed invisible until someone went looking — usually weeks later, usually because something had already gone wrong.

The ask was not another report. It was one screen, current the moment it loads, that answered the questions the team kept re-answering by hand.

One application

Seven views, one screen

Every tab reads the same live pipeline. The team changes view; nobody changes system, and nobody rebuilds a spreadsheet to ask a different question.

Automation health

Did the paperwork actually happen?

Every deal in this pipeline is supposed to end up with a form attached and a folder created. Before the dashboard, the only way to know was to open the deal.

Now it is a number on the screen. In the current 30-day window, 313 of 314 deals carry both — and the one that does not is findable in a click rather than a quarter.

Automation Adoption · the live dashboard

The questions it had to answer

We started from the questions the team asked most often, not from the data that happened to be easiest to export.

Where is every deal right now? Four stages across two pipelines, and no single place that counted them.
Did the automation actually fire? A missing form or folder was invisible until someone went hunting for it.
Who is carrying the load? Per-agent performance meant an export and a pivot table, every time.
What has gone quiet? Idle deals and stalled finance requests surfaced at month end, not on the day.

Where the pipeline actually goes

The funnel is the first thing on the screen because it is the first question in every meeting. The same window can be re-cut to 60 or 90 days without leaving the page.

The funnel, three ways

The counts

How many deals sit at each of the four stages, right now.

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Pipeline Funnel · 30-day window

Two pipelines, counted separately
Active sales and no-show are split on every stage, so a booked-but-missed meeting never inflates the funnel.
Stage-to-stage movement
Each card carries its change from the stage before it.
Re-cut on the spot
30, 60 and 90-day windows, plus a custom range.

Who is moving deals

The agent view puts every team member on the same row structure — deals carried, share confirmed, share unable to confirm, rescheduled, and how much of their book has gone stale.

The Discovery agent breakdown table. Each team member's row carries deals, active P3 count, and percentages for confirmed, unable to confirm, rescheduled, form attached, folder created and stale beyond 14 days, with form and folder coverage at 100% throughout and stale shares ranging from none to most of a book. — Agent Performance · the live dashboard

One definition for everyone
The same window and the same stage rules apply to every row, so the comparison is fair.
Confirmation, not just volume
A high deal count with a low confirmation rate reads differently from a small, well-worked book.

What has gone quiet

The activity view is the one nobody asked for and everybody uses. It counts how long it has been since anything happened to a deal, which is usually the truest signal in the pipeline.

The Deal Activity Health panel. Metric tiles read a median of 21 days since activity across 313 deals with a recorded touch, 207 stale deals beyond 14 days at 66% of all deals, 45 cold deals beyond 30 days, 100% activity coverage on 313 of 314 deals, 1 deal with no HubSpot touch recorded and 314 total deals in range. A stacked bar below buckets every deal by days since its last activity. — Deal Activity Health · the live dashboard

Median days since activity
One number for the whole book, rather than a feeling about it.
Stale and cold, separated
Beyond 14 days needs a follow-up; beyond 30 is likely lost without re-engagement.

Ten people, one view

Individual performance, read together

Each agent's numbers used to be a separate export. They now land on one screen — same window, same definitions, same live data.

The Agent Performance view at the front of a fan of team views, with the prospecting-by-owner, confirmation outcome and meeting schedule views splayed behind it. — Agent Performance

How it is wired

Built on the systems the team already uses

No migration, and no new system of record. The dashboard reads what the business already produces and turns it into one feed.

Where the work already happens

Sources

Deals, meeting outcomes, bookings and documents stay exactly where the team creates them.

HubSpotJotForm

From reporting to deciding

A number nobody looks at is not reporting.

The point was never the dashboard. It was the decision somebody makes because of it.

The decision it forced

Eighteen finance scenarios had gone quiet

Finance scenarios are the step between a strategy meeting and a deal. The dashboard tracks each request from raised to completed — and the first time the 90-day view was opened, it named the ones that had been sitting.

The Finance Scenario tab over 90 days. Metric cards read 66 total scenarios with 48 completed and 18 open, a 73% completion rate, an average turnaround of 3.3 days against a 3-day median, and 18 open or in progress averaging 58 days each with 18 of them over seven days. A warning row lists the longest-waiting scenarios at 72, 66, 64 and 63 days plus 14 more, and status cards read requested 0, in progress 18, completed 48 and closed lost 0. — Finance Scenario · the live dashboard, 90-day window

scenarios in the 90-day window

The week ahead

What is booked, without asking anyone

The meeting view is bucketed by week rather than by the page's date filter, because the question it answers is always "what is on".

Sixty-two client meetings in the current week, each with its type, day, the agent running it and the credit-side detail the finance team needs before the call.

The Meeting Schedules week view — 62 meetings booked for 31 August to 6 September. Each row carries a colour-coded meeting type, the day, the agent running it, the client, a contact number and the borrowing-capacity columns, with tier 1 figures such as $1,000,000 and $750,000 against the property macro rows.

What runs, what stays human, what we can add

The honest split. A dashboard is only trustworthy if it is clear about which parts of the system are automatic and which are somebody's judgement.

Runs itself

Running unattended

Live reads from the source systems every time the screen is opened
Form and folder creation checked on every deal, every stage
Stage movement and conversion recalculated on every load
Finance scenario ageing, including the over-seven-days list
Domain-locked sign-in on every page and data route

You decide

Deliberately still human

What changed

One screen instead of a rebuild The whole pipeline — first appointment through to EOI — reads from one application, so asking a different question no longer means assembling a different spreadsheet.

Silent failures stopped being silent A deal missing its form or folder shows up on the day, against a fire rate the team can see, rather than surfacing weeks later.

Reporting runs unattended The screen reads the source systems in real time, so the numbers are current whenever someone opens it; nobody prepares the Monday numbers.

Stalled work has a name and an age Stale deals and ageing finance scenarios are listed with how long they have been sitting, which is what turns a dashboard into a decision.

Related resources

Case Study

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Commission lived in a personal spreadsheet and reps could not see where they stood. Now the sales floor runs on the office wall, every rep watches their own numbers, and finance pays from figures that trace back to real payments.