Designing a Sales Management Dashboard

15 February 2008



Tracking the right performance metrics is critical to any sales organization’s success. But getting the right performance results into the right manager’s hands represents a daunting challenge in a complex selling environment. A tool of pivotal importance in this process is the performance dashboard: an efficiently displayed summary of essential metrics offering a quick understanding of current performance. What should go into the dashboard? And who makes sure dashboard metrics appropriately reflect corporate strategy and objectives? One tool for bridging the gap between sales and corporate objectives is the “balanced scorecard,” a widely-used management system aligning corporate vision with business activities. In this paper and in the attached case study, we review how management can use the balanced scorecard as a critical design input for sales management dashboard development.

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