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SALES DEPARTMENT ANALYTICS AND DASHBOARDS TURNKEY

transparent sales control with efficiency growth from +30% in 60 days
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SALES DEPARTMENT

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A sales department dashboard is not just a set of charts. It is a management tool that shows what is happening with sales in real time: how many requests come in, how managers process them, where conversion drops and which channels actually bring results.

What Should Be on a Sales Department Dashboard

01

Revenue, sales plan and actual results

A sales department dashboard should include basic financial indicators: revenue, plan completion, number of payments, average order value and sales dynamics by period. These data help quickly understand whether the sales department is growing, standing still or already falling behind on key indicators.

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Conversion by funnel stages

It is important to see not only final revenue, but also how clients move from the first request to payment. Conversion by funnel stages shows where leads are lost: at the first contact, after the presentation, at the commercial proposal stage, during negotiations or before payment. This helps identify specific problem areas in sales instead of guessing.

03

Manager KPIs and team efficiency

The sales department’s key performance indicators should show the work of each manager: the number of processed requests, calls, meetings, sent proposals, closed deals and lost clients. This type of dashboard helps the manager see not only the overall result, but also the contribution of each employee.

04

Pipeline, deal cycle, LTV and CAC

For management analytics, it is important to track the pipeline, average deal cycle, LTV, CAC and customer acquisition cost by channel. These metrics show how much potential revenue is currently in progress, how quickly deals reach payment and how effectively marketing investments pay off.

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CRM reports, Power BI and other tools

To build a sales dashboard, you first need to define what data the manager needs, where it comes from and how often it should be updated. CRM reports, Power BI, DataLens, Looker Studio, Google Sheets and other visualization tools can be used for this. Sales department dashboard setup should start not with chart design, but with management logic: what decisions the manager will make based on these data.

06

End-to-end sales analytics and reporting automation

End-to-end sales analytics shows the entire customer journey: from the advertising channel and first request to the deal, payment and repeat purchase. It helps understand which channels bring quality clients, where money is lost and which sources provide the best return. Sales reporting automation removes manual data collection and allows the manager to see up-to-date indicators without spreadsheets, copying and weekly “manual magic”.

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Why does the manager not see the real sales department performance indicators?

Most often, the business situation unfolds like this:
managers spend hours collecting data from different sources, don’t have a complete sales picture, can’t quickly identify problems and make decisions, while sales representatives don’t understand how their actions affect the overall result.

HOW TO CHANGE THIS?

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DATA SOURCE INTEGRATION

We connect all sales department systems into a single analytical hub.
CRM system, IP telephony, marketing channels, spreadsheets, financial system — everything is combined in one place for a complete sales picture.

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PERSONALIZED DASHBOARDS

We create convenient visualizations for different roles in the sales department.
The sales director sees the big picture and financial indicators, while sales managers see their KPIs, funnel, and progress. Everyone gets exactly what helps them work effectively.

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REPORTING AUTOMATION

We configure automatic updating of all reports without manual intervention.
Instead of spending hours compiling reports, your team focuses on sales. Data updates in real-time, and the most important metrics can be seen at a glance.

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Properly configured sales department analytics is the foundation for making informed decisions and team control.
When you see all key metrics in real-time, understand cause-and-effect relationships, and have automated reporting — you get a powerful tool to increase sales and optimize team performance.

WHO NEEDS ANALYTICS AND DASHBOARD SETUP FOR SALES DEPARTMENT?

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COMPANIES WITH ACTIVE SALES DEPARTMENTS

We'll configure an analytical system that combines data from CRM, telephony, marketing, and finance. We'll create dashboards for the sales director, team leaders, and managers. We'll automate data collection and KPI calculations.
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BUSINESSES WITH NEW SALES DEPARTMENTS

We'll develop an analytics system from scratch tailored to your business specifics. We'll define key KPIs for monitoring, set up data collection from all channels, and create intuitive dashboards that help avoid mistakes at the start.

Leave a request, and we will analyze the current state of analytics in your sales department and show which insights you’re missing

EVALUATE CURRENT SALES ANALYTICS

STAGES OF ANALYTICS AND DASHBOARD SETUP

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1
AUDIT

Current state assessment
We analyze existing data sources in the sales department, study processes and business objectives. We evaluate data quality in CRM and other systems. We define key metrics needed for effective sales management and decision-making.

2
DESIGN

Metrics system development
We create technical specifications for the analytical system. We develop the logic for calculating KPIs for different management levels. We design the dashboard structure considering the needs of the sales department head, team leaders, and individual sales managers.

3
INTEGRATION

Connecting data sources
We set up data collection from all sales department systems: CRM system, IP telephony, email, Google/Excel spreadsheets, web analytics, advertising accounts. We provide automatic real-time data updates for timely decision-making.

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VISUALIZATION

Dashboard creation
We develop interactive dashboards in Power BI, Looker Studio, or other BI systems. We set up convenient visualization of KPIs, sales funnels, team metrics, and channel effectiveness. We add filtering and drill-down capabilities for deep analysis.

HOW WE DO IT: OUR DETAILED SALES ANALYTICS SETUP ALGORITHM

Analytics and dashboard setup is your opportunity to gain complete control over the sales department and make decisions based on data, not intuition.
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1

Audit of current analytical processes

  • analyzing existing sales department data sources
  • evaluating data quality in CRM and other systems
  • defining business goals and key indicators
  • examining current reports and their usage
  • analyzing the technology stack for data collection
  • identifying issues in analytical processes
  • creating an implementation plan for the analytical system
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Development of KPI system and metrics

  • forming KPI hierarchy for the sales department
  • developing formulas for calculating metrics
  • creating a KPI matrix by department roles
  • determining standard metric values
  • aligning analysis logic with business processes
  • creating specifications for the analytical system
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Setting up data integration

  • connecting CRM system as the main source
  • integrating data from IP telephony and messengers
  • setting up data collection from marketing systems
  • connecting financial data and ERP systems
  • providing automatic data updates
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Development and configuration of dashboards

  • creating dashboard for the sales department head
  • developing reports for sales team leaders
  • configuring personal dashboards for managers
  • creating funnel and conversion analytics
  • setting up channel analytics
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5

Team training and implementation

  • conducting training for sales managers
  • teaching managers to use dashboards
  • implementing a data-driven decision-making culture
  • developing user instructions
  • setting up regular email reports
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Technical support and development

  • providing technical support for the analytical system
  • conducting regular data quality audits
  • improving dashboards based on feedback
  • expanding the system with new data sources
  • developing additional reports upon request

Sales audit is your chance to uncover hidden growth potential, streamline business processes, and reinforce your position as a market leader.

Who needs analytics and dashboard setup?

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Companies that spend hours manually compiling sales reports.

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Companies that struggle to track sales manager KPIs in real time.

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Companies that cannot quickly analyze the sales funnel and identify problem stages

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Companies that have data in different systems (CRM, Excel, Google Sheets) without a single access point.

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Companies that cannot analyze the effectiveness of customer acquisition channels in the sales department.

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Companies that need transparency and control over the sales department from management.

Results of implementing analytics and dashboards in the sales department

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Complete real-time control over the sales department. You see everything that happens: manager effectiveness, deal status, problem areas — and can instantly respond.
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Save up to 15-20 hours per week on report preparation. Analytics automation frees up your team's time for important tasks — sales, negotiations, customer work.
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Increase sales efficiency by 25-40%. Analytics allows you to identify bottlenecks in the sales funnel, evaluate the effectiveness of acquisition channels, and optimize conversion at each stage.
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Increased motivation and engagement of sales managers. Transparent analytics shows each employee's contribution and creates healthy competition within the team.
Watch a short video testimonial about working with us

Advantage of setting up analytics and dashboards with Raketa

Professional setup of analytics and dashboards for the sales department provides transparency, saves time, and enables data-driven decisions.
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Professional expertise

Our team has experience setting up analytical systems for hundreds of sales departments. We know which metrics are important, how to properly visualize them, and how to integrate different data sources into a single system.

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Comprehensive approach

We don’t just configure tools, we build a complete analytical system: we define KPIs, set up data collection, create dashboards, train your team, and provide technical support after implementation.

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Practical results

Our clients receive specific business results: sales growth of 25-40%, time savings on reporting up to 15-20 hours per week, improved conversion at each funnel stage, and better sales forecasting.

About us

Raketa prodazh is building effective sales departments with transparent analytics, dashboards, and highly professional management for small and medium business owners.
Working for you is the experience of implementing analytical systems in sales departments for more than 7 years. Analytics has been configured for over 100 companies. Expertise in 14+ niches.
The average productivity increase of our clients is +35%. We increase sales department transparency by 90%. The biggest optimization result is +218% retail turnover growth in 2 months after implementation.
We’ll show successful cases with Mitsubishi, NaftoGaz, Kommunar, Yamaha, Worksection, Leeloo.ai and other category leaders.
Besides the Ukrainian market, we also implement sales analytics and dashboards for businesses in the US and European markets.

Over 2000 projects
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Customizing CRM for your business
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Creating personalized dashboards
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Automating sales department reporting
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KATERYNA
CHABANOVA

COMPANIES WE'VE WORKED WITH

WHAT CUSTOMERS SAY

It’s like switching from a scooter to a car with an on-board computer. High speed solutions, team functions distributed efficiently. We adapted to new tools and received not only expertise but a partner as well.

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Alexander Podenny
Head of Sales Department at
NOVATEK-ELECTRO

Attended Kateryna’s training, we did a pilot project. Result: +15-30% sales. Loved the systematic approach, Kateryna’s attention to detail, and energy. No fluff, promises kept, business adaptation. Gained more than expected.

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Denis Drach
Executive Director at
MITSUBISIHI MOTORS Ukraine

The task was solved easier than planned. A system of documents, reporting, and control tools were created. Felt like gaining a highly expert partner fully immersed in the project.

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Elena Mirza
Managing Partner at
Kapsula.com.ua

Increased sales by 32% after one month and 18% after the next one. Systematic approach and clear process understanding. Detailed explanations, new ideas, technical CRM support. Working with a strong, experienced consultant.

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Michael Falk
Founder of
Render Vision

Your sales can be increased by 30%-90% without any marketing investments in 3-4 months. Contact us, and we will show you how.

CONTACT US

RECENT CASE STUDIES

Children's Crib
Manufacturer
INGVART
TASK:

Increase retail sales by at least 30%.

01
ACTIONS:
  • Implemented sales reporting
  • Set sales plans
  • Introduced mandatory cross-sales
  • Tied financial motivation to results
  • Changed part of the team
  • Segmented sales by traffic channels
  • Introduced marketing campaigns
Car Dealership
MITSUBISIHI MOTORS
TASK:

Increase monthly car sales from existing traffic.

02
ACTIONS:
  • Improved CRM
  • Calculated and built sales funnel
  • Implemented sales reporting
  • Set funnel stage goals
  • Trained sales director on key metrics
  • Created test-drive closing scripts
  • Introduced call evaluation checklists
  • Controlled call quality
RESULT:

25% increase in car sales conversion after 3 months, 133% target overachievement.

Solid Fuel Boiler Manufacturer, VITYAZ
TASK:

Set up retail sales channel from Facebook lead generation.

03
ACTIONS:
  • Sales training, implemented sales reporting
  • Built lead source funnel
  • Scripted lead processing from Facebook
  • Developed lead closing algorithms
  • Tied financial motivation to results
  • Replaced ineffective team members
  • Introduced call evaluation checklists
RESULT:

25% of total factory sales from Facebook in one month, Exceeded the target by 112%

IT Company for Website and Mobile App Development
TASK:

Build a sales department to attract specific lead generation level via Facebook.

04
ACTIONS:
  • Segmented salespeople by lead channels
  • Created cold lead attraction algorithms
  • Implemented daily sales funnel reporting
  • Set effectiveness metrics
  • Targeted lead generation through contextual ads
  • Introduced bonuses for new client attraction
RESULT:

Stable monthly acquisition of high-category new clients. $120,000 total client turnover in first 2 quarters, $90,000 maximum client check.

RESULTS FROM THOSE WHO HAVE WORKED WITH US

Watch short video testimonials from company leaders we have worked with.

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FAQ
What sales department metrics are important to track?

In sales, it is important to track not everything, but the metrics that help the manager make management decisions. A basic set includes revenue, plan completion, number of requests, conversion by funnel stages, average order value, deal cycle, pipeline, number of new and repeat clients, LTV, CAC and the effectiveness of acquisition channels.

In simple terms, the answer to the question “what metrics to track in sales” depends on the business goals. For one department, lead processing speed is critical. For another, conversion from meeting to payment matters most. For a third, the key metric is the return on advertising channels. That is why a sales department dashboard should show not just beautiful charts, but real points of growth and loss.

What KPIs should be included in a manager’s dashboard?

A manager’s dashboard should include the sales department’s key performance indicators that show both the overall result and the team’s work. Usually, these are revenue, plan completion, conversion by stages, number of deals in progress, average order value, deal cycle, number of calls, meetings, commercial proposals, payments and lost clients.

It is important not to overload the dashboard with dozens of indicators. For daily management, 5–7 key KPIs are enough to quickly understand whether the sales department is meeting the plan, where the funnel is dropping, which managers need attention and what actions should be taken now.

How is a dashboard different from a CRM report?

A CRM report usually shows data for a specific section: deals for a period, manager activity, funnel stages or total sales amount. A dashboard collects key indicators on one screen and helps the manager see the overall picture in dynamics.

Proper sales department dashboard setup allows you to combine data from CRM, telephony, advertising channels, spreadsheets and other systems. That is why a dashboard is more convenient for regular control: it shows not only facts, but also connections between indicators — for example, how the number of leads affects conversion, revenue and manager workload.

What tools are used for dashboards: Power BI, DataLens?

CRM reports, Power BI, DataLens, Looker Studio, Google Sheets, Excel and other BI tools are used to build dashboards. The choice depends on where the data is stored, how many sources need to be combined, how often the indicators should be updated and what reports the manager needs.

To understand how to build a sales dashboard, you first need to define the management task: what decisions the manager will make based on the data. Then you choose the metrics, data sources, visualization format and update frequency. If you need to see the customer journey from advertising to payment, end-to-end sales analytics is connected. If the team spends too much time on manual reports, sales reporting automation helps solve this.

In simple terms, end-to-end analytics is a system that connects advertising channels, requests, sales, payments and repeat purchases into one chain. It helps understand which sources actually bring profit and which only create the illusion of results.

How can analytics improve my sales department’s performance?

Track KPIs in real time, identify issues, and make data-driven decisions to boost sales.

What is included in dashboard setup for different roles?

We create personalized dashboards for directors, team leaders, and managers with KPIs, funnels, and financial metrics.

Is it possible to integrate all data sources into the analytics system?

Yes, we connect CRM, IP telephony, marketing channels, finance, and other systems into a single analytical hub.

How does report automation save my sales team’s time?

Data updates in real time, reports generate automatically, and the team focuses on selling instead of manual reporting

Materials and practical advice on sales growth in our blog:

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