Metrics and Dashboards

Key takeaways

• A CRM dashboard should shorten the path from signal to decision; every metric needs an owner and a follow-up action.
• The KPI tree branches the operating outcome into acquisition, conversion, activation, retention, and expansion, each with leaf metrics.
• Add an operations area covering SLA compliance and data completeness so you can tell whether the CRM itself is trustworthy.
• Keep executive dashboards to 10 or fewer metrics, separate reporting metrics from operating metrics, and predefine the action when a metric worsens.
• Build distinct dashboards by audience: executive review, pipeline operations, customer health, and campaign performance.

A CRM dashboard is not a reporting decoration. It should shorten the path from signal to decision. Every metric needs an owner and a follow-up action.

KPI Tree

Core Metrics

Core Metric Calculations

Metrics are comparable only when they share a definition. Lock the definition with the calculators below and hard-code the same formula into your dashboard.

Stage Conversion (conversion)

$$\text{Stage Conversion} = \frac{\text{entered next stage}}{\text{current stage count}} \times 100$$

Retention (retention)

$$\text{Retention} = \frac{\text{end customers} - \text{new customers}}{\text{start customers}} \times 100$$

Net Revenue Retention (expansion)

$$\text{NRR} = \frac{\text{start ARR} + \text{expansion} - \text{contraction} - \text{churn}}{\text{start ARR}} \times 100$$

LTV:CAC Ratio (value)

$$\text{LTV:CAC} = \frac{\text{LTV}}{\text{CAC}}$$

Dashboard Principles

• Executive dashboards should start with 10 or fewer metrics.
• Team dashboards should show what to do today.
• Separate reporting metrics from operating metrics.
• Tie each metric to owner, refresh cadence, and review meeting.
• Predefine what action follows when a metric worsens.

Dashboard Examples