Metrics and Dashboards
Connect CRM operations to a KPI tree and decision-ready dashboards.
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
| Area | Metric | Question |
|---|---|---|
| Acquisition | Qualified rate by source | Which channel creates good customers? |
| Conversion | Stage conversion, sales cycle | Where do customers get stuck? |
| Activation | Onboarding completion, core events | Did customers experience value? |
| Retention | Churn, risk signal, ticket trend | Which customers need attention first? |
| Expansion | Upsell candidates, expansion conversion, NRR | Where is more investment justified? |
| Operations | SLA compliance, data completeness | Can we trust the CRM itself? |
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
| Dashboard | Audience | Metrics |
|---|---|---|
| Executive CRM Review | CEO/COO/leads | Conversion, retention, expansion, risk, data quality |
| Pipeline Operations | Sales/RevOps | Stage opportunities, SLA, next action, forecast |
| Customer Health | CS/Product | Activation, tickets, risk, renewal, expansion candidates |
| Campaign Performance | Marketing | Segment response, conversion, unsubscribe, CAC signal |