10 Best Salesforce Dashboards: A Comprehensive Guide

on Data Integration • September 3rd, 2020 • Write for Hevo


Salesforce is a completely managed cloud-based customer relationship software offered on a subscription-based payment. Salesforce helps organizations to perform lead management, invoice processing, account management, and customer support through their all in one solution. Data in salesforce can be expressed as reports and dashboards that aid the senior management to track the progress of activities and make decisions based on them.  

Salesforce dashboards are one of the biggest unique selling points of the product. Apart from the default dashboards that come with the service, Salesforce developers have also provided several add on dashboards that can be downloaded for free from the Salesforce application store that is named AppExchange. Beyond this, the app store also contains numerous paid dashboards provided by third-party developers. This post is about the best Salesforce dashboards that are currently available.

Here is a broad overview of this blog.

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Understanding Salesforce Dashboards

A dashboard in salesforce is an abstraction over reports. A dashboard needs at least a report to pull its data from. Salesforce dashboards can be based on multiple reports too. Salesforce provides granular control over who has access to viewing specific dashboards and reports. Sharing is accomplished through folders. People who have access to the folders in which a dashboard exists can view it. Folder access permissions can be configured from the Salesforce administration panel.

Building a custom dashboard is as easy as dragging and dropping components based on underlying reports. Each component is a metric or a chart. Default Salesforce dashboards fall broadly into two categories

  1. Sales and marketing dashboards
  2. Customer service dashboards

Best Salesforce Dashboards

Let us now look into a few of the dashboards that can make a difference to the day to day life of a senior manager in charge of sales or customers.

Forecast Dashboard

The forecast dashboard helps organizations get a clear picture of the sales forecasts for the quarter and help them track where they are, concerning their targets. It helps companies to train and coach their employees by holding them accountable for meeting the forecasts. The key focus areas of this dashboard are sales quotas and the quota attainment rates. It uses multiple underlying reports related to forecasts by employees. Forecast by a representative, forecast by the team, forecast by stage, and forecast by territory is used in generating this dashboard.

Forecast Dashboard

Sales Funnel Dashboard

The sales funnel dashboard has traditionally been used to understand the value of sales in various stages. The initial stage of any sales lead is the prospect stage. The leads then get into the investigation stage and proposals are made based on the investigation. The last stage before conversion is the negotiation stage.  As the name suggests, this chart is mostly funnel-shaped. The variation of this chart stems from their values in different stages and companies use this information to ascertain whether their prospects are of big enough value to meet their forecasts.

Leaderboard Dashboard

The primary purpose of this dashboard is to motivate your sales employees by adding a competitive spirit to their day to day work. The dashboards display the current top salesman by revenue. The main focus of this dashboard is sales performance and in helping, sales managers keep close control over their teams. The underlying reports include closed/won opportunities by revenue, the number of demos, etc.

Leaderboard Dashboard

Pipeline Trend

This dashboard shows the size of the pipeline in various stages for each month. It helps organizations to keep track of whether their sales pipeline is increasing or decreasing. The main focus of this dashboard is to take necessary actions and motivate the marketing and sales teams if the trend appears to be in a downward trajectory. 

Executive Daily View Dashboard

This dashboard helps the senior managers in their day to day work aggregating data from various sales representatives and territories. It provides a snapshot of the status of all sales activities under your control at any point in time. It helps you to pinpoint low performing employees or sectors and motivate them. It can also help you in discussions with your senior management in deciding the budget allocations for each sector. 

Executive Daily View Dashboard

Marketing Executive Dashboard

The marketing executive dashboard is meant for senior management to keep track of the marketing activities. It helps them to discover what difference is made by marketing campaigns in generating and converting leads. This dashboard is a great tool to coach and mentor the marketing analysts and hold them accountable for the effectiveness of their marketing activities. Underlying reports include lead, sales, Inventory levels, billing status, etc. This report is part of the built-in dashboards provided by Salesforce. 

Marketing Executive Dashboard

Customer Service Supervisor Dashboard

This report is tailor-made for the managers who lead customer service teams. It gives them a direct view of the performance of their team in resolving customer issues. The dashboard displays the top performing agents, the average age of the open cases, open cases by priority, etc.

Customer Service Supervisor Dashboard

Service KPIs Dashboard

This dashboard is a very helpful tool for senior managers in charge of providing customer service. It differs from the previous dashboard because that dashboard was more aligned towards a team’s performance, while this works based on the entire organization’s service KPIs. It provides insights into key metrics like the trend of closed cases, cases closed by channel type, case distribution by type and priority, etc.

Age of Leads Dashboard

Even though this is technically a report rather than a dashboard, many organizations use this report in dashboard mode because of the criticality of information conveyed by this report. It shows the age of the leads and activities in each lead. This helps the senior management to assess the quality of the leads in the sales funnel. It also helps them understand whether the sales executives have been prompt in taking actions about a lead.

Sales Activities KPI Dashboard 

This dashboard provides organizational level metrics for analyzing the performance of the sales team in profitability related areas like margin, dealer discounts, sales activities, the pace of conversion, etc.  Such metrics are key to understand whether secured sales make a difference in the profit of the company.

Sales Activities KPI Dashboard


As evident from the above sections, Salesforce provides a great set of dashboards that can help a lot in the day to day activities of your lower-level employees as well as senior management. A small limitation of the dashboards is that they are mostly based on values directly available from the Salesforce database and there is limited scope for transforming the values or combining this data to your transactional database, to form even more insightful dashboards. A solution to that problem is using proper visualization tools like Tableau or Marketo along with an ETL tool. 

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Share your thoughts on these Salesforce dashboards in the comments below!

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