Dashboard documentation

Overall the current dashbord setup consist of dashboards for each function.

The main functions are:

Sales
Marketing
Support
CSM
Management

Under each we do have sub-dashboards, which will be walked through under each section

Also each country has their own, so they only have to see each others numbers

This mean the Head of sales dashboard when searching looks like this

Sales dashboards

Sales rep template
Head of sales dashboard
SDR template

1. Sales rep template

Sales rep template - Example from NO market here https://app-eu1.hubspot.com/reports-dashboard/145462006/view/109010786/196861444

There is a version for each country with same name and then country short after.

The overall use case for this template, is to give sales an overview of how they are doing across activies, deals, pipeline, forecast, sold MRR & non-recurring and conversion rate

Activities, calls, email, meeting

Sales opportunities generated

Forecasted MRR per rep this year

Forecasted MRR per rep month over month

Closed won by rep month over month

For the part off the business where we have it - sold vs goal MRR

Sold vs goal non-recurring

Pipeline coverage - how many times is your current pipeline over your budget

Avg time to close and Average value per customer

Deal funnel & conversion rates step by step

Target accounts by rep

The revenue part of the reports are built around these filters - as we see only new business or upgrades as "new" MRR

The pipelines are New business and Existing customer and deal type is new or upgrade

Some countries has more clear departments for Sales and CS, other countries it is dual roles. That affects the way their reports are setup. Norway has both roles and therefor we are looking at both new logo and existing customer pipeline

2. Head of sales dashboard

See template here HubspotReports dashboard

Note there is one dashboard per country and naming convention is - HOS dashboard - Country language code

The goal of this dashboard, is to give the Head of sales in each country, an overview of all:

Activities
New deals created
Forecast on monthly, quarterly and yearly basis
See rep performance against goal
Dive into their pipeline and do analysis

Full overview of what the reports:

- Overall important numbers - New MRR/ARR this month + quarter - forecasted this + next quarter

- Activity leaderboard

- Calls, emails, meetings booked

- Meetings held leaderboard

- New deals created by owner

- Sources of new deals

- Pipeline forecast

Forecast per product - missing -> will be created when Zuora and Vloxq is live

- Won vs budget this quarter

Won customers by segment & industry

- Pipeline conversion rate

- What changed in the pipeline?

- Disqualified leads from marketing overview

- Deal loss reasons

Important reports and filters

Only live for NL, DE and NO as a test → can be rolled out for rest of the countries if test goes well.

This is done in Databox a external reporting tool, as a test with NO and Milo. HubSpots own goals could not display in reports like this, so we built kpi reports for all sales people in the mentioned countries.

The main revenue reports are using this filter and is not looking at "upgrades" in the Existing customer pipeline.

Some reports does not yet have a budget, because we have not received such.

See example here - this could have a budget

You can add budget to these reports by clicking "customize" and then you see this

Here you click "chart settings"

Here you can add a reference line and a value

You can also add "bands" to the report which can show if you are on or off track from your goal.

See example from NO report

Conversion reports - why is there two?

The main reason is to measure how well inbound vs outbound converst

3. SDR report

This report is only on Sweden dashboard currently, as there is two SDR booking meetings and we want to follow the stages those meeting are in the pipeline now.

The report can easily be cloned and put on other dashboards

The pipeline analysis section is meant for drilldowns into the health of the pipeline

It is found in the bottom of dashboard, and will make sense to look at on a monthly basis

Marketing dashboards

Day to day marketing ops
Head of marketing

Day to day marketing ops - HubspotReports dashboard

The purpose of this dashboard was to provide quick daily insight into current marketing efforts being run and to collaborate with sales on leads comming from marketing

Head of marketing - HubspotReports dashboard

Purpose here is to give each country head of marketing their own overview, to see all activitres, how many leads is comming in, their lifecycle stages and how much turns into pipeline and won offers

There is one for each country

DE - HubspotReports dashboard

DK - HubspotReports dashboard

SE - HubspotReports dashboard

NO - HubspotReports dashboard

NL.- HubspotReports dashboard

The report contains

Total number of leads
New leads and Marketing qualified leads
Conversions from Lead -> MQL -> SQL
By campaign/source/industry/segment
Campaign performance - what is good what needs checking - x axis campaign name y er deal stadie
Lead status in pipeline – qualified/opportunity – where is it sitting currently
Forecasted MRR from marketing + source + campaigns
Closed MRR from marketing + source + campaigns
Won customer segments from marketing
Leads disqualified and reasons for it

This report will show you how many leads converted into MQL that turned into SQL and then how many of them became customers

This report is one of the most vital, as it shows how many customers are won form marketing sources. This is based on the deal source

Support dashboards

Support template

Reports dashboard

app-eu1.hubspot.com/reports-dashboard/145462006/view/108389575

Simple dashboard giving an overview of tickets over time, totals per status, category and acvg. response time

CSM dashboards

CSM dashboard

Management

MD dashboards
CRO dashboard
Territory planning
Adoption dashboard

MD dashboard

The reports goal is to give the MD a quick overview of the most important numbers and how their entity is going against budgets for MRR and non-recurring if that is measured for the country

New MRR forecast is seen as both new customers but also upgrades on existing

This report uses MRR uneweighted and looks at number of forecasted deals and MRR month over month

Custom goal reports for meetings booked and held can be changed by clicking on the report and then on the right scroll down to goals and insert static number

The migration report is focused on migration pipeline and going from legacy platfom to new platform. It shows the current pipeline, what is out and what is closed by quarter by deal stage.

NPS

Feedback surveys/NPS are sent out recurringly and this gives an overview of the development in the score and the number of passive, detractors and promoters there is

CRO dashboard

Made as an overview of the business for Mikkel, main focus is in pipeline development over time for total contract values, MRR and seeing forecast both weighed and unweighted.

This per entity/country and also top 10 deals across all countries

HubspotReports dashboard

One special report here is "what happened since last time" where a date can be inputted and it will give you changes in the pipeline from that time

The bottom part with marketing data, is currently missing feedback from Mikkel

Territory planning

HubspotReports dashboard

This dashboard is to give an overview of customers in the different countries, what products they have, what they do not have an use for cross/upsales potential

Adoption dashboard

Overview of important adoption metrics

HubspotReports dashboard

Such as last time login per user

Total activites created across

New deals created

Avg time in pipeline

Vloxq quotes created month over month

AVG time to reply customers

Avg time to ticket close

Finance

Billing dashboard HubspotReports dashboard