Using Dashboards To Drive BI Adoption
A key challenge for most CRM, Salesforce Automation and Sales Analytics
tool implementations is driving adoption by sales representatives.
In most instances, the best way to get them on board in the least
amount of time is to provide them with Sales
Performance Dashboards. Dashboards that provide usable insight
reduce countless hours preparing reports or calculating how well
they are performing to quota. The latter is the most wanted piece
of information most Sales Reps seek - as it is the core driver to
their remmuneration and standing within the sales organization.
Its their sales hot button.
When we consider dashboard usage metrics, we consider both adoption
- Adoption - relates to whether the dashboard
is used at all
- Engagement - relates to how often the dashboard
is accessed and how well the information is interrogated.
The adoption rates of dashboards
vary across organizations, being largely impacted by the culture
of the organization, the relationship of the team with their sales
manager and the incentive the dashboard usage provides. In turn,
incentive is determined by the value the sales rep perceives they
get from the dashboard, which can be significantly mpacted by the
trust they have in the data and the ease of access from multiple
The quality of the data is largely determined by the accuracy and
timeliness of data entered into the CRM, in partcular::
- New Contacts
- New Opportunities
- Activities - phone calls, emails, appointments, sales events
- Deal Probability - in both closing and potential value
Once Sales reps adopt the use of dashboards, they are most likley
to be engaged through the visibility of trends. To be meaningful,
sales trends need to be adjusted for any changes in market conditions,
foreign exchange and pricing impact. The sales reps care less about
total revenue, and more about how well they are performing - are
they better or worse than last quarter, last year, or the rest of
the team. This can be easily achieved by ensuring that for each
major sales KPI, the contributing PI are also displayed in close
proximity. In this way, the Sales rep gets the full picture and
understands that his/her sales manager also sees the full picture
of what is inflencing sales at any given time.
Additional features that help with engagement include interactive
functions - in particular drill down and drill across, filters,
and ability to extract raw data for analysis in Excel.
Engaging Sales Reps with dashboards is the quickest and most effective
way to engage them in more advanced sales analytics tools - once
they see the value in visual information, they want to explore it
further to help understand how they can improve their performance.
Back To Top