Example of a useful business-to-business dashboard

The beauty of dashboards is that they can be set up to answer specific questions about parts of the business you find most important. With the level of digitalization we have, it doesn’t make sense to make decisions based on guesswork.

In this example we provide some good ideas on how CEOs, leaders and managers in business-to-business companies can get answers to frequently-asked questions.


Revenues and Forecasts

We all have to keep up with finances. A smart way to do this is to pull out information from an accounting or ERP system and combine it with sales or CRM data. Here we present budget compared to orders, invoiced and pipeline. Detailed reports on a person-by-person level or organizational unit level are possible, helping you monitor performance and influence results before the month or quarter ends.


Here you can measure and track important KPIs related to customer acquisition, retention or other factors. Do you want to know if you are generating enough leads to make this quarter budget? Marketing and sales performance can be measured against a target, broken down per activity or customer segment, and tracked over time.

Customer Service

The example contains important performance measurements for a company offering email support by ticketing. If you also have a call center, these metrics can be displayed. Identifying difficult cases early, knowing how service representatives perform, and monitoring SLAs, helps you avoid frustrating situations and keep customers happy.

Customer Feedback and Net Promoter Score

Many businesses carefully collect customer feedback, but translating feedback into actions that improve customer experience is more of a challenge. That’s when drilling down into the information, or sending notifications to your colleagues about particularly good or bad feedback is useful.

NPS in the above example is shown per customer segment. You can also track NPS during several months or a year to help steer overall direction. If you click on ‘View Comments’, a dashboard can show the open-ended comments that have been received. This way you can probe around for a clearer picture of what is driving customer experiences.


There’s no right or wrong way to set up a dashboard – adjustments can be made as you go. The important thing is to get started and get a feeling for how data can be used.

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