Executive/Board Dashboard
Executive/Board Dashboard
Gives leadership a single source of truth for performance and risk.
Gives leadership a single source of truth for performance and risk.
Example Executive/Board Dashboard
Example Executive/Board Dashboard
Executive/Board Data Sources
Executive/Board Data Sources
Executive dashboards are only as good as the data feeding them. High-performing dashboards combine financial, commercial, operational, and customer data into a single, trusted view that leadership can rely on for decisions.
Executive dashboards are only as good as the data feeding them. High-performing dashboards combine financial, commercial, operational, and customer data into a single, trusted view that leadership can rely on for decisions.
Financial & Accounting Systems
Financial & Accounting Systems
Purpose: Revenue truth, cash flow visibility, profitability tracking
Purpose: Revenue truth, cash flow visibility, profitability tracking
Common sources:
NetSuite
Xero
QuickBooks
SAP
Oracle Financials
Common sources:
NetSuite
Xero
QuickBooks
SAP
Oracle Financials
Typical metrics:
Revenue (booked, billed, recognised)
Gross margin
Operating expenses
Cash position
Forecast vs actuals
Typical metrics:
Revenue (booked, billed, recognised)
Gross margin
Operating expenses
Cash position
Forecast vs actuals
This is usually the source of truth for financial KPIs shown to boards.
This is usually the source of truth for financial KPIs shown to boards.
CRM & Sales Platforms
CRM & Sales Platforms
Purpose: Pipeline health, forecast accuracy, sales execution
Purpose: Pipeline health, forecast accuracy, sales execution
Common sources:
Salesforce
HubSpot
Pipedrive
Microsoft Dynamics 365
Common sources:
Salesforce
HubSpot
Pipedrive
Microsoft Dynamics 365
Typical metrics:
Pipeline value & coverage
Win rate
Deal cycle time
Forecast commit vs upside
Rep performance
Typical metrics:
Pipeline value & coverage
Win rate
Deal cycle time
Forecast commit vs upside
Rep performance
Executive dashboards often surface risk here first—aging deals, leakage, and forecast gaps.
Executive dashboards often surface risk here first—aging deals, leakage, and forecast gaps.
Marketing & Growth Platforms
Marketing & Growth Platforms
Purpose: Demand generation, funnel efficiency, ROI
Purpose: Demand generation, funnel efficiency, ROI
Common sources:
Google Analytics
Google Ads
Meta Ads
LinkedIn Ads
HubSpot Marketing Hub
Common sources:
Google Analytics
Google Ads
Meta Ads
LinkedIn Ads
HubSpot Marketing Hub
Typical metrics:
Leads generated
Cost per lead
Conversion rates
Campaign ROI
Funnel drop-off
Typical metrics:
Leads generated
Cost per lead
Conversion rates
Campaign ROI
Funnel drop-off
At exec level, this data is usually aggregated, not channel-by-channel.
At exec level, this data is usually aggregated, not channel-by-channel.
Product & Usage Data
Product & Usage Data
Purpose: Adoption, retention, product-market fit
Purpose: Adoption, retention, product-market fit
Common sources:
Amplitude
Mixpanel
Heap
Application databases (Postgres, MySQL, Snowflake)
Common sources:
Amplitude
Mixpanel
Heap
Application databases (Postgres, MySQL, Snowflake)
Typical metrics:
Active users
Feature adoption
Retention / churn
Usage frequency
Expansion signals
Typical metrics:
Active users
Feature adoption
Retention / churn
Usage frequency
Expansion signals
Critical for SaaS and subscription businesses.
Critical for SaaS and subscription businesses.
Customer Support & Success Systems
Customer Support & Success Systems
Purpose: Customer health, risk, and satisfaction
Purpose: Customer health, risk, and satisfaction
Common sources:
Zendesk
Intercom
Freshdesk
Gainsight
Common sources:
Zendesk
Intercom
Freshdesk
Gainsight
Typical metrics:
Ticket volume
Resolution time
CSAT / NPS
Churn risk indicators
Typical metrics:
Ticket volume
Resolution time
CSAT / NPS
Churn risk indicators
Operations & Supply Chain Systems
Operations & Supply Chain Systems
Purpose: Execution efficiency, delivery risk
Purpose: Execution efficiency, delivery risk
Common sources:
SAP (Operations modules)
Oracle
Warehouse Management Systems (WMS)
Inventory & logistics platforms
Common sources:
SAP (Operations modules)
Oracle
Warehouse Management Systems (WMS)
Inventory & logistics platforms
Typical metrics:
Order fulfilment rates
Inventory levels
Lead times
Operational bottlenecks
Typical metrics:
Order fulfilment rates
Inventory levels
Lead times
Operational bottlenecks
HR & Workforce Systems
HR & Workforce Systems
Purpose: Capacity, productivity, cost control
Purpose: Capacity, productivity, cost control
Common sources:
Workday
BambooHR
ADP
Common sources:
Workday
BambooHR
ADP
Typical metrics:
Headcount
Attrition
Cost per employee
Sales per rep
Typical metrics:
Headcount
Attrition
Cost per employee
Sales per rep
The Data Warehouse (The Foundation)
The Data Warehouse (The Foundation)
In modern setups, executive dashboards do not connect directly to tools.
Instead, data flows into a central warehouse (e.g. Snowflake, BigQuery, Redshift), where:
Definitions are standardised
Metrics are version-controlled
Finance, sales, and ops agree on numbers
Dashboards then sit on top of this trusted layer.
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