The Dashboard Spy

June 26, 2006

Sales Pipeline Viewer Dashboard Screenshot – Tracking KPIs visually through size, color, height

Filed under: Dashboard Screenshots — dashboardspy @ 10:27 am

When certain enterprise dashboards get submitted to the Dashboard Spy dashboard screenshot collection, I know right away that it's a big winner. For us executive dashboard enthusiasts, a digital dashboard sample is worth returning to again and again for study when the following characteristics are evident: there is a working demo online, there is clearly an understanding of the underlying business processes, the user interface is professionally and wonderfully designed, and there are interesting visual solutions used to solve the puzzle of how to visually impart the business intelligence contained in the data to the business user.

Here is a truly wonderful enterprise dashboard that focuses on tracking the sales pipeline. It's from and available to try out as a Business Week Interactive Graphic. There is a nice write up in this BW article, Picturing a Better Business.

Take a look at this dashboard screenshot and you'll see that there are several things going on. The size, color and positioning of the dots represent the sales pipeline KPIs. The Sales Pipeline Viewer lets you track the progress of each sales executive's potential deals through the sales cycle – from qualification to close. The visual aspects of each dot (representing each potential deal) represent certain facts about the deal. In this screenshot, the size of the dot gives the priority, the color of the dot shows the closing probability and the height of the dot relative to the box it sits in shows the expected revenue. The background is important too. There is the concept of a "heat map" – the more deals in any box, the darker its background. This lets the manager instantly comprehend who is "hot" and who is not (always a challenge in a sales management situation).

Sales Pipeline Enterprise Dashboard

Homework: Lots to study here. Let this sample dashboard inspire you to learn the underlying disciplines. If you need to brush up on visual design and User Interface issues, this is a great summary for IT and business-side project members – The Elements of Graphic Design: Space, Unity, Page Architecture, and Type. If you need an understanding of the sales process and how to measure it, take a look at these books on measuring sales performance.

So what or who is The Dashboard Spy? As his about page states, The Dashboard Spy is just a guy interested in the design of enterprise dashboards. He could not find any executive dashboard design source books (or even screenshots of real business dashboards) and so set about creating his own. Finally convinced to post his extensive collection of dashboard screenshots online, he was amazed to find how popular it has become. If you have a nice screenshot of a digital dashboard, balanced scorecard, or any business intelligence graphic to share, please send an email to info _at_ Also check out The Dashboard Spy's favorite books on business dashboards.


  1. This is actually one of the best I have seen here. It takes a minimum of training to understand. The only confusing bit was the cell backgrounds – it’s obvious they are important but until I read your explanation, I couldn’t be sure of their meaning. All of the other attributes are clearly defined by the interactive tools at the right (so they also serve as a useful chart legend). I wish that the backgrounds (heatmap) were defined similarly.

    Also, I’m not quite sure of the value of the calendar – in the current format it is taking up a lot of space, especially if it’s only function is to allow the user to browse dates.

    Comment by Clint — June 26, 2006 @ 11:02 am

  2. Good points Clint. On the calendar, please take a look at the interactive version – I think being able to scroll through time is an important way to view the data. But, you’re right, the dragger could take up less space.

    Comment by Doug Marttila — June 26, 2006 @ 11:37 am

  3. This is a great concept and I think it would give sales management a nice glimpse into what pipelines look like. It would be interesting to see it integrated into things like ACT or

    One small note, I would rather see the bigger dots represent higher probability deals and color codes from blue to red reflecting priority.

    Comment by Aneil Weber — June 26, 2006 @ 12:46 pm

  4. Hello Dashboard Spy. I enjoy your blog about enterprise dashboards. It is good to see such information. I have been studying this topic for many months now and am glad to see so many examples. I will visit your site often.

    I was very interested in seeing your post about “KPI Requirements for Dashboard Projects – Using the KPI data visualization”. Thank you for the information about this dashboard topic. There is a dashboard project at work about this subject.

    The data visualization graphic is very nice. I like the colors and the questions are very interesting – What Question? Who’s Asking, Why is it Important, etc. I think it is very good. I also like the layout of the screen. I have a question about the boxes on the right side. Is the user supposed to type the answers to the questions into the boxes?

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