Every number on this dashboard is defined once and read from the CRM. The definitions are the governance layer.
Pipeline
sum(ARR) of opportunities that reached AE Qualified. Time-indexed to qualified-date. Owned by opportunity creator.
Funnel
count of leads reaching SQL and Meeting Completed. Time-indexed to stage start-date. Owned by lead owner.
Activities
count of tasks by close-date, owned by assignee. Targets normalized to working days.
The rule: the dashboard does not invent numbers. It reads what the CRM enforces. If the definitions drift, the dashboard shows it before the forecast does.
For builders: this is a model with illustrative sample data. The field-by-field source of every metric (Salesforce object and field, HubSpot property, refresh cadence, calculation) is in the Pipeline4X SDR Dashboard Architecture workbook.
01CompanyAll teams · EOY ARR
One revenue model. Every team against its own target, laddering to the company number. Sample data is illustrative.
Company target $50M ARR · pipeline target $200M at 4× coverage. Every card and team below is measured against these.
Quarter on quarter
Company vs EOY ARR target
Closed-won and open pipeline against the company target
Pipeline created per team vs target
Marketing · SDR · AE / KAM · Partnerships, laddering to the company pipeline target
Closed-won vs target by region
Each region against its ARR target
For builders: this is a company roll-up, a separate read from the SDR sections below. Each team reads its own object and target, so no cross-object join is required; the BI tool stacks the sections on one scroll. Closed-won, forecast, and win rate read the Opportunity object past the AE Qualified handoff. Team pipeline targets are the FY plan; closed-won, forecast, and win rate shown here are illustrative.
SDR capacity model
How the SDR engine ladders to the company number. Benchmark-based, illustrative.
The chain: 12 SDRs generate ~467 qualified opportunities a year = $70M sourced pipeline, 35% of the $200M company pipeline. $200M is 4× the $50M ARR target. At a $150K average deal and a 25% win rate, $200M of pipeline carries 1,333 qualified opportunities and 333 closed-won deals for $50M. Marketing, AE self-sourced, and partnerships carry the rest of the pipeline.
02Headline
Seven numbers across pipeline, funnel, activity and close. The 10-second read.
03PipelineAE Qualified ARR
Global, team, employee. The SDR owns the funnel up to AE Qualified. Everything past the handoff lives on the Buying Journey dashboard.
Quarter on quarter
AE Qualified $ achievement per quarter
Actual vs target, with attainment %
AE Qualified $ per month
Target vs actual ARR
Pipeline achievement per team
AE Qualified ARR vs target
Pipeline achievement per rep
AE Qualified ARR vs target
Pipeline in vs out
Qualified pipeline created vs qualified pipeline lost or disqualified, and the net. By opportunity creator (the SDR).
By region
How in/out is built: In = opportunities reaching AE Qualified or above in the period, by qualified date. Out = opportunities that were qualified and then went Closed Lost or Disqualified in the period. Net = In minus Out. Attributed to the opportunity creator (the SDR), so it follows the SDR after the AE takes ownership at AE Qualified; both sit on the opportunity team. Out-over-In is the quality signal: high in with high out means opportunities were qualified to hit target, then dropped. RAG is reversed here, a low ratio is good. In the live build a creator / owner toggle switches the grouping field (Opportunity creator vs current AE owner). Source: Opportunity ARR, AE Qualified date, Closed Lost or DQ date and reason. Values shown are illustrative.
Pipeline generated per rep
New and AE Qualified · by opportunity creator · the SDR contribution to the handoff
AE Qualified pipeline vs quota
Qualified pipeline generated vs the revenue it must cover · post-handoff coverage is on the Buying Journey dashboard
Quarterly AE Qualified view
Month 1–3, total vs quarter target
Opportunity detail
Row-level drill · current AE Qualified+ pipeline
04FunnelSQL · Meeting Completed
Global, team, employee. Stage cascade and conversion vs target at every step.
Quarter on quarter
#SQL achievement per quarter
Actual vs target
#Meeting Completed achievement per quarter
Actual vs target
Funnel achievement per team
Lead → SQL and Lead → Meeting Completed
Funnel achievement per rep
Lead → SQL and Lead → Meeting Completed
Stage funnel — Raw Lead to AE Qualified
Team totals. Each stage shows its count and step conversion from the stage above.
Funnel by segment
Conversion rates per rep
Actual vs target at every step · pp = points vs target
05Close & velocityOpportunity · won/lost · time to close
How fast deals close after the handoff, and whether they are getting faster. Reads the Opportunity object past AE Qualified. Sample data is illustrative.
Closed-won vs lost vs target
Revenue closed won, revenue lost, against the target for the period. Win rate is by deal count.
Days to close by segment
Median days from AE Qualified to Closed Won. Shorter is better.
Velocity trend
Median days to close over time. A falling line is a maturity signal.
How velocity is built: median days from the AE Qualified date to the Closed Won date, grouped by close period. Pipeline velocity = open opportunities × average deal value × win rate ÷ cycle length. Source: Opportunity AE Qualified date, Closed Won date, Amount, Industry, Type, Region. Reading maturity: a cycle that shortens quarter on quarter while win rate holds is a maturity signal. Differences by region or rep tenure are directional, not proof; territory and account quality confound them. The dashboard shows the trend; the cause stays a human call. Values shown are illustrative.
06ActivitiesTasks · normalized to working days
Targets flex for events and time off. Nobody is penalized for a fair week out.
Activity achievement
Activity type per rep
Calls · emails · social · meetings
Task achievement per team
Normalized to working days
Task achievement per rep
Days at event · off · working · target · actual
Where the day counts come from: days at event, days off, and working days are pulled from the HR or PTO system and the company event calendar, loaded as the working-days table (DIM_CALENDAR in the Architecture workbook). Fair target = daily target × working days. The day counts shown here are illustrative.
07Leading indicatorsEarly warning
The achievement spine tells you the quarter missed. This layer tells you it's about to, while you can still act.
Lead funnel health · SLA aging
Leads sitting past their dwell limit, and the pipeline $ at risk
How $ at risk is calculated: leads past the dwell limit × average opportunity value × stage-to-close conversion rate. Values shown are illustrative. To build it live: count leads where (today minus the stage-entry date) is greater than the dwell limit (Salesforce: the stage-date fields such as SQL date and SAL date; Power BI: DATEDIFF on the stage-entry date), take average opportunity value from Opportunity ARR, and the stage-to-close rate from stage history. Defined in the Architecture workbook, Measures tab.
Operational health · separate feed, not the CRM
These read from the sequencing tool (Outreach / Salesloft / HubSpot Sequences) and the data enrichment and validation layer, not the CRM. Different system, different grain, wired in a separate phase. Team-level rates, illustrative.
Sequence performance
Open — · Reply —
Copy performance
Open — · Reply —
Data quality
Bounce — · Bad number —
Kept off the per-rep scorecard on purpose. Copy is a property of a sequence step and data quality is a property of a source, so neither belongs in per-rep RAG against target. Source: the sequencer and the enrichment layer, joined in a later phase.
08CompensationP4X model
70/30 OTE. Three weighted KPIs tied to the pipeline number.
$71,429
On-target earnings · per rep
Base (70%)$50,000
Commission (30%)$21,429
Monthly comm. avg$1,786
Note: compensation is a Pipeline4X addition the original BI view did not carry. The commission engine reads the same AE Qualified $ and meeting figures shown above, so pay and the dashboard never disagree.
Reference architecture for the consolidated read layer. The CRM (HubSpot or Salesforce) stays the system of record. This dashboard is the single governed view the whole team reads from.