Many organizations struggle to create effective dashboards despite having experienced teams. Often, dashboards are built based on available data rather than strategic objectives, limiting their impact on performance and growth.

To bridge this gap, Info-Tech Research Group has introduced a structured framework, Build Better Dashboards Across Marketing, Sales, and Customer Success. This blueprint provides actionable insights for designing dashboards that enhance cross-functional collaboration and data-driven decision-making.

The Role of Dashboards in High-Performing Teams

Dashboards serve as essential tools in marketing, sales, and customer success by offering real-time data visualization for performance tracking and strategic decision-making. However, poorly structured dashboards can result in outdated or incomplete insights, leading to inefficiencies.

According to Terra Higginson, Principal Research Director at Info-Tech Research Group:
"Organizations have vast amounts of data but lack a clear strategy to extract value. Our blueprint helps businesses transform raw data into actionable insights, ensuring dashboards align with goals that drive measurable impact."

Factors for Building High-Impact Dashboards

Info-Tech’s research outlines eight critical elements for developing effective dashboards:

1. Identify Business Goals

• Define clear objectives aligned with the company’s broader strategy.
• Ensure dashboards drive decision-making and measurable outcomes.

2. Outline the Metrics

• Establish SMART goals and key performance indicators (KPIs).
• Focus on metrics that truly reflect business performance.

3. Evaluate Data and Select an Analytics Tool

• Leverage AI-powered analytics tools to clean and structure data.
• Ensure data accuracy and reliability before integration.

4. Identify Data and Sources

• Integrate multiple data sources, including CRM, marketing automation, and web analytics.
• Use APIs or manual processes to create a unified data view.

5. Design the Dashboard

• Develop visually appealing, user-friendly dashboards.
• Ensure dashboards provide real-time tracking for marketing, sales, and customer success.

6. Build Requirements Document

• Outline essential data sources, field mappings, and system workflows.
• Ensure alignment across marketing, sales, and customer success teams.

7. Establish Regular Reporting Intervals

• Set a structured schedule for dashboard updates and reporting.
• Maintain data relevance through consistent monitoring.

8. Iterate and Improve Dashboards

• Regularly test and refine dashboards for better insights.
• Adjust KPIs and metrics to align with evolving business needs.

By aligning dashboards with business objectives and specific user needs, organizations can turn raw data into a powerful strategic asset. A well-structured dashboard enables leadership teams to track performance, identify trends, and drive operational efficiency, ultimately leading to measurable business growth.