Sales leaders in lead-driven businesses usually have plenty of data and no answers. The dialer has talk time, the CRM has dispositions, the lead platform has spend, payroll has comp — and the question "which lead source actually made us money last month?" still takes someone half a day in Excel to answer, differently each time.
I build operations dashboards that consolidate those sources into one live view: contact rates by vendor, revenue per lead, agent performance and activity, cost-per-acquisition by campaign. Not a BI tool license and a wish — working dashboards wired to your actual systems, showing metrics your team agreed on and defined once.
The goal is decisions, not decoration. A good ops dashboard changes Monday morning: you see which vendor to cut, which agent needs coaching, and which campaign to scale — before the month ends instead of after.
Sound familiar?
Every report is a manual export
Someone downloads CSVs from three systems and rebuilds the same spreadsheet weekly. It's stale on arrival and wrong when they're on vacation.
Lead spend and revenue never meet
Marketing knows what leads cost; sales knows what closed. Nobody can connect them per-vendor, so bad sources survive for quarters.
Numbers differ by who you ask
The dialer, the CRM, and the manager's spreadsheet each report a different contact rate. Meetings become arguments about whose number is real.
Agents fly blind
Performance feedback arrives at review time instead of daily, so nothing changes in-flight.
What gets built
- 01Live dashboards consolidating CRM, dialer, lead platform, and payout data
- 02Lead ROI reporting: cost, contact rate, close rate, and revenue by vendor and campaign
- 03Agent scorecards — activity, conversion, and standings updated in real time
- 04Agreed metric definitions encoded once, so every report uses the same math
- 05Scheduled digests to leadership: what changed, what needs attention
Common questions
Do I need a BI tool like Tableau or Looker?
No. For most sales operations a purpose-built dashboard wired to your systems is faster to ship, cheaper to run, and easier for the team to actually use. If you already have a BI tool, I can build on it instead.
How do you handle data living in five different systems?
That's the core of the work: API integrations pull from each system on a schedule or in real time, records get matched (the hard part), and the dashboard reads from one consolidated store.
Can dashboards update in real time?
Where the source system supports it, yes — lead events and dispositions can stream in live. Cost and revenue data typically refreshes on a schedule that matches how often the sources update.
Have this problem? Let's fix it.
Tell me what your operation looks like. I'll tell you what I'd build — and what I wouldn't.
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