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Sales dashboard and Analytics

Data Talks, Episode 13

Data Talks is Exago’s podcast on all-things business intelligence, analytics, and application software. This month, VanillaSoft CMO Darryl Praill and his decades of marketing experience joins us to talk about sales metrics and how to create a sales dashboard tailored to a spectrum of stakeholders. We also learn what metrics SaaS sales teams should pay particular attention to and what common dashboarding missteps to avoid.


Segment 1: How to Build a Killer Sales Dashboard

(2:00) About VanillaSoft’s queue-based sales engagement strategy.

(7:45) Why velocity matters so much in sales.

(9:30) The role of metrics in taking the emotional component out of sales decisions.

(11:00) What happens when we compare dashboards to scoreboards.

(13:45) What sabermetrics (or SABR metrics) has to do with sales metrics.

(20:00) Thinking about audience.

(25:00) Breaking down a sales dashboard into roles.

(27:15) The three sales stakeholders: the sales lead, the marketing lead, and the CEO.

(32:00) Top-down vs. bottom-up sales cadences and processes.

(36:00) Common dashboarding mistakes.

(40:30) Distinctions of the SaaS sales dashboard.

(43:45) The ideal CAC-to-CLV ratio.

(45:00) Churn and ChurnZero

(49:15) Advocately

(50:10) Darryl’s favorite sales metrics: retention and churn.

Segment 2: What We Are Nerding Out About

(52:45) Daryll: The best and most cost-effective way to track attribution!

(54:55) Nicole: crisistrends.org!

(57:15) Alex: C# 8.0!


Featured Guest

Darryl Praill circular headshot

Darryl Praill, Chief Marketing Officer of VanillaSoft, is a high-tech marketing executive with over 25 years’ experience spanning startups, re-starts, consolidations, acquisitions, divestments and IPO’s. He has been widely quoted in the media including television, press, and trade publications. He is a guest lecturer, public speaker, and radio personality and has been featured in numerous podcasts, case studies, and best-selling books.You can find him on LinkedIn.

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