Free template · RevOps, CRM & metrics
GTM KPI Dashboard
Log weekly funnel numbers and see conversion rates, targets and pipeline coverage update automatically.
What's inside
- A weekly log for 26 weeks of funnel numbers
- Automatic reply, meeting, show and opportunity rates
- On track / below target flags against your goals
- A pipeline coverage calculator
Who it's for
Founders and first RevOps hires who need a simple weekly view of the funnel.
Why it matters
Early-stage teams often look at sales numbers only when a board meeting or investor update is coming. By then it is hard to tell whether a slow month came from too little activity, weak replies, missed meetings or deals that did not qualify. Without a weekly record, each stage of the funnel blends into one vague feeling about how sales is going.
This dashboard asks for a few numbers each week and calculates the conversion between each stage, from emails sent to revenue won. Comparing those rates against targets you set shows which stage needs work. The coverage calculator adds a forward-looking check: whether there is enough open pipeline to reach the revenue target for the period.
How to use it
- 1Every Monday, add last week's numbers as one row on the Weekly log tab, from accounts contacted through revenue won.
- 2Use the definitions on the Start here tab so terms like positive reply and opportunity mean the same thing every week.
- 3On the Dashboard tab, enter your target for each conversion rate and watch the On track or Below target flags.
- 4Fill in the revenue target and current open pipeline in the coverage section, and adjust target coverage to match your own win rate.
- 5Focus improvement on the first stage marked Below target, since problems early in the funnel affect every stage after it.
Read alongside it
- The sales metrics startups should actually track
- Outbound metrics to track (and the benchmarks that matter)
- Pipeline coverage explained (the 3x rule and when it applies)
GTM KPI Dashboard: FAQ
- What KPIs should an early-stage B2B startup track?
- Track the funnel from activity to revenue: accounts contacted, emails sent, replies, positive replies, meetings booked and held, opportunities created, pipeline created, deals won and revenue won. The conversion rates between these stages tell you more than any single total, because they show where prospects drop out.
- What is pipeline coverage and how much do I need?
- Pipeline coverage is open pipeline divided by the revenue target for a period. Around 3x is a common rule of thumb, but the right number depends on your win rate. A rough guide is one divided by your win rate, so a 25% win rate suggests about 4x coverage.
- How often should I review sales metrics?
- Weekly works well for most early-stage teams. It is frequent enough to catch a drop in replies or meetings before it becomes a lost month, and light enough to keep up. Log the numbers on the same day each week and look at trends across several weeks, not one week alone.
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