If you’re buried in spreadsheets or stuck with dashboards that don’t show what you actually need, this guide’s for you. Whether you run sales ops, demand gen, or just want to know what’s really moving the needle, custom dashboards in 11x can save you time and arguments—if you set them up right. I’ll walk through the process, flag what’s worth your time, and point out common traps.
Why custom dashboards (and why not just use what’s there)?
Off-the-shelf dashboards are fine for getting started, but they rarely match your real questions. Most teams end up exporting data to Excel or Google Sheets and rebuilding the same charts over and over. Custom dashboards cut out that nonsense—if you do it right.
But be honest: not every metric deserves a widget. More dashboards often mean more confusion. So before you dive in, get clear on what decisions you actually need to make. If you’re tracking something just because it “looks good,” skip it.
Step 1: Get clear on your goals (and what to ignore)
Don’t start with the dashboard. Start with the problem.
- What are you trying to answer? (“Where are leads dropping off?” “Which channels drive real pipeline?”)
- Who’s going to use this? (If it’s execs, don’t drown them in detail.)
- How often will it get checked? (If the answer is “never,” rethink building it at all.)
Pro tip:
Ask your stakeholders what decision they’d make if a number moved up or down. If the answer is “nothing,” don’t bother tracking it.
Step 2: Map your data sources (and check what’s junk)
11x connects to a lot of tools, but just because you can pull in everything doesn’t mean you should. Here’s what to watch for:
- CRM (Salesforce, HubSpot, etc.): Great for pipeline, lead, and account data—but only if it’s maintained. Garbage in, garbage out.
- Marketing platforms: Useful for channel performance, but beware of double-counting leads.
- Product analytics: If you care about usage or activation, pull this in. Otherwise, don’t complicate things.
- Spreadsheets: 11x can import static files, but this usually means more manual work. Only do it if you have no other option.
Honest take:
Syncing every source “just in case” is a waste. Start with the minimum, then add more if you hit a wall.
Step 3: Connect your data to 11x
The mechanics are straightforward, but the devil’s in the details.
- Navigate to Data Integrations: In 11x, find the “Data Integrations” section in your admin or settings menu.
- Pick your sources: Choose only the tools you use today (not ones you might use “someday”).
- Authenticate and map fields: Follow the prompts. Pay attention to field mapping—if your CRM calls it “Lead Owner” but your dashboard wants “Sales Rep,” fix it now.
- Test your sync: Run a sample import. If numbers look weird, stop and debug. Don’t assume it’ll fix itself.
Pro tip:
Name your connections clearly (“HubSpot Prod” vs. “HubSpot Test”). You’ll thank yourself later.
Step 4: Sketch your dashboard before you build
Skip the “blank canvas” overwhelm. Jot down (or sketch) what you actually want:
- Key questions (“How many qualified leads by channel this month?”)
- Metrics (e.g., MQLs, SQLs, pipeline by stage)
- Desired filters (date, owner, segment)
- Visuals (bar chart, funnel, table?)
Keep it simple:
Start with 3-5 charts. You can always add more later. If your dashboard looks like a NASA control center, you’ve gone off track.
Step 5: Build your first version in 11x
Now, fire up 11x’s dashboard builder. Here’s a straightforward process:
- Create a new dashboard: Give it a clear, specific name (“Q2 Pipeline Trends” beats “My Dashboard”).
- Add widgets: Drag in charts, tables, or KPIs one at a time.
- Set filters (e.g., “Last 30 days,” “Opportunities > $10k”).
- Double-check that numbers match your source data. Trust, but verify.
- Tweak visuals: 11x offers a decent range—bar, line, funnel, pie (just don’t overdo pies). Stick to what’s easy to read.
- Arrange and resize: Layout matters. Most-used metrics should be up top, not buried at the bottom.
- Add descriptions: Use captions or notes to clarify what’s behind a metric (“Includes only paid campaigns,” etc.).
What to ignore:
Don’t waste time on pixel-perfect design. No one cares if your chart is blue or teal.
Step 6: Share and get feedback (the right way)
Don’t just send a Slack link and hope for the best. Here’s what actually works:
- Present it live: Walk your team through the dashboard. Explain what each metric is (and isn’t).
- Ask for real feedback: “What’s missing?” or “Does this help you make decisions?”
- Watch for confusion: If someone asks, “Wait, what’s this number?”—that’s a sign you need to clarify or simplify.
Pro tip:
Limit edit access. Too many cooks will ruin your dashboards fast.
Step 7: Set up alerts and scheduled reports (only if needed)
11x lets you set up alerts or schedule dashboards to email out automatically. This is handy for recurring meetings or if you want to flag major changes.
- Use alerts for things that require action (e.g., “Pipeline down 30% week-over-week”).
- Scheduled reports are good for execs who won’t log in, but don’t overdo it.
Honest take:
If you set up alerts for every wiggle, people will start ignoring them. Be ruthless about what’s worth pinging the team.
Step 8: Maintain (and prune) your dashboards
Dashboards rot. Metrics change, processes change, and what was useful last quarter might be noise now.
- Review quarterly: Archive or delete dashboards that no one checks.
- Update filters and fields: Make sure your data sources and field mappings are still accurate.
- Ask users if they still care: If not, kill the dashboard.
What doesn’t work:
Letting dashboards pile up “just in case.” Outdated dashboards lead to bad decisions.
A few pitfalls (and how to avoid them)
- Too many metrics: More isn’t better. It’s just more.
- Messy data: Dashboards won’t fix bad source data. Clean upstream first.
- No clear owner: If no one’s responsible, dashboards become a ghost town.
- Building for “someday” needs: Build for today. You can always expand later.
Wrapping up: Start small, keep iterating
You don’t need a dashboard for everything. The best ones answer real questions, are easy to read, and don’t try to impress anyone. Start with what matters, get feedback, and improve as you go. Keep things simple—your future self (and your team) will thank you.