If you’re tired of sales dashboards that look great but don’t actually help you close deals, you’re not alone. This guide is for B2B sales teams, managers, and anyone who wants to get past vanity metrics and build Sendler dashboards that actually tell you something useful—without needing a data science degree.
Let’s cut through the fluff and get right to building dashboards that give you the info you need (and skip the stuff you don’t).
Why bother with custom dashboards?
Pre-built dashboards are okay for a quick look, but every business is a little different. Your team’s sales process, goals, and pain points won’t match the generic templates. A custom dashboard means you see what actually matters to you—whether that's pipeline velocity, win/loss reasons, or which rep keeps moving deals forward.
If you’re using Sendler and willing to roll up your sleeves a bit, you can make your dashboard actually useful. Here’s how.
Step 1: Get clear on what “actionable” means for your team
Don’t start in the tool. Figure out what you want to see before you click anything in Sendler.
- Ask yourself (or your team):
- What questions do we need answers to, fast?
- What decisions do we make every week/month/quarter?
- What sales activities actually drive results?
Pro tip: Most sales teams get stuck tracking too much. Pick 3-5 things that really move the needle. For B2B sales, that’s often:
- New pipeline created this month
- Deals stuck in a stage for too long
- Win rates by segment or rep
- Average deal size over time
- Lost deals and why
Write these down—don’t trust your memory.
Step 2: Audit your data (don’t skip this)
No dashboard is better than the data behind it. Before you build anything:
- Check for missing fields. Are reps filling out “deal size,” “industry,” “lead source,” etc.?
- Look for junk entries. Typos, inconsistent naming (“Tech” vs “Technology”), and blank fields will mess up your charts.
- Spot duplicate records. If you have Bob Smith in the system three times, your numbers are off.
What to ignore: Don’t obsess over perfect data. Just make sure the basics are there and somewhat reliable. You can always clean up more later.
Step 3: Map out your dashboard on paper (seriously)
Open a notebook or a whiteboard—don’t jump into Sendler yet.
- Sketch out the 3-5 key metrics you listed in Step 1.
- Draw boxes for each chart/table you want.
- Decide on layout: What do you want to see first? What can be tucked away?
This step keeps you from getting lost in Sendler’s chart options. If you can’t sketch it, you probably don’t need it.
Step 4: Building your dashboard in Sendler
Now, actually fire up Sendler and get to work.
4.1 Create a new dashboard
- Go to the Dashboards section.
- Click “Create New Dashboard.”
- Give it a name you’ll recognize (not “Sales Dashboard 2024 FINAL FINAL”).
4.2 Add only the metrics that matter
- Use the “Add Widget” or “Add Chart” button.
- For each widget:
- Select the data source (e.g., Deals, Contacts, Activities).
- Pick the chart type—bar chart, table, funnel, etc. (Don’t use a pie chart unless you really know why.)
- Configure the filters—date range, owner, sales stage, etc.
Honest take: Don’t try to cram everything into one dashboard. More widgets = more clutter. If you have more than eight charts, it’s probably too much.
4.3 Use filters and segments
- Want to see just new deals this quarter? Apply a date filter.
- Want to compare by region, industry, or rep? Use Sendler’s segmentation options.
Pro tip: Save filters you use often. No one wants to rebuild a view every Monday morning.
4.4 Add commentary or notes
Most dashboards are just numbers. If Sendler lets you add notes or text boxes, use them.
- Call out big changes (“Pipeline doubled after Q2 launch”).
- Flag data gaps (“Rep X hasn’t updated deals in 2 weeks”).
This context helps your team actually use the dashboard, not just look at it.
Step 5: Share and set up access
- Decide who needs to see this dashboard. (Not everyone needs everything.)
- In Sendler, set permissions—view-only for most, edit for a few.
- Share the link, or schedule automatic email reports if Sendler supports it.
Watch out: Too many cooks spoil the dashboard. Limit edit access to avoid accidental changes.
Step 6: Review and iterate
Your first dashboard won’t be perfect. And that’s fine.
- Set a calendar reminder to review your dashboard in a month.
- Ask the team: “Is this actually helping us make decisions?”
- Remove charts no one uses. Add what’s missing.
Honest advice: If you’re not looking at the dashboard at least weekly, it’s not useful. Don’t be afraid to scrap and start over.
What works, what doesn’t, and what to ignore
- Works: Focusing on a handful of metrics that actually drive behavior. Regularly cleaning up your data. Using filters to drill down.
- Doesn’t: Overloading your dashboard. Tracking “vanity metrics” (like total calls made, if calls alone don’t close deals). Building it and forgetting it.
- Ignore: Flashy chart types you don’t understand, and “AI insights” unless you really trust the underlying data.
Tips to keep it useful (and sane)
- Keep it simple. Complexity is the enemy. If you can’t explain a chart in a sentence, ditch it.
- Automate what you can. If Sendler can auto-refresh or email the dashboard, set it up and save yourself time.
- Stay skeptical. If a number seems off, dig into the data before making decisions.
- Iterate. Don’t aim for perfection—aim for “better than last month.”
Final thoughts
Custom dashboards in Sendler can actually help you sell more—if you build them for your real-world needs, not just what looks good in a board meeting. Start small, focus on what matters, and tweak as you go. The best dashboard is the one your team actually uses.
Now get back to selling.