Sample data for Northfield Metalworks, a fictional sheet-metal fabricator. Figures through Oct 23, 2026.
Revenue, Jan–Sep
$6.31M
Target $6.53M
Pace to target
96.6%
Below target
Open pipeline
$1.52M
48 open quotes
Win rate
54.8%
Won over won plus lost
Stalled quotes
6
$166K past stage limit
Revenue vs. target, 2026
Green bars beat the monthly target, amber bars fall short. White dashes mark the target. October is month to date.
Open value by stage
Open quotes by stage
Stalled quotes
Open quotes past 1.5 times their stage limit. Largest first.
| Quote | Company | Rep | Stage | Value | Days in stage |
|---|---|---|---|---|---|
| Q-26076 | Pinecrest Medical | Marcus Obi | Quote sent | $50K | 18 days |
| Q-26089 | Cobalt Power | Priya Raman | Quote sent | $45K | 17 days |
| Q-26045 | Summit Industries | Dana Whitaker | Negotiation | $45K | 23 days |
| Q-26071 | Meridian Controls | Dana Whitaker | Quote sent | $11K | 18 days |
| Q-26082 | Cobalt Medical | Dana Whitaker | Quote sent | $10K | 16 days |
| Q-26080 | Halvorsen Robotics | Priya Raman | Quote sent | $7K | 19 days |
Open pipeline by rep
Open quotes and value, with won value this year
| Rep | Open quotes | Open value | Won value |
|---|---|---|---|
| Dana Whitaker | 11 | $314K | $63K |
| Elena Ruiz | 9 | $369K | $123K |
| Marcus Obi | 10 | $295K | $161K |
| Priya Raman | 18 | $543K | $376K |
Rep activity, last 90 days
Counts logged by each rep
| Rep | Calls | Connected | Emails | Meetings | Median reply |
|---|---|---|---|---|---|
| Dana Whitaker | 345 | 113 | 181 | 21 | 84 min |
| Marcus Obi | 260 | 83 | 255 | 17 | 78 min |
| Priya Raman | 376 | 129 | 316 | 18 | 92 min |
| Elena Ruiz | 285 | 121 | 325 | 9 | 60 min |
Rep conversion, last 90 days
Connect = connected ÷ calls. Quote = quotes sent ÷ connected calls. Close = won ÷ quotes sent. Color compares each rep with the team average.
| Rep | Connect | Quote | Close |
|---|---|---|---|
| Dana Whitaker | 32.8% | 24.8% | 50.0% |
| Marcus Obi | 31.9% | 26.5% | 40.9% |
| Priya Raman | 34.3% | 22.5% | 17.2% |
| Elena Ruiz | 42.5% | 20.7% | 20.0% |
| Team average | 35.4% | 23.6% | 32.0% |
Cash balance, actual and projected
Ending balance by month. Solid is actual through October. Dashed is forecast.
Marketing channels, year to date
Revenue by channel, with cost per won deal
Email campaigns, 2026
Open rate and quotes created, by campaign
| Campaign | Segment | Sent | Open rate | Clicked | Replies | Quotes created |
|---|---|---|---|---|---|---|
| Spring Hydraulics Restock | Industrial OEM | 2,635 | 37.2% | 142 | 12 | 15 |
| Farm Season Pre-Order | Agricultural | 2,567 | 30.7% | 77 | 7 | 19 |
| Medical Tolerance Guide | Medical device | 3,163 | 26.3% | 75 | 10 | 2 |
| Enclosure Lead-Time Update | Electrical enclosures | 3,188 | 37.8% | 140 | 10 | 5 |
| Summer Plant Shutdown Notice | Industrial OEM | 1,977 | 26.9% | 69 | 4 | 5 |
| Harvest Equipment Brackets | Agricultural | 1,635 | 27.2% | 36 | 23 | 3 |
| Autumn Capacity Open House | Industrial OEM | 2,026 | 39.0% | 122 | 25 | 17 |
| ISO 13485 Capability Sheet | Medical device | 1,546 | 40.9% | 106 | 24 | 2 |
| Year-End Tooling Offer | Electrical enclosures | 3,200 | 40.5% | 152 | 11 | 7 |
| Q4 Rush Slots Available | Industrial OEM | 1,115 | 34.4% | 75 | 14 | 7 |
Why one page, not twenty reports
A small manufacturer rarely lacks data. The quotes live in the CRM, the invoices in accounting, the calls in the phone system, and the cash in the bank. The problem is that nobody looks at all of it together, so problems surface a month late. This dashboard puts the handful of numbers that drive decisions on one screen, in the order you would ask about them.
The figures on this page are sample data for a fictional fabricator, Northfield Metalworks. The layout is the point: the same panels can be filled from your own systems once the sources are connected.
What each panel answers
Revenue against target
The first thing to check. Each month's bar is set against the target tick, so you can see whether a slow month is a one-off or the start of a trend. Green means the month cleared its target. Amber means it did not. The headline pace number sums only closed months, so an unfinished month never makes the year look worse than it is.
Stalled quotes
Open quotes that have sat in one stage far longer than a healthy deal should. Each stage has its own limit: five days for an inquiry, ten for a quote sent, fourteen in negotiation. A quote is flagged past one and a half times its limit. The list is sorted by value, so the biggest risk is at the top. This is the panel to review in a weekly sales meeting.
Open pipeline by rep
Open quotes and their value for each rep, next to the value each rep has already won this year. It shows where the next month's revenue is coming from and whether one person is carrying the team.
Rep conversion
Three percentages, not counts. Connect is the share of calls that reach a person. Quote is how many connected calls turn into a quote. Close is how many quotes are won. Counts reward effort; rates show where the process leaks. A rep with a high connect rate and a low quote rate has a qualifying problem. A rep with a good quote rate and a low close rate has a pricing or follow-up problem. Each bar is colored against the team average, so a rep below the line is easy to spot.
Cash balance, actual and projected
Revenue is not cash. This chart carries the ending balance forward month by month, with the forecast after October shown dashed. Watching the balance is how a manufacturer sees a squeeze coming before it arrives, especially when material and payroll go out before large orders are paid.
Marketing and email
Revenue and cost per won deal by channel show which spend is paying back. The email table ties each campaign to the quotes it created, not only to opens. An open rate can look healthy while a campaign produces no quotes, so the last column matters most.
How to use it on Monday
Start with the pace tile and the stalled quotes count. If the pace is behind, go to the stalled list and work it from the top: a quote worth $20K that has sat in negotiation for three weeks is worth more than ten new inquiries. Then look at the conversion table to see whether the problem is volume, qualification, or closing. Check the cash chart last, so you know how much room the answer has.
A dashboard is only useful if it changes what someone does this week. Keep the number of panels small enough that a person can read the whole page in a few minutes, and make every panel answer a question someone is already asking.
Want this on your numbers?
We can connect your CRM, accounting and phone data and build a version of this page that reads your own pipeline. Book a short call and bring the questions your team asks every week.