What is a New and Existing Customer Sales Dashboard?

Customer sales dashboards are considered important revenue analysis tools and are used by sales managers and executives to analyze revenue streams from the biggest new and existing customers. Some of the main functionality in this type of dashboard report is that it can be run for any period and it will rank customers from high to low based on the revenues they bring in. The top chart shows sales to the top 10 new customers. The second chart shows sales to the top 20 existing customers. At the bottom of the report (not visible in the example below) there is a section with the figures used in the charts. You find an example of this type of dashboard report below.

Purpose of New and Existing Customer Sales Dashboards

Manufacturers use New and Existing Customer Sales Dashboards to give managers a quick snapshot of which type of customers contribute the most to the company’s revenues. When used as part of good business practices in a Financial Planning & Analysis (FP&A) and Sales department, a company can improve its sales and marketing strategies as well as reduce the chances that executives don’t have good visibility to the revenue break-down for new and existing customers.

New and Existing Customer Sales Dashboards Example

Here is an example of a Sales Dashboard showing revenue contribution from the company’s top new and existing customers.

Example of a New and Existing Customer Sales Dashboard for a Manufacturing Company

Example of a New and Existing Customer Sales Dashboard for a Manufacturing Company

You can find hundreds of additional examples here

Who Uses This Type of Dashboard report?

The typical users of this type of dashboard report are: Sales executives, marketing managers.

Other Dashboard reports Often Used in Conjunction with New and Existing Customer Sales Dashboards

Progressive Financial Planning & Analysis (FP&A) and Sales departments sometimes use several different New and Existing Customer Sales Dashboards, along with general sales dashboards, detailed sales reports, product dashboards, sales forecasts, sales kpi reports and other management and control tools.

Where Does the Data for Analysis Originate From?

The Actual (historical transactions) data typically comes from management systems or enterprise resource planning (ERP) systems like: Microsoft Dynamics 365 (D365) Finance, Microsoft Dynamics 365 Business Central (D365 BC), Microsoft Dynamics AX, Microsoft Dynamics NAV, Microsoft Dynamics GP, Microsoft Dynamics SL, Sage Intacct, Sage 100, Sage 300, Sage 500, Sage X3, SAP Business One, SAP ByDesign, Acumatica, Netsuite and others.

In analyses where budgets or forecasts are used, the planning data most often originates from in-house Excel spreadsheet models or from professional corporate performance management (CPM/EPM) solutions.

What Tools are Typically used for Reporting, Planning and Dashboards?

Examples of business software used with the data and ERPs mentioned above are:

  • Native ERP report writers and query tools
  • Spreadsheets (for example Microsoft Excel)
  • Corporate Performance Management (CPM) tools (for example Solver)
  • Dashboards (for example Microsoft Power BI and Tableau)

Corporate Performance Management (CPM) Cloud Solutions and More Examples