Implementing a Team Dashboard

During my six-year tenure (1997-2003) as senior account executive at New Horizons Computer Learning Center, there was heavy emphasis put on tracking metrics on a daily (yes, daily) basis. In addition to an individual sales performance report which would be updated on a daily basis, a “call tracking” report would be posted in the sales bullpen twice a day (Noon & 5:30 pm) detailing how each of the 12-15 account executives performed related to the number of outbound phone calls, number of inbound phone calls, connect time, and number of class evaluation opportunities accepted. In fact, monthly sales contests recognized many of these non-revenue metrics as part of the reward system. I guess you could call it a “boiler room” environment, but it was an effective way for me to learn the training business even though I felt micromanaged at times. I followed this disciplined approach to help build my account portfolio and became the top revenue producer in Cleveland in 2000, 2001, & 2002.

Transitioning to Cuyahoga Community College in 2003 was a big change from the culture I was used to. While I didn’t see the need to implement all the metrics that we paid attention to at New Horizons, I wanted to put something in place to make myself, and my team, accountable. A one-page “dashboard” accomplished this for me and now that I work with many colleges and universities across the country, I encourage all my clients to put something similar in place. The obvious metric on this dashboard is revenue as it relates to the team goal. What I like to do is work with teams to identify 3-5 other metrics that are critical to the success of the business and determine how this data can be used in a productive way. What we don’t want to do is make the team feel like they are being micromanaged, which is why the entire team should weigh in on the process to create their dashboard. It’s also important that the business unit leader use this dashboard with the “spirit of encouragement” in mind, and not use it as a tool to highlight poor individual performance in the presence of the team. If used the proper way, a team dashboard can have the following benefits:

If you would like to explore how Contract Training Edge can help your team improve business development skills and develop your own team dashboard, please contact Greg Surtman at (216) 509-6398 or

Happy selling, my friends…