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Executive GTM Health Dashboard

Worked sample: the company and data are fictional. The model and method are the ones I use in my work.

One screen the CRO opens every Monday morning and immediately knows whether the quarter is on track. Pipeline health, marketing funnel, BDR activity, and forecast confidence, segment by segment, with no spreadsheet stitching.

The problem

The exec team was reading three different weekly reports from Sales, Marketing, and BDR ops, each with its own definition of pipeline and conversion. Numbers never reconciled. The CRO would spend the first 20 minutes of every QBR triangulating "is this our actual pipeline or yours."

The approach

One canonical data model upstream of the dashboard. Marketing-qualified-leads, sales-qualified-leads, opportunities, and deals all defined once, with a single source for stage and segment. Build the visual layer last, in Looker / Tableau, anchored on the same fields. Top of the dashboard answers "how are we doing this quarter" in 10 seconds. Below the fold, drill-downs answer "why" for each segment.

What the model is built to do

• A single weekly scorecard built to replace three conflicting reports.
• Shows the pipeline-coverage trend by segment at a glance: red/yellow/green status against a 3x quota target.
• Ties BDR activity to downstream pipeline contribution, so the marketing funnel can be evaluated as one system instead of separate widgets.
• Designed to shorten QBR prep: the dashboard is the deck, with one slide per drill-down.

What I would do differently

Build the data model spec with Marketing and BDR ops in the room from day one. The first version of the dashboard exposed definitional disagreements that should have been resolved before any visualization work happened. Two weeks of "the dashboard is wrong" were really "we never agreed on what an SQL is."