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Divisional Dashboards
Specialized dashboards for departmental requirements

by Shadan Malik, www.idashboards.comTuesday, May 1, 2007

Divisional Dashboards

Each division (or department) deserves specialized dashboards that best serve its operational needs and performance monitoring. Divisional (or departmental) dashboards serve the specific needs of a division or department within a large organization. For example, the information needs of the Sales department are very different from those of Supply Chain. Therefore, deployment of divisional dashboards requires focus and subject matter expertise from the specific department the dashboards would serve. In this article we will focus on the following divisional dashboards:
  1. Sales dashboards
  2. Marketing dashboards
  3. Finance dashboards
  4. Supply chain dashboards


Sales dashboards contain all relevant metrics required for sales management. The metrics would be aggregated at the level of an individual's responsibility. The following are some of the sales analytics that may be covered within a sales dashboard:
  1. Regional and territorial sales by product
  2. Actual versus forecast
  3. Sales funnel and pipeline
  4. Sales quota versus actual (aggregated and by sales representative)
  5. Sales by customer
  6. Inactive customer tracking Channel sales Sales promotional calendar Promotional response analysis

Sales Division Scenario

There are four regions, and under each region there are several geographic sections to be managed. The product is divided into various categories. Regional sales managers require the sales quota and actual sales numbers for the overall region, as well as for each of the sections within their region in various categories. They also require different category scorecards for their regions as well as alerts when certain metrics go out of acceptable ranges.

The design of an effective dashboard in this scenario would require application of appropriate chart types such as trend line, pie charts, and bar charts. For example, the past three to six months of sales could be represented through a trend line; pie charts would indicate the monthly aggregated contributions of various product categories, stacked charts would show relative contributions by the sections within a region, and column charts would compare current versus year-ago numbers for the various product categories as well as for the sections within the region.

Executive Digital Dashboard

Each of these charts in the exhibit can also be clickable to drill down into more detailed charts and reports. Color can be used to indicate the relative performance against preset benchmarks for the respective metrics.

Finally, alerts could be built on each of the categories within sections. If the sales unit or dollar go below or above predefined thresholds for each of the section-category segments within a region, an alert would be visually presented on the regional dashboard. Moreover, clicking on such an alert could link to a more detailed chart or report about the alerted section. The aforementioned dashboard could also be extrapolated to lower levels of sales management, all the way down to the individual sales representatives to help them track their individual performance against the corporate benchmark.

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