What you'll get
- 3 copy-ready blocks
- 5 min read
- Header column (paste into column A, weeks run across)
- Header column (paste into column A, weeks run across)
- Header column (paste into column A, weeks run across)
How to use it
- Step 1: Paste the dashboard in Part 1 into a sheet, one column per week.
- Step 2: Fill it from your account tracker each Friday; the row-level source is the account penetration tracker sheet.
- Step 3: Run the 20-minute review in Part 2, same time every week.
- Step 4: When a line flattens, read Part 3 before changing anything.
A sales pipeline dashboard for outbound usually shows activity: sends, dials, opens, meetings booked. All of it can look healthy while the pipeline quietly starves, because none of it counts what outbound exists to produce: named accounts moving. This dashboard is one sheet, five numbers, 20 minutes a week.
Part 1: The dashboard
Header column (paste into column A, weeks run across)
Week ending
1. Outreach accounts (accounts at Reached or beyond)
2. Coverage rate (% of worked accounts where every mapped
role has been reached)
3. Active committees (accounts with 2+ people in conversation,
last 30 days)
4. Active conversations (people in two-way exchange, last 30 days)
5. Pipeline value (opened from this list, your currency)
Stalled accounts (no dated next step, or no touch in 30 days)
Notes (one line: what changed and why)The stalled row is not a KPI; it is the queue for next week's work. Why these five count accounts rather than activity is the lesson Reporting on Accounts: the Five KPIs.
Part 2: The 20-minute weekly review
Minutes 1-5 Read the five lines against last week. Movement or flat?
Minutes 5-10 The stalled list: each account gets a dated next step,
a new person to try or an honest park.
Minutes 10-15 One tier check: are Tier 1 accounts getting Tier 1 hours?
Minutes 15-20 Decide one change for next week. One. Write it in Notes.The one-change rule is what keeps the dashboard honest. Teams that change three things a week can never tell which one worked, so the numbers stop teaching anything.
Part 3: How do you read a flat line?
Each line flattens for a different reason, and the fix is upstream of the line.
Outreach accounts flat The list ran out or research is the bottleneck.
Feed the list; do not stretch the definition.
Coverage flat Committees are mapped but not worked. Usually
a single-threading habit: one warm contact per
account getting all the attention.
Active committees falling Conversations are dying singly. Check the
30-day column in the tracker: it is usually
follow-up discipline, not message quality.
Conversations up, Movement without money: talks that never become
pipeline flat a next step. The second-meeting discipline is
the usual gap.
Everything flat The review stopped happening. Restart it before
diagnosing anything else.How long the list should be for the pipeline you need is the Pipeline Coverage Calculator; whether the team can actually work it is the Account Coverage Calculator.
Worked example (illustrative, not a real company)
Quaywise runs the dashboard for six weeks. Weeks one to four: outreach accounts climb, coverage sits at 30 per cent, pipeline flat. The Friday review catches the pattern in Part 3: single-threading. One change is written in Notes: every in-talks account gets a second-stakeholder email this week. By week six, coverage is at 55 per cent, two committees go active and the first pipeline entry lands. Nothing else was changed, which is why Quaywise knows what worked. All names and numbers are invented.
Five mistakes to avoid
- Putting sends and opens on the dashboard. They climb when nothing is happening and drown the five numbers that do not.
- Reviewing monthly. Outbound drifts in days. A month hides three weeks of a fixable problem.
- Changing three things at once. One change per week, written down, or the dashboard teaches nothing.
- Treating stalled as a KPI to minimise. Hiding stalls by deleting accounts beats the purpose. Stalled is a work queue; its size matters less than whether it empties.
- Reporting the dashboard upward without the notes. The numbers say what moved; the notes say why. Five numbers without the one-line story invite exactly the wrong instructions back.
Why this works on named accounts
Common questions
What should an outbound sales dashboard include?
Five account-level numbers: outreach accounts, coverage rate, active buying committees, active conversations and pipeline value, plus a stalled-account queue and a one-line note on what changed. Activity counts like sends and dials belong in the tools, not on the dashboard.
How is this different from a CRM pipeline report?
A CRM pipeline report starts at the first open deal, so everything before a deal exists is invisible. This dashboard measures that earlier work: whether chosen accounts are being reached, covered and turned into conversations, which on long cycles is where next quarter's pipeline is decided.
How often should you review outbound numbers?
Weekly, same day, 20 minutes, with one change decided per week. Faster reviews react to noise; monthly reviews find problems after they have cost a quarter. Weekly with a single deliberate change is the cadence the numbers can actually teach at.
More from the Academy
Account Penetration Tracker (Sheets)
For teams working a named account list.
You leave with a paste-in tracker: one row per account, six statuses, the five KPIs your weekly review needs and a rule that flags any account going stale.
ABM Starter Kit for a Small Team
For founders and sales leads with no ABM team and one or two people to spare.
You leave with a 10-account sheet, an hours budget, a six-week plan, a five-line scoreboard and a keep, swap or stop review.
ABM Plan Template: A One-Page ABM Strategy
For marketing and sales leaders starting ABM on a first list of named accounts.
You leave with a one-page plan, a play for each tier, a written handover rule and a 30-day start.
Account Penetration Tracker
Track how far you are inside each named account and read the five KPIs, with stalled accounts flagged. Runs in your browser.
Pipeline Coverage Calculator
Work out how much pipeline, and how many accounts, your target needs. Uses only your own numbers. Runs in your browser.
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