# Sales Dashboard

See how an annual revenue target converts into monthly bookings, deals, funnel volume, required pipeline, forward coverage, and year-end run-rate for sales planning and GTM reviews.

- Canonical: https://finamodel.com/excel-dashboard/sales-model
- Excel download: https://finamodel.com/templates/sales-model.xlsx

## About this dashboard

The Sales Dashboard turns an annual revenue target into a 12-month bookings and pipeline plan. It surfaces annual bookings, deals required, leads required, average coverage, M12 forward coverage, M12 closing pipeline, leads per win, and the M12 monthly run-rate for a concise sales operations review.

The dashboard is supported by Targets, Funnel, and Pipeline sheets. Quarterly seasonality weights spread bookings across the year; average deal size converts bookings to deals; win rate and upstream conversion rates back-solve opportunities, SQLs, MQLs, and leads. The Pipeline sheet tracks required, added, burned, opening, and closing balances.

Use the outputs to pressure-test a quota, review whether marketing can feed the funnel, or align finance and GTM teams on coverage through a heavy Q4. Pipeline added is set at the average monthly burn rate, while bookings demand follows seasonality, so forward coverage changes across the year. This is a top-down planning model rather than a rep-ramp capacity forecast.

## What's included

- Annual and monthly bookings target
- Deals required and cumulative deals
- Leads, MQLs, SQLs, and opportunities
- Required, added, and burned pipeline
- Average and M12 forward coverage
- M12 pipeline and monthly run-rate

## Frequently asked questions

### What does the Sales Dashboard show?

It summarises annual bookings target, deals required, leads required, average forward coverage, M12 forward coverage, M12 closing pipeline, leads per win, and the M12 monthly run-rate. These outputs condense the linked targets, funnel, and pipeline forecast.

### How are funnel volumes calculated?

The Funnel sheet starts with wins required from deals, then divides by win rate to find opportunities. It divides successively by SQL-to-opportunity, MQL-to-SQL, and lead-to-MQL conversion rates to back-solve SQLs, MQLs, and leads.

### Why does coverage change by month?

Quarterly weights make bookings demand seasonal, while pipeline added remains the average monthly burn rate. Coverage therefore builds during lighter periods and tightens when bookings demand is heavier, including the seasonally demanding Q4 periods.

### How is pipeline coverage calculated?

Required pipeline equals the bookings target multiplied by the coverage ratio. The rolling balance carries opening pipeline, adds the average monthly burn rate, subtracts pipeline burned at the win rate, and divides closing pipeline by the next-month bookings target for forward coverage.

### Is this a sales-rep forecast?

No. This is a top-down model that starts with an annual revenue target and works down to funnel and pipeline requirements. A rep forecast starts with hiring, ramp, and per-rep quota assumptions, so it answers a different capacity question.

## Related dashboards

- [Revenue Pipeline Dashboard](https://finamodel.com/excel-dashboard/revenue-pipeline)
- [Sales Rep Forecast Dashboard](https://finamodel.com/excel-dashboard/sales-rep-forecast)
- [Cohort Retention Dashboard](https://finamodel.com/excel-dashboard/cohort-retention)
- [SaaS MRR/ARR Forecast Dashboard](https://finamodel.com/excel-dashboard/saas-mrr-arr)