#2 Client Dashboard: Executive Summary

Executive Summary: How to Read Your Dashboard at a Glance

The Executive Summary is your high-level snapshot of performance.

It answers three core questions:

How much are you investing in marketing?
What results are you getting?
How efficiently is your marketing performing?

For a full walkthrough, watch the video below:

Start With the Date Range

At the top of your dashboard, you’ll see a date selector.

This allows you to control the timeframe for the data you’re viewing.

Most common use cases:

Monthly review → Previous month
Quarterly strategy → Full quarter
Big picture view → Year-to-date or full year

There are also preset filters like:

Last 7 days
Last month
Last quarter

👉 This makes it easy to quickly switch between timeframes depending on what you’re analyzing.

Key Metrics in the Executive Summary

This section is designed to give you a quick, clear view of your business performance.

1. Total Sales

Pulled directly from your Sales Jumpstart CRM
Based on opportunities moved to:
- Project Sold or Project Complete
Requires a dollar value to be added

👉 This is your actual revenue generated.

2. New Leads

Includes:

First-time phone calls
Website form submissions
Campaign-generated leads

👉 This represents your total lead volume.

3. Won Leads

Number of leads that turned into Project Sold
Based on pipeline updates during the selected timeframe

👉 This shows how many opportunities are converting into customers.

4. Cost Per Lead

Measures how much you’re spending to generate each lead

👉 Helps you evaluate lead generation efficiency.

Marketing Investment Breakdown

This section shows where your marketing dollars are going.

Includes:

Google Ads spend
Local Service Ads (LSA) spend
Meta (Facebook/Instagram) ad spend
DBM service fee

Total Investment

All of the above combined = your total marketing investment.

Cost of Marketing

The percentage of your revenue spent on marketing

👉 Formula (simplified):

Total Investment ÷ Total Sales

Benchmark:

Typical healthy range: 3% – 7%
Can vary depending on growth goals

👉 This is one of the most important metrics for understanding overall marketing efficiency.

13-Month Investment View

At the bottom of the Executive Summary, you’ll see a rolling 13-month chart showing:

Total investment
Cost per lead over time

Important:

This section is fixed
It always shows the last 13 months
It does not change based on your date filter above

👉 This helps you spot trends over time, not just snapshots.

How to Use This Section

If you only check one part of your dashboard regularly — this should be it.

Use the Executive Summary to:

Quickly assess performance
Identify if something is off
Prepare for deeper analysis in other sections

⚠️ Common Pitfalls to Avoid

Not updating your CRM → leads to inaccurate sales data
Looking at one metric in isolation → always view metrics together
Only checking occasionally → consistency is key for insights

What to Explore Next

Now that you understand the high-level view, dive deeper into each area of the dashboard:

Need Help?

If anything in your dashboard looks unclear or doesn’t match your expectations:

👉 Reach out to your Account Manager