A sales and marketing dashboard is built around the handover line: the moment an enquiry stops being marketing's job and becomes a salesperson's. Most revenue leaks sit right on that line, in slow replies, unaccepted leads and booked calls that never happen. This article answers how to build one shared dashboard in Reporting on the levelpartner.ai platform that shows both sides of the handover, and how to back it with a written agreement so the two teams stop disputing lead quality and start fixing the gap.
Why the handover needs a shared view
Marketing tends to report enquiries. Sales tends to report won deals. In between sit several steps that neither team owns fully: the first reply, qualification, the booked call and whether it is held. When results disappoint, each team points at the middle and blames the other.
A shared dashboard puts the middle on screen. Both teams see the same figures, with the same definitions, at the same weekly meeting. The argument shifts from "your leads are poor" to "replies took too long on Tuesday".
The agreement behind the dashboard
Before you build anything, write a one-page agreement between the two teams. It covers three things. What counts as a qualified enquiry. How quickly sales replies to one. What sales does with an enquiry it rejects, including recording the reason.
The dashboard then measures each promise. Without the agreement, the figures have nothing to be measured against, and the weekly meeting becomes a debate about definitions.
What the dashboard shows
- Qualified enquiries handed to sales this week, by source.
- Average time from enquiry to first reply.
- Enquiries accepted and rejected by sales, with rejection reasons.
- Booked calls and calls actually held.
- Opportunities created and won, by original source.
Before you start
- A written handover agreement signed off by the sales and marketing leads.
- A qualification tag or pipeline stage that sales applies.
- A rejection reason field on contacts or a lost reason on opportunities.
- Conversations connected so reply times are recorded.
- A pipeline in Opportunities with source carried from the contact.
How to set it up
- Write the handover agreement and agree the reply time target.
- Go to Settings, then Custom Fields, and click Create field.
- Choose a dropdown Field type and enter Rejection reason as Field name.
- Click Create custom field.
- Go to Automation, then Workflows, and click + Create Workflow.
- Add the Form Submitted trigger, then Save Trigger.
- Add Add Contact Tag and Assign To User for the sales team.
- Add the Add Task action with Due In matching the reply target.
- Switch the workflow from Draft to Publish.
- Go to Dashboard, click + Add Dashboard and name it sales and marketing handover.
- Add Contacts by Source and Average response time trend from Conversations.
- Add Booked Appointments and Showed Appointments.
- Add Opportunity Counts by Status with First Attribution, grouped by Session Source.
- Use Manage permissions so both teams can open it.
What it is for in a 10 to 250 person firm
In a 60-person firm with flat revenue, the sales and marketing leads usually report to the owner separately. Each looks reasonable on its own. The owner never sees the step between them, which is often where the flat revenue comes from. One shared screen, read together, closes that blind spot.
It also gives the AI agents and workflows a measurable job. If an AI agent replies to enquiries out of hours, its effect shows up directly in the average response time.
Imagine marketing hands over 88 qualified enquiries in a month. Average first reply is 5 hours. Sales rejects 19, and 12 of those are tagged "not ready to buy" rather than "poor fit". Of 52 booked calls, 37 are held. Figures like these would call for an AI agent to cut reply time and a nurture sequence for the not-ready group, not a change in marketing targeting.
Weekly time cost
Writing the agreement takes an hour with both leads. Building the dashboard and the handover workflow takes three to four hours. Reading it together takes 15 minutes at the start of an existing weekly meeting. Revisit the agreement every quarter.
The mistake most people make
Letting sales reject enquiries without a reason. A rejection with no reason teaches marketing nothing, and the same kind of enquiry keeps arriving. Make the rejection reason a required choice from a short list. After a month, the most common reason tells marketing exactly what to change.
When not to use it
If one person runs both marketing and sales, there is no handover to measure. Use a single marketing dashboard with booked calls and won value on it. A shared dashboard also fails if the two leads will not meet weekly. The dashboard is only useful when both teams read it at the same time.
For the full story of where won deals came from, see sales attribution.
Troubleshooting
Reply time looks fast but buyers say nobody called. Automatic acknowledgement emails count as replies. Exclude automated messages, or measure time to the first human or AI agent conversation instead.
Rejection reasons are mostly "other". The list is too vague. Replace "other" with the three reasons sales mentions most in meetings, and review the list monthly.
Booked calls far exceed held calls. No-shows are high. Add reminders and a recovery sequence, and see the customer journey stages guide for treating attendance as its own stage.
Each team still uses its own dashboard. Retire the separate versions for the meeting. Each team can keep its own working views, but the weekly conversation uses only the shared one.
Frequently asked questions
Who owns the sales and marketing dashboard?
Both leads jointly, with one named person responsible for keeping widgets accurate. That is usually the marketing operations or sales operations person.
What reply time should we aim for?
Set it in the agreement based on what you can staff. Faster is better for enquiries, and an AI agent can cover hours your team cannot. Measure it before you set a target, so the target is realistic.
Should won revenue be on this dashboard?
Yes, by source, so both teams see the end result of the handover. The closed loop attribution article explains how won value flows back to the original source.
How is this different from a CRM dashboard?
A CRM dashboard covers the whole sales team's activity. This one covers only the handover between two teams. The CRM dashboard examples show the wider sales view.