A useful dashboard is small enough to review every week and detailed enough to point to the next investigation.
The nine numbers
Track spend, qualified leads, cost per qualified lead, calls booked, show rate, calls attended, close rate, average initial value and collected revenue. Add delivery capacity beside them so growth is not reported without its operational consequence.
Read the sequence
Do not judge a number alone. High lead volume with low qualification suggests message or targeting. Strong bookings with weak attendance suggests scheduling and nurture. Healthy attendance with weak closes suggests offer fit, sales execution or lead quality. Strong sales with poor collections suggests payment operations.
Segment before blaming
Break the sequence down by source, offer and salesperson only when the top-line number moves. Segmentation is for diagnosis; the executive view should remain simple.
Give every metric an owner
Each number needs a definition, data source, refresh cadence and person responsible for investigating change. Otherwise the dashboard becomes decoration.
The best dashboard does not answer every question. It tells the operator which question to ask next.