Sales Marketing Dashboard - Requirement Document

1.1 Purpose

The Sales Marketing Dashboard provides insights into key performance metrics, including revenue, cost, profit, conversion rates, lead sources, and campaign performance. The goal is to enable marketing and sales teams to analyze trends, optimize strategies, and improve business performance.

1.2 Scope

This dashboard is designed for sales and marketing professionals, business executives, and financial analysts to monitor marketing campaign performance, revenue trends, customer acquisition channels, and regional sales distribution. It facilitates data-driven decision-making to enhance marketing efficiency and sales growth.

1.3 Audience

Sales Managers
Marketing Teams
Business Executives
Financial Analysts

2. Dashboard Features & Functionalities

2.1 Sales & Revenue Metrics

Total Revenue
Total Cost
Total Profit
Average Conversion Rate
Total Views
Revenue Growth Trends

2.2 Marketing Performance Analysis

Revenue by Lead Source (Email, Cold Calling, Website, Social Media, Referrals, etc.)
Revenue by Sales Channel (Online vs. In-Store Sales)
Revenue by Marketing Campaigns (Spring Promo, New Year Campaign, etc.)
Revenue by Region (Asia, Europe, North America, South America)

2.3 Product-Level Sales Analysis

Revenue & Cost by Product
Product Performance (Views, Stock, Invoices, Average Rating, and Pricing)
Revenue by Country & Sessions

2.4 Filtering & Segmentation

Year Selection (2022, 2023, 2024, etc.)
Product Selection
Region & Country Selection
Marketing Campaign Selection
Lead Source Selection

3. Data Sources & Integration

Customer Relationship Management (CRM) System
Marketing Automation Platforms (Google Ads, Facebook Ads, etc.)
E-commerce & Sales Databases
Google Analytics & Website Traffic Data

4. User Requirements

4.1 Functional Requirements

Ability to filter data by year, product, region, marketing campaign, and lead source
Interactive visualizations for sales and marketing performance
Exportable reports for business review meetings and strategic planning
Automated data refresh for real-time marketing insights

4.2 Non-Functional Requirements

Performance: Ensure dashboard loads within 5 seconds
Security: Implement access control based on sales and marketing roles
Scalability: Support increasing transaction and marketing campaign data

5. Key Performance Indicators (KPIs)

Total Revenue & Profit Growth
Conversion Rate by Lead Source & Sales Channel
Marketing Campaign Performance
Regional Revenue Contribution
Product-Level Revenue & Cost Trends
Customer Engagement & Sessions by Country

6. Assumptions & Constraints

Data should be sourced from verified sales and marketing systems
User access should be managed based on sales and marketing roles
Historical campaign data availability might be limited for trend analysis

Sales Marketing Dashboard Download

7. Project Completion Method

7.1 SQL Queries

Extract sales and marketing data from multiple databases.
Perform data transformations for revenue and campaign performance tracking.
Example SQL Query for Revenue Analysis: SELECT Year, Month, LeadSource, SalesChannel, Product, SUM(Revenue) AS TotalRevenue, SUM(Cost) AS TotalCost, SUM(Profit) AS TotalProfit, AVG(ConversionRate) AS AvgConversionRate FROM MarketingSalesData WHERE Year = 2024 GROUP BY Year, Month, LeadSource, SalesChannel, Product;
Queries to analyze marketing ROI, regional revenue distribution, and product profitability.

7.2 Power Query

Connect Power BI to SQL databases, CRM, and marketing platforms.
Perform ETL (Extract, Transform, Load) operations:
- Data cleansing (handling missing values, removing duplicates)
- Merging marketing, sales, and website traffic data from different sources
- Creating calculated columns for conversion rates and revenue growth
Example Power Query transformation: let Source = Sql.Database("ServerName", "DatabaseName"), SalesTable = Source{[Schema="dbo", Item="MarketingSalesData"]}[Data], FilteredRows = Table.SelectRows(SalesTable, each [Year] = 2024) in FilteredRows

7.3 DAX (Data Analysis Expressions)

Create calculated measures for revenue and conversion rate analysis.
Example DAX formula for Conversion Rate Calculation: Conversion Rate = DIVIDE( SUM(MarketingSalesData[ConvertedLeads]), SUM(MarketingSalesData[TotalLeads]) )
DAX measures for tracking high-performing campaigns, lead source efficiency, and sales conversion trends.

8. Conclusion

The Sales Marketing Dashboard provides comprehensive insights into marketing and sales performance, helping teams optimize their strategies and improve revenue growth. The dashboard will evolve based on business needs and user feedback.

sample data files for the Sales Marketing Dashboard, including: