Internal Sales KPI Dashboard for High-Growth B2B SaaS

The Challenge

A high-growth B2B SaaS company lacked a unified, real-time view of key performance indicators across its revenue teams (Sales, Pre-Sales, CS, Support), hindering performance management and consistent reporting as the company scaled.

Approach & Execution

Project Overview

During my tenure as Manager of Business Analytics at Prescreen.io (acquired by XING), a key initiative was creating a centralized KPI dashboard. As the fastest-growing recruitment SaaS in the DACH region, the company needed consistent, accessible metrics to manage its expanding sales and customer success operations effectively.

Work Done

Requirements Gathering: Analyzed reporting needs across the full B2B customer lifecycle (lead gen, pre-sales, sales closing, onboarding, customer success, support).
KPI Definition: Collaborated with finance and sales leadership to define and standardize calculation logic for crucial SaaS metrics (MRR, ARR, Churn Rates, Expansion, Contraction).
Data Pipeline Development: Architected and implemented ETL processes using SQL and R to extract data from Salesforce and production databases, ensuring data quality and reproducibility.
Dashboard Build & Deployment: Developed the interactive dashboard using R Server (likely with Shiny), providing visualizations tailored to different team needs. Managed the rollout and training for end-users.

Deliverables

Internal KPI Dashboard providing real-time insights into sales and customer success performance.
Documented KPI definitions and calculation logic.
Automated data pipeline infrastructure.

Key Results & Impact

Successfully deployed the dashboard, providing standardized KPIs to Sales, Pre-Sales, Customer Success, and Support teams.
Provided clear, automated tracking of critical SaaS metrics like MRR, expansion MRR, churn MRR, and Net MRR Churn rate.
Established a clean, reproducible data pipeline from core operational systems.
Improved data accessibility and reduced manual reporting effort for team leads.