Why a sales dashboard in Power BI and not in your CRM?

HubSpot and Teamleader both have their own reports. For a quick look at your pipeline, they are fine. They fall short on three points:

  • You want to see sales next to other data. A deal is only really won once it has been invoiced and paid, and that data lives in your accounting system. In Power BI you put CRM data next to revenue, margin and hours.
  • You want history. A CRM mainly shows where things stand right now. How big was the pipeline three months ago? How long did a deal take on average last year? Questions like that need data you keep over time.
  • You want fixed definitions. In a CRM everyone can build their own report with their own filters. For a weekly sales meeting you want one version of the truth.

Not sure whether you are ready for Power BI at all? Read Excel or Power BI? When it is time to switch first.

Which 5 sales KPIs belong on your dashboard?

The 10 KPIs every SME dashboard needs lists three sales numbers for the management overview. A sales dashboard goes one level deeper: this is the screen the sales team itself works with.

1. Pipeline coverage

The weighted value of your open deals per expected closing month, divided by your revenue target for that month. A coverage of 1 means you only hit your target if everything goes exactly according to the probability estimates. Most teams therefore want to be well above 1. Which target suits you follows from your own win rate. Weighted means: deal value times the probability attached to its stage. You set that probability per stage in both HubSpot and Teamleader.

2. Win rate

The share of deals won out of all deals closed, won or lost, in a period. Calculate it by count and by value: if you win lots of small deals and lose the big ones, you only see that when you put both side by side. It becomes really useful per salesperson, per source or per product type.

3. Sales cycle length

The number of days between creating a deal and winning it. A longer cycle means revenue arrives later than you think, and often that a salesperson has too many deals running at once. Look at the median, not just the average: one deal that ran for a year pulls the average up considerably.

4. Stalled deals

The number and value of open deals where nothing has happened for a set period, for example 30 days without a stage change or activity. This is the number the team can act on straight away: call, update or close as lost. It also keeps your other KPIs honest, because a pipeline full of old deals looks better than it is.

5. New opportunities by source

How many new deals come in per week or month, and where they come from: website, network, existing customer, trade fair. This is the earliest signal you have. If the inflow dries up now, you will see it in your revenue two or three months from now.

How do you get HubSpot or Teamleader data into Power BI?

At the time of writing (29 September 2026) we did not find a standard Microsoft connector in Power BI for HubSpot or Teamleader. There are third-party connectors, and both packages have an API. Roughly, you have three routes:

  • Exporting to Excel. Works for a one-off analysis, but not for a dashboard that needs to be right every day.
  • A third-party connector. Quick to set up, but you depend on an extra subscription and on which fields that provider supports.
  • Your own data pipeline via the API. You fetch the data through the HubSpot or Teamleader API, store it in your own data layer and build the Power BI model on top of it. Authentication, pagination and refresh are handled outside the report.

For a sales dashboard that last route has one big advantage: history. Both packages track to some extent when a deal changes stage, but how complete that history is through the API differs per package and per field. By storing a snapshot of your open deals every day, you can always see later what the pipeline looked like on a given day.

How we approach this per package is explained on the pages about the HubSpot integration with Power BI and the Teamleader integration with Power BI.

What is the difference between HubSpot and Teamleader as a source?

The KPIs are the same; the source differs. A few things to watch:

  • Teamleader combines CRM with projects, hours and invoices. That is convenient: you can follow a won deal all the way to the invoice, from one source. A KPI such as "won but not yet invoiced" then becomes simple.
  • HubSpot is stronger on the marketing side. Contacts, companies, deals and tickets are linked, and the source of a contact is often well recorded. For KPI 5, new opportunities by source, that is an advantage. For invoicing you usually add your accounting system.
  • Pipelines and stages. In both packages you set up your own pipelines and stages, with a probability per stage. In Teamleader the number of pipelines depends on your subscription. If you have several pipelines, for example for new customers and upsell, decide up front whether the dashboard shows them together or separately.

Example: the Monday meeting of an installation company

A fictional example to make it concrete. An installation company with three salespeople works in Teamleader. Until now the Monday meeting ran on gut feeling: "things are going well" or "it's a bit quiet".

The sales dashboard in Power BI has one overview page:

  1. At the top: pipeline coverage for the next three months, with the monthly revenue target as a line.
  2. On the left: win rate per salesperson over the last six months, by count and by value.
  3. On the right: the median sales cycle per type of job: maintenance contract, replacement, new build.
  4. At the bottom: the list of stalled deals, sorted by value, with the owner's name next to each.

The meeting now starts at the bottom: who owns which stalled deal, and what happens with it this week? Then comes coverage. Only when it drops below the agreed target does the conversation turn to extra prospecting.

How do you build your sales dashboard in four weeks?

  1. Week 1: definitions. What is a won deal: a signed quote or the first invoice? Which stage counts as "lost"? When is a deal stalled? Write it down and let the sales team review it.
  2. Week 1: clean the data. Go through the open deals. Year-old deals nobody remembers are closed as lost. Check that expected close date and value are filled in.
  3. Week 2: integration and data layer. Set up the API connection, fetch deals, stages, owners and companies, and start daily snapshots straight away. The sooner you start, the sooner you have history.
  4. Week 3: first version. Build the five KPIs on real data. Compare the totals with what you see in the CRM, so nobody doubts the numbers.
  5. Week 4: put it to use. Use the dashboard in the next sales meeting. Collect what is missing or unclear and adjust.

Wondering what the Power BI licences for this cost? Work it out in what does Power BI cost in 2026.

Where does it go wrong in practice?

  • Deals are entered too late. If a deal only enters the CRM once it is signed, you are not measuring a pipeline but history. The dashboard makes that visible, but does not fix it: that is an agreement within the team.
  • Probabilities nobody has set. If every stage has the same probability, your weighted pipeline is just your total pipeline. Set them based on what you have seen historically, not on gut feeling.
  • Too many pages. Start with one page and the five KPIs. Detail reports per salesperson or product come later, once the overview is in use.
  • The dashboard as a control tool. If the dashboard is mainly used to call salespeople to account, the numbers soon get "tidied up". Use it to steer together.

Help with your sales dashboard in Power BI

Want a sales dashboard on your HubSpot or Teamleader data without working with APIs, tokens and data models yourself? We build the integration, the data layer and the dashboard, and we agree the KPIs with your team. See what we do in dashboarding and data engineering, or browse all integrations.