How to use the Lead Gen Dashboard

Overview

The Lead Gen Dashboard provides a centralized view of the sales process as it relates to finding and cleaning new leads to feed the overall sales pipeline, and monitor performance.

The dashboard is divided into two sections:

1. Performance Metrics: A series of reports to assess individual team member performance and how it relates to the overall team’s performance.
2. Supporting Insights: An overview of the lead gen pipeline and other helpful insights, as breakdowns of licensed registrants, decision makers, and types of packages sent to prospective advisors.

Dashboard Sections

Section 1: Performance Metrics

Metrics to assess your performance and how it relates to your team's performance.

1 (a) Leads Found - Last 7 Days

• What it shows: Number of leads found in the last 7 days by each rep
• How to use it (for team members): Review your daily performance numbers to ensure your are meeting targets, and how your numbers stack up to that of the team.
• How to use it (for managers): Monitor each rep’s output over the last week to ensure daily targets are being reached, and identify reps who may need additional support or coaching. Address performance dips promptly and adjust workload if necessary.

1 (b) Leads Found - Last 30 Days

• What it shows: Number of leads found in the last 7 days by each rep, broken down by decision maker type.
• How to use it (for team members): Review your monthly performance numbers to ensure you are meeting your targets with respect to the number of decision makers you should be finding, and how your numbers stack up to that of the team.
• How to use it (for managers): Monitor each rep's output over the last month to ensure targets are being reached, and identify trends in the number of decision makers that are being found. If the number of decision makers being found is lower than the targets across the board, email your manager immediately. If the number of decision makers being found by a particular individual is significantly lower than that of the rest of the team, provide training and coaching to ensure they are following the correct procedures.

1 (c) Leads Found by Head Office - Total

• What it shows: The total number of leads found by head office.
• How to use it (for managers): Ensure head office lead generation aligns with team efforts and targets.

1 (d) Leads Found By Michaels Team - Total 

• What it shows: Number of leads found by Michaels team
• How to use it (for managers): Ensure Michael's Team's lead generation aligns with targets.

1 (e) Leads Ready To Send A Package To

• What it shows: The Number of leads that have been found, that we can send a package to, broken down by country, package type, and decision maker type.
• How to use it (for managers): Monitor this report to ensure that there are enough leads ready to send packages to so that we can meet the 1500 packages a week target. If the number of leads dips below 1500, email your manager immediately.

1 (f) Lead Re-Enrolments 

• What it shows: The number of unique contacts each representative has re-enrolled in the last 30 days, broken down by country and week. 
• How to use it (for managers): Track re-enrolment activity to anticipate the number of follow-up packages that are scheduled to be re-sent to prospective advisors.

1 (g) Packages With Issues

• What it shows: The number of leads or lead tickets that have issues with respect to missing or improperly inputted data.
• How to use it (for managers): Monitor issues throughout the day to ensure there are not any leads or lead packages showing issues. Correct the issue, identify the cause, and provide training and support to the lead gen team to correct any underlying performance that is causing these issues.

Section 2: Supporting Insights

Reports that provide helpful insights.

2 (a) Licensed Registrant Breakdown by Category

• What it shows: Total count of licensed registrants in our CRM, segmented by registrant type (banks vs. independents) and decision-maker classification. Decision makers (DM 1 & DM 2) represent our primary marketing targets, while non-DMs are excluded from outreach campaigns. The "Unknown" category contains leads requiring further research, and "Can't Find" represents leads where decision-maker status could not be determined despite research efforts.
• How to use it (for managers): Provides a high-level overview of lead inventory and pipeline health across both bank and independent channels. Use this to monitor the balance of qualified prospects versus leads requiring additional research, and to identify potential capacity constraints in lead qualification workflows. This data helps inform resource allocation decisions for the lead generation team and highlights any backlogs in the research pipeline.

2 (b) Licensed Registrant Breakdown by Country

• What it shows: Total count of licensed registrants in our CRM segmented by geographic region (Canada, United States, and Quebec) and decision-maker classification. This geographic view reveals our lead distribution across key markets, with the same decision-maker categories as the previous report - DM 1 & DM 2 representing qualified prospects for outreach campaigns.
• How to use it (for managers): Assess geographic coverage and identify market opportunities or gaps in lead acquisition. Use this data to allocate territory-specific resources, plan regional marketing campaigns, and ensure balanced coverage across priority markets. Compare qualified decision-maker counts (DM 1 & DM 2) against regional market potential to identify underrepresented areas that may require focused lead generation efforts.

2 (c) Licensed Registrants Sent Packages

• What it shows: Count of packages sent to licensed registrants, segmented by geographic region, package type (Initial vs. Follow-Up), and decision-maker classification. This tracks actual outreach activity from our qualified lead pool, showing the conversion from CRM inventory to active prospecting campaigns.
• How to use it (for managers): Assess campaign execution efficiency by comparing package sends against available qualified leads from previous reports. Track geographic distribution of outreach efforts and evaluate the balance between initial prospecting and follow-up nurturing activities. Use this data to identify potential bottlenecks in the prospecting workflow and ensure marketing spend is focused on high-value decision-maker segments.

2 (d) Decision Makers to Find

• What it shows: Count of licensed registrants where we have not identified decision makers , segmented by geographic region and pipeline stage. "Licensed Registrants to Review" represents untouched leads, while "Licensed Registrants Being Reviewed" shows leads that we have decided to go after and are queued to be identified by the lead gen team, but have not yet been assigned to an individual team member to find.
• How to use it (for managers): Monitor this report to ensure adequate lead flow and to properly plan for the next group of registrants we want to go after. Track how many leads and the volume of leads staged for assignment. Use this data to anticipate workflow bottlenecks and ensure sufficient lead inventory is ready for team member assignment to maintain productivity targets.

2 (e) Decision Makers Being Found 

• What it shows: Count of licensed registrants have been actively assigned to individual team members to find decision makers for. This represents leads that have moved from the general search queue into personal work assignments.
• How to use it (for managers): Ensure each team member maintains adequate lead assignments to meet their 200 leads-to-find daily target. Monitor individual workload distribution and identify team members who may need additional lead assignments to maintain productivity. Use this metric to balance workloads and prevent capacity constraints that could impact daily performance targets.