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Article 10: How to Create Your AE Sales Command Center Dashboard

Purpose:  This article explains how ChainIT Pay Account Executives should create and use a personal HubSpot dashboard.

The goal is to give every Sales Professional a daily command center for managing:

  • Assigned Leads
  • Open Deals
  • Follow-up tasks
  • Sales activity
  • Pipeline movement
  • Deals closing this month
  • Records needing attention

A dashboard gives AEs a higher-level view of their sales activity and pipeline. Views help AEs work specific records, while dashboards help AEs understand performance, priorities, and movement.

HubSpot’s current dashboard workflow allows users to create dashboards from Reporting > Reports > Create > Create dashboard. HubSpot also supports adding reports to dashboards from the Reports area. (knowledge.hubspot.com) (knowledge.hubspot.com)

1. What Is a HubSpot Dashboard?

A dashboard is a page in HubSpot that displays reports, charts, tables, and activity summaries.

Dashboards help AEs understand what is happening across their assigned sales work.

A dashboard can show:

  • Open Deals
  • Deals by stage
  • Tasks due
  • Overdue tasks
  • New Leads
  • Activity completed
  • Meetings booked
  • Calls made
  • Emails sent
  • Pipeline value
  • Deals expected to close

A dashboard is not where every record is worked one by one.

That is what views are for.

The dashboard helps show the bigger picture.

2. Why Every AE Needs a Dashboard

Every AE should have a dashboard because sales activity can become difficult to manage without a central view.

A dashboard helps answer:

  • What should I focus on today?
  • Which tasks are overdue?
  • Which Leads are new?
  • Which Deals are active?
  • Which Deals are close to closing?
  • Am I completing enough activity?
  • Where is my pipeline stuck?
  • Which records need attention?

A dashboard helps AEs move from reactive selling to organized selling.

3. Recommended Dashboard Name

Every AE should create a dashboard called:

My AE Sales Command Center

This name makes the dashboard easy to find and clearly identifies it as the AE’s daily sales operating dashboard.

4. Recommended Dashboard Purpose Statement

Use this purpose internally:

The AE Sales Command Center is used to manage daily sales execution, follow-up discipline, active Leads, open Deals, activity tracking, and near-term pipeline.

This dashboard should be reviewed every morning before outreach begins.

5. Difference Between Views and DashboardsViews

Views are saved filtered lists of records.

Examples:

  • My Contacts
  • My Companies
  • My Open Deals
  • Follow-Up Needed

Views are used to work records.

Dashboards

Dashboards are report pages.

Examples:

  • Open Deals by Stage
  • Activities Completed This Week
  • Deals Closing This Month

Dashboards are used to monitor activity and pipeline.

AEs should use both.

6. Recommended Reports for the AE Sales Command Center

Every AE dashboard should start with five core reports:

  1. Open Deals by Stage
  2. Deals Closing This Month
  3. Tasks Due Today and Overdue
  4. New Leads Assigned to Me
  5. Activities Completed This Week

These five reports give the AE a daily view of pipeline, priorities, and activity.

7. Report 1: Open Deals by StagePurpose

This report shows where active Deals sit in the pipeline.

It helps AEs understand whether Deals are moving or getting stuck.

Recommended Filters
  • Deal owner is me
  • Deal stage is not Closed Won
  • Deal stage is not Closed Lost
  • Pipeline is ChainIT Pay sales pipeline, if available
How to Use It

Review this report daily to see:

  • How many Deals are open
  • Which stages have the most Deals
  • Whether Deals are stuck in early stages
  • Whether later-stage Deals need support
  • Whether pipeline is realistic
Sales Standard

Open Deals should have recent activity, correct associations, realistic close dates, and clear next steps.

8. Report 2: Deals Closing This MonthPurpose

This report shows Deals expected to close during the current month.

It helps AEs manage near-term forecast and follow-up priorities.

Recommended Filters
  • Deal owner is me
  • Close date is this month
  • Deal stage is not Closed Lost
  • Deal stage is not Closed Won, unless tracking won revenue separately
How to Use It

Review this report to answer:

  • Which Deals are expected to close soon?
  • Are close dates realistic?
  • Are any Deals at risk?
  • Do any Deals need leadership support?
  • Do any Deals need pricing, onboarding, or operations review?
Sales Standard

If a Deal is listed as closing this month, it should have active movement and a next step.

9. Report 3: Tasks Due Today and OverduePurpose

This report shows tasks that need attention now.

This may be the most important daily productivity report.

Recommended Filters
  • Task owner is me
  • Due date is today or overdue
  • Task status is not completed
How to Use It

Review this report first every morning.

Start with:

  1. Overdue tasks
  2. Tasks tied to active Deals
  3. Tasks tied to engaged Leads
  4. Customer or prospect follow-up tasks
  5. Internal review tasks
Sales Standard

No AE should rely on memory for follow-up.

If there is a next step, it should be a task.

10. Report 4: New Leads Assigned to MePurpose

This report shows newly assigned Leads that need outreach or review.

It helps prevent new Leads from sitting untouched.

Recommended Filters
  • Lead owner is me
  • Lead status is New, Attempting, Connected, or Working
  • Create date is this week or this month
How to Use It

Use this report to:

  • Start working new assigned Leads
  • Prioritize fresh opportunities
  • Update Lead status
  • Create first outreach tasks
  • Identify Leads that should be researched before outreach
Sales Standard

New Leads should not sit without activity or a next step.

11. Report 5: Activities Completed This WeekPurpose

This report shows sales activity completed during the week.

It helps AEs and managers understand activity volume and consistency.

Recommended Filters
  • Activity owner is me
  • Activity date is this week

Recommended activity types:

  • Calls
  • Emails
  • Meetings
  • Tasks completed
  • Notes added
How to Use It

Use this report to evaluate:

  • Am I completing enough outreach?
  • Am I logging activity?
  • Are calls, emails, and meetings being recorded?
  • Is my activity producing engagement?
  • Do I need to adjust my prospecting rhythm?
Sales Standard

Sales activity should be visible in HubSpot.

If the activity happened but is not logged, it may not appear in reporting.

12. Optional Report: Contacts with No Recent ActivityPurpose

This report helps identify Contacts assigned to you that may need outreach.

Recommended Filters
  • Contact owner is me
  • Last activity date is unknown or older than 14 days
  • Email is known
How to Use It

Use this report for prospecting blocks when you need to identify Contacts that have not been touched recently.

Sales Standard

Do not let assigned Contacts sit untouched without a reason.

13. Optional Report: Companies with No Recent ActivityPurpose

This report helps identify assigned Companies that may need account-level outreach or research.

Recommended Filters
  • Company owner is me
  • Last activity date is unknown or older than 14 days
  • Associated Contacts is known
How to Use It

Use this report to find accounts that may need attention.

Before outreach, review the Company record and associated Contacts.

Sales Standard

Company-level selling requires account context, not just individual Contact outreach.

14. Optional Report: Deals with No Next StepPurpose

This report helps identify Deals that may be stale or poorly managed.

Recommended Filters
  • Deal owner is me
  • Deal stage is not Closed Won
  • Deal stage is not Closed Lost
  • Next activity date is unknown
How to Use It

Use this report to clean up pipeline.

Every active Deal should have a next step.

Sales Standard

A Deal with no next step is not being actively managed.

15. Optional Report: Meetings Booked This WeekPurpose

This report shows meetings booked or held during the week.

Recommended Filters
  • Meeting owner is me
  • Meeting date is this week
How to Use It

Use this report to measure quality engagement.

Meetings are stronger engagement signals than email opens or passive activity.

Sales Standard

Meetings should be logged and associated with the right Contact, Company, Lead, or Deal.

16. How to Create a Dashboard in HubSpot

Follow these steps:

  1. In HubSpot, go to Reporting.
  2. Click Reports.
  3. Click the Create dropdown.
  4. Select Create dashboard.
  5. Choose either:
    • Start from scratch
    • Use a HubSpot template
  6. Name the dashboard My AE Sales Command Center.
  7. Choose dashboard visibility:
    • Private
    • Team
    • Everyone
  8. Click Create dashboard.
  9. Add the recommended reports.
  10. Arrange the reports in a useful order.
  11. Save your changes.

HubSpot’s current dashboard documentation confirms the create path through Reporting > Reports > Create > Create dashboard. (knowledge.hubspot.com)

17. How to Add Reports to a Dashboard

Follow these steps:

  1. Go to Reporting.
  2. Click Reports.
  3. Find the report you want to add.
  4. Hover over the report.
  5. Click Actions.
  6. Select Add to dashboard.
  7. Choose My AE Sales Command Center.
  8. Click Add.
  9. Open the dashboard to confirm the report appears.

HubSpot’s current dashboard customization documentation confirms that reports can be added to dashboards from Reporting > Reports by using the report’s Actions dropdown and selecting Add to dashboard. (knowledge.hubspot.com)

18. How to Arrange Your Dashboard

A recommended layout is:

Top Row
  • Tasks Due Today and Overdue
  • New Leads Assigned to Me
Middle Row
  • Open Deals by Stage
  • Deals Closing This Month
Bottom Row
  • Activities Completed This Week
  • Contacts or Companies with No Recent Activity

This layout puts immediate action first and performance review second.

19. How to Use the Dashboard Every Morning

Every morning, open the dashboard and review:

  1. Overdue tasks
  2. Tasks due today
  3. New Leads assigned to you
  4. Open Deals by stage
  5. Deals closing this month
  6. Activities completed this week
  7. Contacts or Companies with no recent activity

Then begin work in this order:

  1. Overdue tasks
  2. Active Deals
  3. Engaged Leads
  4. New Leads
  5. Recently active Contacts
  6. Assigned Companies with no recent activity
20. How to Use the Dashboard Midday

Midday, use the dashboard to check:

  • Are tasks being completed?
  • Did new Leads come in?
  • Did any Deals move?
  • Are there prospects that need same-day follow-up?
  • Are meetings or calls creating new next steps?
  • Are any urgent customer or prospect issues affecting active opportunities?

Midday review helps keep the day from drifting.

21. How to Use the Dashboard at the End of the Day

At the end of the day, review:

  • Did I complete overdue tasks?
  • Did I log calls and emails?
  • Did I update Lead statuses?
  • Did I update Deal stages?
  • Did I create next-step tasks?
  • Did I update close dates where needed?
  • Did I leave any active Deal without a next step?

The dashboard should help you close the loop before ending the day.

22. Dashboard Visibility Recommendations

Choose visibility carefully.

Private

Use when the dashboard is only for your own workflow.

Team

Use when your manager, team, or Sales Ops should be able to review it.

Everyone

Use only when leadership wants the dashboard broadly available.

For most AE dashboards, team visibility may be helpful so managers and Sales Ops can support coaching and accountability.

23. Sales Workspace Dashboard Option

Depending on permissions and setup, HubSpot’s Sales Workspace may include a Dashboard tab. HubSpot’s current documentation says Super Admins can add dashboards to the Sales Workspace, and users may access selected dashboards from Sales > Sales Workspace > Dashboard. (knowledge.hubspot.com) (knowledge.hubspot.com)

If ChainIT Pay enables this, AEs may be able to access their dashboard directly from Sales Workspace.

If not, use the Reporting area.

24. Common Dashboard Mistakes

Avoid:

  • Creating dashboards but never using them
  • Adding too many reports at once
  • Not filtering reports by owner
  • Using outdated close dates
  • Ignoring overdue tasks
  • Reviewing activity without updating records
  • Confusing dashboards with saved views
  • Not checking whether Deals have next steps
  • Relying on dashboards while continuing to work outside HubSpot

A dashboard is only useful if the underlying records are updated.

25. What to Do If Your Dashboard Looks Wrong

If your dashboard looks wrong, check:

  1. Are the reports filtered by your owner name?
  2. Are the date ranges correct?
  3. Are closed Deals excluded where needed?
  4. Are tasks assigned to you?
  5. Are Leads assigned to you?
  6. Are activities being logged correctly?
  7. Are reports pulling from the right object?
  8. Are permissions limiting what you can see?

If the issue continues, submit a support request or ask Sales Ops.

26. Minimum Dashboard Setup Checklist

Every AE should confirm:

Dashboard
  • My AE Sales Command Center created
  • Visibility selected correctly
  • Reports added
  • Reports arranged in useful order
Required Reports
  • Open Deals by Stage
  • Deals Closing This Month
  • Tasks Due Today and Overdue
  • New Leads Assigned to Me
  • Activities Completed This Week
Optional Reports
  • Contacts with No Recent Activity
  • Companies with No Recent Activity
  • Deals with No Next Step
  • Meetings Booked This Week
Daily Use
  • Dashboard reviewed every morning
  • Overdue tasks worked first
  • New Leads reviewed daily
  • Open Deals reviewed daily
  • Activity reviewed weekly
  • Deal close dates kept current
27. Final Standard

Your AE Sales Command Center should help you know what to work, what is moving, and what is stuck.

The ChainIT Pay dashboard standard is:

  • Every AE should have a dashboard.
  • Every dashboard should show tasks, Leads, Deals, and activity.
  • Reports should be filtered to the AE’s ownership.
  • Dashboards should be reviewed daily.
  • Views should be used to work individual records.
  • Dashboards should be used to monitor priorities and performance.
  • Every active Deal should have a next step.
  • Every active Lead should have status and activity.

A clean dashboard creates better daily control.

Better daily control creates stronger sales execution.

Stronger sales execution creates cleaner pipeline and better forecasting for ChainIT Pay.