GTM Leader Dashboard

The dashboard that allows Revenue leaders make informed decisions on their GTM motions and alignment between Marketing and Sales

Accessing the dashboard is done via navigating to Analytics > GTM Leader Dashboard

🇪🇺: https://app.nrich.ai/analytics/gtm-leader
🇺🇸: https://us.nrich.ai/analytics/gtm-leader

The GTM Leader Dashboard holds 5 tabs. All tabs except Demand funnels are fixed to a 6-month time-frame. Every table across these tabs can be exported. Every tab has a filter that lets you switch between ICP / Non-ICP / All accounts.

Access note: the Hot Accounts tab is currently rolled out only to a subset of customers. If you don't see it, your account doesn't have access yet or it is not part of your license. Speak to your CSM if you'd like it enabled.

Setting up the GTM Leader Dashboard

The GTM dashboard requires a one-time setup before it becomes usable.

Two configurations must be completed: ICP and SQL/SQO setup.

1. ICP Setup: Navigate to ICP either by clicking the Configure button in the setup wizard, or by going to Settings (cog icon) and selecting ICP. Once there, select the relevant segments and confirm by clicking Save.

   

2. SQL/SQO Setup: Navigate to SQL/SQO either by clicking the Configure button in the setup wizard, or by going to Settings (cog icon) and selecting GTM Leader Dashboard. Once there, select the relevant stages for each SQL and SQO and values will be automatically saved.

   

Both steps can be done in sequence from within the setup flow. After completing ICP, you can either return to the dashboard or continue directly to SQL/SQO configuration.

If only one of the two steps has been completed, the dashboard displays a status indicating which configuration is done and which is still pending.

Upon completing the setup, you will be able to see your GTM dashboard by navigating to Analytics > GTM Leader Dashboard.

Hot Accounts

The Hot Accounts tab shows which of your high-intent ("hot") accounts exist right now and whether sales is engaging with them. It's the quickest way for a GTM leader to spot revenue that's at risk of slipping because nobody on the sales side has picked it up yet.

The tab has three cards across the top, and a table of accounts underneath.

Sales touch to SQL conversion

This card shows how much more likely a hot account is to become a Sales Qualified Lead (SQL) compared to a cold account.

You'll see a multiplier (for example, 3.1x) along with the two underlying conversion rates — the share of hot accounts that turned into SQLs, and the share of cold accounts that did. If the multiplier is high, it means the work you're doing to surface hot accounts is paying off: sales is closing them at a much higher rate.

Sales coverage

This card tells you what share of your hot accounts have been touched by sales since they became hot. Accounts are split into three groups:

• In pipeline — an opportunity already exists in your CRM.

• Touched — sales has reached out (call, email, LinkedIn, or a meeting) but no opportunity is open yet.

• Untouched — no sales activity recorded since the account became hot.

Next to the Untouched group you'll see an estimated revenue at risk number — a rough estimate of how much pipeline value is sitting in those untouched hot accounts based on historical conversion rates and average deal sizes. Use this number to push sales to follow up.

Estimated hot account potential

This card shows a directional revenue estimate for all your current hot accounts. It is based on:

• your historical conversion rates from hot account → opportunity → won deal, and

• your historical average deal size.

The number is split between accounts already in pipeline and accounts not yet in pipeline. Treat it as a directional figure, not a precise forecast — useful for sizing the opportunity, not for committing to a number in a board meeting.

Accounts table

Below the three cards is a table listing every hot account, with columns for:

• Account name and logo

• Industry

• Size (employee count)

• Country

• Sales owner

• Sales touch status (Touched / Untouched / In pipeline)

• Marketing touches and Sales touches (count)

• Last marketing touch and Last sales touch (date)

• CRM stage

The table can be filtered (for example, to show only Untouched accounts) and exported. You can also jump from any row to the account in your CRM.

How to use this tab

• Find revenue at risk: filter the table by Untouched, sort by estimated revenue at risk, and share the list with sales leadership.

• Show the value of ABM: the Sales touch to SQL conversion multiplier is a good single number to put in front of revenue leaders — it says "hot accounts close at Nx the rate of cold accounts".

• Track sales follow-up: check the tab weekly to make sure untouched hot accounts are shrinking, not growing.

Alignment

The Alignment tab holds the hot accounts activation area, a graph and a table. Hot accounts activation holds a summary of how Sales is interacting with hot accounts discovered by N.Rich. You can see the number of days it takes sales to get in touch with hot accounts, what percentage of accounts is touched within 7 days and a bar indicating how many accounts were not touched, touched 1-2 times or more than three times. The graph showcases all hot accounts your Buyer Journey intent reports have surfaced split across those touched and not touched by sales (data on sales activity is pulled from the CRM) The table underneath offers views of all hot accounts, as well as those touched and not touched by sales individually.

Sales performance

The Sales performance tab features a pie chart showcasing the ICP coverage rate, essentially telling you which of the accounts touched by sales were ICPs or not. The graph next to it plots the average number of sales touches before a Sales Qualified Lead has been created, split across calls, emails and LinkedIn. The last graph on this tab sums the total sales touches per progression stage (Cold, In Market, Engaged and Hot) split across ICP and Non-ICP accounts.

Bellow these charts there is a table showcasing individual sales representatives and their performance - this graph can be filtered by rep name, as well as two progression stages - Hot and Cold, in addition to two opportunity stages - Open and Won. In terms of data points, the table holds the total number of sales touches per sales rep, broken down onto calls, emails, LinkedIn messages and InMails as well as meetings.

Sales rep activity

Next to the name of each rep on the Sales Performance tab of the GTM Leader Dashboard, a link will lead the GTM leader to a page dedicated to each sales rep, showcasing their personal stats:

• Win rate

• Deal size

• Sales cycle

• # of activities to win a deal

• Total touches

Additionally, the individual rep page holds a pie chart splitting the accounts they have gotten in touch with on those who are / are not ICPs.

At the bottom of the individual rep page, we can see a table of the accounts they touched during the indicated time period, split by Open, Won and Lost.

Demand funnels

The Demand funnels will showcase three graphs akin the one above - plotting out accounts across Inbound, Outbound and Mixbound funnels.

The Mixbound funnel showcases accounts that are in your active N.Rich segments, in scope of a buyer journey intent report, with a score of at lest 30. The definition of SQL and SQO is configurable in settings (covered under Settings lower in this doc) This funnel can be filtered to display only Hot accounts.

The Outbound funnel showcases accounts that are in your active segments, but did not reach a score of at least 30 in an buyer journey intent report.

The Inbound funnel showcases accounts that came without any prior sales activities in the last 14 days.

Each of these funnel stages can be clicked on to reveal which accounts belong in it, and these are displayed in the table at the bottom of this tab.

CRM Data Coverage

The CRM Data coverage tab holds a graph of all sales activities that occurred over the defined period of time, across meetings, emails, LinkedIn messages and Meetings.

Viewing Data Points on the CRM Data Coverage Chart

Hovering anywhere along the line chart on the CRM Data Coverage tab reveals individual data point dots and tooltips, allowing you to inspect exact values at any point in time.

Bellow it is a table with a monthly breakdown of these activities.