Overview

What it is: A real-time executive metrics dashboard that consolidates core business KPIs into a single command center.

Goal: Replace logging into 6+ tools (CRM, Stripe, email, ads, support, analytics) with one view that answers: leads today, response time, realistic pipeline revenue, conversion by source, and where leakage is happening.

Outcome: Decision-grade visibility for founders and operators.

Architecture (4-layer visibility framework)

1. Data aggregation (multi-source sync engine)
   • Pulls structured data from:
     • CRM (pipeline stages, deal values, win rate)
     • Stripe (revenue, MRR, failed payments)
     • Email platform (open/reply rates)
     • Ads manager (CPL, impressions, ROAS)
     • Support desk (ticket volume, resolution time)
     • Google Analytics (traffic, conversions)
   • Sync methods:
     • Webhooks (real-time changes)
     • Scheduled API pulls
     • CSV ingestion fallback
   • Normalizes into a unified metric event format:
     • metric_type, timestamp, source, value, segment (rep/channel/campaign)
2. Metric processing + business logic
   • Converts raw events into KPIs.
   • Revenue: MRR, ARR, growth rate, weighted pipeline, cash collected vs invoiced.
   • Sales: leads, lead→meeting, meeting→close, avg deal size, sales cycle length.
   • Marketing: CPL, CAC, conversion by channel, campaign ROI.
   • Ops: avg response time, support resolution, rep activity volume.
   • All KPIs computed via structured formulas.
3. Alert + threshold monitoring
   • Monitors anomalies and thresholds, not just charts.
   • Example alerts:
     • Response time 30 minutes
     • CPL up 25%
     • Close rate below rolling baseline
     • MRR down WoW
     • Pipeline stagnation for 7 days
   • Dispatch channels: Slack, email digest, optional SMS for critical events.
4. Executive visualization interface
   • Daily snapshot: revenue today, leads today, pipeline value, meetings booked, active deals, avg response time.
   • Weekly overview: growth trend, lead source breakdown, close rate trend, funnel view.
   • Drill-downs: rep performance, channel ROI, deal aging, revenue by segment.
   • Filters: date range, channel, rep, campaign, industry.

How it works (step-by-step)

1. Scheduled sync runs every X minutes/hours + webhooks update deltas.
2. Normalization standardizes currency + dates, removes duplicates, flags missing values.
3. KPI calculation computes metrics like:
   • Close rate = Closed Won / Qualified
   • Growth rate = (Current – Previous) / Previous
   • Weighted pipeline = Σ (Deal Value × Stage Probability)
4. Alert engine evaluates thresholds + rolling averages and triggers notifications.
5. Dashboard refreshes with last sync timestamp + updated charts/leaderboards.

Key components (conceptual)

• executive_dashboard/data_ingestion.py
• executive_dashboard/api_connectors.py
• executive_dashboard/normalization_engine.py
• executive_dashboard/kpi_calculator.py