The Bootstrapper’s Revenue Engine: How to Build a Full-Funnel Sales Dashboard in Google Sheets
Startups don’t need a $30k analytics tool to understand their funnel.
What they do need is clarity — where leads come from, how they convert, and where things fall apart.
This guide walks you through building a lightweight but powerful full-funnel dashboard in Google Sheets.
No code, no fluff — just practical filters, formulas, and frameworks.
I’ve used this exact approach at Series A–C companies, where headcount was lean, tools were limited, and speed was everything.
Why Every Startup Needs a Full-Funnel View
You can’t fix what you can’t see.
Whether you're a founder or a solo RevOps hire, you need to be able to answer:
Which lead sources actually convert?
Where in the funnel are we leaking the most?
How efficient is our team at each stage?
Even if you’re using a CRM like Salesforce, it often becomes clunky, hard to customize, and doesn’t give a clear picture fast enough.
Sales managers want a dashboard they can open and immediately understand what’s working — and what isn’t.
A Google Sheet offers just that: clean, flexible, and fast to update. And if KPIs change (they always do), it's easy to tweak.
What You’ll Build
You’ll create one Google Sheet with four key tabs:
Lead Tracker — Tracks where leads come from and who owns them
Opportunity Tracker — Measures conversion through each stage of the pipeline
Activity Log — Logs sales calls, emails, and meetings
Dashboard — Pulls all the data into a clean, auto-updated view
1. 🔍 Lead Tracker Setup
Include these columns:
Created Date — See how lead volume trends over time
Lead Owner — Assign accountability
Lead Source — LinkedIn, Events, Referrals, etc. Helps spot high-quality sources
Lead Stage — New, Working, MQL, Disqualified
Company Name — Useful for de-duping and reporting
Converted to Opportunity? (Y/N) — Lets you calculate source conversion rates
Bonus formula:
To calculate lead aging, use =TODAY() - [Created Date]
Why it matters: This gives you visibility into the top of your funnel. You'll learn which sources generate serious conversations — and which don’t.
2. 💼 Opportunity Tracker Setup
Include these columns:
Opportunity Name — To stay organized
Lead Source — So you can connect results back to campaigns
Opportunity Owner — Tie success to the right rep
Stage — Discovery, Proposal, Contract, Closed Won/Lost
Amount — Critical for forecasting
Created Date and Close Date — Measure velocity
Days in Pipeline — Helps spot bottlenecks
Pro tip:
Use conditional formatting to highlight deals stuck in a stage for too long (e.g., more than 30 days)
Why it matters: You can now build conversion funnels by stage, rep, or source — and easily flag stuck or neglected deals.
3. 📞 Sales Activity Log
Track these details:
Date — Monitor daily/weekly activity
Activity Type — Call, Email, Meeting
Sales Rep — Understand who’s doing what
Linked Lead or Opportunity — Tie activity to revenue
Outcome — Connected, Voicemail, No-show, etc.
Insight to pull:
Create a pivot table to calculate “Calls per Opportunity” or “Meetings per Deal Won.”
Why it matters: You’ll learn if reps are just busy… or actually effective. And which activity types correlate with success.
4. 📈 Building the Dashboard
Use formulas and pivot tables to calculate:
Total leads created by month
% of leads converted to opportunities
Win rate by rep, by source, and by stage
Average deal size
Activity volume per rep
Monthly revenue trends
Add visual charts for:
Funnel flow (Leads → Opps → Closed Won)
Activity vs. win rate correlation
Revenue growth over time
Why it matters: Your sales team and leadership get immediate visibility. No digging, no delays.
📌 Flexibility Wins
Want to add a new KPI? Easy.
You can quickly build logic to flag:
Leads with no activity
Opportunities inactive for over 30 days
Reps with low outreach-to-close ratios
This flexibility is a major win over most CRM dashboards, which require admin help to update.
📊 Coach Up and Down the Funnel
With the full funnel mapped, you can coach reps across stages — not just on close rates.
Who converts MQLs but struggles to close?
Who gets deals into proposal but then stalls?
Who’s letting deals age out quietly?
The dashboard reveals where reps excel — and where they need support.
⚙️ Optional Automation Tips
Want to upgrade the setup?
Use Coefficient to auto-sync Salesforce or HubSpot data
Set it to refresh daily or h for up-to-date numbers
Use Google Apps Script to send a weekly email summary to your team
Final Thought
Being data-driven doesn’t require expensive tools.
It requires visibility, consistency, and curiosity.
By building this dashboard, you’ll:
Surface blind spots
Make smarter decisions
Build a foundation for future RevOps systems
And most importantly:
You’ll give your team the clarity they need to grow, improve, and win — together.