SDR Dashboard – DIA Associates

TAO Dashboard & Reporting

Objectives

Empower holistic understanding of the account universe – from hierarchy of accounts to funnel progression for the business to analyze performance across segments and both CRMs in one unified view.

Unlock and track partnership cross sell opportunity and performance, avoiding scattered and complex manual process.

Results

The dashboard delivers visibility on the TAM/SAM/SOM which was previously unavailable, reveals funnel progression on account & UPA levels, enabling leadership to spot trends across account universe.

Enabled unlock strategic partnership insights, providing leadership with a clearer view of potential collaboration opportunities and value drivers.

Approach

Business Definition Alignment

Align reporting requirements across Marketing, SDR (Sales development representatives), Sales and Leadership stakeholders.

Reconcile differing definitions for segments, funnel stages and performance metrics across CRM, and partnership reporting process.

Account Universe Construction

Integrate multiple CRM and external data source into a unified account universe.

Develop cross-system matching methodologies to connect related accounts.

Establish Ultimate Parent relationships through natural language processing and machine learning to enable UPA level reporting.

Data Quality & Governance

Resolve duplicate, incomplete, and conflicting records through standardized business rules.

Develop methodologies for market sizing and account-level and opportunity-level analysis.

Reporting & Insight Enablement

Deliver unified visibility across account hierarchy, funnel progression, and partnership performance.

Support strategic initiative including TAM/SAM/SOM sizing and cross-sell opportunity identification.

Transform fragmented manual analysis into scalable, self-service decision support.

Continuous Evolution

Establish a scalable foundation for future reporting enhancements and analytical use cases.

Incorporate stakeholder feedback to refine business logic, reporting standards, and dashboard capabilities.