Most sales leaders on HubSpot can tell you who closed the biggest deal last quarter. What is harder to answer quickly is why one rep consistently outperforms another. Is it a higher win rate, bigger deals, a fuller pipeline, or simply more at-bats? Without a side-by-side view, coaching conversations tend to fall back on the headline number, total revenue closed, which says who won but not how.
That gap is important. Two reps with the same quarterly number can be in very different places: one is closing large deals slowly from a thin pipeline, the other is winning smaller deals quickly and has plenty in flight. Treating them the same means coaching the wrong things, forecasting the wrong assumptions, and missing habits worth copying across the team.
A HubSpot sales rep performance dashboard puts the full picture in one place: revenue, win rate, new business, pipeline, deal size, deal age, and activity for each rep, filtered to the same time period. This post shows how to set one up directly from your HubSpot deals, using a free, ready-made sales performance dashboard template for Excel.
What is a sales rep performance dashboard? A sales rep performance dashboard compares every rep on the same metrics over the same period: won revenue, win rate, new business, open pipeline, average deal size, days to close, and deals created. It shows not just who closed the most, but why.
Why We Built a HubSpot Sales Performance Dashboard for Excel
HubSpot has plenty of sales reports, but a full rep scorecard usually means building and maintaining several of them: one for revenue, another for win rate, another for pipeline, another for deal age. Each has its own filters, and keeping them aligned to the same date range is its own chore. When the numbers need to go to finance or leadership, the end of the road is often an export to a spreadsheet anyway.
The other option is starting in Excel. A plain export goes stale the moment it is saved. Even with ExtendInsights, someone has to pull the data and then set up and maintain the formulas that turn deal rows into per-rep metrics.
This template does that work for you. The mapping from HubSpot fields to metrics is already built, and every chart sits on one sheet. You get a complete per-rep performance view from one HubSpot data pull, without building separate reports and without starting a spreadsheet model from zero.
It also uses only standard HubSpot deal fields. There are no custom properties to create, so you don’t need an admin to change anything in HubSpot before you can start. Rep names come straight from the deal owner field, so there is no separate deal owners data pull to manage either.
Like our other free HubSpot templates, such as the HubSpot Marketing Channel Attribution ROI report, it skips Power Query, which most HubSpot dashboard templates rely on and which has long been unreliable in Excel for Mac. It runs on plain formulas, so it behaves the same on Windows, Mac, and Excel on the web. Because it is formula-driven, the same data always produces the same numbers, which makes it a dependable foundation if you want to point an AI tool at the results to summarize trends or flag outliers.
What’s Included in the HubSpot Sales Rep Performance Dashboard Template
- Team KPIs at a glance: won amount, win rate, new logos, deals created, won deals, average deal size, and average days to close, all filterable by date range and deal type.
- Sales team leaderboard: won revenue by rep, so you can see who is closing the most at a glance
- Win rate by rep: the share of each rep’s closed deals that were won, which separates strong closers from reps who simply work more deals
- New logos won: revenue from the new business deals by rep, so you can see who is bringing in new customers versus expanding existing ones
- Pipeline by rep: the value of each rep’s open deals, an early read on who has the next quarter covered
- Average deal size and average deal age: how big each rep’s deals are and how long they take to close, side by side
- Deals created by rep: pipeline activity, so output can be read alongside effort
How to Set Up the HubSpot Sales Rep Performance Dashboard in Excel
Setup takes one HubSpot download. Everything else in the workbook calculates from it.
- Download the template and open it in Excel for Windows, Mac or the web.
- Connect HubSpot. Open the ExtendInsights task pane from the Excel ribbon, click into the deal table on the HubSpot-deal tab, and create a connection to your HubSpot account.
- Pull your deals with these fields: Deal name, Amount, Close Date, Create Date, Deal Type, Deal Owner, Is Closed Won, and Is Deal Closed?
- Set the Filters. On the dashboard tab, enter From and To dates (leave them blank for all time) and pick a Deal Type.
- Refresh each cycle. Re-run the download for a new month or quarter. Every chart, table, and KPI resizes on its own.
How Each Metric is Calculated
Every metric uses the same date and deal type filters. The date filter reads each deal’s Close Date, or its Create Date when there is no close date yet.
| Metric | How it’s calculated | HubSpot fields used |
| Won Amount | Total amount of won deals | Amount, Is Closed Won |
| Win rate | Won deals divided by closed deals (won plus lost) | Is Closed Won, Is Deal Closed? |
| New logos won | Won amount from deals with a Deal Type of New Business | Amount, Deal Type, Is Closed Won |
| Pipeline | Total amount of open deals | Amount, Is Deal Closed? |
| Average deal size | Average amount across all deals in the filtered view, open, won, and lost | Amount |
| Average days to close | Average days from Create Date to Close Date on closed deals, won or lost | Create Date, Close Date, Is Deal Closed? |
| Deals created | Number of deals in the filtered view | Deal Name |
| Won deals | Number of won deals | Is Closed Won |
| Sales rep | The deal’s owner | Deal owner |
Benefits of a HubSpot Sales Performance Dashboard for Sales Leaders
For sales leaders and RevOps, this dashboard turns a pipeline review that usually takes a stack of reports into one view that anyone on the team can refresh in minutes:
- Coach on the right metric: When win rate, deal size, deal age, and pipeline sit side by side, you can see whether a rep needs help closing, qualifying, or simply building more pipeline, instead of coaching to the total.
- Find and replicate what works: Spot the rep with the shortest sales cycle or the highest win rate, then look at how they run deals and share it with the team.
- Forecast with more context: Pipeline by rep, read alongside each rep’s historical win rate, gives a more realistic view of next quarter than the pipeline totals alone.
- Compare reps on the same footing: One date filter and one deal type filter drive every chart, so every rep is measured over the same period, with no mismatched report settings.
- Work with data you already have: Standard HubSpot deal fields only. No custom properties, no admin requests, and no separate owner data pull.
- Trust it across the team’s devices: No Power Query means no “ it works on my machine” problem between Windows and Mac users.
- Reuse it every reporting cycle: Refreshing for a new month or quarter is a re-pull, not a rebuild. The workbook sizes itself to your data, whether that’s 100 deals or 100,000 (for more than 10,000, pull without a filter; see the FAQ).
If your pipeline reviews still start with “who closed the most,” this is a place to start. Download the HubSpot Sales Rep Performance Dashboard Template and connect it to your own data today.
FAQ
How to Build a HubSpot Sales Rep Performance Dashboard in Excel
HubSpot’s native reports can show it, but a full rep comparison usually takes several reports (revenue, win rate, pipeline, deal age), each with its own filters to keep aligned. This free Excel template puts every per-rep metric in one view from a single HubSpot deal pull.
At minimum: won revenue, win rate, new business won, open pipeline, average deal size, average days to close, and deals created. Together, they show whether a rep’s results come from closing well, bigger deals, or more volume.
Just the deal object, with Deal Name, Amount, Close Date, Create Date, Deal Type, Deal Owner, Is Closed Won, and Is Deal Closed included in the field selection. All are standard HubSpot fields. Is Closed Won and Is Deal Closed are calculated by HubSpot automatically from Deal Stage.
No. Rep names are read directly from the Deal Owner field in the deal download.
The workbook sizes itself to your data automatically, so there’s nothing to copy down. HubSpot’s API caps a filtered download at 10,000 records. If you have more, download without a filter and use the dashboard’s own date and deal type filters instead.
Yes. It’s free to download and use. It pulls your HubSpot data through ExtendInsights, which you can try for free for 14 days. Request a Demo
No. Because the dashboard runs on formulas, the same data always produces the same numbers. That makes it a stable foundation you can hand to an AI tool for summaries or analysis, with confidence in the figures underneath.
