What this dashboard measures
This is a closer-side view of the SCI sales process — the work each closer does after a setter has handed off a discovery. The dashboard is organized as a three-stage funnel that mirrors the actual stages a deal moves through: Discovery → Decision → Funded. Each section measures activity and outcomes for one stage.
Closers shown in Discovery and Decision sections: Kelvin Evans, Bronson Picket, Jonathan Cattani. The Funded Investments section adds Daniel Ackerman and Alex Zahn (AMs) as columns because they own relationship management for many repeat/follow-on fundings — but closers also retain some clients for added money.
The three sections
Call Outcomes (top of dashboard)
Two donuts at the very top of the dashboard — Discovery on the left, Decision on the right. Each donut breaks down meeting outcomes for the call type: Completed (green), No-Show (red), Rescheduled (amber), Canceled (gray), Disqualified (purple). The number in the center of the donut is the resolved-cohort total — the denominator the percentages use.
Shared controls in the section header bar — one date picker, one "vs" comparison picker, and the Closer filter all sit in the bar above the two cards. The date and comparison apply to both donuts; the Closer picker narrows both donuts to a single closer's meetings.
The Closer picker only affects these donuts. The Discovery Activity, Decision Activity, and Funded Investments sections always show every closer (and AM, in Investments) as a column — filtering those sections by closer hides information rather than adding it, so the picker is intentionally scoped to just the donuts.
Legend rows show current AND previous numbers side-by-side — each row has a count + % for the current period and a count + % for the comparison period, so you can scan one row and see how a given outcome's share is trending without doing math.
Pending bookings are excluded from the donut. A meeting scheduled for the future hasn't resolved yet — including it would drag completion % down artificially. The subtitle line tells you how many pending and how many un-dispositioned meetings were dropped, so you can spot data hygiene issues without them polluting the chart.
Click any slice or legend row to open the drill-down panel filtered to that outcome — e.g., click No-Show to see every contact who no-showed in the period.
Discovery Activity
Discovery calls owned by each closer in the selected date range. For each cohort (all discoveries, From Intro subset, No Intro subset) four rows: Booked, Held, Completed, No-Show.
Held vs Completed. "Held" counts past bookings whose outcome isn't explicitly a failure — NO_SHOW, RESCHEDULED, CANCELED, or DISQUALIFIED. It includes un-dispositioned past meetings because a past meeting nobody tagged probably happened. "Completed" requires strict outcome === 'COMPLETED' and tracks dispositioning hygiene alongside actual outcome — when Held/Booked is high but Completed/Resolved is low, that's a dispositioning gap, not closer performance. Both rates have value; they answer different questions.
The Discovery range anchors on booking creation date, not scheduled meeting date. A discovery booked Friday for a Monday call counts toward Friday's week (when the closer was assigned the booking) — not the week the call eventually happens. This makes "Discoveries Booked This Week" mean "booked this week" rather than "scheduled this week."
Completion and no-show rates use the resolved cohort. For a given week's bookings, the rates measure "of the bookings that have already resolved (scheduled time has passed), what % completed (or no-showed)?" Pending bookings are excluded. Held rate uses bookings as the denominator (not resolved), since Held already excludes pending future-scheduled bookings.
The intro segmentation is where a real lever shows up. A higher completion rate in the From Intro group means inbound-warmed prospects show up better than cold ones — useful signal for resource allocation.
Default range: This Week. Shorter cadence — closers want to see how the current week is going.
Decision Activity
Decision calls owned by each closer. Same Booked / Held / Completed / No-Show pattern as Discovery, plus a Reschedules row. Reschedules are tracked separately because they're not no-shows — the prospect didn't kill the deal, they pushed it. Different signal than someone who didn't show. Worth watching as friction.
Decision Activity uses the same booking-creation anchor as Discovery — "Decisions Booked" credits the closer for when the booking was made, not when the call is scheduled.
Default range: Last Month. The decision-call cycle is short enough that month-level reads make sense.
Funded Investments
Investment fundings that landed in the selected date range, broken into three sub-sections:
- All Money — every contact who funded in the range (first or repeat). The broadest view of investor activity and total capital raised.
- New Money — only contacts whose first-ever funded investment falls in the range. Measures investor acquisition — how many new investors each closer brought in.
- Added Money — contacts who already had a prior funding and came back to add more in the range. Measures relationship depth and client retention.
Counting: contacts vs records
Investor counts are per unique contact. A contact who splits $200K across two fund classes on the same funding date is one investor in the count, but $200K in the dollar total. This is the right read for "how many investors" — the business question is about people, not HubSpot records.
Dollar totals sum every investment record. Every raw HubSpot investment record's amount is included. This means dollar totals reconcile with the Sunrise Investment Dashboard for the same date range. Investor counts may differ — Sunrise counts records, this dashboard counts contacts.
Average ticket = total dollars ÷ unique contacts. This answers "what's a typical investor worth in this period?" rather than "what's a typical record worth?"
Unique-contact dedup on the Active rows. "All Investors Active" and "Repeat Investors Active" count unique contacts. A contact whose investments in the date range are attributed to two different people (e.g., a first funding to Kelvin, a follow-on to Daniel A.) counts in BOTH person columns but only ONCE in Overall. So summing the visible columns can exceed the Overall count — the math is honest, just based on distinct people rather than record additions. When that mismatch exists, a small "(N cross-credited)" footnote appears under the Overall cell to make the discrepancy legible. The "New Investors Acquired" row doesn't have this issue (first-investment is unique per contact); dollar rows just add.
This section shows five named columns (Kelvin, Bronson, Jonny, Daniel, Alex) plus Unattributed and Overall. Daniel and Alex appear here because they own many repeat fundings as AMs, but closers also retain some clients — the attribution follows whoever is on the investment or deal, not a fixed rule about who "should" get added money.
Default range: Last Quarter. Funding cycles are longer than booking cycles; quarterly ranges give a clean read on closer outcomes.
How attribution works
Closer attribution is direct in two of the three sections:
- Discovery + Decision: the meeting's HubSpot owner. Diagnostics on live data confirmed 99% of these meetings are owned directly by one of the three closers, so no fallback cascade is needed.
- Funded Investments: cascade — first checks the Investment record's
closer field, falls back to the matching closed-won deal's owner (within ±30 days of funds received), otherwise unattributed. Same cascade for all three money views (All / New / Added).
The Unattributed column captures records owned by someone outside the current roster. In the investments section, that's anyone not among the five named columns. Worth glancing at: a high count there for any given period is a flag that ownership is drifting outside the team you're looking at.
The Overall column in the investments section is the grand total — it includes all contacts and dollars regardless of attribution, so dollar totals reconcile with the Sunrise Investment Dashboard. In the Discovery and Decision sections, Overall sums only the three named closers (Daniel and Alex don't appear there).
Date ranges and comparison
Each section has its own independent date range. Change one, the other two stay where they are — useful for focusing on different timeframes simultaneously (e.g., this week's discoveries while looking at last quarter's funded outcomes).
Each section also has its own compare dropdown:
- Previous Period — the period immediately before the base range. Last Quarter compares to Q4 of the prior year, This Week compares to last week's same-elapsed days.
- Same period previous year — shifts the base range back one calendar year. Apples-to-apples seasonal comparison. Use this when you want to see Q1 2026 vs Q1 2025.
- None — drop the comparison entirely.
- Specific period — compare to any named range (Last Month, Last Quarter, etc.).
- Custom dates — pick exact from/to dates.
Drill-down — clicking the numbers
Almost every number is clickable. Two click targets per cell:
- Click the headline number (the big bold figure) → opens a panel showing the underlying records for the current period.
- Click the delta line (the "↓ 18% prev: 125" subtitle) → opens the same panel for the comparison period (whichever you have set in the compare dropdown — Previous Period, Same period previous year, etc.).
The drill-down panel shows each underlying record: contact name, date, owner, and outcome. Each row's contact name is a link — click it to open the HubSpot contact in a new tab.
For completed-discovery and completed-decision rows, each row also shows whether that contact has ever funded — labeled Funded $X or Not funded. This is the fastest way to spot stalled deals: open Decision Calls Completed, scan for "Not funded" tags.
Booked vs Scheduled dates. When a booking's creation date and its scheduled meeting time fall on different days, the drill-down row shows both: "Booked Apr 23 · Scheduled Apr 27." This makes the cohort relationship explicit — you can see at a glance that a booking belongs to last week's cohort even though the meeting happens this week. When booking and scheduled dates match, only one date is shown.
Reading the funnel together
The closer funnel for any given period reads roughly as: discoveries booked → discoveries completed → decisions booked → decisions completed → investments funded. Each transition is a conversion lever.
Where the funnel narrows fastest is where the closer's skill matters most. Decision-completed → funded is typically the lowest conversion step and the most actionable — completed decisions that don't fund are leads still in play (or recently lost) and worth investigating record-by-record via drill-down.
Reading caveats
Pre-2026 dispositions are sparse. Disposition tracking (Completed / No-Show / Rescheduled) wasn't enforced until 2026, so any historical period before 2026 will show suppressed completion rates that reflect data hygiene, not actual performance. When comparing 2026 numbers to anything earlier — Q4 2025, full 2025, year-over-year — expect huge "improvements" in completion rate that are mostly the data getting cleaner. The further back you look, the less reliable disposition-based metrics become; volume metrics (booked, count) are still trustworthy.
Pending bookings. Discovery and decision calls scheduled for the future show as "X still pending" subtext under the Booked count. They count toward Booked but not toward Completed or No-Show — completion and no-show rates use the resolved cohort (booked minus pending), so the rates reflect what actually happened, not what's still on the calendar.
Partial period warning. If the base period is in progress (This Week, This Month, This Quarter, This Year), the Previous Period comparison truncates to same-elapsed days for fairness — and a yellow pill in the section header says so. To compare full vs full, use Same period previous year instead.
Segment math sanity pill (Discovery Activity only). The "All" rate must mathematically lie between the From Intro and No Intro rates because All is a weighted average of the two. If a yellow warning pill fires, the underlying numbers are inconsistent — usually a data hygiene issue worth investigating, not a real performance signal.
Glossary
DCB — Discovery Call Booked. The pipeline stage and the moment the setter's work converts to closer's work.
Booking date — when the meeting record was created in HubSpot (i.e., when the booking was made). Used as the anchor for Discoveries Booked / Decisions Booked cohorts.
Scheduled date — when the meeting is supposed to happen. Used for outcome resolution (Completed / No-Show / Pending) — outcomes only resolve once the scheduled time has passed.
From Intro / No Intro — segmentation on whether the contact had a completed intro call before the discovery booking. From Intro = inbound-warmed; No Intro = direct outbound or referral that skipped the intro.
Resolved cohort — bookings whose scheduled meeting time has already passed. Used as the denominator for completion rate and no-show rate, so the rates aren't dragged down by future bookings that haven't happened yet.
Pending — a discovery or decision booking whose scheduled meeting time is still in the future. Counted in Booked, excluded from rate denominators.
Reschedule — a meeting that was on the calendar, didn't happen as scheduled, and was rebooked. Different from a no-show: the prospect didn't kill the deal, just pushed it.
v21