Executive Sales Command Center

An executive-facing command center built on the AdventureWorks dataset to monitor Sales Representative and District Manager performance in real time. It combines revenue, quotes, win–loss ratios and target completion into a single, hierarchy-aware view.

The solution resolves a long-standing visibility gap: District Managers both sell and manage teams. Using advanced DAX path functions, each manager can finally see their own sales, their team’s contribution, and territory-level KPIs in one place, enhanced with ticker-style target completion and what-if simulations.

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  • Data Domain Sales Performance Territory Management
  • Technique Hierarchy Modeling What-if Simulation
  • Tech Stack Power BI DAX Custom Visuals

Executive Sales Command Center Dashboard

Live Report

Case Study: Sales Hierarchy & Target Intelligence

$38.29M

Net Sales (CY 2013)

43.25%

Win–Loss Ratio

47.58%

What-if Win–Loss Scenario

Sales executives and territory leaders needed a single place to understand who is really driving revenue: individual Sales Reps, District Managers, or specific territories. The existing reports showed totals, but they couldn’t fairly attribute performance where managers both sold and managed teams.

The Executive Sales Command Center links Net Sales, quotes, win–loss ratios, sales targets and bike-specific goals into a command-style dashboard. A custom ticker visual highlights over- and under-performing reps, while a hierarchical model ensures District Managers see both their own sales and the contribution of every rep reporting to them.

The Challenge

  • Hierarchical ambiguity: District Managers act as sellers and leaders, but legacy reports treated them like ordinary reps, hiding their team’s impact and making their KPIs misleading.
  • Target tracking: Each year the business sets a global revenue target and a dedicated bike sales target, but there was no visual way to see real-time progress by manager or rep.
  • What-if analysis: Leadership wanted to answer questions like “What if Amy increases her win rate by 10%?” and measure the upside without exporting to Excel.

The Solution & Architecture

  • PATH-based hierarchy modeling: Using PATH, PATHLENGTH and PATHITEM, I built a robust employee path that understands the full chain from CEO down to Sales Rep.
  • Lookup-based level names: Additional calculated columns (Level1–Level5) and LOOKUPVALUE map each employee to their District Manager and role, enabling slicers such as “Territory Mng & Sales Rep”.
  • Targets + ticker: A scroller-style custom visual shows sales target completion and bike target completion in a continuous marquee, giving executives a quick read of who is ahead or behind.
  • Win–loss what-if: A parameterized what-if slider recalculates potential Net Sales assuming improved win–loss ratios, helping leadership simulate the impact of coaching or territory changes.

Core Hierarchy Logic (DAX)

The following DAX pattern builds the employee hierarchy path and exposes District Manager names for use in visuals and slicers.

EmployeeHierarchy.dax 
EmployeePath =
PATH (
    DimEmployee[EmployeeKey],
    DimEmployee[ParentEmployeeKey]
)

EmployeeLevel =
PATHLENGTH ( DimEmployee[EmployeePath] )

DistrictManagerName =
VAR Level4Key =
    PATHITEM ( DimEmployee[EmployeePath], 4, INTEGER )
RETURN
IF (
    DimEmployee[EmployeeLevel] = 3
        && DimEmployee[DepartmentName] = "Sales",
    LOOKUPVALUE (
        DimEmployee[Full Employee Name],
        DimEmployee[EmployeeKey], Level4Key
    )
)

This approach lets District Managers appear both as individual sellers and as the parent node for their team, ensuring that KPIs like Net Sales and Win–Loss are correctly rolled up in visuals such as tree maps, Sankey charts and matrix views.