Howdy Sales: The Client Visibility Dashboard

The Problem (The Before)

The Client: A B2B outbound sales agency providing lead sourcing and outreach services.

The Environment: Clients had no visibility into day-to-day sourcing activity. Updates were scheduled calls and email reports.

The Friction:

• Trust Gap: Clients could not see what they were paying for between calls.
• Meeting Overhead: Account managers spent ~50% of their time in status meetings.
• Delayed Insights: Issues surfaced weeks later, slowing course correction.
• Access Risk: Internal tools (Clay, Airtable) could not be exposed directly.

The Pain: CS teams were firefighting trust issues instead of driving results. Churn crept up from perceived opacity.

The Plumbing (The Fix)

Strategy: Build a client-facing dashboard that surfaces real-time data without exposing internal systems.

The Stack: Airtable (data source from Clay workflows), Replit (dashboard hosting), GA4 + UTM tracking (usage analytics).

The Execution:

1. Data Pipeline: Automated ingestion from Clay workflows into Airtable.
2. Dashboard Build: Client view with leads sourced, engagement heatmap, sourcing cadence, and freshness indicators.
3. Usage Tracking: UTM + GA4 to see which clients used which sections.
4. Self-Service Access: Unique client logins to isolate data.

Technical Approach:

• Real-time data sync to a client-safe presentation layer
• Custom permissions and client-specific views
• Freshness indicators to build trust in data accuracy
• Analytics instrumentation to measure adoption

The Flow (Results & ROI)

Quantifiable Impact:

• Meeting Reduction: 50% reduction in client status meetings.
• Churn Reduction: 40% decrease in churn through transparency.
• Client Satisfaction: Higher satisfaction scores from real-time visibility.
• Trust Building: 24/7 answers to “what’s happening?” without calls.
• Differentiation: Dashboard became a competitive advantage in sales.

The Breakthrough: Visibility removed the trust tax. Churn dropped because clients could see value in real time.