Case 05 · CRM · Products · Operations

A useful dashboard ends in an action, not a chart.

I am building ZoDesk dashboards that answer what is happening with opportunities and what to do about it: where they come from, whether anyone attends them, where they drop and whether they end in a sale. Every rule has a threshold, an action and a record of what the team decided.

Project: Monitoring and action dashboards
Context: ZoDesk · car dealership in Panama
By Antonio Duque: Reviewed against the code and documentation on November 14, 2026

Context and need

With several intake channels (forms, WhatsApp, portals, social), it was impossible to know which leads were left untouched, which channel went cold, or whether advertising produced buyers or just conversations.

The opposite risk existed too: dashboards full of metrics nobody turns into decisions.

My responsibility

I defined what to measure, the matching rules, the thresholds and the actions, and directed the build and review of each dashboard in ZoDesk.

Strategy and decisions

Separate the funnel gates: arrived, contacted, replied, still in conversation, bought.
Match lead and sale with explicit rules (same phone within a 120-day window) and state the limits on screen.
Exclude bulk imports from time-of-day analysis so imports are not mistaken for demand.
Rules that appear and disappear on their own, and team decisions stored with author and date.

What I built

Daily financing chat funnel: opened, replied, saw their result, left details; where people stop per question, and who is online now.
An eight-stage lead journey from arrival to sale, with its drop-offs explained (“why” and “what to do”), median time to first response, and repeats.
A lead monitor by channel, time slot and salesperson, with automatic rules and recorded decisions.
Ads-and-leads and money dashboards.
Normalized loss reasons: price, no down payment, no reply, financing, payment too high, bought elsewhere, fake data.

Real screenshots

Screens from the real system. ZoDesk ones come from its demo mode, with an invented dealership; those marked “Live” are public pages captured on November 14, 2026.

ZoDesk metrics panel with cards for tasks, leads, sales, receivables, paperwork and expenses. — ZoDesk panel: each card opens the detail behind the number.

How it works

System
Team

System
Sources
Channel derived from origin, UTM and click ID.
System
Data quality
Repeat leads from the same person and bulk imports flagged separately.
Team
Response
Assignment, first contact and timing; touches are measured from November 14, 2026.
System
Outcome
Loss reasons and matching with sales by phone and time window.
System
Rule
An out-of-threshold indicator triggers a concrete recommendation.
Team
Decision
The team accepts or dismisses the action, recorded with author and date.

Demo

From indicator to action

This is how the ZoDesk lead monitor shows the funnel: each light is a lead moving left to right. At every gate, those who don't pass drop below it, with their number and the reason. You see where the money leaks without reading a table.

Simulation · fictitious data

Above: leads moving forward
Below: where they stopped and why
The biggest leak

Lead monitor

Simulation · fictitious data

Arrived120
Contacted84
Replied51
Still talking23
Bought6

Observed: Classifieds portal: 14 leads, 2 contacted (14%)
Threshold: 10+ leads and 20% or fewer contacted
Suggested action: Add the channel to assignment so each salesperson gets the alert. Target: over 80% contacted.

Thresholds and actions match the rules defined in ZoDesk. The numbers are invented and do not represent any client.

Tools and what they do

FastAPI and Jinja2: Dashboards served by ZoDesk, without external BI tools.
SQLite and a Postgres mirror: Production data and a copy for queries.
Dealership website API: Chat events and form leads.
Automated tests: Rules and indicators covered by tests before they are shown.

Available evidence

Chat dashboard with 28 tests and journey dashboard with 23 tests.
Lead monitor with 40 written tests, not yet published.
A team decisions table with author and date.

Current status

Financing chat funnel
Built November 11, 2026; the open count is a floor from that date.
Built and tested
Eight-stage lead journey
Built November 13, 2026.
Built and tested
Lead monitor with rules and decisions
In development as of November 14, 2026; not yet published.
In progress
Touch tracking (call, WhatsApp, open)
Started November 14, 2026; no earlier series.
In progress
Ad spend by audience inside ZoDesk
Meta Ads and Google Ads read-only connections still needed.
Pending

“In production” is only used when the project’s documentation confirms it. “Built and tested” means automated tests exist, not that it is in use. “Proposal” is a documented idea, not something built.

Next steps

Publish the lead monitor and gather weeks of data before judging rules.
Connect ad platforms read-only to measure cost per lead inside ZoDesk.
Ask the website for per-session journeys with their campaign.

Lessons learned

Rule targets are goals, not results, and I show them as such.

Phone-based lead-to-sale matching is useful but limited; someone who buys with another number isn't counted. Saying so on screen prevents bad decisions.

An alert that fires every day is ignored within two weeks: rules must stay quiet when everything is fine.

Related services

Data analysis

Intelligent admin dashboard

Dashboards that surface critical metrics, expose bottlenecks and replace intuition with numbers.

Sales pipeline

Lead capture, management and follow-up

Centralize leads, statuses, owners and next steps so sales works from a list instead of a memory.

CRM and sales follow-up

CRM Consulting and Implementation

I design the sales process before touching the tool: stages, assignment rules, alerts and loss reasons, connected to the website and channels.

Connected cases

Automated email reports and alerts

Reports that arrive on their own, calculated live, written for their reader, with a clear next step.

Financing chatform

A credit form turned into a conversation: one question at a time, with guidance and context for the salesperson.

ZoDesk, a full-funnel ecosystem

From first contact to contract, collections and operations: the system that connects the pieces of the other cases.

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