AI Sales and Marketing Dashboard: Know Your Cost per Customer Without Asking for a Spreadsheet

Ask most business owners a simple question:

"How much did you pay for each new customer last month?"

Silence. Then: "Let me ask marketing." Then: "I'll get you the spreadsheet on Friday."

Meanwhile, the money keeps going out.

Why nobody has the number

The information exists. It is just scattered.

Ad spend lives in Google Ads, Meta and LinkedIn. Leads live in forms, inboxes and the CRM. Sales live in the CRM, the invoicing system or the e-commerce platform. Each tool reports a different "result", and each platform takes credit for the same sale.

So decisions get made by gut: raise the budget here, cut it there, hope it works.

What a good sales and marketing dashboard shows

Investment by channel, updated automatically. Leads by source, campaign and landing page. Conversion at each stage: lead, qualified, proposal, won. Cost per lead and cost per customer by channel. Revenue and ROI by channel and campaign. Sales performance: response time, follow-ups, win rate by rep. Alerts when something breaks: a campaign spending without leads, a rep with leads untouched for days.

Where AI comes in

On top of the data, an AI assistant lets you ask in plain English: "Which channel brought the cheapest customers this quarter?" or "Why did leads drop last week?", and get an answer with the numbers behind it. It also writes a weekly summary of what changed and what deserves attention.

Try this diagnosis

Do you know your cost per customer by channel? Do marketing and sales agree on how many leads came in last month? How long does it take to get a reliable report? Do you know how fast your team replies to new leads?

If the honest answer is "I'm not sure", you are making budget decisions without instruments.

How Ímpetus builds your dashboard

1. Mapping: sources, definitions and the questions the owner needs answered. 2. Integration: ad platforms, CRM, forms and sales data, using native connectors where available. 3. Data model: one definition of lead, customer and revenue for the whole company. 4. Dashboards: an owner view, a marketing view and a sales view. 5. AI assistant and weekly summary. 6. Training so your team actually uses it.

What the US market charges

Business intelligence implementations for small businesses typically cost $5,000 to $25,000, with mid-market projects running from $25,000 to $120,000, according to Ecosire's 2026 Power BI cost guide. Ongoing support retainers average $1,000 to $3,000 a month.

The Ímpetus offer

Build: $7,500

Mapping, integrations, data model, three dashboards, AI assistant, weekly summary and training.

Operation: $990 a month

Monitoring of data refreshes, fixes when a source changes, new metrics and monthly review.

About half of the typical small-business project and support costs.

What is not included

Software licenses (for example, BI tool seats) and paid connectors when needed. We show them before you sign.

Why spots are limited

Each dashboard depends on careful data work. We only build a few per month.

Frequently asked questions

Which tools can you connect?+

Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Google Analytics, major CRMs like HubSpot, Salesforce and Pipedrive, e-commerce platforms like Shopify, and spreadsheets. We confirm feasibility in the mapping.

Will the numbers match what each ad platform reports?+

Not exactly, and that is the point. Each platform claims credit for the same sale. The dashboard uses one consistent definition based on your CRM and sales data.

How long does it take?+

Usually four to eight weeks, depending on the number of sources.

Do we need to change our CRM?+

Usually not. We work with what you have, as long as it records leads and outcomes.

What does it cost to keep deciding without numbers?

Every month without visibility, budget goes to channels that may not pay back, while channels that do work stay underfunded. A single bad quarter of misallocated spend usually costs more than the dashboard.