CRM Analytics

CRM Analytics provides comprehensive insights into your sales performance, pipeline health, and team productivity. This guide covers all analytics features and reporting capabilities.

Overview

CRM Analytics enables you to:

• Monitor sales pipeline health
• Track team performance
• Analyze lead conversion rates
• Measure activity effectiveness
• Generate custom reports

Accessing Analytics

Navigate to CRM → Analytics or use the CRM Dashboard for key metrics.

Dashboard Overview

Key Metrics

The analytics dashboard displays:

Metric	Description
Total Leads	All leads in system
Total Opportunities	Active deals
Total Customers	Converted customers
Pipeline Value	Sum of open opportunities
Weighted Pipeline	Value × probability
Monthly Revenue	Closed deals this month
Average Deal Size	Mean opportunity value
Win Rate	Won ÷ (Won + Lost)

Dashboard Widgets

Customizable widgets include:

• Pipeline funnel visualization
• Revenue trend charts
• Lead source breakdown
• Activity metrics
• Top performers list
• Recent activities feed

Pipeline Analytics

Pipeline Overview

View complete pipeline health:

• Total value by stage
• Number of deals per stage
• Average time in stage
• Stage conversion rates
• Stalled deal alerts

Pipeline Visualization

Funnel View

Shows deal flow through stages:

Qualification    │████████████████████│ 50 deals ($500K)
Proposal         │██████████████│      35 deals ($420K)
Negotiation      │████████│            20 deals ($280K)
Closed Won       │████│                12 deals ($180K)

Board View

Kanban-style pipeline:

• Drag-and-drop deals
• Visual stage columns
• Quick edit on cards
• Filter and search

Pipeline Metrics

Stage Analysis

Stage	Deals	Value	Avg Days	Conversion
Qualification	50	$500K	7	70%
Proposal	35	$420K	14	57%
Negotiation	20	$280K	10	60%

Velocity Metrics

• Average sales cycle length
• Time to first contact
• Stage transition speed
• Deal aging alerts

Lead Analytics

Lead Metrics

Track lead performance:

• Total Leads - All time and period
• New Leads - Recent additions
• Qualified Leads - Meeting criteria
• Qualification Rate - Qualified ÷ Total
• Average Lead Score - Quality indicator

Lead Source Analysis

Source	Leads	Qualified	Conversion	Value
Website	120	48	40%	$240K
Referral	45	27	60%	$180K
Trade Show	30	12	40%	$95K
Cold Call	80	16	20%	$64K

Lead Funnel

Track progression:

New Leads        │████████████████████│ 275
Contacted        │███████████████│     206
Qualified        │████████│            103
Converted        │████│                 52

Lead Scoring Distribution

Score Range	Count	% of Total
80-100 (Hot)	45	16%
50-79 (Warm)	98	36%
20-49 (Cool)	87	32%
0-19 (Cold)	45	16%

Activity Analytics

Activity Overview

Monitor team activity:

• Today's Activities - Current day
• This Week - Weekly total
• Overdue - Past due items
• Completion Rate - Done ÷ Created

Activity Breakdown

Type	Count	% of Total
Calls	245	35%
Emails	312	44%
Meetings	89	13%
Tasks	56	8%

Activity Trends

View patterns over time:

• Daily activity volume
• Weekly comparisons
• Monthly trends
• Seasonal patterns

How-To Guides

How to Use the Sales Dashboard

Accessing Dashboard

1. Navigate to CRM → Dashboard
2. View default widgets
3. Customize layout as needed

Customizing Dashboard

1. Click Customize
2. Add/remove widgets
3. Resize and arrange
4. Set refresh frequency
5. Save layout

Dashboard Filters

Apply filters across all widgets:

• Date range
• Team/user
• Lead source
• Product/service
• Region

How to Analyze Pipeline Health

Pipeline Review

1. Go to CRM → Analytics → Pipeline
2. Review stage breakdown
3. Identify bottlenecks
4. Check deal velocity
5. Export findings

Health Indicators

Watch for warning signs:

• Stalled deals - No activity in X days
• Overdue closes - Past expected date
• Low probability - High value, low chance
• Missing data - Incomplete records

Action Items

From analysis, generate:

• Follow-up tasks for stalled deals
• Stage advancement reminders
• Data completion requests
• Pipeline review meetings

How to Track Conversion Rates

Conversion Funnel

Track stage-to-stage conversion:

1. Go to Analytics → Conversions
2. Select funnel stages
3. Set time period
4. View conversion rates

Conversion Analysis

Understand what's working:

• By Source - Which sources convert best
• By Owner - Team member effectiveness
• By Product - Product-specific rates
• By Industry - Vertical performance

How to Create Custom Reports

Report Builder

1. Go to CRM → Reports
2. Click New Report
3. Select report type:
   • Leads
   • Opportunities
   • Activities
   • Conversions
4. Add columns and filters
5. Choose visualization
6. Save report

Report Types

Type	Use Case
Tabular	Detailed data lists
Summary	Grouped totals
Matrix	Cross-tab analysis
Chart	Visual comparisons

Scheduling Reports

Automate report delivery:

1. Open report
2. Click Schedule
3. Set frequency:
   • Daily
   • Weekly
   • Monthly
4. Choose recipients
5. Select format (PDF, Excel, CSV)

How to Monitor Team Performance

Performance Dashboard

View team metrics:

1. Go to Analytics → Performance
2. Select team or individual
3. Choose date range
4. Review metrics

Key Performance Indicators

KPI	Description	Target
Calls Made	Daily call volume	25/day
Emails Sent	Outreach emails	50/day
Meetings Held	Client meetings	5/week
Deals Closed	Won opportunities	4/month
Revenue	Closed revenue	$50K/month

Leaderboards

Motivate with rankings:

• Top closers this month
• Most active team members
• Highest conversion rates
• Best response times

How to Export Analytics Data

Export Options

1. Open any analytics view
2. Click Export
3. Choose format:
   • CSV - Raw data
   • Excel - Formatted spreadsheet
   • PDF - Print-ready report
4. Download file

Scheduled Exports

Automate data extraction:

• Daily data dumps
• Weekly summary exports
• Monthly archive packages
• Custom API exports

Advanced Features

Forecasting

Revenue Forecasting

Predict future revenue:

• Committed - High probability deals
• Best Case - All active deals
• Pipeline - Total open value
• Forecast - Weighted prediction

Forecast Accuracy

Track prediction quality:

• Historical accuracy rate
• Variance analysis
• Adjustment recommendations

Trend Analysis

Historical Comparisons

Compare periods:

• Month over month
• Quarter over quarter
• Year over year
• Custom periods

Trend Indicators

Visual trend markers:

• ↑ Increasing (green)
• ↓ Decreasing (red)
• → Stable (gray)
• Percentage change

Custom Metrics

Creating Custom KPIs

Define business-specific metrics:

1. Go to Settings → Analytics → Custom Metrics
2. Click New Metric
3. Define calculation
4. Set thresholds
5. Add to dashboard

Formula Examples

Customer Lifetime Value = Total Revenue ÷ Total Customers
Lead Velocity = New Leads This Month ÷ New Leads Last Month
Sales Efficiency = Revenue ÷ Sales Cost

Best Practices

📊 Data Quality

• Ensure complete records
• Regular data cleanup
• Consistent categorization
• Accurate close dates

📈 Regular Review

• Daily dashboard check
• Weekly pipeline review
• Monthly performance analysis
• Quarterly trend assessment

🎯 Action-Oriented

• Set clear targets
• Track against goals
• Identify improvements
• Act on insights

👥 Team Alignment

• Share dashboards
• Discuss metrics in meetings
• Celebrate achievements
• Address concerns

Configuration

Analytics Settings

Navigate to Settings → CRM → Analytics:

• Default Date Range - Starting period
• Fiscal Year Start - For period calculations
• Currency - Display currency
• Number Format - Decimal, thousands

Dashboard Configuration

• Default Widgets - Starting layout
• Refresh Rate - Auto-update frequency
• Access Control - Who sees what
• Export Permissions - Download rights

Report Permissions

Control report access:

• Create reports
• Edit shared reports
• Delete reports
• Schedule reports
• Export data

Troubleshooting

Common Issues

Data not updating

• Check data entry
• Verify sync status
• Clear cache
• Check permissions

Metrics seem incorrect

• Review calculation logic
• Check filter settings
• Verify date ranges
• Audit source data

Reports running slowly

• Reduce date range
• Limit columns
• Remove complex filters
• Contact support for optimization

Charts not displaying

• Check browser compatibility
• Enable JavaScript
• Clear browser cache
• Try different browser

Data Accuracy

Ensure accurate analytics:

• Regular data audits
• Duplicate removal
• Field standardization
• User training

Related Documentation

• Lead Management - Managing your lead pipeline
• Opportunity Management - Tracking sales deals
• Activity Management - Logging all interactions