Analyze the entire sales lifecycle, from leads to orders and profitability, using common indicators.
Sales analytics links CRM activities with ERP order, revenue, cost, delivery, and collection data.
A high opportunity value doesn't necessarily translate to actual sales. Analyses should compare the predicted outcome with the actual trading result.
Key indicators
Lead count and qualification rate
Number of opportunities, their value, and their distribution in stages.
Number of offers and conversion rate
Winning rate
Sales cycle time
Net sales and gross contribution
Selling new and existing customers
Product and regional performance
Transformation funnel
From lead to qualified lead
From qualified lead to opportunity
From opportunity to offer
From offer to contract or order
From order to delivery and collection
Cohort and period analysis
Lead or opportunity groups formed during the same period can be tracked through their conversion and revenue results over time. This approach may be more meaningful than single-period reports in long sales cycles.
Data quality
Missing stages, outdated closing dates, and incorrect loss reasons distort analytics. Reports should be presented with data quality indicators.
Use sales analytics not just as a CRM activity report, but as a holistic management system that explains the conversion of sales effort into orders, revenue, margin, and customer value.