CRM Reports & Analytics

Key points

• • Pipeline analysis by opportunity count and value at each stage.

• • Win/loss reports by salesperson, team, and lost reasons.

• • Revenue forecasting based on probability and expected closing dates.

• • Track conversion rates from lead → opportunity → won.

• • Customer care activity reports (calls, meetings, emails).

• • Analyze expected revenue and recurring revenue (MRR/ARR).

Report Categories

Key points

• • Stages with high opportunity count but low value may need better lead quality.

• • Stages with long dwell time need process review or additional training.

• • Use Pivot view for multi-dimensional analysis by team, stage, and time.

Steps

• 1. Go to CRM → Reporting → Pipeline Analysis.

• 2. View opportunity count and total value by each stage.

• 3. Use filters by Sales Team, Salesperson, or time period.

• 4. Analyze stages with many "stuck" opportunities for timely action.

• 5. Compare between teams/salespersons to balance resources.

Key points

• • Salespersons with low win rate may need training or additional support.

• • Most common lost reasons need strategic-level addressing.

• • Compare win rate by lead source to optimize marketing channels.

Steps

• 1. Go to CRM → Reporting → Win/Loss Analysis.

• 2. View overall win/loss ratio and by salesperson/team.

• 3. Analyze Lost Reasons to understand main causes of lost opportunities.

• 4. Compare win rate between salespersons to identify best practices.

• 5. Track win/loss trends over time to assess improvements.

Key points

• • Salespersons with few activities may need follow-up process reminders.

• • High overdue activities indicate time management issues.

• • Activity-win rate correlation helps identify optimal interaction level.

Steps

• 1. Go to CRM → Reporting → Activity Report.

• 2. View activity count by type (call, meeting, email) and salesperson.

• 3. Check overdue activities for timely action.

• 4. Analyze correlation between activity count and win rate.

• 5. Track average customer response time.

Key points

• • Prorated Revenue = Expected Revenue × Probability, reflects more realistic forecast.

• • Opportunities with near expected closing date and high probability need priority.

• • Large gap between forecast and actual indicates need for more accurate probability updates.

Steps

• 1. Go to CRM → Reporting → Forecast.

• 2. View revenue forecast by month/quarter based on expected closing dates.

• 3. Analyze Expected Revenue (total value) vs Prorated Revenue (probability-adjusted).

• 4. Filter by Sales Team or Salesperson for detailed forecasts.

• 5. Compare forecast with actual results to improve accuracy.

Key points

• • Low conversion rate at Lead → Opportunity stage indicates poor lead quality.

• • Low conversion rate at Opportunity → Won stage needs improved closing skills.

• • Track conversion rate over time to assess improvement effectiveness.

Steps

• 1. Go to CRM → Reporting and use filters to calculate conversion rate.

• 2. Calculate Lead → Opportunity rate: opportunities / leads × 100%.

• 3. Calculate Opportunity → Won rate: won / opportunities × 100%.

• 4. Calculate overall Lead → Won rate to assess entire process effectiveness.

• 5. Compare conversion rate by lead source, team, and salesperson.

Key points

• • MRR (Monthly Recurring Revenue): monthly recurring revenue.

• • ARR (Annual Recurring Revenue): annual recurring revenue = MRR × 12.

• • Track New MRR, Expansion MRR, Churn MRR to understand growth dynamics.

• • Analyze MRR by Sales Team and Salesperson to evaluate performance.

• • Use Recurring Revenue in long-term forecasting and company valuation.

Key points

• • Pivot view suitable for multi-dimensional analysis and finding complex insights.

• • Graph view helps visualize trends and quick comparisons.

• • Save favorite views for quick access to frequently used reports.

Steps

• 1. From any report, switch to Pivot or Graph mode.

• 2. In Pivot: drag and drop fields for multi-dimensional analysis (team × stage × time).

• 3. In Graph: select chart type (bar, line, pie) suitable for data.

• 4. Use Measures to select display metrics (count, sum, average).

• 5. Export data to Excel/CSV for deeper analysis or reporting.

Key points

• • Compare by salesperson and team to balance resources and share best practices.

• • Track lost reasons to address process bottlenecks and improve products/services.

• • Check conversion rate from lead → opportunity → won to optimize each stage.

• • Prioritize high-value, high-probability deals in pipeline.

• • Track gap between forecast and actual results to improve accuracy.

• • Weekly pipeline review to address "stuck" opportunities.

• • Use tags to categorize and analyze by customer segment.

• • Combine CRM data with marketing data to assess channel ROI.

Key points

• • Standardize input data: always update stage, probability, expected closing date accurately.

• • Record lost reasons fully and consistently for meaningful analysis.

• • Update activities timely so activity reports reflect reality.

• • Establish regular review process (weekly/monthly) to track KPIs.

• • Create custom dashboards for each role (salesperson, manager, director).

• • Use filters and favorite views for quick access to important reports.

• • Combine quantitative reports with qualitative feedback from team.

Report Access Control

Main Performance Metrics