CRM Reporting & KPIs

CRM Reporting

Go to CRM > Reporting > CRM Analysis.

Dimensions

• Salesperson, Team, Stage, Source, Country, Campaign, Tag.
• Expected Closing Date, Created Date, Won Date.
• Product Category (if linked to quotations).

Measures

• Expected Revenue, Won Revenue, Count of Opportunities.
• Weighted Revenue (probability-adjusted).
• Average Deal Size.
• Win Rate (Won / (Won + Lost)).
• Sales Cycle Length (days from creation to won).

Key Dashboards

• Pipeline Analysis – Revenue forecast by stage and team.
• Lead Source Analysis – Which channels generate the most revenue.
• Lost Analysis – Reasons for lost deals. Improve processes.
• Cohort Analysis – Conversion rate over time from lead creation.
• Activities Analysis – Completed vs overdue activities per salesperson, useful for coaching on follow-up discipline separately from raw revenue numbers.

Best Practices

• Review pipeline every Monday morning – move deals that stalled.
• Keep lost reasons accurate – data drives process improvement.
• Set probability realistically (50% = needs proposal, 90% = verbal commit).
• Use automated next activities to never drop a follow-up.
• Reconcile CRM's "Won" total against Sales' actual invoiced revenue monthly – a gap usually means Won opportunities aren't being converted to quotations promptly.