CRM Analytics

CRM Analytics provides comprehensive reporting on your sales performance, pipeline health, and team productivity. Make data-driven decisions with real-time insights.

Accessing Analytics

Navigate to CRM > Analytics (/crm/analytics).

Date Range Selector

All analytics support customizable date ranges:

Preset	Description
7 days	Last week
30 days	Last month
90 days	Last quarter
12 months	Last year
All time	Entire history
Custom	Specific date range

Select a preset or use the date picker for custom ranges.

KPI Cards

Key metrics at a glance:

Metric	Definition	Calculation
Closed Revenue	Total value of closed-won deals	Sum of deal values with status = closed_won
Pipeline Value	Total value of open deals	Sum of deal values with status = open
Win Rate	% of deals closed successfully	Closed won / (Closed won + Closed lost)
Avg Deal Size	Mean value of closed deals	Total closed revenue / Number of closed deals

Click any KPI card to see the underlying data or trend over time.

Analytics Tabs

Pipeline Funnel

Visualize deal flow through your sales stages:

Funnel Chart:

Shows number of deals at each stage
Conversion rates between stages
Bottleneck identification

Reading the Funnel:

Stage	Deals	Conversion	Insight
Discovery	50	—	Top of funnel
Qualified	35	70%	Drop-off: 30%
Proposal	20	57%	Major bottleneck
Negotiation	12	60%	Healthy conversion
Closed Won	8	67%	Strong close rate

Click-Through: Click any funnel segment to view the specific deals in that stage.

Win/Loss Analysis

Understand why deals succeed or fail:

Win/Loss Ratio:

Pie chart of won vs lost
Trend over time
By rep, by source, by product

Loss Reasons:

Track and analyze why deals are lost:

Reason	Count	% of Losses
Price	15	37%
Competitor	10	25%
No Budget	8	20%
Timing	5	12%
Other	2	6%

Configure loss reasons in CRM Settings > Loss Reasons. Require reps to select a reason when marking deals lost.

Revenue

Revenue trends and breakdowns:

Revenue Trend Chart:

Line chart of closed revenue over time
Compare to previous period
Forecast line (AI-generated)

Revenue Breakdown:

Breakdown	View
By Month	Monthly totals
By Quarter	Quarterly summaries
By Rep	Individual performance
By Source	Lead source analysis
By Product	Product line revenue

Team Performance

Individual and team metrics:

Leaderboard:

Rank	Rep	Deals Won	Revenue	Win Rate
🥇	Alice	12	$120K	60%
🥈	Bob	10	$95K	55%
🥉	Carol	8	$110K	67%

Individual Metrics:

For each team member:

Deals created
Deals won/lost
Revenue generated
Activities completed
Win rate
Average deal size
Sales cycle length

Forecasting

AI-powered deal predictions:

Forecast Categories:

Category	Confidence	Weighting
Commit	High	90% of deal value
Best Case	Medium	70% of deal value
Pipeline	Low	30% of deal value

Forecast Calculation:

Forecast = (Commit × 0.9) + (Best Case × 0.7) + (Pipeline × 0.3)

Adjusting Forecasts:

Review open deals
Categorize each as Commit, Best Case, or Pipeline
AI calculates weighted forecast
Compare to quota/target

Activity

Activity metrics and trends:

Activity by Type:

Type	Count	Trend
Calls	150	↑ 12%
Emails	320	→ 0%
Meetings	45	↓ 5%
Tasks	200	↑ 8%

Activity Correlation:

AI analysis showing relationship between activity and outcomes:

"Deals with 5+ activities in the first week have a 70% higher close rate."

Interpreting Charts

Pipeline Health Indicators

Indicator	Healthy	Warning
Stage balance	Even distribution	Clumping in one stage
Conversion rates	>50% between stages	<30% drop-off
Deal velocity	Consistent flow	Stagnation in stages
Win rate	>40%	<25%

Trend Analysis

Upward Trends (Positive):

Revenue increasing
Win rate improving
Deal size growing
Sales cycle shortening

Downward Trends (Negative):

Pipeline value shrinking
Win rate declining
Activity levels dropping
Overdue deals increasing

Click-Through to Data

All charts support drill-down:

Click a chart segment or bar
View filtered list of underlying records
Further filter or export
Take action on specific items

Click-through is the fastest way to act on insights. See a problem in the chart? Click to see the specific deals and take action.

Exporting Reports

Export Options

Format	Use Case
PDF	Presentations, sharing
CSV	Spreadsheet analysis
Image (PNG)	Embedding in documents

Scheduling Reports

Set up automated report delivery:

Configure your report view
Click Schedule
Set frequency (daily, weekly, monthly)
Add recipients
Save schedule

Custom Reports

Building Custom Views

Start from any analytics tab
Apply filters and date ranges
Click Save View
Name your custom report
Access from Saved Reports

Available Filters

Filter	Options
Owner	Specific reps or teams
Stage	Pipeline stages
Source	Lead sources
Product	Product lines
Region	Geographic territories
Deal Size	Value ranges