Sales Pipeline Trend Analysis
One of the most basic requirements of a dashboard is one of the
most often overlooked - trending.
In the arena of sales analytics -pipeline trends provide direct
visibility into whether the pipeline is growing or shrinking over
time. Using interactive drill down and filtering tools, users can
get a more granular view on how that trend is playing out for each
sales rep and/or product.
Not all CRM provide 'out of the box' trend capabilities - however
with add-ons and additional configuration it is possible. To get
full trending capability, we must have visibility to:
- CRM Workflow - to capture key events and changes
that have occurred. This includes capturing all of the relevant
data attributes, and can become quite comprehensive as the system
- Audit Tables - to provide data of past periods
to compare with current and future periods. Visibility into the
audit history is often the most expensive and time consuming to
- Trend Latency - the frequency of trending is
determined by the stage of the pipeline and how long the cycle
time for a particular phase is. Different products and deal sizes
have different cycle times, so trending latency only needs to
be appropriate to how the insight is applied, and in what timeframe
any change in activity is likely to impact the outcome. In most
cases, a weekly snapshot of the pipeline is sufficient. This helps
to avoid the potential noise captured in day to day changes, and
prevent premature perceptions, actions and decisions.
Data Attributes For Sales Pipeline Trending
Determining which columns of data related to the opportunity should
be stored n the trending table is probably the most critical question
to answer. Consider this in broad terms and pull in all attributes
relevant today as well as those that may be relevant tomorrow.This
will include: sales stage, estimated amount, deal owner, territory,
country, state, city, postal code, and currency.
Store the data at the transactional level so that the trending
table has one row of data for each opportunity extracted on a given
date. This will allow the end users to track directly back to the
record involved if there are ever questions about the validity of
the data and it allows for easier pivoting and slicing of the data
as users drill into reports.
for Sales Managers
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