CRM analytics is the ability to see in real numbers how sales are formed: how many inquiries were received, which sources bring customers, where leads are lost, how effective the managers’ work is, and what revenue it generates. This tool connects customers, deals, acquisition channels, and sales department activities into a single system.
CRM reporting — what it is and what tasks it solves
Depending on management goals, marketing, operational, and financial types of reports are formed in CRM systems.
Main types of reports
Lead sources
Allow you to evaluate the effectiveness of advertising and identify efficient acquisition channels.
Demand forecasting
Data analysis using regression models or machine learning algorithms to evaluate future indicators and possible development scenarios.
Sales funnel stages
Show the number of deals in the pipeline, their distribution by stages, closing rate, sales velocity, and more.
Lead conversion
Reflects the percentage of customers moving from one stage of the sales funnel to the next. The report also helps determine at which stages the company loses potential customers.
Manager performance
Demonstrate staff productivity based on activity and sales metrics: number of calls and meetings, deal progress, customer retention rate, and other indicators.
Customer service quality
Evaluation of customer satisfaction levels. Identifying the reasons for dissatisfaction is necessary to further improve service quality.
Sales department KPI performance
Reflect both individual and team performance indicators.
Revenue and profitability
Show the total volume of sales as well as revenue by managers, customers, or products.
Thus, reporting in a CRM system is a management control tool based on structured data. The manager receives a clear sales model where bottlenecks and growth points are visible. Reports are generated automatically. The system uses the entered data as a basis. Manual calculations are not required, which means the risk of errors is minimized.
Sales funnel for business in a CRM system
The sales funnel in CRM reflects the customer’s movement through the stages: initial contact, qualification, commercial offer, negotiations, and deal closing.
Analyzing the stages of the sales funnel allows you to evaluate the following indicators:
- actual conversion between stages;
- average deal duration;
- percentage of leads that did not reach a deal;
- efficiency of workload distribution among employees.
CRM analytics helps determine where lead conversion drops and at which stage revenue is lost.
Evaluating advertising effectiveness using CRM analysis
CRM analysis helps understand which customer interaction points lead to real sales. For example, integrating CRM Pipedrive with advertising channels allows you to obtain end-to-end analytics and evaluate whether campaign expenses are justified. Through the system you can calculate:
- customer acquisition cost;
- advertising ROI;
- revenue by each advertising channel;
- percentage of customers who made repeat purchases.
CRM analysis shows which advertising channels are ready for scaling and which require optimization.
Performance management and forecasting
The analysis and use of CRM systems make it possible to effectively manage business processes. Based on accumulated data, CRM enables forecasting of future sales and planning the workload of the sales department.
The system also supports sales forecasting: expected revenue is calculated based on the current state of the pipeline and the probability of closing deals.
An additional advantage of CRM is sales automation, which reduces the influence of the human factor, increases transparency in processing requests, and improves the overall efficiency of the sales department.
In the article “Key CRM Trends”, read about the use of AI assistants in software. You will learn about voice control, modularity, low-code solutions, and other useful technologies.
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