Sales analytics: you can see where the money leaks.
Plan and actual in real time, broken down by channel, service and salesperson, plus a revenue forecast. Not an average across the department, but the exact stage of the pipeline where you lose profit.
A report you don't have to assemble.
What we do
We pull data from the CRM, telephony, ad accounts and payments, bring it into a single shape and show it on one dashboard: how much has been earned, how much is in progress, what the month will end with and where the gap against plan came from.
What we don't do
We don't build a pretty panel for the sake of it. If a number doesn't change any decision, it won't be on the dashboard: extra charts distract from the two or three figures the whole thing is built for.
There is revenue, but no understanding.
The report is ready by Friday
While the numbers are collected by hand, the month is already over. Decisions get made on data that has aged, and it is too late to fix anything.
Everyone counts differently
Marketing has one revenue figure, accounting another, the head of sales a third. The meeting is spent arguing about whose numbers are right.
Average conversion says nothing
A single figure for the department hides both a collapsed channel and a strong salesperson. It doesn't tell you what to fix.
Advertising with no link to money
You can see the cost per lead, but not which leads ended in payment. The budget goes to a channel that brings enquiries and no revenue.
Drops are noticed after the fact
Enquiries fell two weeks ago, but it was only noticed when revenue dropped. You end up reacting to the consequence instead of the cause.
The forecast is a matter of faith
«I think we'll close around three million.» No calculation from the deals in progress, and no idea what has to happen this week for it.
What the dashboard shows.
Plan and actual in real time
Revenue, number of deals and average deal value against plan — as of today, not at the end of the month. The pace is visible too: on track, or already behind.
Broken down by channel and service
How much money each source and each service brought in. Separately — cost per enquiry and cost per deal, so channels can be compared in money.
The pipeline stage by stage
Conversion at every stage and deal length. A drop is visible precisely: not «low conversion», but «we lose deals between the quote and the contract».
Salespeople
Workload, conversion, average deal value and response time for each. The comparison isn't for punishment — it is to see what the strong ones do and repeat it.
Revenue forecast
Calculated from the deals in progress, taking their stage and probability into account. You know in advance whether the current pipeline covers the plan or you need more enquiries.
Alerts and a weekly summary
A notification when a metric drops or a deal stalls. Once a week — a short summary for the owner: what changed and what to look at.
Which metrics to watch and where money is lost behind them.
Each metric below answers one question: at which step the money goes. The third column shows what usually turns up when the figure drops.
| Metric | What it shows | Where money is lost |
|---|---|---|
| Speed of the first reply | How long it takes from enquiry to reply, by channel and time of day | Evening and weekend leads that go cold by morning |
| Share of qualified enquiries | How many enquiries from each channel come from people with a real need | Advertising that brings in the wrong people |
| Conversion by stage | At which transition deals drop out of the pipeline | Customers who got a quote and vanished |
| Deals with no next step | Open deals with no task and date | Warm customers forgotten after “I'll think about it” |
| Deal length | Time from enquiry to payment, by deal type | Drawn-out approvals while the customer looks elsewhere |
| Average deal size by salesperson | The difference in deal size between people working the same flow of leads | Unnecessary discounts and forgotten upsells |
| Reasons for refusal | Why deals were closed without payment, broken down by channel and salesperson | The same recurring reason that could be removed in the offer or the process |
Three things you notice at once.
Marketing, sales and the owner work from one source of data. The meeting starts with decisions instead of reconciling spreadsheets.
A dip is highlighted while there is still time to make it back. The month stops being the smallest unit of management.
Channels are compared by revenue, not by cost per lead. It becomes visible which advertising brings enquiries but no sales.
Analytics is exactly as honest as the CRM behind it.
If the data is kept casually
Half the deals were entered after the fact, the source field is empty, the amounts are rounded. Any dashboard built on that data will be pretty and useless.
So we start with order
First we check that enquiries reach the CRM automatically and that fields get filled in without heroic effort. If they don't, we set up the CRM first and only then build the analytics.
First we count the losses, then the price.
The price depends on the number of data sources, how deep the calculations go and the current state of the CRM. The review and the estimate are free: first we look at the numbers you have today and say what can already be extracted from them and what you will first have to learn to collect.
If it turns out that three reports inside the CRM are enough for you, we'll say so rather than build a separate system.
Related reads.
Sales analytics: types, methods and metrics
What sales analytics is, which types of analysis exist, which metrics to track and how to set up reports in amoCRM and Bitrix24 so you can see where money is being lost.
AEAlexey Ershov
What a sales funnel is and how to measure it
The sales funnel in plain words: stages from enquiry to payment, a worked conversion example, where clients get lost and how to set up stages and tasks in amoCRM.
DKDmitry Kuzminov
Sales team audit: a step-by-step checklist
How to run a sales team audit yourself: what to check in the pipeline, CRM, calls and procedures, where money is lost, plus a ready-made checklist.
AEAlexey ErshovFrequently asked questions.
How is this different from the reports inside the CRM?
CRM reports only see what is in the CRM. Here the data is joined with advertising, telephony and actual payments, so you see not «how many deals», but how much money a channel brought in and how much it cost.
Our data is spread across different systems and spreadsheets
That is normal, and it is where we start. We reduce the sources to one set of metrics and agree what counts as revenue and what counts as a lead. Half the value appears at that step, before any charts.
What if the CRM data is kept badly?
Then we fix data collection first, otherwise the analytics will confidently show something untrue. Usually it is enough to create deals automatically from every channel and to keep three required fields instead of twenty.
How accurate is the revenue forecast?
It is built on your own deals in progress and their stages, not on wishes. For the first month or two the forecast is calibrated against actuals — after that the gap usually stops being a surprise.
Won't this turn into micromanagement?
The dashboard answers the question «what to fix in the process», not «who to punish». Comparing salespeople is there to find a working technique and hand it to everyone else.
Where is the data stored?
The calculations run on a server in Russia, the source data stays in your systems. What exactly is collected and why is set out in the personal data policy.
Other AIBP products.
Let's look at your numbers together.
We'll review your current reporting free of charge and tell you which three metrics will give you the most — and what stops you calculating them today.
Rather not fill in a form? Message our agent on Telegram — it replies right away and books you a review.