The Essential Sales Analytics Reports - Sales Team Analytics

In the previous post we spoke about Sales Pipeline Optimization through Stage History Analysis. In this post, we speak about sales team analytics. A natural question arises. Why is it so important?

The contribution of the sales team to a company’s development is invaluable. If there are inadequate efforts from the sales team, it will naturally mirror in the performance of the company. By continuously tracking the performance of the sales team, we can orient its efforts towards more productive ventures. Here are some of those possible analyses you can do on your sales data in Zoho CRM, with the help of Zoho Analytics.

Let’s begin with analyzing the pipeline funnel of the sales people. The funnel given below, shows the number of potentials in each stage during that particular period. We can infer how each sales person has fared in converting the potentials from one stage to another and closing deals.

The metric of concern here is the conversion rate which you can find at the bottom of the funnel. The conversion rate is an indication of a sales person’s ability to push a deal up to the final stage and close it successfully. Higher the conversion rate, higher the performance. With Zoho Analytics, apart from finding the conversion rate from the total number of potentials, you can find the conversion rate for each stage too. If you find conversions not happening enough in one or few of the stages, you can try to find out the issues and address them.

Why it is important : Measures the performance of sales people with conversion rate as the key parameter.

How it helps: It helps the sales manager to monitor the performance and understand the strengths and weaknesses of each sales person.

Do you know how well your sales people stack up with each other when it comes to finishing deals? The report given below can help.

The pivot table shows the number of closed deals accrued by each sales person in the previous year, quarter-wise. Correspondingly, the growth rates from the previous quarters are also quantified. Apart from knowing the individual ability to accrue deals and close them, with the above report, you can get a good grasp of the market trends. For example, if the majority of the sales people have showed a decrease in total number of deals closed, it could be an indication of a slack in market conditions.

Now, let’s examine the performance of the sales team in terms of revenue generated and revenue lost. Losing is as important as winning. Knowing where and why you lose can help you win the next time. The report below, shows the total amount won and lost by each salesperson throughout the year. Correspondingly, there is a growth column to indicate the percentage in growth from the previous quarter.

Why it is important: If considerable amount is being lost to the competition frequently, it’s time to analyze and find out where your competitor has an edge over you.

How it helps: Deals won and lost indirectly mirror the performance of the team and the lack of it.

The report given below summarizes the performances of the sales people in a nutshell.

The above analysis pertains to the most recent quarter in the past. You can customize the time period of the analysis to suit your needs.

Why it is important: With this report you can get to know everything you should know about each of your sales person.

How it helps: Knowing the historical performance of your sales teak you can the provide appropriate feedback and devise the right strategy & targets for the future.

The following report shows how much time a salesperson spends on calls to win deals. This could also be extended to review the number of events/meetings handled by the salesperson to win deals. Inferences on effective time spent on customer interactions by your sales people can be made.

Why it is important: Get to know the effectiveness of your calls with your potentials with this report. Helps your team to improve on call efficiency too.

How it helps: ​With this report, you can find the effectiveness of calls in closing deals over a time period. You can alter your future modes of negotiation accordingly.

All the above reports relate to individual levels. But certain amount of comparative analysis is necessary in order to measure the performances of the sales people in a better manner.

The first pivot-table identifies the ‘bottom-five’ sales people from the previous quarter. This helps a company to monitor their performance closely and take corrective measures. In a similar manner, the second pivot table shows the list of sale people who consistently make it to the top five.

Why it is important: You can find out the top and least contributing sales people.

How it helps: Helps you to re-orient your team accordingly, based on the performances of the sales people.

Here’s another interesting report.

Why it is important: You can find out how much you lost on some potential deals, why you lost them and who handled the deal.

How it helps: Helps you to identify areas of improvement and better your sales team’s conversion rates.

With the above reports, you can see how much important a sales team’s performance is to a company. Careful analysis of your CRM data can help you tap hidden potentials and identify opportunities. Get to know your sales team better by analyzing your Zoho CRM data with a sales analytics software like Zoho Analytics.

If you would like to do such in-depth sales analytics, do setup the Zoho CRM Advanced Analytics Add-on, powered by Zoho Analytics and take a dive.


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