Pipeline Analysis

The CRM app manages the sales pipeline as leads/opportunities move from stage to stage, origination to sale (Won) or archival (Lost).

After organizing the pipeline, use the search options and reports available on the Pipeline Analysis page to gain insight into the effectiveness of the pipeline and its users.

To access the Pipeline Analysis page, go to CRM app ‣ Reporting ‣ Pipeline.

Open the CRM app and click on the Reporting tab along the top, then click Pipeline.

Search options

The Pipeline Analysis page can be customized with various filters and grouping options.

To add new search criteria, type the desired criteria into the search bar, or click the ⬇️ (down arrow) icon, next to the search bar, to open a drop-down menu of all options. See the sections below for more information on what each option does.

Clicking on the down arrow next to the search bar opens a menu of filters for the analysis.

The Filters section allows users to add pre-made and custom filters to the search criteria. Multiple filters can be added to a single search.

  • My Pipeline: show leads assigned to the current user.

  • Opportunities: show leads that have been qualified as opportunities.

  • Leads: show leads that have yet to be qualified as opportunities.

  • Active: show active leads.

  • Inactive: show inactive leads.

  • Won: show leads that have been marked Won.

  • Lost: show leads that have been marked Lost.

  • Created On: show leads that were created during a specific period of time. By default, this is the past year, but it can be adjusted as needed, or removed entirely.

  • Expected Closing: show leads that are expected to close (marked Won) during a specific period of time.

  • Date Closed: show leads that were closed (marked Won) during a specific period of time.

  • Archived: show leads that have been archived (marked Lost).

  • Add Custom Filter: allows the user to create a custom filter with numerous options. (See Add Custom Filters and Groups for more information)

Add custom filters and groups

In addition to the pre-made options in the search bar, the Pipeline Analysis page can also utilize custom filters and groups.

Custom filters are complex rules that further customize the search results, while custom groups display the information in a more organized fashion.

To add a custom filter:

  1. On the Pipeline Analysis page, click the down arrow icon next to the Search… bar.

  2. In the drop-down menu, click Add Custom Filter.

  3. The Add Custom Filter pop-up window appears with a default rule (Country is in _____) comprised of three unique fields. These fields can be edited to make a custom rule, and multiple rules can be added to a single custom filter.

  4. To edit a rule, start by clicking the first field (Country), and select an option from the drop-down menu. The first field determines the primary subject of the rule.

  5. Next, click the second field, and select an option from the drop-down menu. The second field determines the relationship of the first and third fields, and is usually an is or is not statement, but can also be greater than or less than statements, and more.

  6. Finally, click the third field, and select an option from the drop-down menu. The third field determines the secondary subject of the rule.

  7. With all three fields selected, the rule is complete.

    • To add more rules: click New Rule and repeat steps 4-7, as needed.

    • To delete a rule: click the 🗑️ (trash) icon to the right of the rule.

    • To duplicate an existing rule: click the ➕ (plus sign) icon to the right of the rule.

    • To create more complex rules: click the Add branch icon to the right of the rule. This adds another modifier below the rule for adding an “all of” or “any of” statement.

The add branch feature allows the creation of more complex all or any statements for rules.
  1. Once all rules have been added, click Add to add the custom filter to the search criteria.

    • To remove a custom filter: click the ✖️ (x) icon beside the filter in the search bar.

To add a custom group:

  1. On the Pipeline Analysis page, click the down arrow icon next to the search bar.

  2. In the drop-down menu that appears, click Add Custom Group.

  3. Scroll through the options in the drop-down menu, and select one or more groups.

    • To remove a custom group: click the ✖️ (x) icon beside the custom group in the search bar.

Measurement options

By default, the Pipeline Analysis page measures the total Count of leads that match the search criteria, but can be changed to measure other items of interest.

To change the selected measurement, click the Measures button on the top-left of the page, and select one of the following options from the drop-down menu:

  • Days to Assign: measures the number of days it took a lead to be assigned after creation.

  • Days to Close: measures the number of days it took a lead to be closed (marked Won).

  • Days to Convert: measures the number of days it took a lead to be converted to an opportunity.

  • Exceeded Closing Days: measures the number of days by which a lead exceeded its Expected Closing date.

  • Expected MRR: measures the Expected Recurring Revenue of a lead.

  • Expected Revenue: measures the Expected Revenue of a lead.

  • Prorated MRR: measures the Prorated Monthly Recurring Revenue of a lead.

  • Prorated Recurring Revenues: measures the Prorated Recurring Revenues of a lead.

  • Prorated Revenue: measures the Prorated Revenue of a lead.

  • Recurring Revenues: measures the Recurring Revenue of a lead.

  • Count: measures the total amount of leads that match the search criteria.

View options

After configuring filters, groupings, and measurements, the Pipeline Analysis page can display the data in a variety of ways. By default, the page uses the graph view, but can be changed to a pivot view, cohort view, or list view.

To change the pipeline to a different view, click one of the four view icons, located in the top-right of the Pipeline Analysis page.

The graph view is the default selection for the Pipeline Analysis page. It displays the analysis as either a: bar chart, line chart, or pie chart.

This view option is useful for quickly visualizing and comparing simple relationships, like the Count of leads in each stage, or the leads assigned to each Salesperson.

By default, the graph measures the Count of leads in each group, but this can be changed by clicking the Measures button, and selecting another option from the resulting drop-down menu.

The Graph View displays the analysis as a Bar Chart, Line Chart, or Pie Chart.

Tip

When using a bar chart in this view, consider deselecting the Stacked option, in order to make the breakdown of results more legible.

Create reports

After understanding how to navigate the pipeline analysis page, the Pipeline Analysis page can be used to create and share different reports. Between the pre-made options and custom filter and groupings, almost any combination is possible.

Once created, reports can be saved to favorites, shared with other users, and/or added to dashboards and spreadsheets.

A few common reports that can be created using the Pipeline Analysis page are detailed below.

Win/Loss reports

Win/Loss is a calculation of active or previously active leads in a pipeline that were either marked as Won or Lost over a specific period of time. By calculating opportunities won over opportunities lost, teams can clarify key performance indicators (KPIs) that are converting leads into sales, such as specific teams or team members, certain marketing mediums or campaigns, and so on.

\[\begin{equation} Win/Loss Ratio = \frac{Opportunities Won}{Opportunities Lost} \end{equation}\]

A win/loss report filters the leads from the past year, whether won or lost, and groups the results by their stage in the pipeline. Creating this report requires a custom filter, and grouping the results by Stage.

The search criteria for win/loss reports is Created On, Stage, and Active is in true false.

Follow the steps below to create a win/loss report:

  1. Navigate to CRM app ‣ Reporting ‣ Pipeline.

  2. On the Pipeline Analysis page, click the ⬇️ (down arrow) icon, next to the search bar, to open a drop-down menu of filters and groupings.

    The Search menu containing the filters for a basic win/loss report.
  3. In drop-down menu that appears, under the Group By heading, click Stage.

  4. Under the Filters heading, click Add Custom Filter to open another pop-up menu.

  5. In the Add Custom Filter pop-up menu, click on the first field in the Match any of the following rules: section. By default, this field displays Country.

  6. Clicking that first field reveals a sub-menu with numerous options to choose from. From this sub-menu, locate and select the Active option. Doing so automatically populates the remaining fields.

    The first field reads: Active. The second field reads: is. And lastly, the third field reads: set.

    In total, the rule reads: Active is set.

  7. Click New Rule, change the first field to Active, and the last field to not set. In total, the rule reads Active is not set.

  8. Click Add.

The Add Custom Filter menu showing two rules: (1) Active is set, and (2) Active is not set.

The report now displays the total Count of leads, whether “Won” or “Lost,” grouped by their stage in the CRM pipeline. Hover over a section of the report to see the number of leads in that stage.

A basic win/loss report showing all leads whether won or lost grouped by stage.

Customize win/loss reports

After creating a win/loss report, consider using the options below to customize the report for different needs.

Example

A sales manager might group wins and losses by salesperson, or sales team, to see who has the best conversion rate. Or, a marketing team might group by sources, or medium, to determine where their advertising has been most successful.

To add more filters and groups, click the ⬇️ (down arrow) icon, next to the search bar, and select one or more options from the drop-down menu.

Some useful options include:

  • Created on: adjusting this filter to a different period of time, such as the last 30 days, or the last quarter, can provide more timely results.

  • Add Custom Filter: clicking this option, and scrolling through the numerous options in the drop-down menu, opens up additional search criteria, like Last Stage Update or Lost Reason.

  • Add Custom Group > Active: Clicking Add Custom Group ‣ Active separates the results into Won (true) or Lost (false). This shows at what stage leads are being marked Won or Lost.

  • Multiple Groupings: add multiple Group By selections to split results into more relevant and manageable chunks.

    • Adding Salesperson or Sales Team breaks up the total count of leads in each Stage.

    • Adding Medium or Source can reveal what marketing avenues generate more sales.

The Search menu open and the Won and Lost filters highlighted.

Save and share reports

After creating a report, the search criteria can be saved, so the report does not need to be created again in the future. Saved searches automatically update their results every time the report is opened.

Additionally, reports can be shared with others, or added to spreadsheets/dashboards for greater customization and easier access.

To save a report for later:

  1. On the Pipeline Analysis page, click the ⬇️ (down arrow) icon, next to the search bar.

  2. In the drop-down menu that appears, under the Favorites heading, click Save current search.

  3. In the next drop-down menu that appears, enter a name for the report.

    • Checking the Default filter box sets this report as the default analysis when the Pipeline Analysis page is accessed.

    • Checking the Shared box makes this report available to other users.

  4. Finally, click Save. The report is now saved under the Favorites heading.

Under the Favorites heading, click Save current search and save the report for later.