CRM Sale performance

📊 End-to-End CRM Sales Performance Analysis

Role: Senior Business Analyst
Tools: Power BI, DAX, CRM Data Modeling, Sales Pipeline Analytics, Data Quality & ETL

🧩 Business Context

Crestwave Solutions, a mid-sized B2B tech company, wanted to understand why quarterly revenue growth had stagnated despite an increase in leads captured through its CRM system.
Leadership needed clarity on:

Lead quality

Sales team productivity

Pipeline leakage

Revenue forecasting accuracy

This analysis provided a comprehensive view of how well the CRM system supported sales performance and where improvements could unlock revenue.

💡 Business Questions

How efficiently are leads moving through the sales pipeline?

Which stages experience the highest drop-off or delays?

Which sales reps or territories are driving the most conversions and revenue?

How did campaign-generated leads perform vs. organic leads?

How accurate are forecasted revenues compared to actuals?

🔍 Approach & Methodology
1. Data Preparation & QA

Processed and validated 650K+ records across:

Leads Table

Opportunities Table

Sales Team & Territory Lookup

Calendar Table

Marketing Campaigns Table

Key actions:

Standardized lead source categories (web, events, referrals, ads).

Filled missing pipeline dates using CRM activity logs.

Created “Pipeline Age (Days)” and “Stage Duration” metrics.

Flagged disqualified or stagnant leads using business rules.

2. Data Modeling & DAX Enhancements

Built a clean star schema linking CRM entities to the Calendar table.
Developed advanced DAX measures, including:

Lead-to-Opportunity Conversion Rate

Average Pipeline Age

Win Rate %

Revenue (Actual vs Forecast)

Sales Rep Productivity Score

Pipeline Value by Stage

Campaign-to-Revenue ROI

Created a Measures Table for structured model governance and scalability.

3. Analysis & Visualization

Created an interactive Power BI dashboard covering:

Pipeline Funnel from Lead → Opportunity → Closed

Revenue Forecasting (Actual vs Predicted)

Sales Rep / Region Performance

Campaign ROI Tracker

Pipeline Aging Heatmap

Conversion by Lead Source & Territory

Dashboard features:

Time-based filters (quarter, month, week)

Drill-through to individual rep or region performance

Conditional formatting for high-risk opportunities

📈 Key Insights

Lead-to-opportunity conversion increased by 24% for campaigns targeting mid-market companies.

Pipeline leakage was highest at the “Proposal” stage (31%), indicating pricing and follow-up issues.

Top-performing reps closed opportunities 2.1× faster than the team average.

Forecast accuracy improved from 62% → 89% after implementing a weighted pipeline model.

Leads from paid ads generated high volume but low win rates (<8%), while referrals had the highest win rate (41%).

💼 Business Impact

This analysis helped executives:

Reallocate budget away from low-performing ad channels.

Implement standardized pricing and follow-up processes.

Introduce sales coaching based on rep performance patterns.

Improve revenue predictability and quarterly planning.

Result: $4.2M increase in predictable revenue over 12 months.

🚀 Outcome & Value

Value to Business: Provided full visibility into the sales engine, revealing bottlenecks and opportunities to increase conversion and revenue.
Analytical Value: Demonstrated mastery of CRM analytics, DAX modeling, data storytelling, and strategic insights for revenue operations.