Sales Analytics with CRM and Power BI

 In Microsoft Dynamics CRM Blog

CRM +Power BI = Amazing Sales Analytics!

Effective sales analysis and management begins with data and the tools to understand it. You need to know what is happening and then analyze why it is happening. Our new Sales Leadership Bundle with Power BI for Microsoft Dynamics CRM can help.

Our three sales analytics solutions work together with what your sales team is already tracking in CRM to tell you what is happening by passively collecting much deeper data regarding your pipeline, sales cycle and team performance than standard CRM.

1The Pipeline Snapshot Solution takes snapshots of your pipeline, tracking changes in the pipeline over time, both overall and at the granular level of individual opportunities.

2The Pipeline Analysis Solution collects data on the sales cycle including the timing of deal opens, closures and stage changes, and revenue changes through the life of each opportunity.

3The Forecast Accuracy Solution collects data on how your sales team’s subjective forecasts on revenue and wins compare to actuals.

As part of the Sales Leadership bundle, we have added a Power BI reporting and visualization layer to these solutions to analyze the data and allow you to see why your pipeline and revenue are changing. The reports are ideal for proactive sales managers who want to identify potential problems with pipeline health and individual performance early and take corrective action with measurable results.

Example team performance report

One of the most powerful features of Power BI is its ability to easily slice your data in a number of dimensions. We took the standard opportunity data combined with our sales analytics solutions and brought it into Power BI to have a look at what it would tell us.

Take for example the evolution of average deal size through the sales cycles.

You can filter the overall view by clicking on David in the sales rep slicer.

You can immediately see how his deals tend to evolve—an increase in value as the opportunity is developed and the proposal takes shape, with significant discounting at the end to close the deal.

You can further slice the data by the type of opportunity to see (below) that the discounting is far less when working with customers:

With prospects, the deal value drops almost 25% on average to make a sale:

To look at the same general phenomenon from a different perspective, you might look at the average close times by status reason.

The view above shows that it takes far longer to win on price than to win on a relationship with an existing customer.

Looking at David alone, we see the difference is significant:

But not nearly as pronounced as when looking at another rep, Evan:

You can use this data to emphasize to your team the important of long-term relationship building and cultivating repeat business.

You can also gain insight into the factors driving the changes in your pipeline. As we can see from the graph below, the pipeline was growing up until December, when it suddenly shrank.

By tracking opportunity changes at a granular level, can we answer why:

The chart above shows that for the month of December, the rate of opportunity closures outpaced new pipeline additions. Those factors, combined with a net negative value for changes in existing estimated deal size, pushed the overall pipeline size dramatically down.


To determine how to improve this picture, you might dig into your pipeline segmentation analysis and look for potential weaknesses or challenges.

The above report presents overall pipeline, sales stage timing and funnel data, allowing all charts to be simultaneously re-rendered by any combination of industry, territory, country, customer tier or relationship type by selecting one or more boxes on the right, allowing the sales leader to instantly compare different segments of the pipeline to the whole.

For example, the overall average time spent in the develop stage is 74 days.

However, filtering to show only UK deals reveals a dramatic increase over the global average, indicating potential headwinds unique to that market that may be slowing sales post-qualification.


To take another example of uncovering trends and potential problems that might be lost in the big picture. At right, the overall sales funnel might look healthy, gradually shrinking as deals near closure.


But a single click on one of the data slicers could reveal a different picture, indicating weakness in a particular vertical. In this case, the data shows that deals are not moving past qualification with customers in the consumer electronics space.

Slicing further might give insight into the cause, such as which sales reps were driving the trend or whether the challenge was with prospects or existing customers, yielding timely, actionable data to sales managers.

Recapping, these reports and dashboards are now part of our Sales Leadership Bundle with Power BI for Microsoft Dynamics CRM and they allow you to analyze your pipeline and coach your teams more effectively. To see more on how you can take sales analytics to the next level with CRM + Fullscope Sales Analytics Solutions + Power BI, watch our demo video: Improve Sales Analytics in Microsoft Dynamics CRM with Power BI.

Learn more about all of our solutions for Microsoft Dynamics CRM. If you have any questions about CRM or how to better leverage Power BI, reach out to us now!


Evan Flower
After seven years leading CRM engagements as a Solution Architect, Evan moved into product development, leveraging his deep knowledge of CRM functionality to grow Fullscope’s solution inventory and implement a robust IP development cycle.
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