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Sales Analysis

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The Sales Analysis View is your one stop shop for trends and statistics for prospects and sales projects. Here you have access to out of the box analytics such as win rate, sales cycle and prospecting activity levels.

The Sales Analysis view has three tabs – pipeline, prospecting and overview.

Drop down lists
In all 3 tabs there are 5 drop down lists where you can select what you want to review. You may want to track a team or individual against their goals for the last quarter, or you may want to compare two sales reps against each other for a given period of time. 

Please note you can look at a non-default time period by selecting custom in the time span drop down.  

Forecasts
You can also review the weighted pipeline forecast for teams and individuals. Membrain will look at the current pipeline and prospecting activities when reviewing the statistics. How? Membrain will take the weighted value of each opportunity and look at the estimated closing date. In the graph….

You may have a team that have lots in the pipeline now, with high probability sales projects expected to close. However, if all efforts are focused on the active opportunities and prospecting is not executed correctly, the forecast for next quarter will reflect this situation.

Graphs 
Each point on the orange graph will reflect a certain time period. The time period reflected will vary based on your selections (if you look at the last 3 months, each data point will reflect 1 week; if you select last year, each data point will reflect 1 month). Hover over each data point to see the time period and value.

If a forecast period is selected, there will be a vertical line from the time the forecast starts: everything to the right of this line will have a faded appearance to indicate that they are different from your actual historical outcomes.

Overview Tab
The overview tab provides a summary of the three most important statistics for prospecting and sales projects. It shows Accumulated Sales over Time, number of new sales projects added to the pipeline and the weighted pipeline.

Beneath these three main graphs this view automatically populates with graphs for any of supporting goals you have set up for the team or individual(s) you are looking at. To add graphs in this view, go to manage users and add or edit their goals and the overview will automatically bring them in.
 
Pipeline Tab
Weighted pipeline
The weighted pipeline is calculated by taking the sales project value multipled by their probability percentage. This graph also takes the estimated closing date into consideration. This determines when a sales projects value will no longer add value to the weighted pipeline. Also, any sales project with a yellow warning state will not be included in the weighted pipeline graph.

Win Rate
Win rate is presented in percent and is calculated by taking all the sales projects you have won, divided by the total number of sales projects won or archived.

Average Deal Size
Average deal size will be presented in primary currency and is based on all the sales projects that you have won in the time span that you are looking at.

Sales Cycle
Sales cycle is presented as the average number of days it takes to win a sales project. You can also select loss cycle to see the average length of the opportunities that are not won. Most likely, your loss cycle will be longer than the sales cycle for won deals, as reps typically spend more time on deals that do not close.

Conversion rate
Here you will see how well a team or individual converts their opportunities through each stage in the sales process.

By clicking the arrow, you can look at the other perspective, namely the percent of sales projects that are archived in each stage. Once you have worked in Membrain for a couple of months, you’ll gain some very interesting insights; for example, maybe some of your reps qualify poorly and end up consistently archiving the opportunities in the final stage? Maybe others do a great job of qualifying and only working on good opportunities but do not have enough volume?

Activity (bottom right box)
Here you can track the activity levels versus goals for all sales projects. You can either look at the total activity, or drill down to the specific activity types in the drop down list. This graph only shows activities that have taken place in the sales projects of your sales pipeline.
 
Prospecting Tab
As with the pipeline tab, start by selecting what data you want to review in the 5 drop down lists
 
New Sales Projects
This graph shows how many new sales projects that have been created in the time span you are looking at. In other words, how many new opportunities have been brought into your pipeline. 

Activities
Here you can choose to look at the total prospecting activity for an individual or team, or drill down to specific prospecting activity types. This graph 

Number of companies with activity
Your sales team may score through the roof in terms of activity levels; however, what if they keep contacting the same limited number of prospects over and over again? To ensure your team is casting their nets wide enough, this graph will show how many companies they have contacted in their prospecting efforts.

Number of prospects per sales projects created
How effective is your team when it comes to prospecting? This graph shows the ratio between number of prospects contacted and the number of opportunities it yielded.

Activities per prospect before sales project created  
How many touches are required before a prospect is qualified and ready to enter the pipeline? If some of your team members are much more effective in obtaining the data required, how can you spread their practices to the rest of the team?

In summary, prospecting is required to add new sales projects to the pipeline. But, do we contact enough companies in our prospecting efforts? Are we effective in our efforts or do we need to contact a high number of prospects in order to get a new opportunity in the pipeline? Do we contact them often enough, and long enough in order to determine if there is an opportunity? Are we dedicating enough time and resources to the prospecting campaigns.
If you have any questions on how to interpret the graphs and reports in this view, or if you have feedback on how to make it even more intuitive and powerful, please click on the Megaphone in the main menu and send an email to the Membrain team.