Sales Analytics

Sales Analytics

Analyze sales performance using data from Coupler.io dataflows (Salesforce, HubSpot, Pipedrive, Close, Zoho, custom CRMs). This skill guides you through retrieving opportunity/deal data, computing pipeline and conversion metrics, investigating velocity and rep performance, detecting anomalies, and presenting actionable insights a sales leader can act on.

Step 0: Context Check (Pre-requisite)

Before starting any analysis, the Data Context Check skill (generate-data-set-context) runs as a gate. It calls get-schema on each target dataset to determine whether meaningful context is attached — particularly stage definitions, segment mappings (SMB/MM/Enterprise), team/territory structure, lead source taxonomy, and how 'closed-lost no decision' is distinguished from 'closed-lost competitive'.

• If context exists → proceed to Step 1.
• If context is missing → the user is offered the option to generate it first.

Do not duplicate this check in Step 1d.

Step 1: Discover and Select Data Sources

1a. Discover available data

Default to search-datasets with sales-flavored keywords — salesforce, hubspot, pipedrive, close, zoho, opportunities, deals, pipeline, leads, activities, or whatever CRM the user named. Search keeps the response small and lands on the right dataflow when the domain is known.

Fall back to list-datasets only when the user is genuinely browsing or hasn't given any source/keyword to anchor on. Each dataflow represents a CRM data pipeline (e.g. "Salesforce Opportunities", "HubSpot Deals", "Pipedrive Pipeline", "Salesforce Activities", "Lead Sources").

1b. Select relevant datasets

Unambiguous match (1 dataflow) → use it; mention which one.

Obvious candidates (2–3) → state your selection with one-line reasoning, proceed but invite corrections.

Ambiguous (5+, or unclear) → present best candidates (up to 5–7) grouped by source/scope, with reasoning, and wait for confirmation:

I found 4 dataflows likely relevant to your win-rate question:
  1. salesforce_opportunities — full pipeline with stage history
  2. hubspot_deals — older deals not migrated to SF
  3. salesforce_activities — calls/emails per opportunity
  4. closed_lost_reasons — categorized loss reasons
Should I focus on 1 alone, or include 4 to break down the loss reasons?

Hard gate only when ambiguous.

1c. Get dataflow details

Call get-dataflow for each candidate. Note schedule, source health, and last successful run — CRM extracts can lag, and pipeline snapshots become misleading fast.

1d. Understand the data structure

Call get-schema on each target dataset. If context was generated in Step 0, use the enriched schema directly.

For sales/CRM schemas, watch for: opportunity_id, account_id, owner_id, stage, stage_history (rare; often requires snapshots), amount/expected_amount, close_date, created_date, won/lost flags, lead_source, segment, territory, probability. Stage history is the load-bearing one for cycle/conversion analysis — if it's missing, flag that some metrics will be approximations.

1e. Sample the data

Sample each dataset. Watch for: deals stuck in legacy stages, missing close_date on open deals, amount in mixed currencies, deals tagged closed-won but with empty amount (services or trials), duplicate deal records across systems.

Step 2: Compute Metrics via SQL

Always compute via SQL in get-data.

Working with multiple datasets

Date alignment: created_date, last_modified, close_date, stage_change_date — confirm which the user wants. 'Pipeline as of date X' typically uses close_date filtered by stage status as of X (requires snapshot history).

Currency normalization: Multi-currency CRMs need conversion (most have a currency field per opportunity). State your conversion approach.

Open vs. closed: Be explicit which population you're analyzing. 'Pipeline' usually means open deals. 'Win rate' usually means closed (won + lost) deals — open deals don't count yet.

Snapshot vs. live: Live CRM data is point-in-time current. To compute 'pipeline as of last quarter', you need historical snapshots (often via daily extracts). Without snapshots, you can only approximate using created_date and close_date.

Step 3: Draft Findings and Get User Feedback

Before generating a full analysis, present a brief summary — top 3–5 findings, anomalies, direction. Wait for user response.

Step 4: Build the Analysis

Pipeline Review

Snapshot the current open pipeline:

• Total pipeline value — sum of open deal amounts, weighted (× probability) and unweighted.
• Stage distribution — count and value by stage. Healthy pipeline shows progression; bunched-at-stage-1 signals a stalled top-of-funnel.
• Pipeline coverage = (open pipeline closing in period) / (target for period). Healthy: 3x for the current quarter.
• Aging — days in current stage. Deals stuck >2x average stage time are at risk.
• Top 10 deals — biggest open deals with stage, age, owner, expected close. Always show the leaderboard, even if the user didn't ask.

Win Rate Investigation

• Overall win rate = closed-won / (closed-won + closed-lost) for the period.
• By segment — SMB/MM/Enterprise rates often differ 2–3x; report separately.
• By source — inbound vs. outbound vs. partner can differ wildly.
• By rep — flag outliers (best, worst), but caveat with sample size — a rep with 4 deals doesn't have a meaningful rate.
• Loss reason analysis — if loss reasons are tagged, group them: price, product fit, no-decision, competitive, timing. No-decision losses signal qualification issues; competitive losses signal product/positioning issues.

Velocity & Cycle Analysis

• Sales velocity = (# open opportunities × avg deal size × win rate) / sales cycle length (days). Quarterly velocity in $/day is a leading indicator.
• Sales cycle (median days) — created_date to close_date for closed-won deals. Use median, not mean — a few mega-deals skew the mean.
• Stage cycle — median days per stage. Identifies the bottleneck stage.
• Stage conversion — share of deals that progress from stage N to stage N+1 (vs. dying in stage N). Requires stage history; without it, approximate using created→won transitions.

Rep Performance

• Quota attainment — actual / quota for the period. Distribution across the team matters more than the average.
• Activity metrics — calls, emails, meetings per rep (if activity data is connected). Correlate to outcomes; high activity / low conversion signals quality issues.
• Win rate, avg deal size, cycle length per rep, with sample size caveat.
• Pipeline-built per rep — leading indicator for next period's bookings.

Never single out a rep negatively without enough data (n>10 closed deals minimum). Frame development opportunities, not failures.

Anomaly Detection and Metric Investigations

Apply this framework whenever investigating a change, drop, or spike (e.g., 'why did our win rate drop'):

Severity classification:

• Informational — within 1 SD of trailing-quarter average, or <5pp change in rate metrics. Note it.
• Warning — 1–2 SD, or 5–10pp change. Investigate, present hypotheses.
• Critical — >2 SD, >10pp change, or pipeline coverage dropping below 2x. Lead with this finding.

Baseline comparison: Same quarter prior year (sales has annual cycles), trailing 4-quarter average, target/budget.

Root cause investigation steps:

1. Isolate the scope — one segment, one source, one team, one product line, or everything?
2. Check data freshness — are recent stage changes recorded? CRM hygiene gaps make 'metric drops' that are really data gaps.
3. Check upstream changes — territory realignment, comp plan changes, pricing updates, product launches/sunsets, marketing source mix shifts.
4. Check for data issues — bulk-edited deals, duplicates, deals reassigned mid-cycle, stage definitions changed.
5. Present hypotheses ranked by likelihood — "Most likely: enterprise segment win rate dropped 12pp, accounts for 80% of the overall drop. Less likely: rep churn — only 2 reps left this quarter."

Step 5: Present Results

Lead with the headline. Plain language. Every finding gets a 'So what?' and 'Now what?'

Abbreviation expansion: First use of CRM, ACV, ARR, MQL, SQL (sales-qualified lead, NOT structured query language — disambiguate if both meanings could apply), CAC, NRR — expand.

Sample size caveats: When breaking down by rep/source/segment, state n. "Inbound has a 28% win rate (n=42) vs outbound's 14% (n=8)."

Rules & Edge Cases

• Always state data freshness (when the dataflow last ran) and whether the period is in-progress or closed.
• Open vs. closed populations: never silently mix them. 'Pipeline win rate' is almost always nonsense — open deals don't have outcomes yet.
• Probability fields: confirm whether they're rep-set or stage-derived. Rep-set probabilities are often inflated.
• Stage definitions: stage names like 'Discovery' or 'Negotiation' mean different things at different companies — defer to the user's stage glossary if context exists.
• Multi-currency: state your normalization. Don't sum amounts across currencies without conversion.
• Snapshots: if doing historical analysis without snapshot data, say so. "This 'pipeline as of Q1' is approximated from created_date and stage; without daily snapshots, deals that moved stage mid-quarter are counted at their final stage, not their Q1-end stage."
• Channel/source double-counting: deals with both inbound and outbound activity may be tagged inconsistently. Pick one source-of-truth field per analysis and stick to it.
• Rep attribution: if territory or owner changed mid-deal, state how you're attributing the win/loss.
• Sample-size minimums: per-rep stats with n<10 closed deals are noise — use them to spot patterns, not for performance reviews.
• If a dataflow's last execution failed or is stale (>1 day for daily-refresh CRM data), warn the user.