CRM Sales Performance Analysis
- Rajwol Khadka
- Mar 20
- 5 min read
Updated: Apr 4
Project Overview
Managers of MavenTech recently implemented a new CRM software that collects their B2B sales pipeline data to track performance. While the system efficiently collects vast amounts of data, sales managers needed an efficient way to analyze team performance of the latest quarter without sifting through the raw numbers. This is where my expertise comes in.
I developed an interactive Power BI dashboard tailored for MavenTech’s sales managers to analyze team and individual performance for the most recent quarter, with comparisons to the previous quarter and company-wide averages. Using DAX in Power BI, I created dynamic calculations to surface key metrics and trends, while SQL queries were employed to cross-verify the data for accuracy.
The dashboard equips managers with actionable insights—helping them pinpoint high-performing agents, identify those who may need additional support, and assess revenue contributions across products. It also serves as a practical tool for performance reviews and team development discussions.
This dashboard looks to answer the following questions for MavenTech Managers:
How did my team perform overall and at the individual level this past quarter?
How do our metrics compare to the prior quarter and company benchmarks?
Who are my top performers, and which agents may need additional support?
Which products are key drivers of revenue, and which have the potential for growth?
1. Cara Losch – Addressing Declining Opportunities & Optimizing Discounting Strategies
Key Metrics:
Total Sales: $311K (Well below company average of $467K)
New Opportunities: 147 (Down from 287 last Q)
Avg. Weeks to Close: 6.69 weeks (slightly above team average of 6.64)
Product Performance: GTX Pro leads with $120K in total sales, followed by GTX Plus Pro at $87K
% of Sales Discounted: High across all agents (above 40% on average)
Recommendations:
Focus on improving new opportunity generation – Prioritize lead generation as new opportunities nearly halved compared to last quarter. Garret Kinder, for example, shows strong efficiency (5.4 weeks close time, $3.3K avg. deal), but low volume (16 sales) limits impact, indicating untapped potential with more pipeline.
Reduce discounting strategies – Deep discounting is widespread, eroding margins. Agents like Violet McLelland convert well (35 sales, ~61%) but generate low revenue ($25K) due to small deal sizes ($702 avg.), signaling a need for value-based pricing or better upselling strategies.
Leverage GTX Pro’s strong performance – As the best-selling product, invest in targeted campaigns and deeper client engagement to increase conversions and total sales.
2. Celia Rouche – Unlocking $1M in Potential Revenue & Strengthening MG Advanced Performance
Key Metrics:
Total Sales: $430K (Down from $491K last Q)
Avg. Sales Value: $2,403 (Down from $2.8K last Q)
New Opportunities: 179 (Down from 394 last Q)
Product Performance: MG Advanced is a clear top performer at $174K in sales
Potential Revenue: 334 engaged opportunities totaling over $1 million in potential revenue
Recommendations:
Prioritize protracted deals – With $1 million in potential revenue and deals lingering since last year, it’s essential to close active opportunities and mark long-stalled ones as lost to maximize sales and clear CRM bottlenecks.
Optimize pricing strategy for MG Advanced – It accounts for 40%+ of total revenue, so bundling or upselling opportunities should be explored.
Improve consistency in discounting – While some agents are keeping discounts low (9.95%), others are discounting over 84%, which is unsustainable. Implement standard discounting policies.
3. Dustin Brinkmann – Increasing Sales Efficiency
Key Metrics:
Total Sales: $317K (Above last quarter’s $285K)
Avg. Sales Value: $1,488 (Below the company's average of $2,351)
Avg. Weeks to Close: 7 weeks (Longer than the company average of 6.64 weeks)
Product Performance: GTX Plus Pro and MG Advanced dominate sales
Agent Performance: Some agents show conversion rates above 65%, others struggle below 56%
Recommendations:
Quality & Quantity – The team’s average deal size ($1.5K average) and total new opportunities (157) is well below the company's average of $2.4K and 194 opportunities, indicating a need for targeting opportunities of greater quantity and higher-value.
Reduce sales cycle time – The near 7-week close time is among the highest. Process automation or better lead qualification to improve efficiency.
Capitalize on strong product performers – GTX Plus Pro and MG Advanced are high-value sellers, and the team should prioritize high-intent prospects for these products.
Refine sales coaching – Some agents are converting at 70.8%, while others are below 56%. Best practices from top performers should be replicated across the team.
4. Melvin Marxen – Leveraging Top Performers for Scale
Key Metrics:
Total Sales: $671K (Significantly above the company's $467K average)
Avg. Sales Value: $2,760
New Opportunities: 244 (Well below 629 last Q)
Product Performance: GTX Pro dominates with $356K in sales
Star Agent Contribution: Darcel Schlecht alone generated $357K in revenue (more than 50% of the team’s total)
Recommendations:
Scale the best-performing agent’s strategies – Darcel Schlecht drives over 50% of the team’s revenue ($357K) through high-volume sales and strong average deal size ($3.8K across 94 deals). Leveraging her strategies and insights through training and mentorship could potentially uplift overall team performance.
Enhance new opportunity creation – Though sales are strong, the drop in opportunities (from 629 to 244) could signal future declines if the pipeline is not refilled.
Continue capitalizing on GTX Pro – It’s the team’s highest performer, but with a 55.2% conversion rate, there’s room for improvement through lead targeting.
5. Rocco Neubert - Leveraging GTX Pro for Growth & Addressing High Discounting Practices
Key Metrics:
Total Sales: $514K (Above the $467K company average)
Avg. Sales Value: $2,935 (Greater value than the $2.3K company average)
New Opportunities: 189 (Drastic decline from 413 last Q)
Product Performance: GTX Pro dominates with $224K in generated revenue
Recommendations:
Balanced Performance - With over half of the sales team generating over $100K in revenue, leverage the high-performing agents to boost efficiency for someone such as Daniell Hammack, who shows a slight struggle with a team-low in revenue and total sales ($78K across 27 deals).
High Performing Product - The GTX Pro accounts for more than half of the total revenue generated for the evaluated quarter and a high conversion rate of 72%, indicating a winning product. Upselling and cross-selling opportunities should be explored for GTX pro customers to keep performance high while leveraging other products that do not perform as well.
Address High Discount Rates - With a majority of the team having 40% if their sales discounted, implementing discounting practices should be standardized to protect profit margins.
6. Summer Sewald – Maximizing High Engaged Opportunities
Key Metrics:
Total Sales: $560K (Above the company average and improved from last Q)
Avg. Sales Value: $2,248 (Hovering below the company's $2.3K average)
New Opportunities: 249 (Above the company's 194 average)
Engaged Opportunities: 414 (Company high)
Recommendations:
Capitalize on bottleneck sales - With a company high of 414 opportunities stuck in the negotiation phase, priority should be placed on making the most of ongoing deals to maximize team revenue and performance. Strong emphasis should be placed on deals dating back to the prior year.
Address High Discounting - While revenue is on an uptrend, heavy discounting across agents may be reducing profitability, as indicated by the average sales value ($2.2K). By introducing value-based sales training and structured discounting policies, the team can ensure profitability and help agents close deals at better prices.
General Recommendations
Optimize CRM Data Utilization: Leverage CRM insights to identify leads with high revenue potential and monitor team performance metrics more granularly.
Sales Training & Mentorship: Focus on margin improvement, pricing discipline, and advanced negotiation techniques for agents with high discount rates.
Pipeline Management: All managers, especially Celia and Summer, should prioritize closing up on sales that date back to the prior year in order to prioritize newer, high-value opportunities.
Targeted Product Strategy: Push high-value products like GTX Pro and MG Advanced while analyzing why others (e.g., MG Special, GTK 500) perform poorly. Targeted promotion campaigns may encourage certain accounts to try the underperforming products.
Foster Cross-Team Collaboration: Teams with overlapping challenges (e.g., excessive discounting, low sale value) can benefit from shared training and mentorship sessions from other sales agents.
Explore the Analysis
Click here to view how I used SQL to derive the key metrics
Click here to view the Power BI dashboard
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