Surface Better Insight from Your Sales Pipeline Data

SURFACE BETTER INSIGHT FROM
YOUR SALES PIPELINE DATA
Capture, Calculate and Track
Hard-To-Find Key Leading Indicators

• Introduction
• Leading, Lagging (and Lounging?) Indicators
• Leading Indicators – What’s Missing?
• The Importance of Data Staging
• Case Study
• How to Derive and Maintain the Missing Indicators
• Marketing Data
– Leading Indicators Have Leading Indicators
• Dashboard and Analysis Tips
• Senturus Overview
• Additional Resources
Agenda
Copyright 2016 Senturus, Inc. All Rights Reserved.

Introduction: Presenters
Greg Herrera
President and Co-Founder
Senturus, Inc.
Jim Frazier
VP of Client Solutions
Senturus, Inc.

Presentation Slide Deck on www.senturus.com
RESOURCE LIBRARY
An extensive, free library of past webinars,
demonstrations, whitepapers, presentations,
helpful hints and more.

This slide deck is from the webinar: Surface Better
Insight From Your Sales Pipeline Data
To view the FREE video recording of the presentation
and download this deck, go to:
http://www.senturus.com/resources/surface-better-
insight-from-your-sales-pipeline-data/
Hear the Recording

Leading, Lagging and Lounging Indicators
• Lagging Indicators
– Measure performance that has already happened
– Financial Statements: Revenue, Gross Margin, Profit
• Leading Indicators
– Indicate the direction of in-course performance
• Lounging Indicators
– “… will be leaving the company to spend more time with
family”

• Leading indicators in the sales and marketing processes
– Those influencing the direction of revenue, gross profit
and organizational hygiene
• Session will be most valuable to organizations having
sales teams entering and tracking multi-stage sales
cycles in an opportunity pipeline database such as
Salesforce.com
• Examples will use Tableau for data visualization
• Techniques discussed can apply to other pipeline
tracking and visualization systems
Scope of Discussion

Leading Indicators – What’s Missing?
Indicator
Available
straight from
CRM system
Available from
staging
database
Available from
Data Warehouse
(Data Mart)
Win Rate Y Y Y
Average Deal Size Y Y Y
Time to Close Y Y Y
Pipeline Growth (PG) Missing Y Y
PG from New Deals Missing Y Y
PG from Existing Deals Missing Y Y
PG from Stage Change Missing Y Y
Conversion Rate for Each
Stage
Missing Y Y
Interaction Growth Missing Y Y

4 ways to increase revenue
1. Pipeline growth = Increase the number or value of deals
in the pipeline
2. Win rate = Improve success rate
3. Average deal size = Close bigger deals
4. Time to close = Increase the velocity of the deals
moving through the pipeline – i.e., shorten the sales
cycle
3 ways to achieve pipeline growth
1. New deals = Enter the pipeline
2. Value change = Existing pipeline deals change size
3. Stage change= Existing deals change stage
Leading Indicators of Revenue

Contextual Attributes – What’s Missing?
Attribute
Available
Straight from
CRM System
Available from
Staging
Database
Available from
Data Warehouse
(Data Mart)
New vs Existing Account Manually Entered Possibly Y
New vs Existing LOB Missing Y Y
Recency of Interactions SFDC Activity only If integrated Y
Frequency of
Interactions
SFDC Activity only If integrated Y
Clusters of Interactions Missing Y Y
Full Customer
Attributes
Missing Missing Y
Full Product Attributes Missing Missing Y
Product Mix Missing Missing Y
Predictive Analytics
Foundation
Missing Missing Y

The conversion rate (probability) for each stage should be calculated from
empirical data contained in historical pipeline snapshots and historical wins
• Marketing automation systems (Pardot, Marketo) track interactions with
behavior scores
• Integrates to CRM systems, such as Salesforce, that update contact’s
records with behavior score -- more interactions lead to more new deals
entering the pipeline
Leading Indicators Have Leading Indicators
Stage Probability
Early 10%
Middle 20%
Strong 50%
Favored 70%
Closing 95%
Closed - Won 100%
Closed - Lost 0%

Sales Pipelines are Current Snapshots
Opportunity Amt Stage Prob Close Date Age
Bike Universe $50k Early 20% 2016-12-25 23
The Cracker Box $40k Middle 40% 2017-02-25 35
Racing Bike Outlet $35k Favored 60% 2016-11-01 20
Northwind Traders $65k Verbal 70% 2016-11-25 84
Rugged Bikes $60k Closing 90% 2016-12-31 407
Grand Cycle Store $55k Closed Won 100% 2016-10-13 365
Revolution Cycles $40k Closed Lost 0% 2016-07-08 293
As of now, the pipeline says this:
• In Salesforce and most other CRM systems, sales pipeline tracked in an
opportunity table, which maintains only the current values
• Win rate, average deal size and time to close are calculations of closed
deals (date and value of the transaction is known)
• The date and value of pipeline growth transactions is not known from this
table

Contrast: Pipeline Balances Monthly Snapshot
14Senturus, Inc. – Proprietary and Confidential
0
10
20
30
40
50
60
70 01/01/12
04/01/12
07/01/12
10/01/12
01/01/13
04/01/13
07/01/13
10/01/13
01/01/14
04/01/14
07/01/14
10/01/14
01/01/15
04/01/15
07/01/15
10/01/15
01/01/16
04/01/16
07/01/16
10/01/16
x100000
Suspect Qualification Early Middle Strong Closing

Contrast: Pipeline Growth from Same Pipeline!

Sales Pipelines are Current Snapshots
Opportunity Amt Stage Prob Close Date Age
Bike Universe $50k Early 20% 2016-12-25 23
The Cracker Box $40k Middle 40% 2017-02-25 35
Racing Bike Outlet $35k Favored 60% 2016-11-01 20
Northwind Traders $65k Verbal 70% 2016-11-25 84
Rugged Bikes $60k Closing 90% 2016-12-31 407
Grand Cycle Store $55k Closed Won 100% 2016-10-13 365
Revolution Cycles $40k Closed Lost 0% 2016-12-08 293
As of now, the pipeline says this:
• In Salesforce and most other CRM systems, the sales pipeline is tracked in
an opportunity table, which maintains only the current values
• Win rate, average deal size and time to close are calculations of closed
deals (date and value of transaction is known
• The date and value of pipeline growth transactions is not known from this
table

1-Derive Transactions from Snapshot Differences
As of Opportunity Amt Stage Prob Close Date
2016-10-12 Bike Universe $20k Early 20% 2016-12-25
Pipeline growth transaction is derived by finding the values that changed from
one balance snapshot to the next
Yesterday’s Snapshot:
As of Opportunity Amt Stage Prob Close Date
2016-10-13 Bike Universe $50k Early 20% 2016-12-25
Today’s Snapshot:
Growth
Date Opportunity Growth Type
Old
Val
New
Val
Growth
Amt
2016-10-13 Bike Universe Value Change $20k $50k $30k
Derived Pipeline Growth Transaction:

2-Derive Transactions from SFDC Opp History
Create Date Opportunity Amt Stage Prob Close Date
2016-10-12 8am Bike Universe $20k Early 20% 2016-12-25
2016-10-12 4pm Bike Universe $30k Early 20% 2016-12-25
2016-10-13 9am Bike Universe $50k Early 20% 2016-12-25
Note: Salesforce opportunity history table captures changes to only six
pipeline fields, it doesn’t capture changes to custom fields.
Growth Date
Opportunity Growth Type
Old
Val
New
Val
Growth
Amt
2016-10-12 8am Bike Universe New Deal NULL $20k $20k
2016-10-12 4pm Bike Universe Value Change $20k $30k $10k
2016-10-13 9am Bike Universe Value Change $30k $50k $20k
Derived Pipeline Growth Transactions:

3-Derive Transactions from SFDC Opportunity
Field History
Note: Salesforce opportunity field history table can capture changes to any
field, including custom fields, but it doesn’t capture the field value for new
records
Create Date Opportunity Field
Old
Val
New
Val
Growth
Amt
2016-10-12 4pm Bike Universe Amount $20k $30k $10k
2016-10-13 9am Bike Universe Amount $30k $50k $20k
Growth Date
Opportunity Growth Type
Old
Val
New
Val
Growth
Amt
2016-10-12 8am Bike Universe New Deal NULL $20k $20k
2016-10-12 4pm Bike Universe Value Change $20k $30k $10k
2016-10-13 9am Bike Universe Value Change $30k $50k $20k
Derived Pipeline Growth Transactions:

• Marketing automation systems (e.g. Marketo) integrate
with CRM Systems (Salesforce) and push Behavior Score
balances several times per day
• Derivation technique 1 can work with any combination
of marketing and CRM systems to derive Behavior Score
transactions
• Derivation technique 3 can be configured in Salesforce
– Turn on history tracking on the Behavior Score field in
both the Lead table and the Contact table
Use Similar Techniques for Interaction Trends

Behavior Clusters as Leading Indicators of Purchase

The Senturus comprehensive library of recorded
webinars, demos, white papers, presentations and case
studies is available on our website:
http://www.senturus.com/resources/
Hear the Recording

Relative Time, Pipeline Seasonality,
Rolling Averages
DASHBOARD AND ANALYSIS TIPS

• Good dashboard practice says to use auto-refresh relative time
periods instead of having to specify date ranges
• Leading indicators enable in-course corrections, so frequent
(daily) updates are valuable
• Many sales organizations experience quarter-based seasonality in
their pipeline growth
– Month 1 and month 2 of the quarter: Sales reps focus on
pipeline growth
– Month 3 of the quarter: Sales reps focus on closing
• For these organizations, look at pipeline growth across 91-day
periods (quarter of a year)
– This technique enables daily dashboard updates and
accommodates seasonality
Dashboard and Analysis Tips

When calculating the average pipeline growth over a
time period, you must accommodate the case where not
every day in the period has a pipeline growth record. In
this example, we’re looking at a seven day period and
five of those days have no records.
Considerations when Averaging Pipe Growth (1)
Growth
Date
Growth
Amount
10/2/16 $35
10/5/16 $35
Daily Avg for period 10/1 to 10/7 $35 Wrong

Dates with nulls still do not work
Growth
Date
Growth
Amount
10/1/16
10/2/16 $35
10/3/16
10/4/16
10/5/16 $35
10/6/16
10/7/16
Daily Avg for period 10/1 to 10/7 $35
Still
Wrong

• Dates with Nulls treated as ZEROES do work.
Growth
Date
Growth
Amount
10/1/16 $0
10/2/16 $35
10/3/16 $0
10/4/16 $0
10/5/16 $35
10/6/16 $0
10/7/16 $0
Daily Avg for period 10/1 to 10/7 $10 BINGO!
Tableau handles this with a standard function and a
single click

Using Tableau to handle relative time,
seasonality and averages over time
periods that have missing values
DEMO

Bringing It All Together
SUMMARY

The Senturus comprehensive library of recorded
webinars, demos, white papers, presentations, and case
studies is available on our website:
http://www.senturus.com/resources/
Hear the Recording

Contact Jim Frazier
• jfrazier@senturus.com
• 650 949 2921
Sign up for the Senturus Leading Indicator Subscription
Service
• We’ll manage the transformations, contortions and
updates for you
• We’ll deliver the missing indicators to you
• $999 per month (promotional pricing valid through
12/31/2016)
Interested in Learning More?

• Ideally pull your CRM pipeline data into the data
warehouse or sales data mart
• Next best interim situation is to pull it into a staging
database
• In these databases you will be able to do the
transformations and contortions that surface the
missing leading indicators
• Pipeline growth transactions provide much better
visibility than pipeline balance snapshots
– Need to know not just where you are, but how you got
there
• Valuable marketing interactions which lead the leading
indicators can be surfaced by similar techniques
Takeaways

Business Analytics Consultants
WHO WE ARE

Bridging the Gap Between Data & Decision Making
DECISIONS
& ACTIONS
Business Needs
Analysis
Ready
Data
Analysis
Ready
Data

.
• Dashboards, Reporting & Visualizations
• Data Preparation & Modern Data Warehousing
• Self-Service Business Analytics
• Big Data & Advanced Analytics
• Planning & Forecasting Systems
Business Analytics Architects

www.senturus.com/events
Upcoming Events

Upgrading to Cognos Analytics: What You
Need to Know
Presented by:
Todd Schuman
Senturus Practice Lead
Installations, Upgrades, and Optimization
Upcoming Event

More Free Resources on www.senturus.com

*Custom, tailored training also available*
Tableau & Cognos Training Options

Thank You!
www.senturus.com
info@senturus.com
888 601 6010
Copyright 2016 by Senturus, Inc.
This entire presentation is copyrighted and may not be
reused or distributed without the written consent of
Senturus, Inc.

Surface Better Insight from Your Sales Pipeline Data

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (10)

Similar to Surface Better Insight from Your Sales Pipeline Data

Similar to Surface Better Insight from Your Sales Pipeline Data (20)

More from Senturus

More from Senturus (20)

Recently uploaded

Recently uploaded (20)

Surface Better Insight from Your Sales Pipeline Data