The sales process at ECR Technologies lacked efficiency due to a lack of communication between salespeople and low conversion rates. An information system was created to analyze sales pipeline data and generate insights. The data showed some sectors like e-commerce had low demo success. Recommendations included developing case studies for financial services and offering early bird discounts. The sales pipeline data improved sales processes and helped forecast sales. Recommendations for the financial sector increased client acquisition.

1. Based on Internship at
ECR Technologies LLP
Analysis of Sales Pipeline to make business
recommendation

2. About The Company
Who they are?
Amit Sengupta started in
2019
Amit joined by Dilip Gazaro
who provided funding
Nitin Goel joined them as
CEO, Ashish Aggarwal as
Advisor
What they created?
Omni- channel broadcaster
with intelligent AI
(EchoApp)
Marketing messages
through multiple channels(
sms, Email, Whatsapp etc.)
AI algorithm predicts
preferred channel of
customer

3. About EchoApp

4. Benefits of EchoApp
EchoApp enables significant cost
reduction with each iteration of messages
It generated numerous analytics report
and interactive dashboards for taking
business decision

5. Sales Department of ECR Technologies
Objective
The purpose of the sale
team was to initiate pilot
projects with various B2C
organization.
These organizations would
share a small part of their
customer data and
EchoApp would run
engagement campaigns
Method
The sales team reached
out to Chief Marketing
Officer or Marketing Heads
of B2C organizations
inviting them for a demo.
During demo the platform
was displayed, quarries
were answered and
possibility of collaboration
discussed.
Structure
The 15 people strong sales
department followed a flat
structure.
Two departments under
two heads looking after
the domestic and
international markets.
Each person targeted one
segments like BFSI, Ecom.

6. Issues in the Sales Process and Project Scope
Sales process was very random without proper communication between the
sales person resulting in inefficiency in the operation
The conversion in every stage was low. Especially so in the final stages of
the pipeline.
Further there was no system of forecasting sales for next few months
and quarters which made it difficult to make business model
Project Scope- The scope of the project was create a system to gather data from
the Sales process of ECR Technologies LLP that could generate some insights and
make business recommendations based on it.

7. Literature Review
Sales Forecast and Pipeline
Analysis (Johnathan Mun)
About implementation of Sales
Performance Indicator, Data, Event,
Reporting (SPIDER) software by
Automotive Replacement Parts, Inc
(ARP)
SPIDER analyzed data from every
stage of the sales process and
generated reports focusing on areas
like Sales Performance Indicator,
Trend, Ranking, Probability etc.
ARP achieved great benefits by the
implementation of SPIDER.
Uncertainty in the sales process was
removed to a great extent
Sales Pipeline Win Propensity
Prediction: A regression approach
(Junchi Yan, Min Gong, Changua Sun )
The paper focuses on digitization of
sales pipeline towards improved
pipeline management, reliable yield
prediction and better evaluation of
the quality of pipeline
They have described a predictive
solution for data driven sales
opportunity win propensity
prediction. They tested their model
on 500 B2B enterprises.
Various models could have been used
for prediction of data like ANN, SVM,
Multiple Linear Regression but
researchers chose Logistic Regression
because it is user friendly.

8. Methodology
1.
An information
recording form
was created for
use by sales
person to record
daily activity. The
form transferred
values to an excel
table.
2.
Data was cleaned
to remove
meaningless data
and analyzed to
measure the
performance of
sales person,
determine most
fertile sector etc.
3.
The data was
presented in an
interactive
dashboard in
Tableau. The
results was used to
make sales
projections and
business
recommendations

9. Observation and Recommendations
• E-Commerce, Gaming and Telecom
had 0 success rate in terms of
Demo. So a new pitch had to be
devised.
• In BFSI & FinTech a number of
opportunities had been lost in the
final stages of discussion. It was
recommended that proper case
studies be developed in this sector.
• Data security is of special
significance for BFSI and FinTech. It
was recommended that special
steps must be taken to convince
potential clients of how ECR
Technologies as an organization
was committed to data security.
90.00%
92.00%
94.00%
96.00%
98.00%
100.00%
102.00%
BFSI &
FinTech
E-Com Ed-Tech Gaming Real Estate Retail Telecom
Stages of Sales Pipeline
Lead Demo Won

10. Observation and Recommendations (2)
• Salesperson 3 was asked to
improve his telephonic pitch as he
was unable to generate demos
from his leads. He was given
further trainings.
• It was observed that overall very
less number of demos were
actually converted. So it was
suggested to come up with some
strategy to close deals regularly.
• One strategy which was
implemented was the introduction
of Early Bird offer. Under this offer
if any organization started pilot
project within a specified period
they would be eligible for
additional discount.
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Salesperson 1 Salesperson 2 Salesperson 3 Salesperson 4 Salesperson 5 Salesperson 7
Performance of Sales Person
Performance of Sales Person Lead Performance of Sales Person Demo
Performance of Sales Person Won

11. Tableau Dashboard

12. Conclusion
Information gathered from the sales pipeline not only
improved the sales process they were given to the
product team to understand customer requirement.
The data and the dashboard was used to make sales
forecast for coming months and used in business
modelling.
The recommendations in the FinTech Space met with
immediate success as ECR Technologies was able to
acquire two new clients in this space.

13. THANK YOU