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CRM Analytics

CRM is the customer-record category of Organization Analytics: contacts and accounts, the lead funnel, deals and forecast, logged activity, and campaign delivery.

Open it from Reports > Organization Analytics, then choose CRM from the category dropdown. The category is available where the organization has CRM enabled.

Typical questions

  • Where are leads coming from, and which sources actually convert?
  • What is in the pipeline, and when is it expected to close?
  • Which accounts are we spending the most time on?
  • Which contacts have gone quiet?
  • Did that campaign reach anyone?

Records, not calls

This category reports on CRM records and the activity logged against them. It is not a call report, and the numbers here will not reconcile with Call Analytics, which counts calls regardless of whether a CRM record exists.

The two are complementary rather than comparable. A useful pairing is Top Repeat Callers Not in CRM in Caller Insights alongside the contact totals here: one tells you how many records you have, the other tells you who is calling that you never recorded.

Contacts, accounts and engagement

Contacts covers the contact base by source, status and channel preference, who has been contacted most, and new contacts created over time.

Accounts lists accounts with their industry mix and highlights the ones absorbing the most interaction. Accounts at the top by interaction count are not automatically the most valuable ones - read this next to Deals before drawing a conclusion.

Engagement measures how actively contacts are actually touched: frequency bands, activity types, a daily trend, and a Dormant Contacts list of records with no activity for thirty days or more. That dormant list is usually the most actionable thing in the category.

Leads

Leads shows leads by status and by source with a creation trend.

Lead Funnel presents the same population as a funnel in pipeline order, with monthly conversion and a source-conversion table. Source conversion is the part worth reading closely, because the source producing the most leads and the source producing the most conversions are frequently not the same one, and volume alone will send effort to the wrong place.

Deals and forecast

Deals covers the pipeline by stage, source and owner, a won-against-lost trend, top deals by value, and recently closed business.

Sales Forecast weights the open pipeline, projects expected revenue by planned close month, tracks the win-rate trend, and lists the largest open deals.

Forecast figures are built from the close dates and values recorded on open deals, so they are only as good as that data. A forecast that looks wrong is nearly always a records problem rather than a reporting one.

Activity

Activity reports tasks and logged activity for the period by type, owner and day, with tasks broken out by status, priority and assignee.

This section measures what was recorded, which is not the same as what was done. Read it as a picture of CRM discipline as much as of workload - a team that logs diligently will look busier than one that does the same work without recording it.

Campaigns

Campaigns reports delivery and engagement: campaigns by type and status, delivery by channel, a funnel from targeted through delivered to read, performance over time, and the best-performing campaigns.

Read counts are only available on channels that report them, so a campaign sent over a channel with no read receipts will show delivery without engagement. That is a limit of the channel rather than a sign the campaign went unread.

Access

The category is available to administrators whose role includes CRM and reporting access, including the Marketing role. Organization administrators see their own organization only.

The category hides itself where CRM is not enabled for the organization, and Campaigns hides itself where campaigns are not enabled.