Overview
This project analyzes a year's worth of sales pipeline data for a B2B computer hardware company. The goal: help sales and marketing leadership understand their CRM data, establish meaningful benchmarks, and identify opportunities to optimize performance.
The analysis segments customers by sector, employee size, and regional office, then tracks key metrics including Deal Close Rate, Average Deal Value, and Average Time to Close. Trend analysis reveals seasonal patterns in deal activity, with volume peaking mid-year and close rates improving toward year-end.
A significant portion of the analysis focuses on evaluating sales rep performance. Using a quantile-based scoring system across multiple metrics, reps are categorized into top, mid, and low performers. The analysis then explores potential drivers of performance—tenure, manager, regional office, and product mix—to surface actionable insights for leadership.
Key findings include the East office's standout performance in deal value, the Entertainment sector's higher-value deals despite moderate close rates, and evidence that top performers tend to close more deals on products with better conversion rates.