After organizing the pipeline, use the search options and reports available on the Pipeline
Analysis page to gain insight into the effectiveness of the pipeline and its users.
Navigate the pipeline analysis page
Upon accessing the Pipeline Analysis page, a bar graph showcasing the leads from the
past year automatically populates. The bars represent the number of leads in each stage of the sales
pipeline, color-coded to show the month the lead reached that stage.
The interactive elements of the Pipeline Analysis page manipulate the graph to report
different metrics in several views. From left-to-right, top-to-bottom, the elements include:
Actions: represented by the ⚙️ (gear) icon, located next to the
Pipeline Analysis page title. When clicked, a drop-down menu appears with three
options, each with their own sub-menu: Knowledge, Dashboard,
Spreadsheet. (See Save and share reports for more
information)
The Knowledge option is for linking to or inserting the graph in a Knowledge app
article.
The Dashboard option is for adding the graph to a dashboard in the Dashboards app.
The Spreadsheet option is for linking the graph in a spreadsheet in the Documents
app.
Search… bar: shows the filters and groupings currently being applied to the graph.
To add new filters/groups, type them into the search bar, or click the ⬇️ (down arrow)
icon, at the end of the bar, to open a drop-down menu of options. (See Search Options for more information)
In the upper-right corner, there are view options represented by different icons. (See View
Options for more information)
Graph view: displays the data in a bar graph. This is the default view.
Pivot view: displays the data in a customizable, categorized metrics table.
Cohort view: displays and organizes the data, based on their Created on
and Closed Date week (default), day, month, or year.
List view: displays the data in a list.
Located on the far-left side of the page, beneath the Pipeline Analysis page title,
there are more configurable filter and view options.
Measures: opens a drop-down menu of different measurement options that can be seen in
the graph, pivot, or cohort view. The Measure drop-down menu is not available in the
list view. (See Measurement Options for more information)
Insert in Spreadsheet: opens a pop-up window with options for adding a graph or pivot
table to a spreadsheet in the Documents app or a dashboard in the Dashboards app. This option
is not available in the cohort or list view.
With the graph view selected, the following options are available:
Bar Chart: switches the graph to a bar chart.
Line Chart: switches the graph to a line chart.
Pie Chart: switches the graph to a pie chart.
Stacked: when selected, the results of each stage of the graph are stacked on top of
each other. When not selected, the results in each stage are shown as individual bars.
Descending: re-orders the stages in the graph in descending order from left-to-right.
Click the icon a second time to deselect it. Depending on the search criteria, this option may not
be available.
Ascending: re-orders the stages in the graph in ascending order from left-to-right.
Click the icon a second time to deselect it. Depending on the search criteria, this option may not
be available.
With the pivot view selected, the following options are available:
Flip Axis: flips the X and Y axis for the entire table.
Expand All: when additional groupings are selected using the ➕ (plus
sign) icons, this button opens those groupings under every row.
Download xlsx: downloads the table as an Excel file.
Search options
The Pipeline Analysis page can be customized with various filters and grouping options.
To add new search criteria, type the desired criteria into the search bar, or click the
⬇️ (down arrow) icon, next to the search bar, to open a drop-down menu of all options.
See the sections below for more information on what each option does.
Filters
The Filters section allows users to add pre-made and custom filters to the search
criteria. Multiple filters can be added to a single search.
My Pipeline: show leads assigned to the current user.
Opportunities: show leads that have been qualified as opportunities.
Leads: show leads that have yet to be qualified as opportunities.
Active: show active leads.
Inactive: show inactive leads.
Won: show leads that have been marked Won.
Lost: show leads that have been marked Lost.
Created On: show leads that were created during a specific period of time. By
default, this is the past year, but it can be adjusted as needed, or removed entirely.
Expected Closing: show leads that are expected to close (marked Won) during
a specific period of time.
Date Closed: show leads that were closed (marked Won) during a specific
period of time.
Archived: show leads that have been archived (marked Lost).
Add Custom Filter: allows the user to create a custom filter with numerous
options. (See Add Custom Filters and Groups for more
information)
Group By
The Group By section allows users to add pre-made and custom groupings to the
search results. Multiple groupings can be added to split results into more manageable chunks.
Important
The order that groupings are added affects how the final results are displayed. Try
selecting the same combinations in a different order to see what works best for each use
case.
Salesperson: groups the results by the Salesperson to whom a lead is assigned.
Sales Team: groups the results by the Sales Team to whom a lead is assigned.
City: groups the results by the city from which a lead originated.
Country: groups the results by the country from which a lead originated.
Company: groups the results by the company to which a lead belongs (if multiple
companies are activated in the database).
Stage: groups the results by the stages of the sales pipeline.
Campaign: groups the results by the marketing campaign from which a lead
originated.
Medium: groups the results by the medium (Email, Google Adwords, Website, etc.)
from which a lead originated.
Source: groups the results by the source (Search engine, Lead Recall,
Newsletter, etc.) from which a lead originated.
Creation Date: groups the results by the date a lead was added to the database.
Conversion Date: groups the results by the date a lead was converted to an
opportunity.
Expected Closing: groups the results by the date a lead is expected to close
(marked “Won”).
Closed Date: groups the results by the date a lead was closed(marked “Won”).
Lost Reason: groups the results by the reason selected when a lead was marked
“Lost.”
Add Custom Group: allows the user to create a custom group with numerous
options. (See Adding Custom Filters and Groups for more
information)
Comparison
The Comparison section allows users to add comparisons to the same search criteria
over another period of time.
This option is only available if the search includes time-based filters, such as
Created On, Expected Closing, or Date Closed. While
multiple time-based filters can be added at once, only one comparison can be selected at a
time.
Favorites
The Favorites section allows users to save a search for later, so it does not need
to be recreated every time.
Multiple searches can be saved, shared with others, or even set as the default for whenever
the Pipeline Analysis page is opened.
Add custom filters and groups
In addition to the pre-made options in the search bar, the Pipeline Analysis page can
also utilize custom filters and groups.
Custom filters are complex rules that further customize the search results, while custom groups
display the information in a more organized fashion.
To add a custom filter:
On the Pipeline Analysis page, click the down arrow icon next to the
Search… bar.
In the drop-down menu, click Add Custom Filter.
The Add Custom Filter pop-up window appears with a default rule (Country
is in _____) comprised of three unique fields. These fields can be edited to make a custom rule,
and multiple rules can be added to a single custom filter.
To edit a rule, start by clicking the first field (Country), and select an option
from the drop-down menu. The first field determines the primary subject of the rule.
Next, click the second field, and select an option from the drop-down menu. The second field
determines the relationship of the first and third fields, and is usually an is or is not
statement, but can also be greater than or less than statements, and more.
Finally, click the third field, and select an option from the drop-down menu. The third field
determines the secondary subject of the rule.
With all three fields selected, the rule is complete.
To add more rules: click New Rule and repeat steps 4-7, as needed.
To delete a rule: click the 🗑️ (trash) icon to the right of the rule.
To duplicate an existing rule: click the ➕ (plus sign) icon to the right of
the rule.
To create more complex rules: click the Add branch icon to the right of the
rule. This adds another modifier below the rule for adding an “all of” or “any of” statement.
Once all rules have been added, click Add to add the custom filter to the search
criteria.
To add a custom group:
On the Pipeline Analysis page, click the down arrow icon next to the
search bar.
In the drop-down menu that appears, click Add Custom Group.
Scroll through the options in the drop-down menu, and select one or more groups.
Measurement options
By default, the Pipeline Analysis page measures the total Count of leads
that match the search criteria, but can be changed to measure other items of interest.
To change the selected measurement, click the Measures button on the top-left of the
page, and select one of the following options from the drop-down menu:
Days to Assign: measures the number of days it took a lead to be assigned after
creation.
Days to Close: measures the number of days it took a lead to be closed (marked
Won).
Days to Convert: measures the number of days it took a lead to be converted to an
opportunity.
Exceeded Closing Days: measures the number of days by which a lead exceeded its
Expected Closing date.
Expected MRR: measures the Expected Recurring Revenue of a lead.
Expected Revenue: measures the Expected Revenue of a lead.
Prorated MRR: measures the Prorated Monthly Recurring Revenue of a lead.
Prorated Recurring Revenues: measures the Prorated Recurring Revenues of a lead.
Prorated Revenue: measures the Prorated Revenue of a lead.
Recurring Revenues: measures the Recurring Revenue of a lead.
Count: measures the total amount of leads that match the search criteria.
View options
After configuring filters, groupings, and measurements, the Pipeline Analysis page can
display the data in a variety of ways. By default, the page uses the graph view, but can be changed
to a pivot view, cohort view, or list view.
To change the pipeline to a different view, click one of the four view icons, located in the
top-right of the Pipeline Analysis page.
Graph View
The graph view is the default selection for the Pipeline Analysis page. It
displays the analysis as either a: bar chart, line chart, or pie chart.
This view option is useful for quickly visualizing and comparing simple relationships, like
the Count of leads in each stage, or the leads assigned to each
Salesperson.
By default, the graph measures the Count of leads in each group, but this can be
changed by clicking the Measures button, and selecting another option from the resulting drop-down menu.
Tip
When using a bar chart in this view, consider deselecting the Stacked option,
in order to make the breakdown of results more legible.
Pivot View
The pivot view displays the results of the analysis as a table. By default, the table groups
the results by the stages of the sales pipeline, and measures Expected Revenue.
The pivot view is useful for analyzing more detailed numbers than the graph view can handle,
or for adding the data to a spreadsheet, where custom formulas can be set up, like in an Excel
file.
The three icons at the top-left of the page perform the following functions:
Flip Axis: flips the X and Y axis for the entire table.
Expand All: when additional groupings are selected using the ➕ (plus
sign) icons, this button opens those groupings under every row.
Download xlsx: downloads the table as an Excel file.
Note
The Stage grouping cannot be removed, but the measurement can be changed by
clicking the Measures button, and selecting another option.
Cohort View
The cohort view displays the analysis as periods of time (cohorts) that can be set to days,
weeks, months, or years. By default, Week is selected.
This view option is useful specifically for comparing how long it has taken to close leads.
From left-to-right, top-to-bottom, the columns in the chart represent the following:
Created On: rows in this column represent the weeks of the year, in which
records matching the search criteria exist.
Measures: the second column in the chart is the measurement of the results. By
default, it is set to Count, but can be changed by clicking the
Measures button, and selecting an option from the drop-down menu.
Closed Date - By Day/Week/Month/Year: this column looks at what percentage of
the measured results were closed in subsequent days/weeks/months/years.
Average: this row provides the average of all other rows in the column.
The cohort view can also be downloaded as an Excel file, by clicking the Download
icon in the top-left of the page.
List View
The list view displays a single list of all leads matching the search criteria. Clicking a
lead opens the record for closer review. Additional details such as Country,
Medium, and more can be added to the list, by clicking the Filters
icon in the top-right of the list.
This view option is useful for reviewing many records at once.
Clicking the ⚙️ (gear) icon opens the Actions drop-down menu, with options for the
following:
Import records: opens a page for uploading a spreadsheet of data, as well as a
template spreadsheet to easily format that data.
Export All: downloads the list as an xlsx file for Excel.
Knowledge: inserts a view of, or link to, the list in an article in the
Knowledge app.
Dashboard: adds the list to My Dashboard in the Dashboards app.
Spreadsheet: links to, or inserts, the list in a spreadsheet in the Documents
app.
Note
On the list view, clicking New closes the list, and opens the New Quotation
page. Clicking Generate Leads opens a pop-up window for lead generation.
Neither feature is intended to manipulate the list view.
Create reports
After understanding how to navigate the pipeline analysis page, the
Pipeline Analysis page can be used to create and share different reports. Between the
pre-made options and custom filter and groupings, almost any combination is possible.
Once created, reports can be saved to favorites, shared with other users, and/or added to
dashboards and spreadsheets.
A few common reports that can be created using the Pipeline Analysis page are detailed
below.
Win/Loss reports
Win/Loss is a calculation of active or previously active leads in a pipeline that were either marked
as Won or Lost over a specific period of time. By calculating opportunities won over
opportunities lost, teams can clarify key performance indicators (KPIs) that are converting leads
into sales, such as specific teams or team members, certain marketing mediums or campaigns, and so
on.
A win/loss report filters the leads from the past year, whether won or lost, and groups the results
by their stage in the pipeline. Creating this report requires a custom filter, and grouping the
results by Stage.
Follow the steps below to create a win/loss report:
Navigate to .
On the Pipeline Analysis page, click the ⬇️ (down arrow) icon, next to
the search bar, to open a drop-down menu of filters and groupings.
In drop-down menu that appears, under the Group By heading, click Stage.
Under the Filters heading, click Add Custom Filter to open another pop-up
menu.
In the Add Custom Filter pop-up menu, click on the first field in the
Match any of the following rules: section. By default, this field displays
Country.
Clicking that first field reveals a sub-menu with numerous options to choose from. From this
sub-menu, locate and select the Active option. Doing so automatically populates the
remaining fields.
The first field reads: Active. The second field reads: is. And lastly,
the third field reads: set.
In total, the rule reads: Active is set.
Click New Rule, change the first field to Active, and the last field to
not set. In total, the rule reads Active is not set.
Click Add.
The report now displays the total Count of leads, whether “Won” or “Lost,” grouped by
their stage in the CRM pipeline. Hover over a section of the report to see the number of leads in
that stage.
Customize win/loss reports
After creating a win/loss report, consider using the options below to
customize the report for different needs.
Example
A sales manager might group wins and losses by salesperson, or sales team, to see who has the
best conversion rate. Or, a marketing team might group by sources, or medium, to determine where
their advertising has been most successful.
Filters and groups
To add more filters and groups, click the ⬇️ (down arrow) icon, next to the search
bar, and select one or more options from the drop-down menu.
Some useful options include:
Created on: adjusting this filter to a different period of time, such as the
last 30 days, or the last quarter, can provide more timely results.
Add Custom Filter: clicking this option, and scrolling through the numerous
options in the drop-down menu, opens up additional search criteria, like Last
Stage Update or Lost Reason.
Add Custom Group > Active: Clicking
separates the results into Won (true) or Lost (false). This
shows at what stage leads are being marked Won or Lost.
Multiple Groupings: add multiple Group By selections to split
results into more relevant and manageable chunks.
Pivot View
By default, pivot view groups win/loss reports by Stage and measures
Expected Revenue.
To flesh out the table:
Click the ⬇️ (down arrow) next to the search bar.
In the pop-up menu, replace the Stage grouping with something like
Salesperson or Medium.
Click the Measures button and click Count to add the number of
leads back into the report.
Important
In pivot view, the Insert In Spreadsheet button may be greyed out due to the
report containing duplicate group bys. To fix this, replace the
Stage grouping in the search bar with another option.
List View
In list view, a win/loss report displays all leads on a single page.
To better organize the list, click the ⬇️ (down arrow) next to the search bar, and
add more relevant groupings or re-organize the existing ones. To re-order the nesting, remove
all Group By options and re-add them in the desired order.
To add more columns to the list:
Click the Filters icon in the top-right of the page.
Select options from the resulting drop-down menu. Some useful filters include:
Campaign: Shows the marketing campaign that originated each lead.
Medium: Shows the marketing medium (Banner, Direct, Email, Google Adwords, Phone,
Website, etc.) that originated each lead.
Source: Shows the source of each lead (Newsletter, Lead Recall, Search Engine, etc.).
