Analytics & Business Intelligence

Analytics and BI transform raw revenue data into actionable insights that drive better decisions. The difference between good analytics and great analytics isn't the sophistication of the charts-it's whether teams actually use the insights to change behavior and drive results.

Why Analytics & BI Matter

Most companies have too many dashboards and not enough insights. They build reports that show what happened last quarter but don't predict what will happen next quarter. They create vanity metrics that make teams feel good but don't drive business outcomes. They scatter analytics across multiple platforms so nobody can find the metric they need when they need it.

Strategic analytics and BI solve these problems by focusing on decisions, not dashboards. They identify the questions that leaders actually need answered-What's our forecast? Where are deals getting stuck? Which campaigns drive pipeline?-and build analytics that answer those questions clearly. They consolidate metrics into a single source of truth so everyone works from the same numbers. And they deliver insights at the moment of decision, not days later in a weekly review.

When analytics and BI are done right, teams make data-driven decisions because the data is accessible, trustworthy, and actionable. Leaders forecast with confidence because the underlying metrics are reliable. Reps know where to focus because analytics surface the highest-value opportunities. And the entire revenue organization operates with transparency because everyone can see the same performance metrics in real-time.

Core Analytics Capabilities

Revenue Dashboards

Build dashboards that track pipeline, bookings, revenue, and forecast in real-time. Create executive views that answer strategic questions and operational views that drive daily execution. Make metrics accessible, understandable, and actionable.

Pipeline Analytics

Track deal progression, velocity, and conversion rates across every stage. Identify bottlenecks, stalled deals, and at-risk opportunities. Build pipeline health scores that predict forecast accuracy and surface coaching opportunities.

Performance Metrics

Measure individual, team, and organizational performance against targets. Track leading indicators that predict outcomes before they happen. Build rep scorecards that make success visible and drive accountability.

Attribution & ROI

Track marketing attribution from first touch to closed deal. Measure campaign performance, channel effectiveness, and content impact. Build closed-loop reporting that connects marketing spend to pipeline and revenue.

Customer Analytics

Track customer health, usage, engagement, and satisfaction across the lifecycle. Identify expansion opportunities and churn risks before they become obvious. Build customer success metrics that drive proactive intervention.

Forecast Analytics

Build forecasting tools that aggregate bottom-up predictions with top-down targets. Track forecast accuracy over time and identify patterns in over/under performance. Create early warning systems that flag forecast risks before quarter-end.

Key Takeaways

  • • Focus on decisions, not dashboards. Build analytics that answer specific business questions
  • • The best metrics are leading indicators that predict outcomes before they happen
  • • Self-service analytics only work if the data is trustworthy and the tools are intuitive
  • • Consolidate metrics into a single source of truth so everyone works from the same numbers
  • • Analytics create value when they drive behavior change, not just provide information

Continue Learning

Revenue Intelligence → Performance Analytics → Data Architecture → AI & Automation →