A practical guide to the metrics that drive B2B and professional selling — from pipeline coverage and win rates to lead scoring and forecast accuracy. Learn to calculate each metric, interpret it in sales context, and avoid the activity-outcome trap.
Topics and managerial frameworks covered in Sales Analytics: From Pipeline to Revenue:
Students manipulate these interactive visual simulations directly inside the chapter reading before answering gated check-in questions:
Users enter remaining quota, pipeline value, win rate, sales cycle, days remaining and open opportunities. Outputs coverage ratio, required coverage, pipeline gap, pipeline throughput, and a traffic-light health indicator.
Users adjust weight sliders for 6 lead attributes on 200 synthetic leads. See the score distribution, and the yield and coverage at a threshold set as a share of the maximum possible points.
Users enter won, lost, open and stalled deal counts for 3 segments. Calculates win rate (of closed deals) and stall rate (of open deals), and renders stacked horizontal bars.
Users enter 4 quarters of forecast and actual values. Calculates MAPE, bias (with how many quarters missed high), and a trend, and renders a line chart of both series.
This chapter connects directly to these full MktPraxis analytical apps (with pre-loaded business case scenarios, CSV upload, and reproducible Python export):
A working B2B sales CRM for a team of four reps. Diagnose the pipeline, tell a real performance gap from luck, triage a rep's week, and build a coaching plan the records support.
Predict binary outcomes like Churn vs. Retain.
Pre-loaded Business Scenarios: Influencer Posts: What Makes a Story Drive a Sale? · B2B Email Sequences: Predicting Demo Bookings · Digital Promo A/B Test: High Incentive vs Standard Offer · Subscription Churn: Predicting Customer Attrition · Event Marketing: Predicting Registration Conversion · RFM-Based Purchase Prediction: Who Buys Next? · SignalPath MarTech: Which Leads Actually Close? · Will They Come Back? Predicting Season-Membership Renewal
Optimize sales territory assignments using geospatial analysis and workload balancing.