Turn your Salesforce data into a causal model of how your organisation generates revenue.

Account health score is a composite metric that evaluates the overall strength of a customer relationship using Salesforce data. It combines activity recency, opportunity pipeline status, support ticket trends, product adoption signals, and engagement frequency to produce a single score indicating whether an account is thriving, stable, or at risk.

Activity volume per rep measures the total number of logged activities (calls, emails, meetings, tasks) per sales representative in Salesforce over a defined period. It quantifies the effort each rep invests in customer-facing and pipeline-building activities and serves as a baseline for evaluating activity efficiency.

Campaign ROI measures the return on investment for marketing campaigns tracked in Salesforce by comparing campaign costs against the pipeline and revenue generated by campaign members. It evaluates whether each campaign produced sufficient returns to justify its investment and informs future budget allocation.

Case resolution time measures the average elapsed time from case creation to case closure in Salesforce Service Cloud. It evaluates support team efficiency and customer experience by tracking how quickly issues are addressed, segmented by case priority, type, product, and support agent.

Contact conversion rate measures the percentage of contacts in Salesforce that become associated with an opportunity. It evaluates the effectiveness of lead qualification, nurturing, and sales development at converting the contact database into active pipeline.

Customer acquisition cost (CAC) measures the total sales and marketing investment required to win a new customer. Using Salesforce opportunity data, campaign costs, and activity records, CAC quantifies acquisition efficiency and determines the breakeven point for each new customer relationship.

Customer lifetime value (CLV) estimates the total net revenue a customer will generate over their entire relationship with your business. Using Salesforce opportunity history, renewal data, expansion revenue, and churn patterns, CLV quantifies the long-term return on each customer acquisition and retention investment.

Dashboard adoption rate measures the percentage of Salesforce users who actively view and interact with dashboards and reports on a regular basis. It evaluates whether the analytics investments made in Salesforce are actually being consumed by the intended audience and driving data-informed decision-making.

Deal stage progression measures the rate and pattern of opportunity movement through pipeline stages in Salesforce. It tracks forward progression, stage skipping, regression (deals moving backwards), and stagnation (deals stuck in a stage), providing a comprehensive view of how effectively the sales process advances deals toward close.

Forecast accuracy measures the percentage deviation between revenue forecasts derived from Salesforce pipeline data and actual closed revenue for a given period. It evaluates the reliability of opportunity stage probabilities, close date predictions, and deal value estimates across the sales organisation.

Lead conversion rate measures the percentage of leads in Salesforce that are successfully converted to contacts with associated accounts and opportunities. It is the primary metric for evaluating the effectiveness of lead qualification, scoring, and handoff processes between marketing and sales.

Lead response time measures the elapsed time between a new lead being created in Salesforce and the first meaningful outreach by an assigned sales rep. It quantifies how quickly the organisation acts on new leads, which research consistently shows is one of the strongest predictors of conversion probability.

Lead scoring effectiveness evaluates the predictive accuracy of lead scores in Salesforce by comparing assigned scores to actual conversion outcomes. It measures whether higher-scored leads genuinely convert at higher rates and generate larger deals, identifying scoring criteria that add predictive value versus those that introduce noise.

Opportunity aging analyses the age distribution of open opportunities in Salesforce by measuring days since creation or days in current stage. It identifies opportunities that have exceeded normal timelines, categorises pipeline into age buckets, and quantifies the proportion of pipeline at risk of being stale or unlikely to close.

Opportunity win rate measures the percentage of closed opportunities in Salesforce that result in a won outcome. It is the definitive measure of sales effectiveness, capturing the combined impact of qualification, competitive positioning, pricing, negotiation, and execution across the entire pipeline.

Pipeline coverage ratio measures the total value of open pipeline in Salesforce divided by the revenue target or quota for a given period. It indicates whether sufficient pipeline exists to absorb normal loss and slippage rates while still achieving the revenue goal.

Pipeline velocity quantifies the rate at which opportunities in Salesforce convert into revenue. It combines the number of qualified opportunities, average deal value, win rate, and sales cycle length into a single metric representing the revenue-generating throughput of the sales organisation per unit of time.

Quota attainment measures the percentage of assigned revenue quota that a rep, team, or territory has achieved through closed-won opportunities in Salesforce. It is the ultimate accountability metric for sales, directly connecting individual and team performance to the revenue commitments that drive business planning.

Report usage analysis examines how Salesforce reports and dashboards are consumed across the organisation. It tracks which reports are viewed most frequently, which users access them, which reports are never viewed, and how report consumption correlates with sales performance and data quality.

Revenue by product line breaks down closed-won revenue in Salesforce by the products and product families included in opportunities. It tracks which products generate the most revenue, how product mix is shifting over time, and which product combinations appear most frequently in winning deals.

Sales cycle length measures the average number of days from opportunity creation in Salesforce to a closed-won outcome. It captures the full duration of the active sales process and is a critical input for pipeline velocity, coverage calculations, and revenue forecasting.

Sales rep performance analysis compares individual reps across the full spectrum of Salesforce metrics: activity volume, pipeline generation, stage conversion rates, deal sizes, cycle lengths, win rates, and quota attainment. It identifies top performers, reveals the specific behaviours that drive success, and pinpoints coaching opportunities for each individual.

Territory performance analysis compares pipeline generation, conversion rates, deal sizes, cycle lengths, and revenue outcomes across sales territories defined in Salesforce. It identifies high-performing and underperforming territories to inform territory design, resource allocation, and go-to-market strategy.

User adoption rate measures the percentage of licensed Salesforce users who actively log in and perform meaningful actions (creating records, updating opportunities, logging activities, running reports) within a defined period. It evaluates whether the Salesforce investment is being utilised by the intended user base.

Win/loss analysis systematically examines closed opportunities in Salesforce to identify patterns that differentiate won and lost deals. It analyses loss reasons, competitive presence, deal characteristics, sales process adherence, and buyer behaviour to surface actionable insights for improving future win rates.

Contract value analysis examines the distribution and trends of contract values across Salesforce opportunities and contracts. It segments total contract value (TCV) and annual contract value (ACV) by customer segment, product mix, contract term length, and sales rep to identify pricing patterns, discount behaviours, and deal structuring trends that influence long-term revenue.

Customer churn prediction uses Salesforce activity, support case, engagement, and renewal data to calculate a probability score indicating how likely each customer is to churn. It combines declining engagement frequency, increasing support escalations, contract approaching renewal without expansion signals, and reduced product usage into a composite risk score.

Customer renewal rate measures the percentage of customers whose contracts are successfully renewed at the end of their term, tracked through Salesforce renewal opportunities or contract objects. It is the primary indicator of customer retention and a critical input for revenue forecasting and customer lifetime value calculations.

Deal stage conversion analysis measures the conversion rate between each consecutive pair of opportunity stages in Salesforce. It identifies which stage transitions have the highest drop-off rates, how conversion rates vary by deal segment, and where in the pipeline the greatest proportion of potential revenue is lost.

Deal velocity measures the speed at which individual opportunities in Salesforce progress through pipeline stages, expressed as the average number of days spent in each stage and the total elapsed time from creation to close. Unlike pipeline velocity which measures aggregate throughput, deal velocity focuses on the pace of individual deal progression.

Email engagement analysis measures open rates, click-through rates, reply rates, and response times for sales emails tracked in Salesforce. It evaluates the effectiveness of outreach templates, sequences, and individual rep communication by connecting email engagement signals to downstream pipeline and revenue outcomes.

Lead source attribution traces Salesforce pipeline and closed revenue back to the original lead source, campaign, or channel that generated the initial contact. It applies first-touch, last-touch, and multi-touch attribution models to quantify each source's contribution to revenue generation across the full funnel.

Marketing qualified lead (MQL) rate measures the percentage of leads in Salesforce that meet predefined qualification criteria based on engagement, fit, and behaviour signals. It evaluates the effectiveness of marketing programmes at generating leads that meet the threshold for sales follow-up and reflects the alignment between marketing targeting and ideal customer profile.

Pipeline value measures the total monetary value of all open opportunities in Salesforce at a given point in time. It provides a snapshot of the revenue potential currently in the sales pipeline, segmented by stage, expected close date, owner, territory, and product to give a comprehensive view of future revenue potential.

Sales velocity analysis breaks down the pipeline velocity formula into its four constituent components - opportunity count, average deal value, win rate, and sales cycle length - and analyses each independently to identify which lever has the greatest potential impact on revenue throughput. It goes beyond calculating a single velocity number to provide actionable decomposition.

Upsell cross-sell analysis measures the volume, value, and conversion rate of expansion opportunities within existing Salesforce accounts. It tracks upsell opportunities (larger quantities or higher tiers of existing products) and cross-sell opportunities (new products sold to existing customers) to quantify the expansion revenue engine and its contribution to total revenue growth.