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.

Account Growth Rate measures how quickly the number of Account records in Salesforce increases across a defined period. It is calculated from the CreatedDate on Account objects, comparing accounts added during the period against the base of accounts that existed at the start. In a Salesforce context this reflects how fast your customer and prospect base is expanding, drawn directly from Account creation and ownership data rather than estimates.

Activity Based Analysis measures the relationship between logged sales activities in Salesforce, such as calls, emails, tasks and meetings, and the outcomes they drive across opportunities and accounts. In Salesforce these activities live on the Task and Event objects tied to leads, contacts, opportunities and accounts, which lets you connect effort to pipeline movement and closed revenue. It shifts reporting from raw activity counts towards understanding which activity patterns correlate with conversion and won deals.

Average Deal Size measures the mean revenue value of opportunities that reach a closed-won stage in Salesforce over a defined period. It is calculated from the Amount field on Opportunity records, filtered to the won stage, so it reflects the typical contract value your team actually closes rather than the value of open pipeline. Tracking it by record type, lead source or owner shows which deals and segments carry the most weight.

Campaign Attribution Analysis measures how much pipeline and closed revenue each Salesforce campaign generates, using Campaign Member records and the Opportunity Contact Roles linked to them. It connects the campaigns a contact engaged with to the opportunities those contacts later touched, so credit can be assigned to the touchpoints that influenced a deal. The analysis can run on a first-touch, last-touch, or multi-touch model depending on how you weight each campaign in the buyer journey.

Campaign ROI measures the revenue a Salesforce campaign generates against the cost recorded for it. Using the Campaign object alongside Campaign Influence and the Opportunities linked to campaign members, it compares Actual Cost against the value of Closed Won opportunities the campaign touched. It tells you which campaigns return more than they consume rather than which simply produced activity.

Case Resolution Time measures the elapsed time between when a Salesforce case is created and when its Status moves to Closed. Computed from the CreatedDate and ClosedDate fields on the Case object, it shows how quickly Service Cloud agents move a customer issue from open to resolved. It is usually reported as a mean or median across cases, and can be segmented by case Origin, Priority, queue or owner.

Churn Risk Analysis scores how likely each Salesforce account is to cancel or fail to renew, based on signals already held in your CRM. It combines account engagement, open support cases, declining activity volume and stalled renewal opportunities into a single risk view per customer. In a Salesforce context, it turns standard objects such as Account, Opportunity, Case and Activity into an early warning system rather than a static record.

Contact Engagement Score measures how actively a Salesforce contact interacts with your team, derived from logged activities such as emails, calls, meetings, and tasks recorded against the Contact and its related records. It combines the volume and recency of those interactions into a single weighted figure, so a contact with frequent recent touchpoints scores higher than one whose last activity was months ago. Because it reads directly from Salesforce activity history, the score reflects real relationship momentum rather than a static field someone updated by hand.

Customer Segmentation Analysis groups your Salesforce Accounts into meaningful cohorts, for example by industry, region, employee count, plan tier or annual revenue, and then compares performance across those cohorts. Using Account, Opportunity and Contact records, it measures how metrics such as revenue, win rate, deal size and retention differ from one segment to the next. It turns a flat list of Accounts into a structured view of where value concentrates.

Lead Source Analysis breaks down Salesforce leads and converted opportunities by the value held in the LeadSource field, so the team can see how each channel performs across volume, conversion, and revenue. In Salesforce, every Lead and Opportunity carries a source, which lets you compare inbound, outbound, events, referrals, and paid channels on a like for like basis. The analysis turns that single field into a ranking of which sources actually generate qualified pipeline and won deals.

Monthly Recurring Revenue is the normalised, predictable revenue your business earns each month from active subscriptions. In Salesforce, it is derived from closed-won Opportunities with recurring revenue line items, or from a subscription or contract object, by converting every active contract value to a monthly figure. It excludes one-off charges such as setup fees or professional services.

Opportunity Stage Analysis breaks down the open and closed opportunities in your Salesforce pipeline by StageName, showing the count, value, and conversion rate at each step from prospecting to closed won. Drawing on the Opportunity object and its OpportunityHistory records, it measures how deals progress, how long they sit in each stage, and the proportion that advance versus the proportion that slip or are lost. It turns a static stage list into a view of pipeline movement over time.

Pipeline Velocity measures how quickly revenue moves through your Salesforce sales pipeline, expressed as the value of deals closing per unit of time. It combines the number of open opportunities, the average win rate, the average deal size, and the length of your sales cycle drawn from Salesforce Opportunity and Stage history records. A higher figure means your team is converting more value in less time.

Product Performance Analysis measures how individual products or product families perform across the sales motion captured in Salesforce. It draws on Opportunity Line Items, Products and Price Book entries to compare each product on revenue contribution, win rate, average deal size and pipeline coverage. It turns the product catalogue inside Salesforce into a ranked view of what is actually selling and where it stagnates.

Quote To Close Rate measures the share of Salesforce opportunities that reach the quote stage and then convert to closed-won. It is calculated from Quote records linked to Opportunity records, using the opportunity stage and close outcome to determine which quoted deals actually closed. The metric isolates the final stretch of the pipeline, after a price has been presented but before the deal is signed.

Sales Funnel Analysis measures how opportunities progress through each stage of your Salesforce pipeline, from the first qualified opportunity to closed won. It quantifies the conversion rate between adjacent stages in the Opportunity object, the volume of deals resting at each stage, and the time those deals spend before advancing. In Salesforce terms, it reads the StageName field and its history to show exactly where the funnel narrows.

Sales Pipeline Value is the combined amount of all open Salesforce opportunities that have not yet been closed won or closed lost. It is drawn from the Amount field on each Opportunity record, filtered to active sales stages, and gives a single figure for the revenue currently working its way through the funnel. Reading it alongside stage and close date shows not only how much is in play but how reachable it is.

Sales Rep Quota Attainment measures how much of an assigned quota each Salesforce rep has closed within a period, expressed as a percentage. In Salesforce, it is calculated from Closed Won opportunity amounts joined to the quota stored on the Forecasting Quota object or a custom quota field, grouped by Opportunity Owner. It tells you, rep by rep, who is ahead of plan and who is behind.