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Sales & Marketing Reporting: Top Analytics to Track in Power BI & Tableau

Madeleine Azcona

Posted by Madeleine Azcona on 04 December 2020

Sales and Marketing Reporting: Top Analytics to Track in Power BI and Tableau

Tableau and Microsoft Power BI are data visualization tools that can be used by sales and marketing departments to track and report on their performance. Businesses often use CRM software to run their sales and marketing processes, alongside ERP or finance software to run the financial side of the business. CRM, ERP, and finance software are the primary sources of data for businesses that want to analyze their sales and marketing performance with Tableau and Power BI.

A CRM system creates lots of transactional data as it automates sales and marketing processes, while the ERP or finance software records the associated revenue data. But in order for the data from these systems to be turned into valuable sales and marketing insight, it first needs to be integrated and reorganized, via a process of data transformation, into a structure for reporting and analytics.

(You might also like "5 Reasons Why Excel Isn’t Enough For Financial Reporting")

Data management automation software, also known as ELT data warehouse software, like ZAP Data Hub, accesses transactional data from business systems such as CRM, ERP, and finance software, integrates it, and structures it ready for reporting with BI tools such as Power BI and Tableau.

Once CRM, ERP and finance data is integrated and structured for reporting, a business has to decide what sales and marketing analytics and KPIs to track. This should reflect the nature of the business’s sales processes, marketing processes, and its broader objectives.

Deciding where to start with sales and marketing analytics can be a challenge. That’s why we’ve produced this report – “Sales and Marketing Reporting and Analysis Top Analytics to Track”. It’s designed to provide a starting point for businesses looking to kick-start their sales and marketing reporting.

(We also recommend "ERP Manufacturing Reporting & Analysis: Top Analytics to Track in Power BI & Tableau")

Top Sales Analytics to Track in Tableau and Power BI

Revenue analytics:

  • Invoiced sales current month (prior month)
  • Invoiced sales current quarter (prior quarter)
  • Invoiced sales current year to date (prior year to date)

Customer analytics for this quarter:

  • Customer with sales: number of distinct customers invoiced this quarter
  • New customers: number of distinct customers invoiced this quarter not been invoiced previously
  • One-time customer invoices created during this quarter

Actual vs. target sales quarter/year-to-date analytics:

  • Percentage growth compared to last quarter/year
  • Current quarter/year to date
  • Prior quarter/year to date
  • Prior year same quarter/year value
  • Current quarter/year forecasted sales

Top regions:

  • Invoiced sales by order account customer location

Sales forecast analytics:

  • Forecasted sales amount vs. invoiced sales value

Sales trend analytics:

  • Growth per quarter for last four quarters
  • Current year sales vs. prior year sales amount by quarter

Sales opportunities analytics:

  • Opportunity by owner
  • Opportunity by product type
  • Opportunity by top 10 opportunities
  • Opportunity estimated open revenue by rating
  • Opportunity by pipeline stage
  • Opportunity by pipeline stage and month
  • Opportunity by status
  • Opportunity by status and month
  • Opportunity accuracy
  • Opportunity average days close
  • Opportunity average days open
  • Opportunity Count—less is better
  • Opportunity Count—more is better
  • Opportunity win percentage

Sales quotes analytics:

  • Quote analysis by account type and status
  • Quotes analysis by product type
  • Quote win percentage by top 10 owners
  • Quotes by status

Sales orders analytics:

  • Orders analysis by account type and status
  • Orders analysis by product type
  • Orders by status

Sales invoices analytics:

  • Invoice analysis by outstanding customer
  • Invoice analysis by product
  • Invoice analysis by territory
  • Invoice analysis by top 10 customer accounts
  • Invoice analysis by average amount
  • Invoice analysis by product revenue
  • Invoice analysis by revenue

Delivery performance analytics:

  • In-full delivery: percentage of sales orders delivered in full on first delivery (measures delivery fulfilment)
  • On-time delivery: percentage of sales orders delivered within expected delivery date (measures delivery precision)
  • Perfect order index (POI): delivery precision, delivery fulfilment

Customer delivery performance over time analytics:

  • In-full delivery percentage over last twelve months
  • On-time delivery percentage over last twelve months
  • Perfect order index (POI) (delivery precision, delivery fulfilment over last twelve months

Sales order by status:

  • Sales order amount by current sales order line status

Contribution margin analytics:

  • Invoiced sales amount, contribution margin, and quantity sold in sales units

Backlog ratio analytics:

  • Rolling sales over X years, backorder amount
  • Sales backlog ratio

Top Marketing Analytics to track in Tableau and Power BI

Marketing leads analytics:

  • Leads analysis by source
  • Leads analysis open by campaign
  • Lead conversion ratio by owner
  • Lead conversion by Top 10 owners
  • Leads analysis open by owner
  • Leads count by status
  • Leads created across months
  • Lead conversion percentage
  • Leads count—less is better
  • Leads count—more is better
  • Leads neglected percentage

Campaign analytics:

  • Campaign analysis by type/channel
  • Campaign cost variations
  • Campaign effectiveness
  • Campaign performance by type
  • Campaign responses by channel
  • Campaign ROMI (Return On Marketing Investment) by type
  • Campaign cost as percentage of budget
  • Campaign expenditure
  • Campaign response accuracy
  • Campaign ROI

Getting the Most from Your Sales and Marketing Data Analytics

If you are a business using CRM, ERP and Finance software and would like to report on your sales and marketing performance in Power BI and Tableau, then ELT Data Warehouse automation software like ZAP Data Hub makes it easier to produce meaningful sales and marketing analytics from this data.

(You might also want to read "Do Tableau and Power BI replace the need for a Data Warehouse?")

ZAP Data Hub automates the processes of accessing and structuring data for analytics and reporting in Tableau, Power BI, Qlik and other BI tools. It is specifically optimized for the Dynamics 365 suite providing:

ZAP is a Sage Rockstar ISV and ZAP Data Hub is optimized for key Sage products as:

ZAP Data Hub is also optimized for other major platforms:

Automate data governance for improved BI insight with self service


About the Author:

Madeleine Azcona
Madeleine Azcona
Madeleine is a 20+ year seasoned sales professional with a deep understanding of the Asia Pacific business to business landscape with expertise in technology, software, and managed services sectors. She is passionate about providing first class support to all customers and partners in the APAC region.
View my social profiles: LinkedIn |

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