KPI Category – Opportunity

It is a standard practice to create and track Opportunities for sales that are available from existing as well as potential customers using CRM system. An opportunity gives structure around different activities that is performed by a sales employee. A Sales OpportunityOpportunity has a value and expected closing date associated with it. A sales employee tracks each and every interaction regarding the opportunity until it is closed. Interactions are typically logged as Calls within the system. Performance is measured based on how effecive an employee is in managing different opportunities and ultimately winning them, which in turn has a bottom line impact for the organization.

From KPI perspective, two measures i.e. the number of opportunities and total value of opportunities pursued by sales team are of importance. When we look at Opportunity as a KPI, it is similar to Calls, Reach and Frequency wherein Time Context is mandatory. In Sales Opportunity analysis context, time context also plays an important role in Historical Data Analysis. This is achieved through a concept popularly known as Slowly Changing Data (refer footnote for more information on this topic). Popular analysis scenarios include options to see how opportunities evolved over period of time wherein tracking different changes to an opportunity will be utilized in time dependent fashion.

Apart from Time Context, another important flag to differentiate whether an Opportunity is open i.e. still under pursual or Closed i.e. Won or Lost is used. There are several other dimensions that can be associated with this KPI Category such as Division, Geography, Customer Type, Stage of Opportunity etc., and it is business process adopted by Sales Team that dictates the design and effective usage of Sales Opportunities.

Some articles about time dependency of data, which is highly applicable in analysis of Opportunity data.

  1. Slowly Changing Data – Introduction
  2. Slowly Changing Dimension