Introduction

In today's highly competitive market, sales success is no longer solely dependent on intuition but increasingly on the strategic leverage of data, making Sales Analytics and CRM Intelligence an indispensable capability for optimizing sales performance, enhancing customer relationships, and driving sustainable revenue growth. By transforming raw sales and customer relationship management (CRM) data into actionable insights, this discipline empowers sales leaders and professionals to understand pipeline health, predict sales outcomes, identify high-value customers, and personalize engagement strategies, moving beyond reactive selling to proactive, data-driven revenue generation. This training course is meticulously designed to equip sales managers, sales analysts, account executives, marketing professionals, and business development teams with cutting-edge knowledge and practical skills in understanding key sales metrics and KPIs, mastering data collection and integration from CRM systems, leveraging leading BI tools for sales forecasting and pipeline analysis, exploring customer segmentation for targeted outreach, and effectively communicating sales insights to optimize sales processes and achieve ambitious revenue targets. Participants will gain a comprehensive understanding of how to harness the power of data to build smarter, more efficient, and highly effective sales organizations.

Duration

5 days

Target Audience

• Sales Managers
• Sales Analysts
• Account Executives
• Business Development Representatives
• Marketing Professionals (involved in lead generation/sales support)
• CRM Administrators
• Sales Operations Specialists
• Customer Success Managers
• Business Leaders focused on revenue growth
• Data Analysts (with a sales focus)

Objectives

• Understand the fundamental concepts of sales analytics and CRM intelligence.
• Master key sales metrics and KPIs across the sales cycle.
• Learn to identify, collect, and integrate data from CRM systems and other sales sources.
• Develop proficiency in using BI tools for sales pipeline analysis and forecasting.
• Understand customer segmentation and lead scoring techniques.
• Explore strategies for optimizing sales performance and identifying growth opportunities.
• Develop skills in designing and building interactive sales dashboards.
• Learn about ethical considerations and data privacy in sales data analysis.

Course Content

Module 1. Introduction to Sales Analytics and CRM Intelligence

• Defining Sales Analytics: Beyond traditional sales reporting
• Defining CRM Intelligence: Leveraging CRM data for insights
• The strategic importance of data-driven sales decisions
• Connecting sales performance to overall business goals
• Overview of common sales analytics use cases

Module 2. Key Sales Metrics and KPIs

• Sales Pipeline Metrics: Lead volume, conversion rates (stage-by-stage), pipeline value
• Sales Performance Metrics: Revenue, sales volume, average deal size, win rate
• Customer Metrics: Customer acquisition cost (CAC), customer lifetime value (CLTV), churn rate
• Activity Metrics: Calls, emails, meetings, demos
• Sales Cycle Length and Sales Velocity

Module 3. Data Sources and Integration for Sales Analytics

• CRM Systems: Salesforce, HubSpot, Microsoft Dynamics 365, Zoho CRM
• Sales Enablement Tools: Outreach, Salesloft
• Marketing Automation Platforms: Marketo, Pardot
• ERP Systems: Order and invoice data
• Integrating disparate sales data sources for a holistic view

Module 4. Data Preparation and Modeling for Sales Data

• Cleaning Sales Data: Handling duplicates, inconsistencies, missing values (e.g., lead source)
• Standardizing Sales Stages and Product Categorization
• Building sales data models: Opportunities, Accounts, Contacts, Products
• Using Power Query (or equivalent) for sales data ETL
• Ensuring data quality for accurate sales insights

Module 5. Sales Pipeline and Forecasting Analysis

• Analyzing Sales Pipeline Health: Stage distribution, aging, velocity
• Sales Forecasting Techniques: Historical trends, weighted pipeline, lead-based
• Using BI tools for pipeline visualization and forecast reporting
• Identifying bottlenecks and areas for improvement in the sales process
• Visualizing actual vs. forecast sales performance

Module 6. Customer Segmentation and Lead Scoring

• Customer Segmentation for Sales: Identifying high-value accounts, ideal customer profiles
• Lead Scoring Models: Prioritizing leads based on engagement and fit
• Using BI tools to analyze customer segments and lead quality
• Personalizing sales outreach based on segment insights
• Visualizing lead progression and conversion rates

Module 7. Sales Performance Optimization and Strategy

• Sales Rep Performance Analysis: Quota attainment, activity metrics, win rates
• Territory Performance Analysis: Identifying strong/weak areas
• Cross-selling and Up-selling Opportunities: Analyzing existing customer data
• Identifying best practices from top performers
• Using insights to refine sales strategies and training

Module 8. Designing Sales Dashboards and Future Trends

• Key Performance Indicators (KPIs) for various sales functions
• Designing executive sales dashboards for strategic overview
• Operational dashboards for sales managers and reps
• Creating interactive and drillable sales reports
• The future of sales analytics: AI-powered recommendations, conversational AI in CRM, predictive lead scoring.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 7 working days before commencement of the training.