Case study
Sales Performance Analytics
Turning CRM activity into measurable sales performance insight.
Overview
The Sales team had introduced a structured process in Microsoft Dynamics 365 for tracking lead engagement — first, second, and third contact, qualification, and disqualification. Capturing that activity in the CRM was only half the picture; the team needed analytical visibility into how well the process was actually being followed. I built an end-to-end analytics solution translating that CRM activity into measurable performance insight, from operational KPIs down to individual sales owner trends.
Data Privacy Note
🔒 Data privacy: This case study reflects a real-world project and solution. Names, figures and identifiable information shown in dashboard screenshots have been anonymised or replaced with representative data to protect confidentiality.
The Challenge
The challenge wasn't just 'the team needs a dashboard' — it was translating a newly defined business process into meaningful, measurable analytics stakeholders could actually act on.
End-to-end ownership
My Role
Translating process into measurement
From business process to analytics
The Sales team had defined how lead engagement should work — first, second, and third contact, qualification, disqualification — inside Dynamics 365. My contribution was translating that operational process into measurable analytics: converting CRM activity timestamps and stage changes into KPIs, contact-timing measures, and trend analysis the team could actually use to understand performance.
How I built it
Building the Data Foundation
Microsoft Fabric
Prepare
- Dataverse connection
- Data cleansing
- ELT transformation
Semantic Model
Model
- KPI & SLA logic
- DAX measures
- Time intelligence
Power BI
Deliver
- Interactive report
- Owner-level filtering
- Trend comparison
The report
Sales Performance Overview
The Sales Performance Overview is the operational heart of the report — a Sales Owner can be selected so every KPI and visual reflects that individual's activity, viewed in the context of the wider team.
Total Leads
Overall lead volume, filterable by sales owner.
Conversion & Qualification
Qualification performance, viewed individually or across the team.
Sales Owner Context
Individual performance shown alongside the wider team's results.
Lead Status
Where leads currently sit across the process.
Qualification Stage
Where in the process leads are successfully progressing.
Disqualification Stage
Where and why leads are leaving the process.
Contact timing
Measuring Responsiveness
Converting CRM activity timestamps into a measure of how quickly leads are actually being engaged.
Contact timing can be considered against the business-defined expected timeframe, helping the team understand whether leads are being engaged quickly enough — not just whether contact eventually happened.
Engagement
Understanding Sales Engagement
CRM activity was transformed into a view of how leads are actually being engaged across the team.
Understanding Lead Progression
Beyond where leads currently sit, the report shows where qualification and disqualification are actually happening in the process — helping the team understand not just outcomes, but where leads succeed or drop off.
Performance in context
The Sales Performance Overview answers 'how are we doing right now?' The Trend Comparison page answers the next question: 'compared to what, and is it improving?'
Trends & Performance Comparison
Technology Stack
Business Value
Key Takeaway
This project demonstrates how a business process — not just raw data — can be translated into a working analytics solution: understanding how the Sales team wanted lead engagement to work, then building the data foundation, KPI logic, and reporting experience to actually measure it.
Business Process → Data → KPI Logic → Power BI → Insight