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Do you have a customer relationship management system that offers seemingly endless data reports and analytics? 

While this information is excellent, CRM analytics aren’t helpful if you can’t understand what they mean. 

Hi! I’m AJ, and I’ve used CRM platforms for several years. Knowing how to use CRM analytics to my advantage allowed me to sell my company for multiple seven figures. 

I’ve compiled this guide to help our audience understand CRM analytics and how they can use this data to build customer relationships. 

How can analytics improve your business results? Let’s take a look! 

Key Takeaways

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What is CRM Analytics?

CRM analytics are data that tell you how your business’s sales and customer service perform.

On top of that, this data collects and organizes customer information, allowing you to make smarter business decisions because data drive them. 

I obtain the data from my CRM platform whenever I use CRM analytics. That way, I can automate data collection and report generation.

Pro Tip #1: Analyze your CRM’s data and reports regularly to catch any weak points early; this saves you time and money in the long run.
– AJ Silber

How Do CRM Analytics Work?

CRM analytics work by using customer data your CRM platform collects. 

That said, some systems have a CRM analytics app that operates separately from other functions.

However, many CRM systems collect data through the following techniques:

Customer conversationsSocial media engagementEmail marketingWebsite surveysEmail collection methodsCustomer shopping patterns on their website

Regardless of where your data sources originate, collecting CRM analytics is essential because this data fuels future business decisions.

Benefits of CRM Analytics

As I’ve mentioned, CRM analytics are integral to your CRM system.

Below I’ve listed the top six advantages of utilizing CRM analytics! Let’s check them out.

Better Customer Service Evaluations

First, CRM analytics offer data insights into your customer service department’s performance.

Therefore, you can see customer satisfaction levels and how well your team handles customer inquiries and complaints. 

With this data, you can improve customer relationships if there are weak points because CRM analytics provide actionable insights.

More Accurate Customer Data

CRM analytics provide intelligent insights for your customer base.

Whether you use customer information for email marketing or social media, you can feel confident in your targeting.

Real-time data ensure you know everything you must know about your target audience. 

Increased Customer Retention

Does your company have a high customer turnover rate? CRM analytics can improve repeat customers.

CRMs collect information from multiple data sources, ensuring you understand your potential and existing customers. 

As a result, you offer personalized marketing and customer service messages, building brand loyalty and retention rates.

Increased Customer Acquisition

CRM analytics help you create meaningful customer acquisition strategies because you can use data to target prospects and customers who may be interested in your product or services. 

AI-powered predictions segment potential customers into groups more likely to need or want your company’s offerings.

Better CRM Reporting

Reporting capabilities are a vital aspect of a successful CRM platform.

With CRM analytics, your company can access detailed reports with suggestions for future decisions. 

Additionally, better CRM reporting ensures you immediately identify weak spots in your sales process, marketing campaign, etc.

Better CRM Data Management

Finally, CRM analytics offer better data management.

When you have numerous sources of customer information, data integration helps to bring all the knowledge into a single source.

As a result, you can review and analyze trends quickly while ensuring your team can access the most up-to-date customer information. 

Pro Tip #2: Schedule meetings with your team to review CRM analytics to implement any changes that need to happen quickly.
– AJ Silber

CRM Analytics Examples

There are several ways to utilize CRM analytics to your company’s advantage. From sales to customer service, detailed data can improve every aspect of your company!

CRM Analytics for Sales

Ensuring your sales reps have accurate information is essential. That way, your team understands its customer base and creates personalized selling experiences.

Pipeline Conversion Analytics

Sales pipeline conversion rates indicate the percentage of potential and existing buyers that made it through the entire sales process.

Essentially, this data indicates how well your team converts prospects into paying customers!

Prospect to Lead to Sale Ratios

The prospect to lead to sale metric indicates how many prospects your team recruits to make one sale.

Analyzing this data is excellent because you can understand which selling techniques are working and which need improvement.

Sales Forecasting Analytics

CRM analytics can also provide sales forecasting information.

Sales forecasting utilizes internal and external data to predict future sales patterns for your company.

As a result, you can alter your sales and marketing techniques when circumstances change.

CRM Analytics for Marketing

Marketing data provides insight into behavioral patterns and effective targeting techniques.

Let’s see how CRM analytics can assist your marketing team!

Number of MQL Leads

An MQL (Marketing Qualified Lead) is a lead who has shown interest in your company’s products or services based on your marketing campaigns. 

These leads are helpful because they indicate which marketing campaigns attract different customer segments.

An MQL lead is usually more likely to purchase your company’s products or services.

Cost to Aquire a Customer Analytics

CRM analytics show how much you spend on recruiting and advertising to acquire one customer.

You want this cost to be as low as possible. And if the cost to acquire a customer is higher than their average revenue, analytical CRM offers suggestions to change that!


Campaign Cost to Money Earned

Finally, analyzing the cost-to-money earned ratio informs you how much your company generates from each marketing campaign.

So, if a campaign produces little to no revenue, it’s essential to consider alternative methods that generate more sales. 

These actionable insights ensure you aren’t pumping money into an ineffective marketing technique!

CRM Analytics for Customer Service

Lastly, analytics provide deeper insights into your customer service department’s effectiveness.

An efficient customer service team builds brand loyalty and encourages customers to repurchase things!

Number of Customer Complaints

CRM analytics track the number of customer complaints your company receives.

Reviewing these complaints to improve customer service and shopping experience is essential. 

Do several customers complain about the same thing? Use these complaints to adjust your business’s operations.

Number of Customer Interactions

Utilize your CRM system to analyze customer interactions.

These interactions provide a lot of valuable insights, including the following:

Effective interaction methodsGroups of customers who interact with your companyHow many times a customer interacts with a sales representative

Customer Churn Rate

The customer churn rate is the percentage of customers who stop using your company’s products or services. 

Analyzing this data lets you identify why people leave your business and how your team can adjust its operations.

What Types of CRM Analytics Should You Track?

You must track numerous common CRM metrics to understand your customer base, sales pipeline, and marketing techniques.

Pre-Sale CRM Analytics

Here are the pre-sale analytics your company should track!

Number of New CRM Prospects

The first stage your sales reps take is identifying and contacting prospects (consumers who might be interested in your company).

Track the emails and calls throughout this phase to determine the effective techniques and weak points.

Number of New CRM Leads

Collecting and tracking all your data sources about leads helps you determine conversion rates.

Additionally, the number of new leads indicates how well each sales team member performs.

Prospect to Lead Ratio

How many leads convert to customers?

The prospect-to-lead ratio helps you understand the effectiveness of your sales team and marketing tactics.

CRM Sales Forecasting

Sales forecasting estimates future revenue by predicting the number of products or services your company will sell. 

CRMs offer valuable business intelligence, presenting accurate sales forecasting based on the market, previous sales, and other factors.

CRM Sales Conversions

How successful is your sales cycle? The sales conversion rate reveals how many prospects purchase something from your company.

Additionally, the number of conversions showcases how well your sales representatives perform and identify customer needs.

CRM Sales Cycle

Your company’s sales cycle is the repetitive tasks your sales team follows to convert leads into customers.

A sales cycle ensures you always know what your team’s next move should be and where each lead is within the process. 

CRM Sales Pipeline

Many people confuse sales pipelines with cycles.

However, a sales pipeline is a visual way of tracking potential buyers as they move through the sales process. 

Sales pipelines are often displayed as a horizontal bar or a funnel.

CRM Sales Goals

Lastly, you can use CRM analytics to set achievable (yet ambitious) sales goals.

The important metrics CRMs present can help you see areas where your sales team must improve.

Therefore, you challenge your sales manager and representatives without forcing unrealistic goals.

Post-Sale CRM Analytics

CRM workflows help your company convert leads into customers. Still, it’s vital to collect data after your team makes sales.

Problem Tracking

Ensure your company records the problems your customers note about your products or services.

Correcting recurring mistakes is essential to keep your customer base happy.

Additional Purchases

An effective sales strategy is pushing additional products or services to customers who’ve already bought something.

Track these additional purchases so you know what products you should suggest in the future!

Purchasing Patterns

Utilize CRM analytics to track your customers’ purchasing patterns.

For instance, do they subscribe to any services your company offers? Do they regularly buy the same product?

When you bring data like this to your marketing team, they can retain these customers via discounts, promotions, etc. 


Use CRM analytics to divide your customers into groups that are most and least likely to continue buying your products and services.

Creating segments makes it easier to create marketing campaigns in the future.

Customer Spending

Each customer spends a different amount.

Determining each customer’s impact on your company’s revenue is important, ensuring you allocate the correct resources to each relationship.

General Project Management

Did you know you can use your CRM to identify key activities in your sales process?

By doing so, your team can target current customers for future purchases, increasing retention rates.

Cost to Aquire a Customer

When you enable CRM analytics to generate reports, it’s easy to see how much you spent to acquire a customer.

Utilize this data to ensure you aren’t overspending.

Customer Churn Rate

Lastly, your CRM helps you measure customer churn rate.

The churn rate shows the percentage of customers who stopped using your products or services. 

Analyzing this data helps you identify why people leave your business and adjust operations to reduce attrition rates.

How to Track CRM Analytics

Below I’ve compiled four simple steps to track CRM analytics. Although this may seem challenging, the correct information ensures you and your team track data efficiently.

Step 1: Find the Best CRM Software

The first step is finding the best CRM software. Each company is different depending on its industry, size, and needs.

Some popular CRM systems include the following:

Salesforce CRM analyticsHubSpotMonday

Step 2: Decide on the Metrics You’d Like to Track

Next, you must decide which metrics your business tracks.

CRMs are powerful tools and capable of tracking various types of information. 

Track metrics your company currently struggles with so your CRM can quickly pinpoint and correct the weak spot.

Step 3: Setup Your CRM Dashboard

Step three is setting up your dashboard. CRM analytics dashboards present essential information in a condensed format.

That way, you and your team immediately see the most important CRM analytics.

Step 4: Hold Weekly CRM Analytics Standup Meetings

Lastly, you must hold weekly meetings with your team to analyze your data.

Regularly reviewing your CRM analytics ensures your CRM workflow functions properly and nothing is slipping through the cracks.

What to Look for in a CRM Analytics Tool

There are numerous things to look for in a CRM analytics tool, including the following aspects:

PriceEase of useCompatibility with your CRMTrackable metricsMobile capabilities

Use your existing CRM analytics tool if possible because it’s easier to implement and teach employees how to use it.

Best CRM Software with Analytics

Here are four of my favorite CRM software providers with analytics! These are perfect if you’re unsure where to start.

HubSpot CRM

HubSpot is an excellent CRM for growing businesses on a tight budget because there is a free version of the program.

HubSpot allows you to track several CRM analytics, including sales activity, productivity, etc.

Also, artificial intelligence features are available!

Monday Sales CRM

Monday’s sales CRM is easy to use, affordable, and advanced.

That said, some of the CRM analytics Monday tracks and organizes include the following:

Lead management and capturingMarketing activitiesCustomer relationsContact managementTeam tasks


Freshsales is ideal for sales teams because it streamlines identifying leads and accelerating follow-ups.

The numerous insights ensure your sales representatives always have access to information that increases revenue.


Pipeline’s CRM analytics help you and your team find and close more deals faster.

Also, Pipeline offers a free demo and trial period to test whether the technology matches your business needs!

CRM Analytics Final Thoughts

CRM analytics formerly were not used by many small businesses.

However, the rise in CRM has proven how analytics increase efficiency, streamline the sales process, and organize data.

What CRM analytics tool does your company use? Let us know in the comment section!

The post CRM Analytics: Guide for Small Businesses appeared first on Small Business Bonfire.

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