Project Overview

This dataset covers CRM and sales pipeline records from a B2B company, tracking leads from initial contact through to won or lost outcomes across multiple countries, industries, and sales representatives.

I built a 2-page interactive Excel report designed to give sales leadership a clear picture of where deals are won, where they stall, and which segments and people are driving the most value.

Business Problem

Sales teams managing large pipelines often struggle to answer a deceptively simple question: what's actually working? Leads come in, some convert, most don't, but without proper analysis, the factors driving or blocking conversion stay invisible.

This project set out to answer one central question: what factors influence deal conversion and revenue in the sales pipeline? The goal was to give decision-makers a report they could use to prioritize the right leads, support the right reps, and stop chasing deals that were already lost.

Tools and Methodology

Tools Used:

• Excel: Dashboard creation and visualization
• DAX: Wrote DAX codes to calculate columns and measures for key metrics.
• Power Query: Data cleaning and preliminary analysis.

Methodology:

• Data Preparation: The dataset arrived clean and ready for analysis in Excel, so my focus went directly into understanding the data structure, how stages, statuses, dates, and outcomes related to each other.
• Data Modeling & DAX: I built the relational model in in Excel using PivotTables and calculated fields to produce measures for win rate, conversion rate, closed deal value, average days to close by outcome, and revenue breakdowns by country, industry, org size, and product.
• Report Design: I structured the report across two pages with a clear division of focus: the Overview page covers pipeline health and revenue performance, while the Marketing & Customer Insights page covers what types of customers and deals are most worth pursuing. Each chart was built around a specific business question with an insight callout embedded in the heading.

Dashboard