Looker Blog : Data Matters

Salesforce Analytics that Sales Operations Love

Kim Stites, Director of Sales Operations

Feb 3, 2016

When it comes to tools for anyone in a Sales Operations role, Salesforce becomes a way of life and THE place to capture many of the most important data points within a company. Salesforce is a great way for managers and individuals to track different metrics and understand how this quarter's pipeline is lining up. It is the de-facto location for compiling and grooming lead and contact data.

However when it comes to reporting, some noticeable limitations become apparent. The data isn’t always easy to join together inside of Salesforce, so you have to resort to Excel or create multiple reports. As more information becomes available, more questions need answering and the requests for reports grow. Manual one-off reports can become very cumbersome, as they may answer the question at hand but require more iteration and time building new reports, to answer future questions. These reports may answer the question of how an entire sales team is performing but not the specific details of each individual sales representative.

When it comes down to it, operationally, you want to be able to answer as many specific questions as possible at a rapid speed, without having to constantly rebuild reports. Fortunately, I now have the perfect tool to make that part of my job easier. Looker solves many of these problems by ingesting Salesforce data with improved real-time reporting, drillability, and visualizations, giving our Sales Operations team a much more flexible and encompassing view of your company data.

To paint a better picture, let’s run through a few of my favorite features of Salesforce data in Looker.

Trend Analysis

Within Salesforce, the only way to practice trend analysis is by taking a snapshot. With this, you get only a glimpse of the information in a static view. With Looker, you’re able to see the high-level overview of the trends, but also drill down into the details of your reports. Through this information, you can slice and dice anyway you see fit and share your findings with your team via a unique URL that brings the viewer back to that chart for easy drilling. From that shared report people can start digging into the data to get answers to new questions they may now have.

Trend Analysis

Conversion Rates and Funnel Analysis

Looker can also leverage Salesforce data to create unique conversion funnels for your organization. As you can see below, this LookML dashboard shows a variety of funnels from “Lead to Win” to “First Touch Attribution.” You are able to join data together in a meaningful way inside of Looker that isn’t possible in Salesforce. This makes it possible for sales teams to better track their pipeline and make more accurate predictions for their sales forecasts.

Conversion Rates and Funnel Analysis 1

Conversion Rates and Funnel Analysis 2

Geography & Drillability

With Looker, you can make better use of your data by visualizing geographically where your sales originated, with a number of options in the visualization library. All visualizations are also drillable, giving you more access to individual user details. This type of insight is valuable for individual Sales reps checking sales by Geography or as a dashboard for Marketing to see where leads are originating.

Geography & Drillability

Overall, reporting in Salesforce works well for some reporting yet has some drawbacks when it comes to speed and flexibility of custom reports. With Looker on top of your Salesforce data, your SFDC data becomes much more explorable and customizable, saving you time on generating one off reports and making those hours spent in Excel a thing of past.

Want to see these dashboards in action?

Check out our Salesforce Demo Video to see more:


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