CRM · Reports & controls · 8 min read

Use the dashboard, reports and analytics

Read the dashboard, the three standard reports, CRM analytics and account plan progress, and know what each figure counts.

Before you begin

Every figure follows your team scope: you see only the deals you are allowed to see. A person limited to territories sees only those territories.

The dashboard

1. Open CRM > Dashboard.
2. Choose the Sales team, Owner, Source and a period: Today, This Week, MTD, QTD, YTD or Custom.

Tiles: Pipeline value, New leads, Win rate, Avg deal size, Sales cycle and Activities due. Panels: Sales funnel, Lead sources, Activities, Team performance, Forecast, Lost analysis, Customer insights, CRM alerts and Top opportunities (the eight largest).

Win rate is won divided by won plus lost. With 2 won, 1 lost and 4 open opportunities of AED 10,000 each, Pipeline value is 40K, Win rate is 66.7%, and Avg deal size is 10K.

CRM alerts counts overdue activities, open records without a team, leads with no contact for more than 14 days, deals more than 30 days in one stage, deals past their close date and possible duplicate leads.

Without dashboard.crm the menu entry is hidden.

The three standard reports

Open them under CRM > Reporting.

• Pipeline by stage: open opportunities per stage with Expected AED and Weighted AED. Optionally set Expected close from and to, then press Run report. Archived deals are not counted. With New 2 x AED 10,000 at 10% and Proposal 1 x AED 30,000 at 60%, New shows 20,000.00 expected and 2,000.00 weighted, and Proposal 30,000.00 and 18,000.00.
• Monthly forecast: open opportunities by expected-close month, with expected, weighted and commit values.
• Loss analysis: lost deals grouped by the reason text written at closing.

Omitted deals are left out of weighted figures. A start date after the end date gives 'Report end date must not precede start date.'

CRM analytics

CRM > Reporting > CRM analytics reads closed deals in the period you choose (From and To). Each section states its basis. It covers win and loss, conversion, sales cycle, stage aging, overdue work, outcomes, attribution by source and campaign, losses, the duplicate audit and channel partners.

• Win rate: won divided by won plus lost. Disqualified and open deals are not in the denominator. A reopened deal counts once for each closed episode.
• Sales cycle: a deal created on 1 October and won on 21 October has a cycle of 20.0 days.
• Conversion: 10 leads captured and 4 qualified is a 40% qualification rate.
• Stage aging: shows average and oldest days and how many are over the stage's expected days.
• Channel partners: for a won deal of AED 80,000 naming a reseller with a 15% share, the partner row shows won value 80,000.00 and share 12,000.00.

A date range that ends before it starts gives 'The end is before the start.'

Account plan progress

CRM > Reporting > Account plans shows each active plan: Period, Target, Won, Attainment %, Open pipeline and Goals done. For a 2026 target of AED 1,000,000, with AED 250,000 won, 2 open deals worth AED 90,000 and 1 of 3 goals done, it shows attainment 25%.

Plans are edited in CRM > Configuration > Account plans (crm.configure). Choose the customer, owner, period and target revenue, list goals (open, done or dropped) and set the state to active so that the plan appears. Draft and closed plans are not shown.

Channel partners

A deal can name a Partner, a Role (Referral, Reseller or Co-sell) and a Share %. The analytics channel partner section uses these.

Good to know

• Reports count deals, not revenue. Revenue is in Sales and Finance.
• The "overdue" count in the standard reports uses the server's date. Near midnight Dubai time it can differ from the Activities list by a few hours.