Revenue 2020
51,88Mln
+52% vs 2019
Revenue shows significant growth compared to the previous year, confirming a positive sales performance trend.
Executive Snapshot
The key numbers behind the analysis.
A summary of the main findings from the analyzed dataset: revenue and profit growth, a broadly stable conversion rate and forecast revenue above target.
Profit 2020
5,81Mln
+57% vs 2019
Profitability grows faster than revenue, highlighting an improvement in the economic quality of sales.
Conversion Rate
9,09%
+0,083% YoY
The conversion rate remains almost stable, highlighting an area to monitor in order to improve sales efficiency.
Forecast Revenue
58,10Mln
+19% vs Target
The revenue forecast exceeds the target, providing a useful basis to evaluate future performance and sales priorities.
Southwest
45%
revenue share
Geographic distribution highlights a dominant region in the revenue mix and supports targeted investment decisions.
Pipeline
93K
Lead stage
The sales funnel shows volumes across the different stages of the sales process, from lead generation to closing.
Dashboard Preview
A complete view of sales performance
The dashboard combines sales KPIs, revenue trends, geographic distribution, forecast, performance versus target, and sales pipeline into one decision-oriented view.
Click the dashboard to view it in full screen.
Context
Reading sales performance in an integrated way
Sales performance does not depend on a single indicator: to correctly interpret business trends, it is necessary to connect revenue, profit, conversion, geographic distribution, targets, and future forecasts into one analytical view.
Business Challenge
The critical issues to solve
The sales analysis required a clear reading of results, variances against targets, and improvement opportunities across the sales funnel.
Target misalignment
The need to compare actual results with revenue targets in order to identify variances and areas requiring attention.
Forecast uncertainty
Lack of an immediate view of future revenue forecasts and their alignment with business targets.
Pipeline complexity
The need to monitor sales opportunities across the sales process to understand conversion and drop-off between stages.
Analytical Approach
From operational data to decision-ready insight.
The project was developed through a structured analytical process: from defining sales KPIs to reading variances, forecasting results, and generating operational recommendations.
KPI Definition
Identification of the key metrics needed to monitor revenue, profit, conversion, and sales performance.
Trend Analysis
Year-over-year comparison and monthly revenue analysis to identify patterns, peaks, and performance declines.
Forecast & Target
Integrated reading of actual results, assigned targets, and forecast to evaluate distance from objectives.
Pipeline Insights
Sales funnel analysis to understand critical stages and support decisions on conversion and sales priorities.
Solution Developed
A dashboard designed to turn data into sales actions.
The dashboard was designed to support sales decision-making through an integrated framework of KPIs, revenue analysis, forecast, and pipeline. The goal is to provide a clear reading of current and future performance, making it easier to monitor targets and identify business priorities.
- Monitoring Revenue, Profit, and Conversion Rate
- Revenue vs Target analysis and monthly variance tracking
- Future revenue forecast with target comparison
- Geographic distribution of sales performance
- Average Order Value analysis by region
- Sales pipeline and opportunity overview
- Executive summary with priority actions
Performance
Forecast
Pipeline
KPI Framework
Every key metric in the right context.
Dashboard indicators were organized into three analytical areas to connect economic performance, forecasting, and the sales process.
Area 01
Performance
Measures sales economic performance and the business’s ability to generate revenue and profit.
Revenue • Profit • Conversion • YoY
Area 02
Forecast & Target
Analyzes the relationship between actual results, assigned targets, and future revenue forecasts.
Actual • Forecast • Target • Variance
Area 03
Pipeline & Regions
Highlights geographic revenue distribution and opportunity behavior across the sales funnel.
Region Mix • AOV • Pipeline • Lead
Case study insights
From sales data to a decision-oriented view
The case study brings together YoY performance, profitability, conversion, forecasting, targets and sales pipeline data in an integrated view, making the main findings in the dataset and the areas requiring attention easier to identify.
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2020 revenue change vs 2019
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2020 profit change vs 2019
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Forecast vs Target
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Conversion Rate
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