- Project Overview
- Title: PQP Sales Cycle Dashboard
- Objective: The goal is to create a specialized dashboard for PQP sales managers that delivers real-time visibility into sales cycle performance, revenue patterns, and cost-versus-benefit evaluation. This dashboard is designed to monitor marketing spend alongside revenue, enabling more informed, optimized decision-making.
2. Description
Previously, the Executive Dashboard focused solely on broad revenue tracking and did not deliver real-time visibility into sales cycle performance or marketing cost effectiveness. The new Sales Cycle Dashboard addresses this limitation by enabling live monitoring of sales cycle revenue, expenses, and conversion metrics.
3. Issues Statement
Major problems faced by the sales team included:
- Revenue per sales cycle was NOT clearly broken down anywhere.
- Unable to track the effectiveness of cost on various marketing strategies (ads, emails, calls).
- Zero or Limited insights into revenue trends across multiple sales cycles.
To address these, a dashboard was developed to track revenue per sales cycle.
4. Setbacks
- Extracting revenue per sales cycle from raw transaction data.
- Integrating sales cycle cost data with legacy tables for seamless analysis.
- Distinguishing between different sales cycles and revenue made.
5. Goal
The Main goal is to analyse and track the Return on Marketing Investment (ROMI) within a specific time range:
- Revenue in accordance with the sales cycle.
- Sales cycle cost relative to Revenue.
- Conversion rates and impact of lead chase.
6. Methodology
To achieve these objectives, the following steps were taken:
- Sales Cycle Data Integration:
- The sales team provided a schedule containing Sales Cycle Name, Start Date, and End Date.
- A DAX-calculated table was created to track revenue per sales cycle based on these dates.
- Cost Data Import & ETL Process:
- Sales cycle cost data was provided separately by the team.
- The cost data was imported into the legacy table using ETL processes, ensuring seamless integration with existing sales data.
- DAX Calculation for Revenue Per Sales Cycle:
- Using the sales cycle start and end dates, DAX formulas were used to dynamically calculate total revenue per cycle.
- Sales Cycle Cost-to-Benefit Analysis:
- The total marketing spend per cycle was compared against revenue generated to derive the cost-to-benefit ratio.
7. KPI (Key Performance Indicators)
- Registrations: 2,550
- Activations: 1073
- Sales Cycle Revenue: ₦105.85M
- Sales Cycle Cost: ₦12.92M
- Conversion: 42.08%
- Leads: 770
8. Comparison between Sales Cycle Total Revenue and Sales Cycle Total Cost by Sales Cycle was also made on the side line.
9. Recommendations
- Increase marketing spend slightly
- Monitor low-performing sales cycles to adjust sales styles and media and increase revenue.
- Evaluate marketing channels such as social media against email and calls.
- Target low-revenue monthsand craft better strategies to improve conversions.
10. Impact Insights
- Improved Return On Investment Analysis: Sales managers can now track how marketing costs impact revenue growth in real-time.
- Optimized Sales Performance: Managers can now adjust sales strategies in real-time based on dashboard insights.
- Efficient Budget Allocation: Marketing spending can be fully optimized.
11. Inference
- The Sales Cycle Dashboard has revolutionized PQP’s approach to tracking sales outcomes, evaluating marketing return on investment, and managing outstanding balances. With a cost-to-benefit ratio of 10.5%, PQP’s marketing spend is generating substantial returns.
- Actionable insights were provided by this analysis into the efficiency of PQP’s sales cycle, ensuring that every marketing cost generates measurable returns
Interactive Dashboard: You can access the interactive Power BI dashboard below to try out its full features and engage with KPIs, filters, and visualizations in real time.