Automotive Sales Analytics: Funnel and Manager Dashboard

Automotive Sales Analytics is a separate dashboard for management visibility over the sales funnel. It was split out from the operational CRM because its job is not to move a single deal forward, but to answer management questions about lead flow, conversion, response time, revenue and team performance.

Product Scope

The dashboard aggregates anonymized CRM exports and demo data into a single reporting surface. It supports period presets, custom date ranges, manager filtering, current-stage filtering and two reporting semantics: cohort mode for following leads created in a period, and event mode for measuring events that happened inside the selected dates.

Metrics

The system tracks valid leads, qualified leads, closed deals, won deals, win rate, lead-to-payment conversion, won revenue, median first response, processing speed, funnel losses, active deal aging and manager-level performance. Drill-down lists inherit the same filters as the clicked KPI so managers can inspect the records behind a number.

Data Discipline

A key product decision was to keep working data and deterministic demo data separate. Switching sources changes the available managers, date range and records together. Unknown amounts, missing CRM IDs, incomplete stage histories and unavailable SLA evidence are shown explicitly rather than silently converted into fake precision.

Engineering Highlights

• Responsive dashboard with desktop and mobile layouts.
• Cohort/event period semantics and formula tooltips.
• Normalized RUB/USD/CNY management currency handling.
• Drill-down contracts for KPI, funnel, loss reason, channel and manager metrics.
• Containerized deployment on the same operational contour as the CRM/B2B stack.

Business Value

The dashboard gives sales leadership a reliable operating picture: where leads are coming from, where they stall, which managers need attention, which stages lose money, and whether process changes improve conversion instead of only increasing activity.