CRM Analytics: Sales Dashboards and Reports

“Looks like sales have dipped”: that's how the most useless meetings begin. CRM analytics replaces “looks like” with numbers: how much money is in play, who made how many calls, which deals are at risk and where the team doesn't get back to clients in time.

What the dashboard shows

The dashboard is the main screen for team leaders. The “Right now” block shows how many companies, contacts, leads, open deals and tasks are in the CRM, and the pipeline row shows the amount in play, the weighted forecast (the total of open deals × the probability of their stages), and what was won and lost. Below are blocks for deals, invoices and payments with a daily chart. In the numbers, everyone sees exactly what they see in the lists: their own records, their department's or everything.

Block builder: reports without a programmer

• What to count: the number of records or the sum of any numeric field, including your own custom fields.
• Which records: deals, invoices, payments, companies, contacts, leads, tasks and your custom entities.
• Breakdown: owner, status, stage, pipeline, company, your custom fields.
• How to show it: bars, a line or an area, by day, week or month; breakdowns as bars or a donut.
• Where a number comes from: under a block, you can open the records it's built from and go to a card.
• Shared template: a set of blocks is saved for the whole workspace.

Call analytics

The “Call analytics” section collects calls from the browser, from mobile via “My Calls,” video calls and auto-dialing. The sales rep leaderboard shows calls, answered and missed, minutes, unique clients and average duration. The charts show the change versus the previous period, calls by day, a “day of week × hour” heat map and a breakdown by department.

AI sales analyst

AI Sales Analyst, a paid Emy AI skill, answers questions that usually take half a day in spreadsheets: which deals are at risk, which leads are stalled, how much clients owe on invoices, who on the team hasn't called a client back, how quickly you respond to new leads and which chats are still unanswered. Reports are calculated strictly within the employee's permissions, and you can try the skill on your own data before buying it.

Ask in words, get numbers

You don't have to build a report: you can ask the AI assistant in plain words, such as “how many deals did the department close this month” or “which invoices are overdue.” Emy picks the right report and period and answers in the employee's language. The same Emy works in Telegram and understands voice messages.

5 questions a team leader gets answered in a minute

How to build a dashboard in 15 minutes

1. Make sure your pipeline stages have probabilities set: without them, the forecast is empty.
2. Add a “Deals: amount by owner” block: this is your team's sales leaderboard.
3. Add a “Payments by day” block: real money, not promises.
4. Add a “Leads by owner” block: who gets the inquiries and who handles them.
5. Save the set as a shared template so all department heads see the same thing.

We covered where the pipeline numbers come from in our article on the sales pipeline.