From Fragmented Forecasting to Data-Driven Decisions: How a Professional Services Company Transformed Sales Insights with Salesforce CRM Analytics & Revenue Intelligence

The Challenges

Our client, a Professional Services company that provides marketing, data intelligence, consulting, and creative services needed greater visibility into their sales pipeline, forecasting, and overall revenue performance.

While they were already using Sales Cloud, their existing forecasting processes were highly customized and lacked standardization, making it difficult to leverage advanced analytics. Some of the challenges they faced as a company included:

Lack of Performance Tracking: Their sales team had difficulty tracking performance against quotas in a structured way.

Incompatible Forecasting Processes: Custom forecasting processes were not easily compatible with Salesforce’s Revenue Intelligence features.

Limited Reporting Capabilities: Standard Salesforce reports did not provide the depth of insights needed for account segmentation, account health, and lead trends.

Fragmented Decision-Making: A lack of consolidated dashboards limited the leadership team's ability to make data-driven decisions.

The Solution

To address these challenges, Kelley Austin implemented a combination of Salesforce Revenue Intelligence and CRM Analytics (CRMA) solutions. While standard Salesforce reports and dashboards are powerful tools, they didn’t give our client the predictive and actionable insights they needed.

CRMA gives users an entire platform with pre-built analytics solutions that are powerful, flexible and scalable. Revenue Intelligence (which includes the CRMA Plus License) uses AI and machine learning to help our client gather, analyze, and act on revenue-related data. Both Revenue Intelligence and CRMA provide our client’s users with contextual, intelligent and actionable insights in the flow of work.

Key elements of the dashboard and analytics solutions we configured for RevIntel and CRMA include:

Standardized Forecasting: Configured standard Sales Cloud forecasting as a prerequisite to enable Revenue Intelligence features.

Revenue Intelligence: Configured dashboards in Revenue Intelligence to provide real-time visibility into sales performance, forecast accuracy, and pipeline trends.

CRMA Dashboards: Built CRMA dashboards for deeper insights beyond pipeline reporting, including account segmentation, account health, and lead trending.

Process Optimization: Standardized forecasting processes to align with Salesforce best practices while ensuring compatibility with the company’s existing workflows.

Overall, our team configured 30+ dashboards across multiple Salesforce analytics applications including:

• Pipeline Analytics App - Pipeline Waterfall Dashboard
• Snapshot Analytics App - Snapshot Trend Dashboard
• Adoption Analytics App - Analytics Adoption Dashboard
• Cluster Analysis: Account Segmentation App - Whitespace Analysis by Cluster and Segment/Cluster Comparison Dashboards
• Lead Trending Analytics App - Lead Trending Analytics Dashboard
• Einstein Discovery for Sales Analytics - Opportunities - Metric for Prediction Dashboard
• Sales Analytics App - Configured 19 dashboards in total such as Sales Rep Overview, Sales Performance, Sales Rep Whitespace, Forecast, Team Benchmark, Executive Overview, and others.
• Revenue Intelligence App - Configured seven dashboards in total including Revenue Insights Dashboard, Sales Stage Analysis, Commit Calculator, and others.
• Revenue Operations Analytics App - Configured four dashboards in total including Pipeline Progression, Activities Intelligence, Forecast Overview, and Revenue Forecasting
• Einstein Account Management App + Customer Insights App - Einstein Account Management Dashboard

H2: Customer Impact

By implementing Revenue Intelligence and CRMA solutions, our client has transformed the way they track, analyze, and act on key business data.

What was once a fragmented reporting process has now become a seamless, data-driven engine that enhances forecasting accuracy, improves sales performance tracking, and provides leadership with real-time visibility into critical business metrics.

These enhancements empower teams to make faster, smarter decisions and align more effectively across the organization. Key benefits include:

Improved Sales Tracking: Sales teams can now track performance against quotas with greater precision.

Data-Driven Leadership: Leadership has access to real-time, customizable dashboards for better decision-making.

Increased Efficiency: Standardized forecasting processes have increased efficiency and alignment across teams.

Future-Ready Analytics: The company is now positioned to migrate more of its standard Salesforce reporting into CRMA for even deeper insights.

The success of this first phase has laid a strong foundation for ongoing innovation. With streamlined reporting and forecasting now in place, our client is already planning the next phase of CRMA expansion, aiming to further maximize its impact and drive even greater business intelligence across the organization.