Sales Analysis

What is Sales Analysis?

Sales analysis is reviewing your sales data to identify trends and patterns. Sales data can help you make better decisions about your product, pricing, promotions, inventory, customer needs other aspects of your business.

Sales analysis can be as simple as reviewing your sales figures regularly. But it can also involve more complex statistical methods. Either way, the goal is to gain insights that will help you boost sales and improve your bottom line.

There are many ways to approach sales analysis. Some businesses use software that automatically crunches the numbers and produces charts and graphs. Others prefer to do things manually, using Excel or another spreadsheet program.

The most important thing is to review your sales data regularly and look for opportunities to improve your business. With sales analysis, you can make informed decisions that will help you grow your business and achieve your sales goals.


  • Sales analytics
  • Sales data analysis
  • Sales revenue analysis

The Importance of Sales Analysis 

Sales analysis is a critical tool for businesses of all sizes. By understanding revenue-driving metrics, companies can make informed decisions, from pricing and product development to sales strategies and target markets. Essential metrics to analyze are sales volume, growth, mix, and trends.

Sales volume is the total number of sales made over a specific time. This metric can help assess whether a business is growing or declining.

Sales growth is the percentage change in sales volume from one period to the next, which can help determine whether a business is growing at a healthy rate.

The sales mix is the ratio of different products and services a business sells. This metric can assess whether a company sells a diversified product and service mix.

Sales trends are changes in sales volume over time. This metric can assess whether a business is experiencing seasonal or long-term sales patterns.

Sales analysis is a critical tool for businesses of all sizes. Companies can make informed decisions about growing revenue and increasing profits by understanding these sales metrics. 

Types of Sales Analysis

Sales analysis is a process that helps you to measure and manage your organization’s sales performance. The three most common types of sales analysis are:

1. Sales Forecasting

2. Sales Management

3. Sales Reporting

Sales Forecasting

Sales forecasting is the process of predicting future sales. This type of analysis is usually done internally by companies. For example, if a company wants to know how much revenue they expect to generate this year, they may forecast sales based on historical data. They might then compare those predictions with actual results to see how well they did. If their forecasts were off, they would have to take action to correct any problems in their sales processes or implement new sales enablement tools.

Sales Management

Sales management is the process of managing existing sales. Companies use sales management to ensure that they are meeting their sales targets. They also use it to identify areas where they need to improve the customer journey and accelerate the sales cycle length. For example, if they find that they are not growing revenue as expected, they could adjust prices, add new products., or enable their sales team with tools and strategies to optimize the sales process.

Sales Reporting

Sales reporting is the process of summarizing information about sales. Companies often use sales reporting to track sales progress and to communicate with investors or executives. For example, they may report monthly sales figures to shareholders so that investors can better understand how their investments are performing.

How to Use Sales Analysis Data

Sales data provides companies with a valuable source of data to make informed decisions about their sales operations and strategies. 

Sales data can be used in several ways, including:

  • Analyzing customer needs and preferences
  • Understanding buying patterns
  • Tracking competitor activity
  • Analyzing the customer journey and sales cycle
  • Measuring sales team performance
  • Improving marketing efforts
  • Targeting new customers

Top Sales Analysis Metrics & KPIs

Sales analysis is a vital part of any business. It helps you understand what’s working and what isn’t so that you can make changes to improve your sales process. Here are the top KPIs for analyzing sales performance:


The most critical metric in sales is revenue, which is the money your company makes from its products or services. To calculate revenue, multiply the number of units sold by the price per unit.

Net Profit Margin

Net profit margin measures how profitable your company is. The net profit margin, also known as net margin, indicates how much net income or profit is generated as a percentage of revenue. It’s the proportion of total profits to revenue for a firm or sector.

Gross Profit Margin

Gross profit margin, also known as gross margin, measures your company’s efficiency at turning orders into revenue. Gross profit margin is a financial ratio that calculates the percentage of revenue that exceeds the cost of goods sold. The gross profit margin ratio is important because it allows investors and analysts to see how well a company performs relative to its costs.

Customer Lifetime Value (LTV)

Customer lifetime value measures how valuable your current customers are to your company. LTV is calculated by multiplying the average order size by the customer’s retention rate. The longer customers stay with your company, the more valuable they become.

Churn Rate

The churn rate measures how often customers cancel their accounts. Churn rate is calculated by dividing the number of active users who have canceled their accounts by the total number of active users.

Retention Rate

The retention rate measures how long customers stay with your company after signing up. The retention rate is calculated by dividing active users by new users.

It’s also vital to analyze the sales pipeline to pinpoint areas where leads are not moving from one stage to the next. By tracking the correct data, you can better measure your sales pipeline performance and identify areas of improvement. Sales pipeline data to analyze include the number of leads generated, the number of qualified leads, conversion rates, average sales cycle length, average deal size, and win rates.

How Sales Analysis Reports Help 

Analyzing sales reports provides valuable insights into the business’s current state and helps organizations make informed decisions about strategies to improve sales performance. Ways to use sales analysis reports include:

  • Evaluate sales deal data to make informed decisions about growing revenue and improving sales performance.
  • Assess overall sales trends and determine whether growth is occurring.
  • Understand what customer needs are being met and where opportunities for new product development may occur.
  • Determine whether prices are realistic and align with customer demand.
  • Examine which channels are performing well and where there may be opportunities for improvement.
  • Assess the effectiveness of marketing campaigns.
  • Identify areas of waste or inefficiency in the sales process.
  • Benchmark performance against competitors.
  • Generate reports to share with key stakeholders.

Sales analysis is a critical part of running a successful business. By reviewing sales deal data regularly, companies can gain valuable insights into their performance and make informed decisions to improve sales results.

Sales Analysis Tools

Sales analysis tools come in many different shapes and sizes. Some are designed to give you a general overview of your sales data, while others focus on specific aspects or types of sales data. The most common types of sales analysis tools include:

Sales reports: These provide a high-level overview of your sales data, typically including information such as total sales, average order size, and top-selling products or services.

Sales dashboards: These provide a more detailed view of your sales data, typically including information such as customer types, geographical regions, and sales by channel.

Sales performance analysis: This type of tool is designed to help you track and improve your sales performance, typically by providing information such as win/loss ratios and conversion rates.

Sales pipeline analysis: This type of tool is designed to help you manage your sales pipeline, typically by providing information such as lead conversion rates and deal size.

Customer profile analysis: This type of tool is designed to help you understand your customers better, typically by providing information such as customer types, buying habits, and demographic information.

The right sales analysis tool for your business will depend on a number of factors, including the types of data you need to track, the level of detail you need, and your budget. Some sales tools cover many of the use-cases above, such as CRM and CPQ. 

CPQ (configure price quote) software can help with sales analysis by providing accurate pricing and product configuration data. This data can be used to understand how customers are buying your products and how prices impact demand. Additionally, CPQ data can be used to evaluate the effectiveness of marketing campaigns and optimize future efforts.

Sales analysis is an important part of any sales organization. CPQ software can help make this process more efficient and accurate, resulting in better decision-making and improved sales results.

People Also Ask

Why do we do sales analysis?

There are several ways to do sales analysis, but the basic goal is always the same: to better understand your company’s sales so that you can make better decisions about how to grow your business.

Sales analysis involves looking at which products are selling well, which markets are most profitable, and where you might be losing sales. In addition, it can help you make informed decisions about pricing, product development, marketing, sales operations, and other areas of your business by identifying opportunities and threats.

How do you analyze sales growth?

Sales growth can be analyzed by looking at overall sales figures, comparing sales figures to previous periods, and analyzing customer acquisition and retention rates. By understanding how sales grow, businesses can make more informed decisions about where to invest their resources.

Overall sales figures can give you a broad overview of your business’s performance. You can track total revenue, average order value, and other key metrics to see how they trend over time. This can be helpful in spotting overall trends in your business.

Comparing sales figures to previous periods can help you understand whether your business is growing or declining. By looking at year-over-year sales growth, month-over-month sales growth, or even day-over-day sales growth, you will see how your sales are trending, and you can make more informed decisions about how to grow your business

Analyzing customer acquisition and retention rates can give insights into how well your business attracts and retains customers. For example, you can track how many new customers you acquire each period and how many existing customers you lose. This data helps identify whether your customer acquisition efforts are working and whether you’re at risk of losing customers.

What should sales analysis include?

Sales analysis evaluates sales data to make informed decisions to help sales reps win more deals, and help the company grow revenue. Some key factors to consider are:

Sales volume: This is the total number of units sold over time which helps assess overall sales trends and growth.

Sales mix: This refers to the types of products or services sold. This information can be useful in understanding customer needs and opportunities for new product development.

Sales price: The average sale price can give insights into whether prices are realistic and align with the perceived value of the product or service.

Sales expenses: This includes all costs associated with generating sales, such as advertising, commissions, and travel. Tracking sales expenses can help to identify areas where costs may be too high or where there may be opportunities for cost savings.

Sales pipeline: This is a list of all potential sales that are in the process of being closed. The sales pipeline can help forecast future revenue and assess the health of the sales department.