CRM reporting and sales analytics dashboard for your team

Reports are only as good as the data behind them. In EDCRM.AI the data is a by-product of normal work. Messages, calls, bookings, stage changes and payments are logged as they happen, and the reports read from those logs directly.

That matters to a business owner. You do not depend on each salesperson's own account of the week, and you do not wait for someone to compile it. You open the dashboard and see the same figures your team sees.

A dashboard is a page of charts and counts for a chosen period. An owner, a sales manager and a marketing lead each care about different things, so we arrange the view around the person reading it. Typical items include new leads, open deal value, deals won and lost, and appointments booked.

• You can look at a single week, a month or a longer period.
• Ad reporting for Google and Meta campaigns sits beside your CRM figures.
• Agencies and groups with sub-accounts keep separate reporting for each client or branch.
• Role-based permissions control which team members can open which reports.

Source reports show which channels bring enquiries and which of those enquiries turn into customers. A channel that produces many leads and few sales looks very different once both numbers are on the same page. Ad reporting adds what each campaign cost.

Pipeline reports show how many deals sit in each stage, what they are worth and where they tend to stall. If most deals stop moving after the quotation stage, that is the stage to examine first, before spending more on new leads.

Call reports cover inbound and outbound calls, including the ones nobody answered, and which tracking number was dialled. Appointment reports show what was booked and what happened to each booking. Per-user activity shows the work each team member handled. Managers use it for coaching as much as for checking.

Reports earn their place when they change a decision. You do not need an analyst for that. A short weekly routine with the people who own the numbers is enough for most teams, and it can follow the same five steps each time.

• Compare new leads by source with the week before.
• Look at deals that have not moved stage for more than seven days.
• Review missed calls and how quickly they were returned.
• Compare appointments booked with appointments attended.
• Agree one action for the week and record it as a task.

Good reports depend on a tidy set-up, so we start there. We agree your pipeline stages and lead sources with you, make sure every form, advert and tracking number is labelled with its source, and arrange dashboards for each role. We then walk your managers through reading them. If you need figures in another system later, data can be sent out through the API and webhooks.