Pipeline Analysis

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Introduction

Understanding how your sales pipeline performs is crucial to growing your business. With Zoho CRM’s Pipeline Analysis tools, UK businesses can monitor opportunities as they move through each sales stage  from initial contact to closing a deal (Won) or archiving it (Lost).

 

In this guide, we’ll walk you through how to use Pipeline Analysis in Zoho CRM, customise reports, and gain insights that drive better sales decisions.

Step-by-Step Instructions

 

  1. Accessing the Pipeline Analysis Page
  • Open the CRM app.
  • Click Reporting from the top menu.
  • Select Pipeline.

 

  1. Understanding the Dashboard

Once inside, you’ll see a bar graph representing leads over the past year, grouped by pipeline stage and colour-coded by month.

 

  1. Using Graph Tools and Views
  • Click the gear icon (⚙️) to:
    • Insert into the Knowledge app.
    • Add to a Dashboard.
    • Link with a Spreadsheet.
  • Use the search bar to:
    • Add or adjust filters.
    • Group data by salesperson, stage, date, etc.
  • Use the icons in the top-right to switch views:
    • Graph View (default)
    • Pivot View
    • Cohort View
    • List View
  • On the left side, use:
    • Measures to change what metric is shown (e.g., Days to Close, Expected Revenue).
    • Chart type options (Bar, Line, Pie, Stacked, Ascending/Descending).
  1. Applying Filters

Click the ⬇️ arrow next to the search bar to apply filters such as:

  • My Pipeline
  • Opportunities or Leads
  • Won, Lost, Active, Inactive
  • Date created, Expected Closing, Date Closed
  • Add Custom Filter for tailored conditions (e.g., country, lead source, closing status)
  1. Adding Custom Groups

To organise data:

  • Click the ⬇️ next to the search bar.
  • Select Add Custom Group.
  • Choose fields like Salesperson, Medium, or Stage.

 

  1. Changing Measurement Metrics

Click Measures to switch from default “Count” to:

  • Days to Assign/Close/Convert
  • Expected or Prorated Revenue/MRR
  • Recurring Revenue
  1. Creating a Win/Loss Report
  • Navigate to CRM → Reporting → Pipeline.
  • Click ⬇️ next to the search bar.
  • Under Group By, choose Stage.
  • Under Filters, click Add Custom Filter.
  • Add two rules:
    1. Active is set
    2. Active is not set

This report shows which leads were Won or Lost, grouped by pipeline stage.

To tailor further:

  • Group by Salesperson, Source, or Sales Team.
  • Adjust the Created On date for time-based comparisons.
  1. Saving and Sharing Reports
  • Click ⬇️ → Save current search under Favorites.
  • Name your report.
  • Check:
    • Default filter (optional).
    • Shared (to share with others).
  • Click Save.

You can also:

  • Insert into Spreadsheets (in Documents app).
  • Add to Dashboards (for easy access).

Tips for Using Pipeline Analysis

  • Use Graph View for visual comparisons.
  • Use Pivot View for deep metrics and category breakdowns.
  • Regularly update filters for accurate, up-to-date insights.
  • Save commonly used reports to Favourites for quick access.
  • Group by Salesperson or Marketing Source to uncover team and campaign performance.

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