Generate consistent conversion reports from CRM data
Use a data connector and shared definitions to produce recurring sales-funnel breakdowns without rebuilding dashboard widgets for every question.
How this works
Use a data connector and shared definitions to produce recurring sales-funnel breakdowns without rebuilding dashboard widgets for every question.
Define conversion before slicing it. A stage-entry cohort and a snapshot of current stages answer different questions; preserve stage history, attribution rules and denominator selection so channel and representative comparisons remain reproducible.
Before you start
Defined operating scope
Sales leaders repeatedly ask for funnel breakdowns from the same CRM data.
Required source material
Obtain Deal and activity records; Channel and owner fields; Funnel definitions. If connectors are unavailable, use authorized files with the same fields.
Decision and exception rules
A deal changes owner mid-period. Apply the stated attribution rule and preserve the historical owner evidence.
Prepare the inputs
- deal_records
- Required
Stable IDs and stage history
Keep reopened and duplicated opportunities identifiable.
- funnel_definition
- Required
Eligible stages and conversion events
Specify cohort entry and conversion deadline.
- report_window
- Required
Dates and timezone
Use the same inclusion rule for every segment.
- segment_rules
- Required
Channel and representative attribution
Define owner changes and unknown values.
Implementation, step by step
Establish the working record
- Confirm the selected records, effective versions and responsible owner.
- Check deal_records, funnel_definition, report_window, segment_rules before beginning. Record the source version and the selected scope; an unavailable value stays unknown rather than becoming an inferred fact.
Checkpoint: The input record identifies the selected deal_records and any missing required fields.
Retrieve the required CRM records
- Retrieve all required CRM pages and retain a source snapshot or query definition.
- Recompute rates from counts and verify all segments sum to the eligible population.
Checkpoint: A saved intermediate result for: Retrieve the required CRM records.
Apply agreed funnel and time-period definitions
- Apply the agreed cohort and conversion-event logic, deduplicating deal IDs before aggregation.
- Inspect reopened deals, changed owners and records on period boundaries.
Checkpoint: A saved intermediate result for: Apply agreed funnel and time-period definitions.
Break down conversion by channel and sales representative
- Compute numerator and denominator for each channel and representative; show unknown-attribution groups instead of discarding them.
- Recompute rates from counts and verify all segments sum to the eligible population.
Checkpoint: A saved intermediate result for: Break down conversion by channel and sales representative.
Compare totals with the source system before sharing
- Reconcile overall eligible and converted deal counts to the CRM and explain any differences caused by the reporting definition.
- Inspect reopened deals, changed owners and records on period boundaries.
Checkpoint: A saved intermediate result for: Compare totals with the source system before sharing.
Package the result and unresolved work
- Check attribution, duplicate deals, stage changes, and time windows. Reconcile totals with the CRM.
- Do not compare representative performance without the agreed attribution and cohort context.
Checkpoint: A repeatable funnel report with comparable segment views. Unresolved items remain visible in the review record.
Decisions along the way
A deal changes owner mid-period.
Apply the stated attribution rule and preserve the historical owner evidence.
A segment has no eligible deals.
Report conversion as not applicable, not zero percent.
The CRM total cannot be reconciled.
Withhold comparative conclusions until filtering, duplicates and pagination are checked.
What you will produce
crm-conversion-cuts-result.json
JSONA repeatable funnel report with comparable segment views. Label proposed and completed states separately.
Include: cohort_definition · segment · eligible_count · converted_count · conversion_rate · open_count · reconciliation · status · evidence_reference · review_note
crm-conversion-cuts-review.md
MarkdownKeep the evidence and unresolved decisions needed to apply this result, including exceptions involving segment_rules.
Include: source_reference · question · owner · next_action
Check the result
- Recompute rates from counts and verify all segments sum to the eligible population.
- Inspect reopened deals, changed owners and records on period boundaries.
- Inspect deal_records and funnel_definition in both the original and output; confirm that record identity and interpretation survived the transformation.
- Check attribution, duplicate deals, stage changes, and time windows. Reconcile totals with the CRM.
When something goes wrong
A deal changes owner mid-period.
Apply the stated attribution rule and preserve the historical owner evidence. Retain the affected evidence and recovery status.
A segment has no eligible deals.
Report conversion as not applicable, not zero percent. Retain the affected evidence and recovery status.
The CRM total cannot be reconciled.
Withhold comparative conclusions until filtering, duplicates and pagination are checked. Retain the affected evidence and recovery status.
A worked example
SYNTHETIC EXAMPLE · NOT A REPORTED BUSINESS RESULT
Request
Generate consistent conversion reports from CRM data for the following bounded example; prepare the result for review.
Inputs
Synthetic example: Eligible cohort has 10 deals: 4 convert, 5 do not, 1 remains open within the agreed observation window. The definition counts conversions by cutoff.
Expected result
Synthetic expected result: Overall conversion is 4/10 = 40% at cutoff, with one open deal disclosed. Segment rates show their own denominators and are not averaged to obtain the overall rate.
Run a small pilot
Start small
Trial a representative batch containing the ordinary case and the exception demonstrated above.
Record the baseline
Record current preparation time, review effort and correction types for the same records.
Agree success criteria
Agree acceptable review and error limits; measure time to a verified breakdown; reconciliation differences against the CRM.
Stop or revise
The CRM total cannot be reconciled. Pause affected records and apply this recovery: Withhold comparative conclusions until filtering, duplicates and pagination are checked.
Keep the scope clear
- Do not compare representative performance without the agreed attribution and cohort context.
- Reporting is read-only; missing channel values remain unknown rather than being assigned to a convenient source.
Check before using
Check attribution, duplicate deals, stage changes, and time windows. Reconcile totals with the CRM.
Business activities
- Run sales conversations and proposals
- Review business performance
FROM A RECIPE TO YOUR WORKFLOW
Bring the company context together.
This workflow needs reliable inputs before it needs a better prompt. Moat8 Vault brings working information into a readable archive for the AI tools you use.
For this recipe: Deal and activity records · Channel and owner fields · Funnel definitions
Start with one recurring task, agree which sources to use, and review the first result with your team.
Discuss this workflow