Who this is for
| Teams | Sales reps, managers, RevOps, CRO office |
| Best fit | SaaS subscription data (B2B SaaS) or HubSpot CRM (HubSpot cookbook) |
Which data should I use?
| Your motion | Start with | Why |
|---|---|---|
| Product-led SaaS | B2B SaaS cookbook | Trials, upgrades, segment conversion |
| CRM-led sales | HubSpot CRM cookbook | Deals, stages, contacts, companies |
| Campaign-influenced revenue | E-commerce cookbook | Orders attributed to campaigns |
Dashboard patterns
Pipeline KPIs and trend
Track pipeline value, win rate, average deal size, and deals closed with a created-versus-closed trend.
Stage or segment breakdown
Bar charts by pipeline stage or account segment; for SaaS, add a trial → activated → paid funnel.
Rep and owner performance
Table of deals by owner with cycle length and at-risk accounts flagged.
Questions to ask by role
| Role | Questions to try |
|---|---|
| Sales rep | How many deals closed this quarter by pipeline stage? |
| Sales manager | What is win rate and average deal size by rep? |
| RevOps | How many trials converted to paid this month by segment? |
| CRO | What is pipeline coverage versus quota? |
Example conversations
Trial conversion
Ask: How many trials converted to paid this month by segment? A funnel plus segment bars helps CS and sales ops prioritize outreach.Pipeline by stage
Ask: What is average deal cycle length by segment? Pair median and p90 cycle length so outliers are visible.Metrics worth defining
Add to Connector memory:- Pipeline value, win rate, deal cycle length
- Trial conversion rate, net new MRR, expansion MRR
- Pipeline coverage — open pipeline ÷ quota