Salesperson funnel in the CRM

Classify every stage of every pipeline in a reference table: in progress, won, lost or postponed. In pipelines where the deal goes through won to be invoiced, won invoiced and then a final satisfaction survey stage, all three count as a commercial win. The CRM semantics help (in Bitrix24, STAGE_SEMANTIC_ID S for won, F for lost, P for in progress), but check the name: a final stage is not always a sale.

Filter by pipeline (in Bitrix24, CATEGORY_ID). After-sales and service pipelines (exchange, delivery, complaint, warranty), scheduling, collections and partner programs are not sales and stay out of conversion, even if they have success stages. A deal created directly in an operational pipeline is not a lead.

Before modeling, measure fill rates: in many operations the service lives in deals, and the leads entity has abandoned SDR and status fields, filled close to zero. The custom SDR field may also be empty; in that case the owner is ASSIGNED_BY_ID. Write the choice in the context document.

When the lead enters an SDR pipeline and, once qualified, is transferred to a sales pipeline, it is the same deal. SDR origin = the deal has any SDR pipeline stage in its history. Handoff = it is in or went through the sales pipeline coming from the SDR. The SDR's final stage (lead closure) is not a sale: the sale is measured in the sales pipeline. Count each deal once in the total.

The salesperson is the deal owner in the CRM, resolved through the users table, without grouping accounts into names. Administrator, marketing, performance, integration and design accounts stay out of the ranking through a list of ids maintained by management; their deals appear in the total as System. If the CRM does not export names, keep an id-to-name mapping.

The CRM is the source of opportunities, stages, origin and activity. The ERP is the source of realized sales. Link the won deal to the order or invoice through an explicit field (deal id saved on the order, quote or cart number), using the composite store and document key. The deal value in the CRM stays as a reference; invoiced value is the sum of the linked sales invoices. A win without an invoice after the agreed delivery period becomes a pending item.

Keep a table of CRM id, ERP salesperson, store, start and end. Some ERPs return, through the API, a generic salesperson on every order: then the CRM owner is the only source of who sold. Without a registry, the month's assignment can be inferred as the store where the salesperson invoiced the most that month. A month with no sales in a store does not mean vacation or dismissal.

First response time = from entry into the pipeline (first record in the stage history) to the first move out of the entry stages, counting only the declared business hours (for example, 8 am to 6 pm, Monday to Friday, America/Sao_Paulo). Convert times once: Bitrix24 stage history comes in UTC and open channel sessions come in UTC+3. Report the median, because the average rises with leads that arrive at night.

Incoming opportunities and conversion are counted by the deal's creation date (DATE_CREATE in America/Sao_Paulo), which matches the CRM export. The entry date in the history differs for some deals and creates daily differences. Recent cohorts are still open: show the current month's conversion as partial.

In WhatsApp integrations with the CRM, the customer's incoming message becomes an activity, but the reply the team sends through the chat does not. Automatic tasks also become activities. Activity counts measure incoming demand; the effort signal is first response time and stage progress.