Community Success - Analytics & Reporting

In this article:

Part 1: Setting Up Sales Opportunities in LMN

Part 2: Reporting on Sales Funnel & Team Performance

Part 3:  Sales Team Meeting Script – Quarterly Review

Part 4:  Job Costing Analytics
 

Part 1: Setting Up Sales Opportunities in LMN

Before you can track and manage your sales pipeline effectively, you'll want to set up your estimate statuses and create Sales Opportunities properly. Here's how to do it:

Step 1: Set Up Estimate Statuses for Sales Tracking

Start by creating estimated statuses that align with each division's sales process. These should map to the proper Sales Pipeline Statuses (Pending, Sold, Lost).

Recommended Statuses:

• D/B Opportunity → Pending
• Maint Opportunity → Pending
• Snow Opportunity → Pending

Sample Hierarchy for Design/Build:

• D/B – Opportunity → Pending
• D/B – Estimating Phase → Pending
• D/B – Proposal Sent → Pending
• D/B – Proposal Sold → Sold
• D/B – Proposal Lost → Lost

Optional Additional Statuses:

• D/B – Proposal Changes Requested → Pending
• D/B – Ready for Procurement → Sold
• D/B – Ready for Scheduling → Sold
• D/B – Project Scheduled → Sold
• D/B – Project Completed → Sold

Step 2: Create an ‘Opportunity’ Item

You’ll want to create a placeholder Price List  item for Sales Opportunities.

Steps:

1. Go to Price List > Other
2. Click +NEW > Add an item called ‘Opportunity’
3. Apply Sales Tax Rate (if needed)
4. Set Unit Cost = $0
5. Use Profit Margin from Budget
6. Set Units to EACH
7. Set Description to something like “Design Build Sale Opportunity”
8. Click OK to save

Step 3: Create an Estimate Opportunity in the CRM

Steps:

1. Go to CRM > Contacts, then search and select the lead.
2. Click into the Estimates tab and create a New Standard Estimate.
3. Enter estimate details (contact info, estimator, etc.).
4. In the Project Name, use a format like:
   51 Observatory Lane - Patio - Opportunity
5. Set the Estimate Status to D/B – Opportunity.
6. Navigate to Workareas/Pricing tab > Click +Add New Work Area
   Example Name: Paver Patio – Opportunity
7. Click +Add Items + Templates > Select your ‘Opportunity’ item.
8. Set the Estimated Unit Cost of the opportunity.
9. Adjust Unit Price by:
   • Clicking the green pencil icon next to Unit Price, or
   • Overriding the work area price using the dropdown beside the work area name.

Click Save Changes. Your Sales Opportunity is now created!

Part 2: Reporting on Sales Funnel & Team Performance

Once your Sales Opportunities are set up, here’s how you can track and analyze them using LMN's built-in analytics.

Step 1: Navigate to Sales Pipeline Reporting

• Go to Analytics > Estimates > Sales Pipeline

Step 2: Use Filters to Narrow Focus

You can filter the data by:

• Division
• Estimate Status (e.g., DB – Opportunity)
• Date Range
• Salesperson/Estimator
• CRM Account or Jobsite
• New vs. Existing Leads using the ‘Account Created’ field
• Time Comparison Views: YTD, MTD, YoY, MoM

This flexibility allows you to drill into the exact slice of your pipeline that matters most.

Step 3: Analyze Estimate Status Reports

Scroll down to the Estimate Status report to view:

• Total value of estimates marked as ‘Opportunity’
• How many estimates are Won vs. Lost
• All estimate statuses you've set up

Clicking on the ‘Opportunity’ column brings you to the Estimate Listing view where you can:

• Filter by Estimate Status (e.g., DB – Opportunity)
• See total number of opportunities
• View estimated value of pending opportunities

Identify which customers have open sales opportunities

Step 4: Run a Sales Meeting Using This Dashboard

Navigate to: Salesperson Performance Analytics

⚠️ Note: This dashboard is based on estimates sold. For invoiced revenue, refer to invoicing dashboards.

Let’s start by looking at this reporting from a high-level perspective and how you can use it to run an effective sales team meeting.

For this example, we’ll walk through it as if we’re hosting a meeting for the sales team in my Design/Build division.

1. Set Filters:
   • Division: Design/Build
   • Date Range: Last Quarter (for quarterly reviews)
   • Save this setup via My Views > +Create View for repeat meetings.
2. Review Key Metrics:
   • Sold Estimates vs. Divisional Sales Goals
     See how much your team has sold compared to your annual goals, and how much has been invoiced.
3. Dive Into Accountability Metrics:
   • Sales Pipeline by Salesperson
     Track how much estimated revenue is in each pipeline stage per team member.
   • Sales Pipeline Effectiveness by Salesperson
     Understand the percentage of each person’s estimates in each pipeline stage.
4. Explore Additional Insights:
   • Performance Reports
   • Effectiveness Trends

Now Navigate to: Sales Overview

5. Set Filters:
   • Division: Design/Build
   • Date Range: Last Quarter (for quarterly reviews)
   • Save this setup via My Views > +Create View for repeat meetings.
6. Review Key Metrics:
   • $ Close Rate
     1. Shows actual vs. estimated close rate based on estimated dollars versus actual dollars sold
   • # Close Rate
     1. Shows actual vs. estimated close rate by comparing Pending and Lost estimates against those marked as Sold
   • Standard Estimates $ & Service Estimate $
     1. Total dollar value assigned to each estimate status, separated by Standard and Service Estimates, as it currently exists in the system
   • Sales by Month
     1. Shows you estimated vs. sold estimates for each month in the year and also displays the close rates for each month to show how successful your team was at selling in any given month.
7. Dive Into Accountability Metrics:
   • Salesperson: Open Opportunity List
     1. Change filters of this report to show specific sales people and review the opportunities currently assigned to them; Great for determining which customers they should be following up with based on Net Profit % and $
8. Explore Additional Insights:
   • Funnel $ by Cost Code
   • Funnel Hours by Cost code

Part 3:  Sales Team Meeting Script – Quarterly Review

Division: Design/Build

Focus: Reviewing sales performance using LMN Analytics to track progress against KPIs, improve pipeline health, and drive accountability.

Introduction

"Thanks for joining today’s quarterly sales meeting. Our goal today is to evaluate how we’re pacing against our sales goals, assess the health of our pipelines, and identify any bottlenecks or missed opportunities. We’ll be using LMN Analytics to guide the discussion, and by the end, each of you will walk away with clear action items to help you hit, or exceed, your KPIs for the next quarter."

Step 1: Setup – Salesperson Performance Dashboard

Navigate to: Analytics > Estimates > Salesperson Performance

Reminder: This dashboard is based on estimates sold. For invoiced revenue, reference the invoicing dashboards.

Filters to Apply:

• Division: Design/Build
• Date Range: Last Quarter
• Save View: My Views > +Create View
  (Useful for future meetings or weekly/monthly one-on-ones)

Step 1.1: Review High-Level Metrics
Sold Estimates vs. Divisional Sales Goals

"This metric compares the total dollar value of sold estimates to our annual sales goals for the Design/Build division. It’s the most direct view into whether we're on track, ahead, or behind our sales targets.

Why it matters:

It ties directly to individual and team quotas. Underperformance here signals the need to increase close rates, accelerate proposals, or generate more qualified opportunities."

Step 1.2: Pipeline Accountability Metrics 
Sales Pipeline by Salesperson

"This shows how much estimated revenue each salesperson has in various pipeline stages (e.g., Opportunity, Proposal Sent, Proposal Sold)."

Why it matters:
Tracking revenue by stage helps us identify gaps in deal progression. If someone has a lot of value sitting in early stages, it means deals are stalling and likely need follow-up. A healthy, balanced pipeline across multiple stages is essential for consistent sales output."

Sales Pipeline Effectiveness by Salesperson

"This shows the percentage breakdown of each salesperson’s estimates across different pipeline stages."

Why it matters:
It tells us how efficiently each rep is progressing deals through the funnel. If 80% of someone’s estimates remain in Pending, that's a sign we may have issues with proposal quality, follow-up cadence, or lead qualification. Higher percentages in ‘Sold’ reflect strong closing ability."

Additional Reports

• Performance Reports:
  Use this to track individual conversion rates, average deal size, and win/loss trends.
• Why it matters: Helps pinpoint top performers and identify coaching opportunities.
• Effectiveness Trends:
  Shows performance changes over time.

Why it matters: A drop in effectiveness can help flag burnout, bad-fit leads, or pricing issues early.

Step 2: Transition to Sales Overview Dashboard

Navigate to: Analytics > Estimates > Sales Overview

Reapply the same filters:

• Division: Design/Build
• Date Range: Last Quarter
• Save View if needed

Step 2.1: Review Detailed Sales Metrics

$ Close Rate (Estimated vs. Sold Dollars)

"This measures how much estimated value actually converts into sales."

Why it matters:
This metric directly reflects the quality of your estimates and your ability to close high-value deals. A high estimated dollar total with a low conversion rate indicates inflated estimates or weak follow-through."

# Close Rate (Estimate Count – Pending/Lost vs. Sold)

"This is a count-based version of close rate—how many estimates are closing versus how many are stalling or being lost."

Why it matters:
This is a core sales KPI. If you're submitting a high volume of estimates but only closing a small percentage, it affects profitability and forecasting. Improving this ratio often comes down to better qualification and timely follow-ups."

Standard Estimates vs. Service Estimates ($ Totals)

"This shows the total dollar value broken out by estimate type and status."

Why it matters:

It helps you understand which part of the business is driving revenue. If Design/Build estimates are consistently converting more than service estimates, that’s valuable insight for future resource allocation and team strategy."

Sales by Month

"This chart shows estimated vs. sold value over each month and includes monthly close rates."

Why it matters:

This gives us visibility into sales seasonality and performance trends. We can see if the team is consistent month-to-month or if there are spikes and drop-offs. It also allows us to plan outreach, estimating volume, and labor in alignment with actual selling patterns."

Step 2.2: Opportunity Review – Accountability & Action

Salesperson: Open Opportunity List

"Now let’s drill into the open opportunities for each salesperson. We’ll use the filters to look at one rep at a time."

Review Focus:

• Who has high-value opportunities with no recent activity?
• Which leads are nearing decision stages but haven’t been followed up on?
• Where is profit margin strong, and what’s worth prioritizing?

Why it matters:

This is your real-time to-do list. Following up on high-margin, high-value opportunities is the most effective path to quota. Opportunities with no movement may need internal support or a strategy reset."

Optional: Additional Funnel Insights

• Funnel $ – Shows the total dollar value still in the pipeline by Cost Code
• Funnel Hours – Reflects labor impact tied to pending deals by Cost Code

Why they matter:

These metrics help forecast labor needs and revenue potential. They also show if we're putting too many hours into opportunities that aren’t likely to close.

Step 3: Wrap-Up and Action Planning

"As we wrap up, I want each of you to take away 1–2 key action items based on what we reviewed."

Discussion prompts:

• Are you pacing toward your quota?
• Where are deals getting stuck?
  Which client or opportunity needs immediate attention?
  What strategy or support do you need from leadership to close more next quarter?

"We’ll follow up on your open opportunities in our one-on-ones next week, and I’ll make sure this dashboard view is saved for consistency across future check-ins."

Part 4:  Job Costing Analytics

Now that you're familiar with LMN’s analytics from a salesperson or estimator perspective, let’s shift gears and look at operational performance, specifically, how your jobs are performing after the sale. We’ll walk through how to use LMN’s Job Listing and Job Cost Analysis reports to monitor job health, manage profitability, and improve estimating accuracy over time.

Step 1: Monitor Active Jobs Using Job Listing Analytics

Navigation: Go to Analytics > Jobs > Job Listing

Set Your Filters:

• Filter by Job Group or Division to narrow the list and focus your review
• Apply a Date Filter to review current jobs or analyze historical performance

How to Use This Report:

• Scroll across to view Estimated vs. Actuals for each job within the selected group or division
• This gives you real-time insight into where your team stands against budgeted expectations

Why It’s Important:

• Quickly catch overages on labor, materials, equipment, and subcontractor usage
• Identify lagging performance where crews may be falling behind targets
• On the flip side, it also shows where you’re ahead on hours and exceeding profit expectations

Use Case:
This report empowers you to take immediate action whether that means stepping in to course-correct a struggling job or recognizing teams that are outperforming.

Step 2: Get a Macro View with Job Cost Analysis Reports

Navigation: Go to Analytics > Jobs > Job Cost Analysis

Once in the dashboard, you’ll see several powerful reports that offer a higher-level look at job performance and estimator accuracy.

Top 10 Jobs Most Over by Estimated vs. Actual Hours

• Compares estimated hours to actual hours logged
• Highlights the variance as a percentage

Why It’s Important:
Helps spot where estimators may be underquoting labor—leading to lower job profitability and poor resource forecasting.

Top 10 Jobs by Actual Hours

• Ranks jobs with the highest total hours recorded
• Great for identifying labor-heavy jobs that may need tighter oversight

Why It’s Important:
Useful for analyzing time-intensive work and determining if staffing or scheduling adjustments are needed.

Key Reports for Deep Dive:

Actual vs. Estimated Overview

• Summarizes all job-related estimated vs. actual costs in one high-level view
• Filter by Job Group, Division, or Crew Lead for more targeted analysis

Why It’s Important:
Allows you to review:

• Overall team performance
• Individual crew or crew lead performance
• Job that consistently hit or miss their targets

Use this data to coach teams, improve forecasting, and refine labor expectations.

Profitability Report

• Displays total gross profit and net profit across jobs
• Can be filtered by any combination of job attributes

Why It’s Important:
Shows which jobs, and segments (using filters) are actually making you money.
Use it to:

• Refine your bid strategy
• Identify high-margin work
• Avoid job segments that consistently underperform

Other Notable Insights in Job Cost Analysis

• Most Profitable Jobs by Gross Profit
  Great for recognizing high-performing teams and job segments
• Lead Profitable Jobs
  Helps attribute profitability back to specific project leads, managers, estimators, or salespeople
• Jobs Most Over on Hours
  Useful for identifying recurring issues with scope creep or inaccurate labor forecasting

By combining insights from Job Listing and Job Cost Analysis reports, you can get a complete picture of your operational health, from real-time job tracking to high-level profitability reviews. These tools are critical for identifying patterns, making proactive adjustments, and ultimately improving your bottom line through more accurate estimating and better job execution

Need more help?  Contact our Support Team by email at lmn-support@granum.com, through Live Chat, or by phone at (888) 347-9864

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