Author: Akpoveso Maryrose
Date: May 2025
Project Type: B2B Revenue & Sales Funnel Analysis
Tools Used: Excel & Power BI
Project Overview
This project explores the performance of a software company’s direct and indirect (partner) sales channels. It evaluates opportunity conversion rates, revenue contribution, segment and regional performance, and overall funnel efficiency — with the goal of optimizing revenue generation and strategic sales operations.
Business Objective
To provide sales leadership with a data-driven view of:
- Channel performance efficiency (Direct vs Indirect)
- Sales funnel progression
- Regional and segment-based revenue patterns
- Partner effectiveness and enablement needs
- Seasonal and temporal revenue trends
Key Questions Answered
- What is the revenue split between direct and partner channels?
- Which channel is more efficient at progressing and closing opportunities?
- Are there underperforming regions or segments?
- Which partners drive the most revenue — and are they progressing deals?
- What are the temporal trends in opportunity creation and revenue generation?
Methodology
The analysis was conducted using funnel visualizations, column charts, scatterplots, and revenue-weighted metrics. Opportunities were segmented by:
- Channel type (Direct vs Partner)
- Age and size
- Stage in the sales funnel
- Region and industry segment
Key Findings
Revenue Contribution
- Partner channels generate ~70% of opportunity revenue but hold most revenue in early stages.
- Direct channels are more effective at funnel progression and deal maturity.
- Only 3% of all opportunities reach final sales stage.
- Indirect deals are 64% stuck in early funnel stages vs 46% for direct.
- All active opportunities are over 1 year old, with indirect deals aging longer.
Partner Analysis
- Top partners (e.g., Sontaxon, Joblamcom) contribute high revenue, but 78–91% is stalled in early stages.
- Four underperforming partners (e.g., Zonronzap, Fasetone) need enablement and strategy realignment.
Regional Breakdown
- East region performs best for direct sales.
- West is underperforming across both channels — a prime area for development.
- Partner channels dominate large deals, while direct teams handle smaller opportunities more efficiently.
- Small & Medium segment has high opportunity volume but low conversion — only 18% of revenue is weighted to close.
- Suggests stagnant or low-quality deals in this segment.
Temporal Trends
- Revenue peaks correlate with early-year opportunity creation.
- Direct channel shows burst-driven performance, likely tied to quotas or major wins.
- Opportunity creation slows mid-to-late year, risking pipeline depletion.
Recommendations
- Improve Funnel Efficiency
- Train and support partners to accelerate deal progression.
- Focus direct team on advancing mid-stage opportunities.
- Partner Enablement Strategy
- Provide strategic support to underperforming partners.
- Offer expedited resources to top partners for faster closures.
- Regional Strategy Realignment
- Develop the West region via direct outreach and new partner recruitment.
- Double down on high-performing East opportunities.
- Segment-Specific Improvements
- Re-assess opportunity qualification criteria in Small & Medium segments.
- Improve follow-up and tracking processes to increase conversion.
- Pipeline Sustainability
- Launch mid-year lead generation to counter seasonal drop-offs.
- Align marketing pushes with early-year opportunity success windows.
Files in This Repo
📣 Conclusion
This analysis surfaces critical inefficiencies in the current sales strategy — especially the heavy reliance on underperforming indirect channels. By enhancing funnel efficiency, enabling strategic partners, refining regional focus, and stabilizing pipeline creation, the company can unlock significant revenue growth and operational resilience.