NimbusCRM sells B2B sales software through a marketing-generated lead funnel and an inside sales team. In the last quarter, marketing lead volume increased from 10,000 to 12,000 leads (+20%), but closed-won deals fell from 1,000 to 950 (-5%), raising concerns about lead quality, funnel efficiency, and sales execution.
The CRO wants to know whether the decline is caused by weaker lead quality, lower stage-to-stage conversion, slower follow-up, changes in sales capacity, or a reporting issue. Average deal size stayed flat at $12,000, so the main issue appears to be fewer leads converting into revenue. You have one week to diagnose the root cause and recommend what to fix first.
| Data Source | Description | Granularity |
|---|---|---|
| leads | lead_id, created_at, source_channel, campaign_id, geo, company_size, industry, lead_score | Per lead |
| funnel_events | lead_id, stage_name, stage_entered_at, owner_id, status | Per stage event |
| opportunities | opportunity_id, lead_id, created_at, pipeline_amount, close_date, outcome | Per opportunity |
| sales_activity | lead_id, rep_id, first_contact_at, calls, emails, meetings_booked | Per lead-rep activity |
| rep_roster | rep_id, team, tenure_months, quota, active_flag | Per rep |