Scaling Sales Insights with Power BI
Client Context
Our client, a fast-growing B2B trade and distribution company, was managing relationships with major accounts (Walmart, Exxon, Apple, and others) across multiple regions. Their operations were supported by sales reps, orders, and digital engagement (web events) — but leadership lacked an integrated view of sales performance.
Data sources included:
- Accounts: customer master data (key accounts, primary contacts).
- Orders: transactions with product mix, quantities, and revenue.
- Regions & Sales Reps: geographic coverage and rep assignments.
- Web Events: digital engagement history by channel.
The Problem
- Fragmented Data — customer, sales, and web engagement data lived in separate files.
- Blind Spots in Sales Performance — leadership couldn’t track revenue by region, rep, or product mix with confidence.
- Forecasting Difficulties — no historical trend visibility for demand planning.
- Account Engagement Uncertainty — web activity wasn’t linked to sales outcomes.
Key Findings
- Revenue Concentration — a small group of top accounts contributed most of the revenue.
- Regional Imbalances — Northeast led in revenue, while Midwest and Southeast underperformed.
- Rep Performance Gaps — high performers drove most growth, while others lagged.
- Web Engagement Correlation — accounts with higher digital engagement showed more frequent orders.
- Product Mix Opportunity — gloss products had high margins but low adoption in some regions.
ROPA’s Solution
- Regional Sales Performance: revenue breakdown by regions.
- Account-level Insights: drill-through dashboards for top clients like Walmart, Apple, and Exxon Mobil.
- Sales Rep Productivity: performance comparisons across reps, highlighting gaps.
- Product Mix Tracking: visualized standard, gloss, and poster product sales tied to revenue.
- Engagement Integration: linked web activity with sales outcomes.
Business Impact & Actionable Steps
- Re-focused sales strategy on top-performing accounts and regions.
- Redistributed reps to underperforming regions for balanced growth.
- Aligned marketing with digital engagement channels tied to conversions.
- Optimized product mix, promoting gloss products for higher profitability.
- Forecasted with confidence using historical sales trends.
Why This Matters
This project demonstrates how ROPA Advisory empowers sales-driven organizations with real-time, actionable intelligence. By integrating siloed data into a unified Power BI dashboard, leadership gained clarity, accountability, and foresight — turning sales data into a competitive advantage.
At ROPA Advisory, we transform sales data into growth strategy — helping businesses see not just where revenue comes from, but where the next opportunity lies.
