Sales Force Analysis Module Reference

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Sales Force Analysis Module

Reference

Version: 9.0.2 Document Number: 09960902

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Twentieth Edition, October 2010, version 9.0.2

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Document number: 09960902

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This product is patented. One or more of the following patents may apply to the product sold herein: U.S. Patent Nos. 6,154,766, 6,173,310, 6,260,050, 6,263,051, 6,269,393, 6,279,033, 6,501,832, 6,567,796, 6,587,547, 6,606,596, 6,658,093, 6,658,432, 6,662,195, 6,671,715, 6,691,100, 6,694,316, 6,697,808, 6,704,723, 6,707,889, 6,741,980, 6,765,997, 6,768,788, 6,772,137, 6,788,768, 6,792,086, 6,798,867, 6,801,910, 6,820,073, 6,829,334, 6,836,537, 6,850,603, 6,859,798, 6,873,693, 6,885,734, 6,888,929, 6,895,084, 6,940,953, 6,964,012, 6,977,992, 6,996,568, 6,996,569, 7,003,512, 7,010,518, 7,016,480, 7,020,251, 7,039,165, 7,082,422, 7,113,993, 7,181,417, 7,127,403, 7,174,349, 7,194,457, 7,197,461, 7,228,303, 7,260,577, 7,266,181, 7,272,212, 7,302,639, 7,324,942, 7,330,847, 7,340,040, 7,356,758, 7,356,840, 7,415,438, 7,428,302, 7,430,562, 7,440,898, 7,457,397, 7,486,780, 7,509,671, 7,516,181, 7,559,048, 7,574,376, 7,617,201, 7,725,811, and 7,801,967. Other patent applications are pending.

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C

ONTENTS

Preface Description of Guide ... xi

About the Analytics Modules ... xii

About this book ... xiii

How to find business scenarios and examples ... xiii

Prerequisites ...xiv

Who should use this guide...xiv

Resources...xiv

Documentation...xiv

Education...xxi

Consulting... xxii

International support ... xxii

Technical Support... xxii

Feedback ... xxvii

1. Introduction to the Sales Force Analysis Module Introduction... 1

Business questions that SFAM reports can answer ... 1

Business analysis areas for SFAM reports ... 3

SFAM report features ... 3

Introduction to reports, dashboards, and documents ... 5

Accessing reports ... 6

About scorecards and dashboards ... 6

About Report Services documents ... 8

About the definitions for objects on reports ... 9

About the structure of SFAM’s business logic ... 9

Business concepts and measurements ... 10

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Contents Sales Force Analysis Module Reference

Porting an analytics module to your data source... 11

Introduction to SFAM’s physical data storage ... 11

2. SFAM Scorecards and Documents Introduction... 13

Scorecards and dashboards... 14

Lead Activity Scorecard ... 14

Sales Actual vs. Quota Document ... 16

Sales Dashboard Summary ... 17

Sales Performance Scorecard ... 19

Sales Pipeline Document... 21

Sales and Lead Activity Dashboard... 22

3. Leads Analysis Introduction... 25

Leads analysis area... 25

Leads reports... 26

Account, Lead and Lead Status Summary ... 26

Lead Activity – Quarterly Trends... 28

Monthly Summary for Lead Generation and Conversion... 29

Monthly Trends by Lead Characteristics... 30

Monthly Contribution Trends by Lead Characteristics ... 32

Monthly Lead Generation by Lead Source ... 33

Monthly Lead Conversion by Lead Source... 34

Quarter Lead Distribution by Lead Source... 36

Summary Lead Activity by Lead Characteristics... 37

Monthly Lead Distribution by Lead Status ... 38

Monthly Lead Source Activity... 40

Quarterly Orders and Revenues by Lead Characteristics ... 41

4. Pipeline Analysis Introduction... 45

Pipeline analysis area... 45

Pipeline reports... 46

Pipeline by Sales Region... 46

Pipeline Detail – Open Opportunities by Sales District ... 48

Sales District Activity by Quarter and Sales Representative . 49 Company Detail by Account and Opportunity ... 51

Current Pipeline vs. Quota by Sales Region and District... 52

5. Sales Performance Analysis Introduction... 55

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Sales Force Analysis Module Reference Contents

Sales Performance reports ... 57

Funnel Graph - Leads to Orders ... 57

Summary Sales Performance by Sales Region and Quarter. 58 Revenue Distribution by Sales Region ... 60

Quarterly Revenue Trend by Sales Region ... 61

Quarterly Revenue and Closure Trend ... 63

Quarterly Revenue and Closure Trend by Sales Region... 65

Quarterly Quota Performance by Sales District ... 66

Quota Achievement by Quarter and Sales Organization ... 67

Competitive Activity by Quarter... 68

Quarterly Competitive Win Rate Trend ... 70

Top 10 Companies by Quarter... 71

Top 10 Deals by Quarter ... 72

Top 3 Deals by Quarter and Primary Competitor... 73

Top 3 Deals by Quarter and Sales Region ... 74

Top 10 Lost Opportunities by Quarter... 76

Top 3 Lost Opportunities by Quarter and Primary Competitor... 77 Top 3 Lost Opportunities by Quarter and Sales Region ... 78

6. Product Sales Analysis Introduction... 81

Product Sales analysis area ... 81

Product Sales reports ... 82

Product Performance Summary by Quarter... 82

Products with Increasing Sales by Sales District ... 84

Products with Decreasing Sales by Sales District ... 86

Products with Increasing Quarterly Sales ... 87

Products with Decreasing Quarterly Sales ... 89

Top N Products Sold – Quarter Revenue Trend... 91

Top N Products Sold by Sales District ... 93

Quarter Product Contribution to Sales District Revenues... 94

Quarterly Orders Trend by Product Group... 96

Product Revenue Trend... 97

Revenue Distribution by Product Group and Quarter ... 99

Quarterly Closure Rate based on Product ... 100

A. Definitions for Objects on Reports: Object Glossaries Introduction... 103 Metrics glossary... 103 Amounts... 104 Base formulas... 105 Counts ... 105

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Lead analysis metrics ... 106

Percent ... 108

Pipeline analysis metrics... 108

Sales Performance analysis metrics... 109

Product analysis metrics ... 110

Filters glossary... 111

Prompts glossary ... 113

B. Structure of SFAM’s Business Logic: Logical Data Model Introduction... 115

Prerequisites... 116

SFAM logical schema ... 116

Business hierarchies... 118

Account hierarchy ... 119

Sales Organization hierarchy... 121

Product hierarchy... 123 Lead hierarchy ... 124 Opportunity hierarchy ... 126 Order hierarchy ... 133 Time hierarchy ... 135 Transformations... 138 User hierarchies... 139 Facts ... 140

Lead Size fact ... 141

Opportunity Size fact ... 141

Weighted Opportunity Size fact ... 142

Order Amount fact ... 143

Sales Representative Quota fact ... 144

Index for Lead Counts fact... 145

Index for Opportunity Counts fact ... 145

Index for Order Counts fact ... 146

C. Data Storage: Physical Schema and Data Dictionary Introduction... 149

Prerequisites... 149

SFAM physical schema ... 149

Table information ... 152

Table column information ... 155

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Sales Force Analysis Module Reference Contents

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P

REFACE

Description of Guide

This guide is a reference for the MicroStrategy Sales Force Analysis Module (SFAM), part of the MicroStrategy Analytics Modules that come with

MicroStrategy Architect. This guide provides a description, usage scenarios, and screen shots for all the packaged reports for SFAM. It also provides descriptions of the module’s logical data model and physical schema tables and columns, as well as glossaries for the public objects (metrics, prompts, and filters) and schema objects (attributes).

• Chapter 1, Introduction to the Sales Force Analysis Module presents an introduction to SFAM and provides descriptions and basic procedures to help you understand and work with SFAM.

• Chapter 2, SFAM Scorecards and Documents presents the SFAM scorecards and provides scorecard usage information and screen shots. • Chapter 3, Leads Analysis presents the SFAM reports within the Leads

analysis area.

• Chapter 4, Pipeline Analysis presents the SFAM reports within the Pipeline analysis area.

• Chapter 5, Sales Performance Analysis presents the SFAM reports within the Sales Performance analysis area.

• Chapter 6, Product Sales Analysis presents the SFAM reports within the Product Sales analysis area.

• Appendix A, Definitions for Objects on Reports: Object Glossaries

presents the SFAM object glossaries, which provide definitions for all of the attributes, metrics, prompts, and filters used in the module.

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Preface Sales Force Analysis Module Reference

• Appendix B, Structure of SFAM’s Business Logic: Logical Data Model

presents SFAM’s logical data model, including a diagram and details for working with attributes and facts.

• Appendix C, Data Storage: Physical Schema and Data Dictionary

presents SFAM’s default physical schema, including a diagram and details on the schema’s tables and columns.

Consult the Installation and Porting Guide for steps to install and configure your Analytics Modules, and for information on setting up (porting) an Analysis Module to work with your existing data warehouse. The Installation

and Porting Guide also provides best practices concepts and procedures for

designing and building your own analytical applications using the Analytics Modules as templates.

About the Analytics Modules

MicroStrategy helps you build analytical applications by offering a rapid application development framework consisting of analytical starter kits, development products, and design and development methodologies. There are five Analytics Modules that are built to be portable. You can choose to deploy the Analytics Modules against your existing data warehouse, use one of the packaged physical schemas as the basis of a new data warehouse, or use the modules as templates to build analytical applications.

The components are: • Analytics Modules

Prepackaged metadata: Best practices reports, scorecards,

dashboards, key performance indicators, attributes, business metrics, filters, and custom groups

Default physical and logical data model: Analytics that are designed to work with your physical schemas and data model or with the module’s packaged data warehouse schema

Reference guides: Documentation on each Analysis Module’s data model, the individual analysis areas, metadata object definitions, data dictionary, and individual report use scenarios

• Implementation methodology

Documentation that guides you step-by-step through implementing Analytics Modules against existing data warehouses (known as porting)

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Sales Force Analysis Module Reference Preface

Design rules and tenets for designing and developing portable analytical applications

MicroStrategy Architect: A development tool that allows you to map Analytics Modules to existing data warehouses

Documentation for MicroStrategy Desktop and MicroStrategy Architect is available on your MicroStrategy disk, as described fully in the Resources section in this chapter. See the Installation and Porting Guide for a detailed discussion of the Analytics Modules. The Installation and Porting Guide also provides procedures and methodologies to make full use of the Analytics Modules.

About this book

This book is divided into chapters and reference appendices. Each chapter begins with a brief overview of the chapter’s content.

The following sections provide the location of examples, list prerequisites for using this book, and describe the user roles the information in this book was designed for.

Dates in the MicroStrategy Tutorial project are updated to reflect the current year. The sample documents and images in this guide, as well as the procedures, were created with dates that may no longer be available in the Tutorial project. Replace them with the first year of data in your Tutorial project.

How to find business scenarios and examples

For examples of report functionality and a basic introduction to the

MicroStrategy business intelligence system, use the MicroStrategy Tutorial, which is MicroStrategy’s sample warehouse, metadata, and project.

Information about the MicroStrategy Tutorial can be found in the

MicroStrategy Basic Reporting Guide.

For extensive examples of metrics, filters, and other report objects, see the

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Prerequisites

How you use this document depends on the type of user you are, and on your goals for working with the Analytics Modules. See Who should use this guide in this chapter for a description of the various approaches to the Analytics Modules product.

If you intend to evaluate the business value of the modules, you should have: • Experience with MicroStrategy reports and metrics using MicroStrategy

technology

If you intend to implement and customize the modules, you should have: • Experience with logical data modeling and creating business intelligence

applications using MicroStrategy technology

• A basic understanding of relational database management system (RDBMS) concepts and data modeling

Who should use this guide

This document is designed for:

• End users working with the packaged reports that come with the Analytics Modules

• Advanced users and administrators evaluating the business value of the Analytics Modules

• Consultants and developers implementing and customizing the Analytics Modules

Resources

Documentation

MicroStrategy provides both manuals and online help; these two information sources provide different types of information, as described below.

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Manuals: In general, MicroStrategy manuals provide: • Introductory information and concepts

• Examples

• Checklists and high-level procedures to get started Help: In general, MicroStrategy help provides:

• Detailed steps to perform procedures

• Descriptions of each option on every software screen

Manuals

The following manuals are available from your MicroStrategy disk or the machine where MicroStrategy was installed. The steps to access them are below.

Adobe Acrobat Reader is required to view these manuals. If you do not have Acrobat Reader installed on your computer, you can download it from

www.adobe.com/products/acrobat/readstep2_allversion s.html.

The best place for all users to begin is with the MicroStrategy Basic

Reporting Guide. MicroStrategy Overview

• Introduction to MicroStrategy: Evaluation Guide

Instructions for installing, configuring, and using the MicroStrategy Evaluation Edition of the software. This guide also includes a detailed, step-by-step evaluation process of MicroStrategy features, where you perform reporting with the MicroStrategy Tutorial project and its sample business data.

• MicroStrategy Quick Start Guide

Overview of the installation and evaluation process, and additional resources.

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• Evaluate MicroStrategy for Linux Guide

Evaluate MicroStrategy for Linux, in a Microsoft Windows or Linux environment, with the MicroStrategy Evaluation Edition Virtual Appliance. This guide provides all details to download, activate, and evaluate MicroStrategy software running in a Linux environment. • MicroStrategy Reporting Suite Quick Start Guide

Evaluate MicroStrategy as a departmental solution. Provides detailed information to download, install, configure, and use the MicroStrategy Reporting Suite.

• MicroStrategy Jump-Start Project Guide

Create a starter Business Intelligence project with pre-built reports and dashboards available with the Jump-Start project. This project can also be used to create proof-of-concept projects using your own data.

Manuals for Query, Reporting, and Analysis

• MicroStrategy Installation and Configuration Guide

Information to install and configure MicroStrategy products on

Windows, UNIX, Linux, and HP platforms, as well as basic maintenance guidelines.

• MicroStrategy Upgrade Guide

Instructions to upgrade existing MicroStrategy products. • MicroStrategy Project Design Guide

Information to create and modify MicroStrategy projects, and understand facts, attributes, hierarchies, transformations, advanced schemas, and project optimization.

• MicroStrategy Basic Reporting Guide

Instructions to get started with MicroStrategy Desktop and

MicroStrategy Web, and how to analyze data in a report. Includes the basics for creating reports, metrics, filters, and prompts.

• MicroStrategy Advanced Reporting Guide

Instructions for advanced topics in the MicroStrategy system, building on information in the Basic Reporting Guide. Topics include reports,

Freeform SQL reports, Query Builder reports, filters, metrics, Data Mining Services, custom groups, consolidations, and prompts.

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• MicroStrategy Report Services Document Creation Guide

Instructions to design and create Report Services documents, building on information in the Basic Reporting Guide and Advanced Reporting Guide.

• MicroStrategy OLAP Services Guide

Information on MicroStrategy OLAP Services, which is an extension of MicroStrategy Intelligence Server. OLAP Services features include Intelligent Cubes, derived metrics, derived elements, dynamic aggregation, view filters, and dynamic sourcing.

• MicroStrategy Office User Guide

Instructions for using MicroStrategy Office to work with MicroStrategy reports and documents in Microsoft® Excel, PowerPoint, Word, and Outlook, to analyze, format, and distribute business data.

• MicroStrategy Mobile User Guide

Instructions for using MicroStrategy Mobile to view and analyze data, and perform other business tasks with MicroStrategy reports and documents on a mobile device. Covers installation and configuration of MicroStrategy Mobile and how a designer working in MicroStrategy Desktop or MicroStrategy Web can create effective reports and documents for use with MicroStrategy Mobile.

• MicroStrategy System Administration Guide Volume 1

Concepts and high-level steps to implement, deploy, maintain, tune, and troubleshoot a MicroStrategy business intelligence system.

• MicroStrategy System Administration Guide Volume 2

Concepts and high-level steps for using various administrative tools such as MicroStrategy Command Manager, MicroStrategy Enterprise

Manager, MicroStrategy Integrity Manager, and MicroStrategy Health Center.

• MicroStrategy Functions Reference

Function syntax and formula components; instructions to use functions in metrics, filters, attribute forms; examples of functions in business scenarios.

• MicroStrategy MDX Cube Reporting Guide

Information to integrate MicroStrategy with MDX cube sources. You can integrate data from MDX cube sources such as SAP BW, Microsoft

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Analysis Services, and Hyperion Essbase into your MicroStrategy projects and applications.

• MicroStrategy Web Services Administration Guide

Concepts and tasks to install, configure, tune, and troubleshoot MicroStrategy Web Services.

Manuals for Analytics Modules

• Analytics Modules Installation and Porting Guide

• Customer Analysis Module Reference

• Sales Force Analysis Module Reference

• Financial Reporting Analysis Module Reference

• Sales and Distribution Analysis Module Reference

• Human Resources Analysis Module Reference Manuals for Information Delivery and Alerting Products

• MicroStrategy Narrowcast Server Getting Started Guide

Instructions to work with the tutorial to learn Narrowcast Server interfaces and features.

• MicroStrategy Narrowcast Server Installation and Configuration Guide

Information to install and configure Narrowcast Server.

• MicroStrategy Narrowcast Server Application Designer Guide

Fundamentals of designing Narrowcast Server applications. • MicroStrategy Narrowcast Server System Administrator Guide

Concepts and high-level steps to implement, maintain, tune, and troubleshoot Narrowcast Server.

• MicroStrategy Narrowcast Server Upgrade Guide

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Software Development Kits

• MicroStrategy Developer Library (MSDL)

Information to understand the MicroStrategy SDK, including details about architecture, object models, customization scenarios, code samples, and so on.

• MicroStrategy Web SDK

The Web SDK is available in the MicroStrategy Developer Library, which is sold as part of the MicroStrategy SDK.

• Narrowcast Server SDK Guide

Instructions to customize Narrowcast Server functionality, integrate Narrowcast Server with other systems, and embed Narrowcast Server functionality within other applications. Documents the Narrowcast Server Delivery Engine and Subscription Portal APIs, and the Narrowcast Server SPI.

To access the installed manuals and other documentation sources, see the following procedures:

• To access installed manuals on Windows, page xix

• To access installed manuals on UNIX and Linux, page xx

To access installed manuals on Windows

1 From the Windows Start menu, choose Programs (or All Programs), MicroStrategy, then Product Manuals. A page opens in your browser showing a list of available manuals in PDF format and other

documentation sources.

2 Click the link for the desired manual or other documentation source. 3 The Narrowcast Services SDK Guide must be downloaded. When you

select this guide, the File Download dialog box opens. Select Open this file from its current location, and click OK.

If bookmarks are not visible on the left side of an Acrobat (PDF) manual, from the View menu click Bookmarks and Page. This step varies slightly depending on your version of Adobe Acrobat Reader.

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To access installed manuals on UNIX and Linux

1 Within your UNIX or Linux machine, navigate to the directory where you installed MicroStrategy. The default location is /opt/MicroStrategy, or $HOME/MicroStrategy/install if you do not have write access to /opt/MicroStrategy.

2 From the MicroStrategy installation directory, open the Documentation folder.

3 Open the Product_Manuals.htm file in a web browser. A page opens in your browser showing a list of available manuals in PDF format and other documentation sources.

4 Click the link for the desired manual or other documentation source. 5 The Narrowcast Services SDK Guide must be downloaded. When you

select this guide, the File Download dialog box opens. Select Open this file from its current location, and click OK.

If bookmarks are not visible on the left side of an Acrobat (PDF) manual, from the View menu click Bookmarks and Page. This step varies slightly depending on your version of Adobe Acrobat Reader.

Help

MicroStrategy provides several ways to access help:

• Help button: Use the Help button or ? (question mark) icon on most software windows to see help for that window.

• Help menu: From the Help menu or link at the top of any screen, select MicroStrategy Help to see the table of contents, the Search field, and the index for the help system.

• F1 key: Press F1 to see context-sensitive help that describes each option in the software window you are currently viewing.

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Documentation standards

MicroStrategy online help and PDF manuals (available both online and in printed format) use standards to help you identify certain types of content. The following table lists these standards.

These standards may differ depending on the language of this manual; some languages have rules that supersede the table below.

Education

MicroStrategy Education Services provides a comprehensive curriculum and highly skilled education consultants. Many customers and partners from over 800 different organizations have benefited from MicroStrategy instruction. For a detailed description of education offerings and course curriculums, visit www.microstrategy.com/Education.

Type Indicates

bold • button names, check boxes, options, lists, and menus that are the focus of actions or

part of a list of such GUI elements and their definitions

• text to be entered by the user

Example: Click Select Warehouse.

Example: Type cmdmgr -f scriptfile.scpand press ENTER.

italic • new terms defined within the text and in the glossary

• names of other product manuals

• when part of a command syntax, indicates variable information to be replaced by the

user

Example: The aggregation level is the level of calculation for the metric.

Example: Type copy c:\filename d:\foldername\filename

Courier font

• calculations • code samples • registry keys • path and file names • URLs

• messages displayed in the screen

Example:

Sum(revenue)/number of months.

+ A keyboard command that calls for the use of more than one key (for example, SHIFT+F1)

A note icon indicates helpful information for specific situations.

A warning icon alerts you to important information such as potential security risks; these should be read before continuing.

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Consulting

MicroStrategy Consulting Services provides proven methods for delivering leading-edge technology solutions. Offerings include complex security architecture designs, performance and tuning, project and testing strategies and recommendations, strategic planning, and more. For a detailed

description of consulting offerings, visit

www.microstrategy.com/Consulting.

International support

MicroStrategy supports several locales. Support for a locale typically includes native database and operating system support, support for date formats, numeric formats, currency symbols, and availability of translated interfaces and certain documentation.

MicroStrategy is certified in homogeneous configurations (where all the components lie in the same locale) in the following languages—English (US), French, German, Italian, Japanese, Korean, Portuguese (Brazilian), Spanish, Chinese (simplified), Chinese (Traditional), Danish, and Swedish. For

information on specific languages supported by individual MicroStrategy system components, see the MicroStrategy readme.

MicroStrategy also provides limited support for heterogeneous

configurations (where some of the components may lie in different locales). Please contact MicroStrategy Technical Support for more details.

A translated user interface is available in each of the above languages.

Technical Support

If you have questions about a specific MicroStrategy product, you should: 1 Consult the product guides, Help, and readme files. Locations to access

each are described above.

2 Consult the MicroStrategy Knowledge Base online at

https://resource.microstrategy.com/support.

A technical administrator in your organization may be able to help you resolve your issues immediately.

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3 If the resources listed in the steps above do not provide a solution, contact MicroStrategy Technical Support directly. To ensure the most productive relationship with MicroStrategy Technical Support, review the Policies and Procedures document in your language, posted at

http://www.microstrategy.com/Support/ Policies. Refer to the terms of your purchase agreement to determine the type of support available to you.

MicroStrategy Technical Support can be contacted by your company’s Support Liaison. A Support Liaison is a person whom your company has designated as a point-of-contact with MicroStrategy’s support personnel. All customer inquiries and case communications must come through these named individuals. Your company may designate two employees to serve as their Support Liaisons, and can request to change their Support Liaisons two times per year with prior written notice to MicroStrategy Technical Support. It is recommended that you designate Support Liaisons who have

MicroStrategy Administrator privileges. This can eliminate security conflicts and improve case resolution time. When troubleshooting and researching issues, MicroStrategy Technical Support personnel may make

recommendations that require administrative privileges within

MicroStrategy, or that assume that the designated Support Liaison has a security level that permits them to fully manipulate the MicroStrategy projects and has access to potentially sensitive project data such as security filter definitions.

Ensure issues are resolved quickly

Before logging a case with MicroStrategy Technical Support, the Support Liaison may follow the steps below to ensure that issues are resolved quickly: 1 Verify that the issue is with MicroStrategy software and not a third party

software.

2 Verify that the system is using a currently supported version of MicroStrategy software by checking the Product Support Expiration Schedule at http://www.microstrategy.com/Support/ Expiration.asp.

3 Attempt to reproduce the issue and determine whether it occurs consistently.

4 Minimize the complexity of the system or project object definition to isolate the cause.

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5 Determine whether the issue occurs on a local machine or on multiple machines in the customer environment.

6 Discuss the issue with other users by posting a question about the issue on the MicroStrategy Customer Forum at

https://resource.microstrategy.com/forum/.

The following table shows where, when, and how to contact MicroStrategy Technical Support. If your Support Liaison is unable to reach MicroStrategy Technical Support by phone during the hours of operation, they can leave a voicemail message, send email or fax, or log a case using the Online Support Interface. The individual Technical Support Centers are closed on certain public holidays.

North America Email: [email protected]

Web: https://resource.microstrategy.com/support

Fax: (703) 842–8709 Phone: (703) 848–8700

Hours: 9:00 A.M.–7:00 P.M. Eastern Time, Monday–Friday except holidays EMEA:

Europe

The Middle East Africa

Email: [email protected]

Web: https://resource.microstrategy.com/support

Fax: +44 (0) 208 711 2525

The European Technical Support Centre is closed on national public holidays in each country. Phone: • Belgium: + 32 2792 0436 • France: +33 17 099 4737 • Germany: +49 22 16501 0609 • Ireland: +353 1436 0916 • Italy: +39 023626 9668 • Poland: +48 22 321 8680

• Scandinavia & Finland: +46 8505 20421 • Spain: +34 91788 9852

• The Netherlands: +31 20 794 8425 • UK: +44 (0) 208 080 2182

• International distributors: +44 (0) 208 080 2183

Hours:

• United Kingdom: 9:00 A.M.–6:00 P.M. GMT, Monday-Friday except holidays • EMEA (except UK): 9:00 A.M.–6:00 P.M. CET, Monday-Friday except holidays

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Support Liaisons should contact the Technical Support Center from which they obtained their MicroStrategy software licenses or the Technical Support Center to which they have been designated.

Required information when calling

When contacting MicroStrategy Technical Support, please provide the following information:

• Personal information: Name (first and last)

Company and customer site (if different from company)

Contact information (phone and fax numbers, e-mail addresses) • Case details:

Configuration information, including MicroStrategy software product(s) and versions

Asia Pacific Email: [email protected]

Web: https://resource.microstrategy.com/support Phone: • Australia: +61 2 9333 6499 • Korea: +82 2 560 6565 Fax: +82 2 560 6555 • Japan: +81 3 3511 6720 Fax: +81 3 3511 6740 • Singapore: +65 6303 8969 Fax: +65 6303 8999

• Asia Pacific (except Australia, Japan, Korea, and Singapore): +86 571 8526 8067 Fax: +86

571 8848 0977 Hours:

• Japan and Korea: 9:00 A.M.–6:00 P.M. JST (Tokyo), Monday-Friday except holidays • Asia Pacific (except Japan and Korea): 7 A.M.-6 P.M. (Singapore) Monday-Friday except

holidays

Latin America Email: [email protected] Web: https://resource.microstrategy.com/support

Phone:

• LATAM (except Brazil and Argentina): +54 11 5222 9360 Fax: +54 11 5222 9355 • Argentina: 0 800 444 MSTR Fax: +54 11 5222 9355

• Brazil: +55 11 3054 1010 Fax: +55 11 3044 4088

Hours:

• Latin America (except Brazil): 9:00 A.M.–7:00 P.M. (Buenos Aires), Monday-Friday except

holidays

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Full description of the case including symptoms, error messages(s), and steps taken to troubleshoot the case thus far

• Business/system impact

If this is the Support Liaison’s first call, they should also be prepared to provide the following:

• Street address • Phone number • Fax number • Email address

To help the Technical Support representative resolve the problem promptly and effectively, be prepared to provide the following additional information: • Case number: Please keep a record of the number assigned to each case

logged with MicroStrategy Technical Support, and be ready to provide it when inquiring about an existing case

• Software version and product registration numbers of the MicroStrategy software products you are using

• Case description:

What causes the condition to occur?

Does the condition occur sporadically or each time a certain action is performed?

Does the condition occur on all machines or just on one? When did the condition first occur?

What events took place immediately prior to the first occurrence of the condition (for example, a major database load, a database move, or a software upgrade)?

If there was an error message, what was its exact wording?

What steps have you taken to isolate and resolve the issue? What were the results?

• System configuration (the information needed depends on the nature of the problem; not all items listed below may be necessary):

Computer hardware specifications (processor speed, RAM, disk space, and so on)

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Network protocol used

ODBC driver manufacturer and version Database gateway software version

(For MicroStrategy Web-related problems) browser manufacturer and version

(For MicroStrategy Web-related problems) Web server manufacturer and version

If the issue requires additional investigation or testing, the Support Liaison and the MicroStrategy Technical Support representative should agree on certain action items to be performed. The Support Liaison should perform any agreed-upon actions before contacting MicroStrategy Technical Support again regarding the issue. If the Technical Support representative is

responsible for an action item, the Support Liaison may call MicroStrategy Technical Support at any time to inquire about the status of the issue.

Feedback

Please send any comments or suggestions about user documentation for MicroStrategy products to:

[email protected] Send suggestions for product enhancements to: [email protected]

When you provide feedback to us, please include the name and version of the products you are currently using. Your feedback is important to us as we prepare for future releases.

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I

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Introduction

Understanding your organization’s sales process is a vital aspect of an effective and successful business environment. To succeed, organizations must quickly identify changes in their sales pipelines, and act to improve the effectiveness of lead generation, product line contributions, and overall performance of the sales organization.

The MicroStrategy Sales Force Analysis Module (SFAM) is designed to provide deep insight into the entire sales process. This insight in turn allows you to increase lead conversions, optimize product lines, take advantage of your organization’s most successful sales practices, and improve your sales organization’s effectiveness.

Business questions that SFAM reports can

answer

Knowledge about your organization’s sales process can be gleaned from packaged MicroStrategy analytics which include reports, scorecards (a

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Introduction to the Sales Force Analysis Module Sales Force Analysis Module Reference

1

specific collection of related reports), and dashboards (a collection of related reports customized for optimum display). In addition, some reports show summarized information to help you see trends, while others display very specific, detailed data about your sales process.

The analytics in SFAM can be used to answer questions such as the following:

• Which sources generate the most qualified leads and highest revenue? Which lead sources should we invest in?

• Are there any trends in leads and lead size? • Are our lead improvement initiatives successful? • How long does it take to qualify a lead?

• What is the profile of prospects and customers?

• What percentage of leads are converted into sales? What lead characteristics contribute most frequently to conversions?

• How does my pipeline look? Can we achieve projected quotas? Which sales representatives need to prioritize resources to complete the sales cycle?

• How does revenue compare to forecasts? What are the trends in our revenue generation, compared to historical trends? Which products provide a competitive advantage and drive sales revenue?

• Which products are showing increased sales, and in which regions? Which products contribute to the highest total sales? Which customers are buying the top selling products?

• What is our closure rate based on products?

• How efficient are we at completing the sales cycle?

• What were our top lost deals last quarter? What competitors did we lose deals to? What was the most important reason for lost deals?

• In what regions are our competitors most active? Are there trends in competitor account activity? Where is our company’s win rate the highest?

• How are sales representatives performing, and are they on track to meet their sales targets? Who are the best performers in terms of percentage of opportunities closed and overall revenue?

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Sales Force Analysis Module Reference Introduction to the Sales Force Analysis Module 1

Business analysis areas for SFAM reports

SFAM is broken down into the following general analysis areas: • Leads

The sales process starts with a lead. This analysis area helps you analyze and measure the performance of your organization’s lead generation and conversion activities.

For lead analysis reports, see Chapter 3, Leads Analysis. • Pipeline

Pipeline analysis helps you monitor your organization’s ongoing sales activities and evaluate the strength of the company pipeline. It also lets you identify open opportunities and analyze their current status and potential.

For pipeline analysis reports, see Chapter 4, Pipeline Analysis. • Sales Performance

Sales performance analysis helps you measure the performance of the sales activities and the effectiveness of the sales organization.

For sales performance reports, see Chapter 5, Sales Performance Analysis.

• Product Sales

Analysis in this area helps you understand the performance and contribution of each product and product line to the company’s sales. For product sales reports, see Chapter 6, Product Sales Analysis.

SFAM report features

SFAM is built using the MicroStrategy business intelligence platform and takes advantage of the rich reporting and analytical features of MicroStrategy products.

• Reporting flexibility: Dynamic prompts allow you to define report templates on the fly and select filter conditions to be used at run time.

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• Rich formatting: Reports use advanced MicroStrategy formatting features, such as thresholds to highlight important trends, page-by to move quickly to summary information, graphs to display data

three-dimensionally or with a line or column, and so on. For example, the Quarterly Orders and Revenues by Lead Characteristics report includes a threshold, so that the data displaying the Percent of Revenue Change vs. the Previous Quarter appears in bold red font when the value is negative, and in bold green font when the value is positive.

• Segmentation and custom grouping capabilities: You can define sets of elements, or segments, that meet certain conditions and view data on the defined segments. For example, you can group leads by a specific

characteristic like Type or Industry, and then view information for the defined custom group, such as determining which lead characteristic converts most frequently to qualified leads.

• Ad hoc analysis: You can create additional reports based on existing attributes or metrics, or create new reports to address specific reporting needs.

• Dashboards: You can combine data from different sources into one HTML document and display the data graphically at a high level, making it visually appealing and easy to understand. You can combine grids, graphs, text, and special dashboard images to create a quick overview of key performance indicators (KPIs).

• Scorecards: You can combine several reports into one HTML document, including different display modes such as graph, grid, and so on.

• Report Services documents: A document is a set of data with extensive formatting properties applied. When creating a document, you can specify what data appears, control how it will be laid out and formatted, and how it should be grouped. You can insert pictures and draw borders in the document. All of these capabilities allow you to create reports that are suitable for presentation to management or printing for boardroom quality material.

• Advanced metrics: Advanced metrics include, for example, Lost Opportunities vs. Competitor, which presents the number of sales opportunities that involved a competitor and were lost, or Weighted Opportunity Size, which measures the probability that a deal will be closed.

• Advanced drilling: You can navigate (or drill) from highly summarized information down to attributes and other data details. For example, in the Competitive Activity by Quarter report, you can drill down from the %

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Wins vs. Competitor or % Lost vs. Competitor, and see the sales region where competitors are most active or the company’s win rate is the highest.

For a more in-depth introduction to MicroStrategy query and reporting features as well as an interactive tutorial, see the MicroStrategy Basic

Reporting Guide.

Introduction to reports, dashboards, and

documents

This reference guide describes the reports and documents that summarize the SFAM analysis areas. This guide also describes the general analysis areas within SFAM and presents the reports within each analysis area that come with SFAM.

Each general analysis area provides a short introduction to the area,

explaining the analysis challenges and presenting the list of packaged reports that belong to that general reporting area.

For each report, scorecard, or document, this guide provides: • A description of its business value

• Typical usage scenarios

• A screen shot with sample data

The sample data warehouse that supplies information for the sample reports is updated regularly. As a result, data that appears in images in this guide may not always coincide exactly with the data returned for a sample report in the software.

• A description of how data is qualified • Typical drill paths

• Tips about how the report, scorecard, or document can be customized and extended to fit user requirements

Report Services documents can only be displayed in a server connection (a three-tier environment). You must be connected to MicroStrategy Intelligence Server. Additionally, to display a Report Services document, you must have MicroStrategy Report Services. See

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1

the MicroStrategy Installation and Configuration Guide for information on connecting to Intelligence Server and the

MicroStrategy Report Services Document Creation Guide for details

on Report Services documents.

Accessing reports

All the SFAM reports and scorecards are stored in the Reports folder of the Sales Force Analysis Module project.

To access reports

1 From the Windows Start button, point to Programs, then MicroStrategy, then Desktop, and select Desktop.

2 Enter your user name and password, and click OK. The default user name is Administrator with the password field left blank. If your system administrator has changed this, contact that person to get a user name and password.

3 From the Folder List area, expand the Analytics Modules. 4 Expand the Sales Force Analysis Module.

5 Expand Public Objects, and expand Reports. All SFAM reports and scorecards are located in this Reports folder.

About scorecards and dashboards

Scorecardsanddashboards are popular ways to display and distribute data from business intelligence projects. In MicroStrategy, dashboards and scorecards are Report Services documents.

A Report Services document is a set of data and formatting properties that, when executed, can produce an attractive presentation-quality report. For more information on Report Services documents, see About Report Services documents, page 8.

The information in this section is intended as a brief overview of scorecards and dashboards.

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Scorecards

Scorecards provide you with a high-level summary of key performance indicators (KPIs) for a given analysis area. They accomplish this by displaying data of actual performance compared to planned targets and benchmarks.

Scorecards are made up of several combined base reports. Scorecards are a good starting point for any Analysis Module because scorecards comprise the most common or most important reports within a given analysis area. From the data returned on a scorecard, you can formulate ideas for further, more detailed exploration. See Accessing Reports in this chapter for steps to open a SFAM scorecard.

Scorecards are laid out to help you with the information-gathering process. The most general information is found at the top left of the scorecard, and the reports get more detailed as you move left to right, top to bottom. The scorecards that come with SFAM are described in Chapter 2, SFAM Scorecards and Documents.

Dashboards

Dashboards, like scorecards, are made up of a group of reports and metrics that are tied together by business logic. Scorecards typically follow a specific methodology and focus on key metrics within a business area. Dashboards, on the other hand, also provide key metrics but tend to summarize business intelligence information more widely.

Dashboards allow you to display information customized to your audience. Audiences might include executives, managers, or particular groups within the company such as Marketing or Sales. In some cases, you may choose to provide information to partners or customers. Among other things,

dashboards let you:

• Add interactivity to a document, so that analysts can select various options directly on the document to display the specific data they are interested in

• Choose a uniform coloring scheme or display information using your company’s standard Web page style

• Add links wherever necessary

• Choose the appropriate graphs, images, and colors for better presentation and to highlight specific data, trends, and deviation from certain trends, as well as to provide visual cues

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• Share the dashboard using Desktop, Web, or via e-mail using Narrowcast Server

About Report Services documents

A MicroStrategy Report Services document is a set of data and formatting properties that, when executed, can produce an attractive

presentation-quality report. There are several types of Report Services documents, including the following:

• Scorecards and dashboards: Designed for visual impact, these documents provide a distilled view of the business, organized in adaptive sections or zones.

• Managed metrics reports: With a quantitative focus, these documents present lists of metrics or process-driven tabular views of the business. • Production and operational reports: Designed for production operations

management, these documents present data in hierarchical categories or bands and can span across hundreds of printed pages.

• Invoices and statements: These documents use transaction and

sub-transaction level data necessary for billing, collection, and customer service.

• Business reports: Designed for financial and other statutory business reporting, these documents present comprehensive data in print and electronic forms.

SFAM includes several scorecards and dashboards. See the other MicroStrategy Analytics Modules and the MicroStrategy Tutorial for examples of other types of Report Services documents.

Accessing documents

To open a document that has already been created

1 From a project in MicroStrategy Desktop or Web, navigate to the folder containing the document.

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In MicroStrategy Web, click the document name or icon. The document displays.

In MicroStrategy Desktop, double-click the document name or icon. It opens in PDF View.

For complete details on viewing, creating, and working with documents, see the MicroStrategy Document Creation Guide.

About the definitions for objects on reports

The objects used in the SFAM reports are presented in glossaries in

Appendix A of this reference guide. The glossaries include descriptions of the public objects (metrics, filters, and prompts) that make up SFAM.

For details on any SFAM object, see the MicroStrategy project definitions in the Schema Objects and Public Objects folders. For additional details, see Appendix A, Definitions for Objects on Reports: Object Glossaries.

About the structure of SFAM’s business logic

SFAM’s logical data model, sometimes also called the multidimensional

model, is presented in Appendix B, Structure of SFAM’s Business Logic: Logical Data Model. The logical data model is the group of attributes

(business concepts) and facts (measures, or logical pieces of data that can be analyzed) that make up an Analysis Module, arranged in specific sequences to reflect a business structure or business logic. A logical data model also shows how that business logic maps to the physical schema (data elements in a data warehouse). For details about logical data modeling, see the data modeling section of the MicroStrategy Installation and Configuration

Guide.

The logical schema diagram is also available in an Erwin file, which is located in Program Files\MicroStrategy\Analytics Modules\SFAM\ Sales.ER1. For additional details, see Structure of SFAM’s Business Logic: Logical Data Model, page 115.

The documentation assumes you have prior experience with logical data modeling and creating business intelligence applications using MicroStrategy technology.

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Business concepts and measurements

Business concepts, such as year or customer, are generally represented in MicroStrategy as attributes. Measurements, such as profit or revenue, are usually represented as facts.

To get full details about any attribute or fact in any Analysis Module, use the Attribute Editor. You can view such information as definitions, properties, mapping methods, source tables, and so on.

To view attribute or fact details

1 From MicroStrategy Desktop, open the Sales Force Analysis Module. 2 Open the Schema Objects folder.

• Attributes can be found in the Attributes folder. • Facts can be found in the Facts folder.

3 Double-click the individual attribute or fact. The Attribute Editor automatically opens and displays details about the selected object.

Relationships among business concepts

The attributes and facts in the logical data model are arranged in a specific sequence to reflect business logic. This arranged structure is called a

hierarchy (sometimes also called a dimension).

The analysis hierarchies for each module include a number of hierarchies through which data can be summarized. The analysis hierarchies that come with SFAM can be easily customized and extended to support analysis structures required for an individual company. See the Structure of SFAM’s Business Logic: Logical Data Model, page 115 and Data Storage: Physical Schema and Data Dictionary, page 149.

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Porting an analytics module to your data source

The MicroStrategy Analytics Modules are designed around the concept of portability. Portability is the ability of an analytical application to be integrated into an existing data warehouse. Porting a given analytical application involves remapping the application’s logical data model to an existing physical data warehouse schema while retaining the logical data model definition.

The MicroStrategy Analytics Modules are designed to be independent from data structures. SFAM’s logical data model and reports can work with the physical data schema they come with, or with almost any other physical schema (such as your own data warehouse) containing the same or similar data elements. See the Installation and Porting Guide for more information on porting and detailed steps to use this feature.

Introduction to SFAM’s physical data storage

The physical schema for SFAM’s default data warehouse is presented in

Appendix C, Data Storage: Physical Schema and Data Dictionary.

• You can use this default warehouse as a starting point for creating your own data warehouse in the sales analysis area.

• You can use it as a template for building analytical applications. • You can port SFAM’s logical data model to your own existing data

warehouse.

See the Installation and Porting Guide for details on any of these approaches to the Analytics Modules.

This reference guide contains the physical schema diagram for the default data warehouse and also provides descriptions of all the tables and columns in the default data warehouse, as well as their purposes.

The default physical schema definition is also available in an Erwin file, which is located in Program Files\MicroStrategy\Analytics Modules\SFAM\Sales.ER1.

The documentation assumes you are familiar with basic RDBMS concepts and Erwin data modeling.

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SFAM S

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Introduction

Scorecards provide a high-level summary of key performance indicators (KPIs) for a given analysis area. They accomplish this by displaying actual performance data compared to planned targets and benchmarks. Scorecards are made up of several base reports (called datasets) that, when combined, provide you with a general overview of a given analysis area. These datasets are displayed in a MicroStrategy Report Services document.

A document is a set of data and formatting properties that, when executed, display an attractive, presentation-quality report. When creating a

document, you can specify what data appears, control its layout and

formatting, and how is grouped. You can insert pictures and draw borders in the document. All of these capabilities allow you to create reports that are suitable to present to management or to print as boardroom- quality material. A dashboard is a type of document in MicroStrategy.

This chapter provides information, usage scenarios, screen shots, and details for the Sales Force Analysis Module’s (SFAM) scorecards and documents.

Sales Force Analysis Module Reference