CRM reports and analyses

The CRM provides several analyses with which you assess customer activity, sales performance and pipeline. This reference summarises which report answers which question and which levers it offers. Deeper, cross-module analyses are in Topic: Controlling.

Overview

Report	Answers	Basis
Customer analysis	Which customers bring revenue and contribution margin?	Projects, income, expenses, internal cost rate
CRM analysis	How much sales activity is running, and by whom?	all CRM activities, by type over time
Sales opportunities report	Where does each individual sales opportunity stand?	individual sales opportunities with value and stage
Analysis of sales opportunities	How does the pipeline spread across the stages?	sales opportunities aggregated by stage
Activity analysis (Controlling)	What ran overall – all element types?	activities, appointments, tickets, documents and others

Customer analysis

The customer analysis examines customers in terms of financial success: it shows how well customers perform based on their projects, their income and expenses, and calculates contribution margin and average income per hour.

You open it in the Controlling module via the Customer analysis report (checked live 2026-06-25). The table groups the columns into Project work (Booked, Cost) and Contribution margin (Contribution margin, Ø per hour), per customer with the associated projects and a totals row.

Internal cost rate: the basis of the calculation is the employees’ internal cost rate – it is set in the HR portal for each period.
Show field: Cumulative shows only the head customers, Departments shows all customers with departments.
Project success basis: selectable based on bookings, documents and/or costs.
Detail: a click on the magnifying glass symbol next to a customer opens the detailed individual plans.
Filters narrow the data for specific scenarios.

Report Customer analysis with customer rows, the column group Project work (Booked, Cost) and Contribution margin (Contribution margin, Ø per hour); a magnifying glass symbol per row for the drill-down — Customer analysis with contribution margin and average income per hour (column "Ø per hour"); a magnifying glass symbol per row for the individual plans.

CRM analysis

The CRM analysis gives an overview of customer activities and sales performance and allows an assessment of future orders. The basis is all CRM activities, summarised by type and shown over time.

Split field: subdivides the report by handler or customer.
Restriction: display only for a particular activity type or CRM status is possible.
Report settings: show additional data such as count, revenue or forecast; for quotes the probability is factored in.

CRM analysis with CRM activities by type (Contact, Communication, Follow-up) over time by calendar week — CRM analysis: CRM activities by type over time, split by handler; alongside it the activity analysis in Controlling.

ℹ Info: The CRM analysis shows only CRM activities. Appointments, tickets, documents and projects are elements in their own right – for an overall view across all element types you use the activity analysis (see below).

Sales opportunities report

The sales opportunities report gives an overview of all sales opportunities: you analyse each individual one, see its current value and its stage and get an overview of the sales opportunities per key account manager.

Period: defines when the sales opportunity was created or when the income is expected.
Assignments: filter e.g. by customer or key account manager.

Analysis of sales opportunities

The analysis of sales opportunities shows the pipeline split by stages: which opportunities are in which stage, what the current value per stage looks like and which stage currently holds the most potential customers.

Filter: such as by period or target value.
Assignments: additional restriction by customer or key account manager.

The mechanics behind sales opportunities, stages and probabilities belong in Topic: Sales opportunities.

Activity analysis (in Controlling)

While the CRM analysis shows only CRM activities, the activity analysis in Controlling combines all element types – activities, appointments, tickets, documents, calendar entries, etc. You can filter the list (e.g. only CRM activities) and split by assignee to see how much each employee has handled across all element types. It is located in Topic: Controlling.

Common questions & needs

You want to …	How to do it
Know which customers deliver the best contribution margin	Open the customer analysis; choose the project success basis (bookings/documents/costs), internal cost rate from the HR portal.
See how many activities an employee handled	CRM analysis split by `Split` → handler; restrict to an activity type if needed.
Check the value and stage of a single opportunity	Open the sales opportunities report and filter by customer/key account manager.
Spot where the pipeline is stuck	View the analysis of sales opportunities by stage – where do most opportunities gather?
Evaluate all activities (not just CRM activities)	Use the activity analysis in Controlling and split by assignee.
Assess a future order peak	CRM analysis with forecast/probability, or analysis of sales opportunities over the expected period.

Activities and follow-ups CRM How-to
Prospects, customers and suppliers CRM Concept
Topic: Controlling Controlling
Topic: Sales opportunities Sales opportunities
Sales controlling