Sales Analytics

Generate pipeline metrics, revenue forecasts, funnel analysis, and channel ROI reports from Attio CRM data -- delivered as Telegram summaries or structured reports.

When to Use

• "How's the pipeline?" or "pipeline report"
• "What are my conversion rates?"
• "Weekly sales summary"
• "CAC by channel" or "which channel performs best?"
• "Revenue forecast" or "weighted pipeline"
• "Compare brands" or "brand performance"
• Any request for sales data, metrics, or trends

Core Metrics

Daily Pipeline Snapshot

Metric	Calculation	Source
New leads today	Count records created today	Attio People (created_at filter)
Qualified leads	Count with lead_score >= 60	Attio Lead Nurturing list
Proposals sent	Count deals in "Proposal" stage	Attio Deals
Deals won	Count deals in "Won" stage (this period)	Attio Deals
Deals lost	Count deals in "Lost" stage (this period)	Attio Deals
Win rate	Won / (Won + Lost)	Calculated
Pipeline value	Sum of all active deal values	Attio Deals
Weighted forecast	Sum(deal_value * stage_probability)	Calculated

Stage Probabilities for Weighted Forecast

Stage	Probability
Lead	10%
Qualified	25%
Discovery Call	40%
Proposal Sent	60%
Negotiation	80%
Won	100%
Lost	0%

Funnel Analysis

Leads Captured    → Qualified         → Discovery Call    → Proposal    → Won
    100           →     40 (40%)      →     20 (50%)      →   12 (60%)  →  6 (50%)

Overall: 6% lead-to-win conversion

Stage-to-Stage Conversion Rates

// n8n Code Node: Calculate funnel metrics
function calculateFunnel(deals) {
  const stages = ['Lead', 'Qualified', 'Discovery Call', 'Proposal Sent', 'Negotiation', 'Won'];
  const counts = {};
  stages.forEach(s => counts[s] = deals.filter(d => d.stage === s || stageIndex(d.stage) > stageIndex(s)).length);

  const conversions = [];
  for (let i = 0; i < stages.length - 1; i++) {
    const from = counts[stages[i]];
    const to = counts[stages[i + 1]];
    conversions.push({
      from_stage: stages[i],
      to_stage: stages[i + 1],
      rate: from > 0 ? ((to / from) * 100).toFixed(1) + '%' : 'N/A'
    });
  }
  return conversions;
}

Time in Stage

Stage	Target	Alert If
Lead → Qualified	< 3 days	> 7 days
Qualified → Discovery	< 5 days	> 10 days
Discovery → Proposal	< 3 days	> 7 days
Proposal → Decision	< 7 days	> 14 days

Channel ROI Analysis

Cost per Acquisition (CAC) by Channel

Channel	Typical Monthly Spend	Leads	Customers	CAC
Meta Ads	$X	from Attio	from Attio	Spend / Customers
Google Ads	$X	from Attio	from Attio	Spend / Customers
Cold Email (Smartlead)	$50/mo + enrichment	from Attio	from Attio	Total / Customers
LinkedIn	$0 (organic) + time	from Attio	from Attio	Time value / Customers
ManyChat	$15/mo	from Attio	from Attio	$15 / Customers
Referral	$0	from Attio	from Attio	$0

LTV:CAC Ratio

LTV = Average Deal Value * Average Customer Lifespan (months) * Monthly Revenue
CAC = Total Channel Spend / Customers Acquired

Target LTV:CAC > 3:1

Brand Comparison

Per-Brand Metrics Table

| Metric              | guydvorkin | exportarena | afarsemon |
|---------------------|-----------|-------------|-----------|
| Active leads        |           |             |           |
| Pipeline value      |           |             |           |
| Deals won (month)   |           |             |           |
| Win rate            |           |             |           |
| Avg deal size       |           |             |           |
| Top channel         |           |             |           |

Attio Queries for Brand Data

// Filter leads by brand
// Use Attio MCP: filter-list-entries on lead_nurturing_v2
// Filter by business_brand field value

Telegram Report Format

Daily Report (sent at 9am)

Sales Dashboard - March 1, 2026

Pipeline Snapshot
  New leads: 5
  Qualified: 2
  Proposals: 1
  Won: 0 | Lost: 0

Active Pipeline
  Total deals: 12
  Pipeline value: $45,000
  Weighted forecast: $18,500

Today's Priority
  3 follow-ups overdue
  1 proposal needs sending
  2 leads need qualification

Top Lead: John Smith (Acme Corp) - Score: 85 Hot

Weekly Executive Summary (sent Sunday/Monday)

Weekly Sales Report - Feb 23-Mar 1, 2026

Key Numbers
  Leads captured: 23 (up 15% vs last week)
  Meetings booked: 4
  Proposals sent: 3
  Deals won: 1 ($8,500)
  Deals lost: 1
  Win rate: 50%

Funnel Health
  Lead to Qualified: 35% (target: 40%)
  Qualified to Meeting: 50% (target: 50%)
  Meeting to Proposal: 75% (target: 60%)
  Proposal to Won: 33% (target: 30%)

Channel Performance
  Best: Referral (2 leads, 1 won)
  Growing: Cold Email (8 leads, 2 qualified)
  Underperforming: Meta Ads (10 leads, 0 qualified) -- review targeting

Brand Breakdown
  guydvorkin: 10 leads, $8,500 won
  exportarena: 8 leads, $0 won (3 in proposal)
  afarsemon: 5 leads, $0 won

Recommendations
  1. Double down on referral program
  2. Review Meta Ads targeting (high volume, low quality)
  3. Follow up on 3 stale proposals (> 7 days)

n8n Workflow Pattern

Daily Report Workflow

Schedule Trigger (daily 9am Israel time)
  → Attio API: Fetch pipeline data
    - GET deals (all active stages)
    - GET lead nurturing entries (created today)
    - GET deals (stage changed today)
  → Code Node: Calculate all metrics
  → Code Node: Format Telegram message
  → Telegram: Send to admin chat

Weekly Report Workflow

Schedule Trigger (Sunday 8am)
  → Attio API: Fetch 7-day data
    - Deals created, won, lost this week
    - Leads captured this week
    - Stage transitions this week
  → Code Node: Calculate funnel, conversions, trends
  → AI Node (Gemini Flash): Generate recommendations
  → Code Node: Format executive summary
  → Telegram: Send report

Querying Attio for Metrics

Via MCP Tools

Data Needed	MCP Tool	Filter
All active deals	search_records_advanced (deals)	stage != Won, stage != Lost
New leads today	filter-list-entries (lead_nurturing_v2)	created_at = today
Leads by brand	filter-list-entries (lead_nurturing_v2)	business_brand = X
Deals by stage	search_records_advanced (deals)	stage = X
Won deals this month	search_records_advanced (deals)	stage = Won, closed_at >= month start

Via Attio REST API (for n8n)

# Active deals
curl -s "https://api.attio.com/v2/objects/deals/records/query" \
  -H "Authorization: Bearer $ATTIO_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"filter": {"stage": {"$not_in": ["Won", "Lost"]}}, "limit": 500}'

# Leads created this week
curl -s "https://api.attio.com/v2/lists/lead_nurturing_v2/entries/query" \
  -H "Authorization: Bearer $ATTIO_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"filter": {"created_at": {"$gte": "2026-02-23T00:00:00Z"}}, "limit": 500}'

Quick Reference

Task	Method
Pipeline snapshot	Attio MCP: search deals, calculate metrics
Funnel analysis	Attio MCP: count deals by stage, calculate conversions
Channel ROI	Attio MCP: group leads by source + ad spend data
Brand comparison	Attio MCP: filter by business_brand
Daily report	n8n scheduled workflow → Telegram
Weekly summary	n8n scheduled workflow → AI recommendations → Telegram

Error Handling

• Attio API timeout: retry once, send partial report with note
• No deals data: report "No active deals" rather than empty
• Division by zero: handle in conversion rate calculations, show "N/A"
• Missing date fields: use record created_at as fallback
• Telegram send failure: log to file, retry in 5 minutes