CRM data holds the full story of how leads become customers, but most teams only track surface level metrics. In this course, you’ll learn how to analyze CRM data to understand lead progression, identify revenue bottlenecks, and improve customer engagement.

You’ll begin by exploring the customer lifecycle, from new leads to closed deals, and learn how to measure conversion rates between each stage. Using real-world pipeline data, you’ll identify where leads drop off and calculate the true impact of those losses. You’ll also learn how to measure pipeline velocity to uncover hidden process inefficiencies. Next, you’ll move into applying CRM insights to drive action. You’ll learn how to segment audiences using data like lead score, purchase history, and engagement signals. You’ll design personalized marketing workflows that deliver the right message at the right time, replacing generic campaigns with targeted, data-driven communication. Through hands-on activities, you’ll audit a sales pipeline, build a funnel analysis, and design a complete automation workflow. This course is best suited for marketing professionals, CRM specialists, sales operations professionals, and marketing analysts who want to use customer data to improve lead management, customer engagement, and conversion performance. A basic understanding of marketing, sales funnels, or analytics, along with familiarity with spreadsheets, is helpful for success in this course. By the end of the course, you’ll be able to translate CRM data into clear recommendations that improve conversion rates, customer engagement, and marketing performance.