Max Funnel Analytics Book an intro call
RevOps analytics for B2B SaaS

You have a sales team and a CRM. We build the numbers you run them by.

For SaaS companies with a working sales and marketing team and no analytics department. We set up your CRM so quota attainment, ARR, churn, funnel and forecast can be measured, connect it to a warehouse you own, and deliver the dashboards and the weekly briefs.

See the live demo Book an intro call
6 to 8 week buildafter a 2-week CRM Diagnostic, both fixed fee
Salesforce or HubSpotconnected to BigQuery
You own the datait lives in your Google Cloud project
What breaks before there is a RevOps team

The CRM was set up to track deals. Nobody set it up to measure the business.

Quota attainment is settled in a spreadsheet, after an argument.

Quotas live in a sheet, bookings live in the CRM, and someone joins them by hand every month. Reps keep their own count, and theirs never matches yours.

The ARR in the board deck doesn't match the CRM, and churn is a guess.

Renewals aren't recorded as their own opportunities, so nothing separates a renewal from an upsell or a lost customer. Retention gets rebuilt from invoices every quarter.

The reports exist. Nobody opens them, and the forecast is still a feeling.

There are forty CRM reports and no agreed number. The forecast is whatever was said on Monday's call, and nobody recorded it, so nobody can check how close it was.

Services

Six things we set up. Each one starts in the CRM and ends as a number you can check.

All six ship in one build. For each, we add the fields the metric needs, write the definition down, and deliver a dashboard page plus a scheduled brief.

Attainment

Quota attainment

  • A quota object in the CRM: one quota per rep per period
  • Bookings credited to a rep by a written rule
  • Attainment by rep, team and quarter
You get: an attainment view on the Rep performance page and a month-end attainment email.
ARR & retention

ARR, renewals and churn

  • Opportunity types for new, expansion and renewal
  • Contract start and end dates on every won deal
  • Gross and net revenue retention by cohort
You get: the ARR and Churn & retention pages, and a month-end ARR bridge.
Funnel

Marketing and sales funnel

  • A date stamp for each lead lifecycle stage
  • Lead source carried through to the opportunity
  • Conversion and time between stages, by source
You get: the Funnel page, from first touch to closed-won.
Forecast

Forecast tracking and accuracy

  • Forecast categories mapped to stages
  • A weekly snapshot of the forecast as it was called
  • Accuracy measured against what actually closed
You get: the Forecast page and a weekly forecast-change brief.
Rep performance

Rep performance

  • Win rate, sales cycle and deal size per rep
  • Pipeline created and pipeline coverage per rep
  • Stage history, so slipped deals are visible
You get: the Rep performance and Pipeline pages, and a Monday pipeline brief.
Reporting & push

Reporting system and push reporting

  • CRM data loaded daily into BigQuery, in your own project
  • Scheduled briefs in Slack or email
  • Alerts: coverage below 3x, a deal slipped twice, a renewal at risk
You get: one dashboard suite, and numbers that arrive without anyone opening it.
Live demo

See the dashboards running on a real pipeline.

The company in the demo is simulated. The pipeline is not: a Salesforce org loads into BigQuery every day, and the dashboards read from there. It has the seven pages a client gets: Overview, ARR, Churn & retention, Rep performance, Funnel, Forecast and Pipeline.

Open the live demo
How it works

A free call, a fixed-fee audit, a fixed-fee build. Then we keep it running.

Step 1

Intro call

You tell us which numbers you can't get or don't trust. We tell you whether the build fits, and what the CRM Diagnostic would cover.

30 minutes · free
Step 2

CRM Diagnostic

We audit your CRM against our template: the objects and fields it needs before attainment, ARR, renewals, funnel and forecast can be measured. You get a gap list.

2 weeks · fixed fee
Step 3

The Build

We close the gaps in the CRM, connect it to BigQuery in your Google Cloud project, build the metric tables and the dashboard suite, and switch on the briefs and alerts.

6 to 8 weeks · fixed fee
Step 4

Managed plan

We monitor the pipeline, make changes as your sales process changes, add metrics, and review the numbers with you every quarter.

monthly · optional
We publish our definitions

If a metric isn't written down, it isn't a metric.

Six entries from the dictionary every build starts from. Yours is adapted to your contracts and segments, agreed with sales and finance, then kept in one place.

MetricFormulaWhere it goes wrong
Quota attainmentClosed-won bookings in period ÷ Quota for periodQuota lives in a spreadsheet, so the CRM has nothing to divide by.
Net revenue retention (NRR)(Start ARR + Expansion − Contraction − Churn) ÷ Start ARRARR from new customers leaks into the numerator.
Gross revenue retention (GRR)(Start ARR − Contraction − Churn) ÷ Start ARRCannot exceed 100% by definition; expansion gets counted anyway.
Logo churn rateCustomers lost in period ÷ Customers at startMixes monthly and annual contracts in one denominator.
Pipeline coverageOpen pipeline closing in period ÷ Remaining quotaCounts stale opportunities, so 3x coverage means nothing.
Forecast accuracy1 − |Forecast − Actual| ÷ Actual, at week 1Measured in the last week, when the number is already known.
About

"I've spent ten years as the person the CRO, the CFO and the head of customer success all asked for the number. Max Funnel Analytics is that job, built once and properly, for companies that can't yet hire it full time."

Founder, Max Funnel Analytics

We are founder-led. The person on your intro call is the person who audits your CRM and builds your pipeline. We are a new firm, so the proof we can offer is the live demo and our published definitions.

CRMSalesforce · HubSpot
WarehouseBigQuery, in your Google Cloud project
ModelingSQL staging tables and metric marts
DashboardsOur seven-page suite
DeliverySlack · email
OwnershipYour data, your project
Start here

Book an intro call. Thirty minutes, free. Bring the number you can't get.

No pitch deck. Tell us which CRM you use, how many reps you have and which number you don't trust. We will tell you whether our build fits and what the CRM Diagnostic would cover.

Book an intro call

What happens next: we reply within one business day with two or three times. The call is free and there is no obligation after it.