Your Lead to Cash Data Template

The Sales Opportunity ID tracks a potential deal from its creation through to its conclusion, whether won or lost. In process mining, this identifier links all related activities, such as calls, meetings, quotes, and payments, into a single end-to-end process instance.

Analyzing processes based on the Sales Opportunity allows businesses to understand the entire sales journey. It helps identify common paths, bottlenecks, and deviations, providing a clear view of how different opportunities are handled and what factors contribute to successful outcomes.

This is the core identifier that connects all events in the sales lifecycle, making it possible to analyze the end-to-end Lead to Cash process for each deal.

This is the dealId property from the Deal object in the HubSpot CRM API.

The Activity Name describes a step in the process, such as 'Opportunity Created', 'Quote Issued', or 'Payment Received'. These activities are extracted from various events and status changes recorded in HubSpot.

This attribute is fundamental for constructing the process map, which visually represents the sequence of activities. Analyzing the flow of activities helps identify process variations, loops, and bottlenecks, enabling targeted process improvement initiatives.

It defines the steps in the process map, which is the foundation of all process mining analysis. Without distinct activities, no process flow can be visualized or analyzed.

This attribute is derived from various sources in HubSpot, including Deal stage changes (e.g., 'Opportunity Qualified'), Task types, Call dispositions, and associated objects like Quotes and Invoices.

Event Time provides the precise date and time for each activity in the process, establishing the chronological order of events. This timestamp is essential for calculating cycle times, durations, and waiting times between different steps.

In analysis, this attribute is used to understand process performance, identify delays, and measure throughput. It forms the temporal backbone of the process, allowing for detailed analysis of how time is spent throughout the sales and payment cycle.

This attribute provides the chronological sequence of events, which is critical for calculating performance metrics like cycle time and identifying process delays.

Timestamps are sourced from various properties depending on the activity, such as createdate for deal creation, closedate for deal closure, or timestamps on associated tasks, calls, and emails.

This attribute records when the dataset was last updated. It provides transparency on the freshness of the data being analyzed, ensuring that stakeholders are aware of the data's timeliness.

This is particularly useful for dashboards and ongoing monitoring, as it tells the user how current the process insights are. It helps differentiate between recent performance changes and outdated information.

Indicates the freshness of the data, which is critical for ensuring that analyses and dashboards are based on up-to-date information.

This value is generated and stamped onto the dataset during each data extraction or refresh cycle.

This attribute identifies the origin of the process data. For the Lead to Cash process, this is typically HubSpot CRM, but it could also include data from integrated financial systems for invoice and payment activities.

Specifying the source system is important in environments where data is merged from multiple platforms. It helps in data governance, troubleshooting data quality issues, and understanding the technological landscape of the process.

It provides crucial context about data origin, which is essential for data governance and for analyses that span multiple integrated systems.

This is a static value, 'HubSpot CRM', that should be added during the data transformation process.

Lead Source tracks how a potential customer first engaged with the company, for example, through a 'Webinar', 'Trade Show', or 'Organic Search'. This information is vital for evaluating the effectiveness of different marketing channels.

This attribute is essential for the 'Lead to Opportunity Conversion Rates' dashboard. Analyzing conversion rates and sales cycle times by lead source helps marketing and sales teams understand which channels generate the most valuable opportunities and optimize their marketing spend accordingly.

It helps measure the effectiveness of marketing channels by analyzing the conversion rates and quality of opportunities originating from different sources.

This information is often stored on the original Contact object and may be copied to a custom property on the Deal object. A common property is hs_analytics_source.

This attribute captures the value of a deal, which could be an estimated amount in early stages or the final contract value upon closing. It is a fundamental metric for understanding the financial impact of the sales process.

Analyzing Opportunity Amount allows for segmenting the process by deal size to see if larger deals follow a different process or take longer to close. It is also essential for financial forecasting and for prioritizing high-value opportunities.

This allows for financial analysis of the sales pipeline, helping to prioritize high-value deals and understand how deal size impacts process behavior.

This is the amount property from the Deal object in the HubSpot CRM API.

The Opportunity Close Date marks the conclusion of the sales process for a given deal. This date is set when a deal's stage is moved to a 'Closed Won' or 'Closed Lost' category.

This timestamp is crucial for calculating the overall sales cycle time, from creation to close. It serves as the end time for the case and is used in many performance KPIs, such as 'Average Sales Cycle Time', to measure the efficiency of the sales process.

It marks the end of the sales cycle for an opportunity, making it essential for calculating the total cycle time and measuring sales velocity.

This is the closedate property from the Deal object in the HubSpot CRM API.

This attribute provides the final status of a deal. It is typically derived from the final sales stage, which is categorized as either 'Closed Won' or 'Closed Lost'.

Segmenting the process map by outcome is a powerful analysis technique. It allows for a direct comparison of the process flows for won versus lost deals, revealing patterns, activities, or delays that correlate with success or failure. This insight is invaluable for process optimization and sales coaching.

It allows for comparative analysis between successful and unsuccessful process instances, revealing which process behaviors correlate with winning deals.

This is derived from the dealstage property. Stages in HubSpot are defined as 'Open', 'Closed Won', or 'Closed Lost'. The outcome is determined by the type of the final stage.

The Opportunity Owner is the primary contact and responsible person for managing a deal through the sales pipeline. This is typically the sales representative who created or was assigned the opportunity.

Analyzing the process by Opportunity Owner helps in evaluating individual and team performance. It can reveal differences in sales strategies, activity levels, and conversion rates among sales reps, providing valuable insights for coaching and resource management.

This attribute is essential for performance analysis, allowing for comparison of sales cycle times, win rates, and process compliance across different sales representatives.

This corresponds to the hubspot_owner_id property on the Deal object. The owner's name must be joined from the Owners API.

Region specifies the geographic market where the sales opportunity is located. This could be based on the customer's location or the sales team's assigned territory. It is often a custom property in HubSpot.

This attribute is used to compare sales processes across different regions. Analysis can uncover regional variations in performance, process compliance, and customer behavior, which is essential for the 'Regional Sales Process Variants' dashboard and for tailoring sales strategies to specific markets.

Enables comparison of process performance and variations across different geographical markets, supporting regional strategy and standardization efforts.

This is typically a custom property on the Company or Deal object. The exact field name must be confirmed in the specific HubSpot instance.

The Sales Stage represents the progression of a deal through a defined sales process, with stages like 'Qualified', 'Proposal Presented', and 'Contract Sent'. Changes in this stage are often used to generate key activities in the process log.

This attribute is critical for analyzing opportunity progression and identifying bottlenecks. It allows for tracking the time spent in each stage and the conversion rates between stages, which is key for the 'Opportunity Stage Progression Metrics' dashboard.

It provides a snapshot of where an opportunity is in the sales funnel, enabling analysis of pipeline velocity and stage-specific bottlenecks.

This is the dealstage property on the Deal object. It contains the ID of the stage, which must be mapped to the stage label.

The Customer Name identifies the client or potential client for the deal. This information is typically stored in the associated Company object in HubSpot.

Analyzing the process by customer allows for identifying patterns specific to certain clients, such as longer payment cycles or unique sales processes. It is particularly useful for key account management and for understanding how the process performs for different customer segments.

It allows for customer-centric analysis, helping to identify process patterns or issues that are specific to certain clients or industries.

This is sourced from the associated Company object linked to the Deal. The property is typically name on the Company object.

This attribute captures the discount offered to the customer as a percentage of the total deal amount. It is usually recorded when a quote is created or during final negotiations.

Analyzing the discount percentage is key for the 'Discounting Effectiveness Analysis' dashboard. It helps to understand the impact of discounting on win rates and sales cycle times, and to identify if certain reps or regions are offering excessive discounts, which can impact profitability.

Crucial for analyzing the impact of pricing strategies on sales outcomes and profitability, helping to ensure discounting is used effectively.

This is often a custom property on the Deal or Quote object, as HubSpot does not have a standard discount field on Deals. It may also be calculated from line items.

The Invoice Number is the reference for the bill sent to the customer. This is typically generated after an order is fulfilled and marks a key step in the cash collection part of the process.

While HubSpot is not primarily an invoicing system, this data is crucial for tracking the final stages of the Lead to Cash process. It links the sales opportunity to the financial transaction, enabling analysis of the handoff from sales to finance and the 'Invoice to Revenue Realization Time' KPI.

It links the sales process to the financial collection process, enabling analysis of the handoff efficiency between sales and finance.

This data would typically come from an integrated accounting or ERP system (like NetSuite, QuickBooks) and be associated with the HubSpot Deal via a custom object or property.

This attribute is a boolean flag that is true if a sales opportunity has not progressed to a new stage within a predefined time limit. The definition of 'stalled' (e.g., more than 30 days in the 'Proposal' stage) is based on business rules.

This flag helps to proactively identify at-risk deals that may require intervention. It is the core metric for the 'Stalled Opportunity Rate' KPI and helps sales managers focus their attention on opportunities that are losing momentum.

Proactively identifies at-risk opportunities that are not progressing, allowing sales managers to intervene before the deal is lost.

Calculated field based on the current date, the date the deal entered its current stage (hs_lastmodifieddate), and business rules defining the stall time for each stage.

Payment Cycle Time measures the efficiency of the accounts receivable process. It is calculated as the difference between the 'Payment Received' activity timestamp and the 'Invoice Generated' activity timestamp.

This metric is crucial for the 'Average Payment Collection Time' KPI and for analyzing cash flow. It helps identify bottlenecks in the payment collection process and can be analyzed by customer or payment terms to find opportunities for improvement.

Measures the efficiency of the cash collection process, which is critical for maintaining healthy cash flow.

Calculated field: Timestamp of 'Payment Received' activity - Timestamp of 'Invoice Generated' activity. The source timestamps come from an integrated financial system.

Payment Terms define the conditions under which a customer is expected to pay for the goods or services. This is typically established during the contracting phase.

This attribute is important for the 'Payment Cycle Time Analysis'. Analyzing payment performance against the agreed terms helps to identify customers who consistently pay late and to understand if certain payment terms are associated with longer collection cycles.

This provides context for payment cycle analysis, helping to distinguish between expected payment times and actual delays.

This is typically a custom property on the Deal or Quote object, or sourced from an integrated accounting system.

The Product Family classifies the deal based on the type of product or service being sold. This is typically determined by the line items associated with the deal.

This attribute enables analysis of the sales process for different product categories. Some products may have longer or more complex sales cycles, and this segmentation can reveal those differences, leading to more tailored sales processes and more accurate forecasting.

Segmenting the process by product family can reveal if different types of products have different sales cycles or process paths, informing product-specific strategies.

This would be derived from the Line Items associated with the Deal. It requires logic to categorize products into families.

Sales Cycle Time is a key performance indicator that measures the duration of the entire sales process for a single opportunity. It is calculated as the difference between the 'Opportunity Close Date' and the 'Opportunity Create Date'.

This calculated metric is fundamental for understanding sales velocity and efficiency. It is the primary KPI for the 'Average Sales Cycle Time' and is used to identify which types of deals, reps, or regions have longer or shorter cycles.

This is a critical KPI for measuring sales process efficiency. It directly quantifies how long it takes to convert an opportunity into a closed deal.

Calculated field: OpportunityCloseDate - CreateDate of the Deal.

The Sales Team groups individual opportunity owners into teams, often based on region, product focus, or market segment. This allows for aggregated performance analysis.

Analyzing at the team level helps managers evaluate team effectiveness, compare strategies, and allocate resources. It provides a higher-level view than individual owner analysis, useful for identifying broader trends in process execution.

Allows for aggregated analysis of team performance, which is useful for managers to compare process execution and outcomes between different sales teams.

The team_id is a property on the Owner object. The team name must be retrieved by joining with the Teams API.