Data research — mapping Salesforce objects to funnel stages

Now we hunt for the data behind those KPIs. CRM Analytics is only as good as the objects you feed it.

Map objects to stages

• Lead — top of funnel (MQL / SQL status)
• Opportunity — the spine of the funnel (StageName, Amount, CloseDate)
• OpportunityHistory — stage transitions and timestamps for duration
• User — owner / rep for performance breakdowns
• OpportunityLineItem — product-level splits

Fields you'll need

StageName, Amount, CloseDate, CreatedDate, IsClosed, IsWon, OwnerId — and from OpportunityHistory the StageName + CreatedDate pairs that let you compute time-in-stage.

Common gotchas

• Opportunity only stores the current stage — history lives in OpportunityHistory
• In multi-currency orgs, use converted amounts
• Decide how to treat reopened or backwards-moving deals