How to Analyze Sales Rep Performance with Unified's CRM API

Unified's CRM API offers a method to analyze sales rep performance by providing a real-time, normalized view of deals and ownership without relying on cached snapshots or undocumented fields. This approach ensures that performance metrics are based on the current CRM truth, allowing for accurate attribution of deals to reps and calculation of revenue and weighted pipeline. The API supports integration with HRIS for additional enrichment of rep data. While it allows for reliable computation of total revenue, average deal size, deal counts, weighted pipelines, sales cycle lengths, and current pipeline distribution, it does not support historical trend analysis, stage velocity, conversion rates, cross-currency rollups, or explicit status filtering without external data storage. The guide emphasizes the importance of understanding what can and cannot be computed based on the available data, providing a transparent and consistent framework for evaluating sales performance across different CRMs.