CRM Analytics and Reporting Using Power BI Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Business Intelligence Analysts, CRM Analysts and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-BI-158

Before you join: Participants should be comfortable working with tables, filters, basic business metrics and spreadsheet-style calculations.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

CRM platforms contain leads, opportunities, activities, cases, campaigns and customer records, yet many teams still rely on exported spreadsheets, inconsistent KPIs and reports that do not reconcile with operational systems. Sales leaders need trustworthy pipeline and forecast views; marketing teams need campaign and conversion analysis; service managers need case volume, SLA and backlog reporting. Power BI can provide these views, but only when CRM data is modelled at the correct grain, measures use agreed business rules, and reports are designed for actual decisions.

This course teaches participants to build CRM analytics and reporting solutions using Power BI Desktop and Power BI Service. Participants work through CRM data structures, source-to-target mapping, Power Query transformations, dimensional modelling, DAX measures, KPI design, report interaction and publishing controls. The syllabus covers sales funnel analysis, pipeline coverage, win rates, campaign attribution, customer service performance, retention indicators and forecast analysis. It also addresses the reporting controls needed to prevent duplicate metrics, inappropriate access and unreliable refreshes.

Teaching combines short technical briefings with instructor demonstrations, case-based analysis, group work and structured report design activities. Participants apply methods to representative CRM reporting scenarios and review how business definitions affect calculations and visual interpretation. They leave with a reusable CRM analytics blueprint, KPI dictionary, dimensional model design, DAX measure patterns, report quality checklist and an application plan for improving a current CRM reporting requirement.

The course is suited to analysts, CRM specialists, sales operations teams, service performance teams and business intelligence professionals who already work with CRM data and need to produce governed Power BI reporting for business users.

What you will be able to do

  • Define CRM metrics using a KPI dictionary with formulas, exclusions, owners and targets
  • Prepare CRM source data using Power Query profiling, cleansing, merging and parameterisation
  • Design star-schema models for leads, opportunities, activities, campaigns and service cases
  • Create DAX measures for pipeline, conversion, sales cycle, SLA and retention analysis
  • Build interactive Power BI reports using drill-through, bookmarks, tooltips and field parameters
  • Assess CRM forecast, attribution and service-performance metrics against documented business rules
  • Configure Power BI workspace access, row-level security, refresh ownership and publication controls
  • Produce a prioritised CRM reporting backlog and application plan for workplace implementation

Benefits of attending

For you

  • Build credible CRM dashboards that reconcile with operational records
  • Write reusable DAX measures for pipeline, conversion and service performance
  • Translate sales, marketing and service questions into report specifications
  • Diagnose common CRM data-quality issues before they distort management reporting
  • Present report findings with clear KPI definitions and decision-focused visuals

For your organisation

  • Reduce spreadsheet-based CRM reporting and repeated manual consolidation
  • Standardise pipeline, conversion, forecast and service KPI definitions
  • Improve confidence in reports used for sales and customer-service decisions
  • Control access to customer and commercial data through row-level security
  • Create reusable semantic models that reduce duplicate report development

Course modules

10 modules over 5 days

Participants can define CRM reporting requirements, business metrics and data-quality rules before building a Power BI model.

  • CRM lifecycle stages translated into measurable commercial and service questions
  • Stakeholder metric definitions aligned to sales, marketing, service, and finance
  • Grain, dimensions, and measures distinguished before data model design
  • Kimball star schema principles for opportunities, activities, cases, and campaigns
  • Data-quality dimensions: completeness, validity, uniqueness, timeliness, and consistency
  • CRM analytics requirements documented through metric, owner, source, and refresh rules
  • Report consumers segmented by operational, tactical, and executive decision needs

Participants can select and document suitable Power BI connections for CRM reporting data.

  • Power BI Desktop interfaces and file structure used for CRM reporting projects
  • Microsoft Dataverse tables connected using certified Power BI connectors
  • Salesforce objects imported with relationship and API-volume considerations
  • Import, DirectQuery, and composite models selected against reporting requirements
  • Incremental refresh policies designed for high-volume activity and audit records
  • Source-to-target mapping records entity, field, transformation, and business owner
  • Credential gateways and refresh dependencies identified before publication

Participants can prepare CRM data for analysis using documented Power Query transformation steps.

  • Power Query query steps profiled using column quality, distribution, and profile
  • CRM identifiers standardised before merging accounts, contacts, opportunities, and cases
  • Nulls, duplicates, and invalid status values treated with documented rules
  • Merge and append operations applied without creating unintended row multiplication
  • Reference queries separate staging transformations from business-ready semantic tables
  • Parameters manage development, test, and production source connections
  • Query folding checked to protect source performance and refresh duration

Participants can construct a CRM star schema with clear relationships, filter behaviour and table grain.

  • Fact and dimension tables structured at explicit CRM business process grain
  • Role-playing dates support created, closed, expected-close, and activity analysis
  • Conformed dimensions align customer, product, territory, owner, and calendar analysis
  • Many-to-many relationships resolved through bridge tables and documented filter directions
  • Active and inactive relationships controlled with USERELATIONSHIP calculation patterns
  • Surrogate keys and natural CRM keys assessed for model stability
  • Model views annotated with table purpose, grain, and refresh ownership

Participants can create DAX measures that calculate CRM performance indicators accurately and consistently.

  • DAX measure syntax distinguishes row context, filter context, and evaluation context
  • CALCULATE modifies filters for pipeline, conversion, and service performance metrics
  • Time-intelligence measures compare month-to-date, year-to-date, and prior-period results reliably
  • DIVIDE, COALESCE, and variables produce readable, error-resilient business measures
  • Conversion rates calculated from stage-entry and stage-exit opportunity populations
  • Distinct customer counts prevent inflated results from repeated CRM activities
  • Measure branching separates base measures from presentation and variance calculations

Participants can define CRM KPI sets that support commercial, marketing and customer-service decisions.

  • Sales funnel metrics defined from lead, qualification, opportunity, and close events
  • Pipeline coverage compares weighted opportunities against quota and forecast commitments
  • Win rate, sales cycle, and ageing metrics use agreed inclusion rules
  • Marketing attribution choices distinguish first-touch, last-touch, and multi-touch reporting
  • Case resolution, SLA compliance, backlog, and reopen rates measure service performance
  • Customer retention indicators combine recurring revenue, activity, case, and survey evidence
  • KPI dictionary records formulas, targets, exclusions, owner, and decision use

Participants can design interactive Power BI reports that guide users from management signals to underlying CRM records.

  • Report page architecture separates executive monitoring from operational follow-up actions
  • Visual selection matches comparison, composition, trend, distribution, and relationship questions
  • Drill-through pages preserve context for account, opportunity, campaign, and case review
  • Tooltips, bookmarks, and buttons create guided report journeys without duplicate pages
  • Field parameters switch measures and dimensions while protecting metric definitions
  • Accessibility settings apply alt text, contrast, tab order, and meaningful titles
  • Mobile layouts prioritise urgent metrics and touch-friendly filtering controls

Participants can assess advanced Power BI analysis features for CRM forecasting and performance investigation.

  • Power BI forecasting features assessed against CRM data patterns and limitations
  • Forecast accuracy compares committed, best-case, and weighted pipeline predictions
  • Decomposition trees isolate drivers of conversion, backlog, and revenue variance
  • Key influencers interpreted cautiously with data quality and correlation limitations
  • What-if parameters model quota attainment, conversion, and staffing scenarios
  • Segmentation identifies cohorts by acquisition channel, customer value, and engagement
  • Anomaly detection flags unusual case volume, activity levels, and pipeline movement

Participants can publish CRM reports with appropriate access controls, refresh processes and governance arrangements.

  • Power BI workspaces assigned roles for development, review, publication, and consumption
  • Row-level security filters CRM data by territory, team, account, or owner
  • App audiences distribute approved reports without exposing workspace editing permissions
  • Certified semantic models reduce duplicate calculations and conflicting KPI definitions
  • Deployment pipelines promote validated content through development, test, and production stages
  • Refresh schedules, gateway ownership, and failure alerts support reliable reporting
  • Usage metrics guide retirement, improvement, and adoption communications

Participants can plan, test and prioritise CRM reporting improvements for their own reporting environment.

  • CRM reporting backlog prioritised by decision value, feasibility, risk, and dependency
  • User stories specify audience, question, metric, interaction, and acceptance criteria
  • Report quality checklist tests reconciliations, filters, totals, performance, and accessibility
  • Reconciliation protocol compares Power BI outputs with CRM operational reports
  • Metric change-control process records rationale, approvals, communication, and release dates
  • Adoption plan assigns report owners, training actions, feedback channels, and review cycles
  • Personal application plan sequences first report improvements and stakeholder conversations

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. CRM analytics requirements template
  2. CRM KPI dictionary template
  3. Star-schema CRM data model
  4. DAX measure pattern library
  5. Power BI report quality checklist
  6. CRM reporting application plan

Who should attend

  • Business Intelligence Analysts — build governed CRM reporting models and reusable measures
  • CRM Analysts — turn operational CRM records into trusted management reporting
  • Sales Operations Managers — monitor pipeline quality, forecast accuracy and sales performance
  • Marketing Operations Specialists — analyse campaign conversion, attribution and lead progression
  • Customer Service Managers — track SLA compliance, backlog, resolution and reopen rates
  • Data Analysts — improve Power BI reporting skills using CRM business processes

Skills and tools covered

CRM data modellingDAX measure designPower Query transformationSales pipeline analysisService KPI reportingPower BI governance

Tools and standards

Power BI Desktop, Power BI Service, Power Query, DAX

How the course runs

Training methodology

The course uses short instructor briefings, live Power BI demonstrations, CRM reporting cases, group analysis and structured build activities. Participants examine representative sales, marketing and service data to identify reporting grain, cleanse source fields, define measures and select suitable visuals. Facilitated reviews compare alternative KPI definitions and highlight common reporting errors. Publishing, security and governance decisions are considered alongside report design. Each participant completes an application plan linked to a current CRM reporting need.

Requirements and prerequisites

Participants should be comfortable working with tables, filters, basic business metrics and spreadsheet-style calculations. Experience using a CRM system such as Microsoft Dynamics 365, Salesforce or HubSpot is helpful because the course uses familiar CRM entities including leads, opportunities, accounts, activities and cases. Basic Power BI report-building experience is expected, including loading data and creating simple visuals. Prior DAX, Power Query M language, database administration, coding or advanced statistical knowledge is not required. Participants do not need to administer a live CRM or Power BI tenant.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

You should be able to work confidently with tables, filters and basic business metrics, and have some prior exposure to Power BI reports. Basic familiarity with CRM entities such as leads, opportunities, accounts or cases is useful; DAX and Power Query expertise are not required.

Bring a laptop capable of running Power BI Desktop and, where permitted, a non-sensitive example of a CRM reporting problem you want to improve. Training datasets and course materials are provided, so access to your employer's CRM system is not needed.

It is designed for BI analysts, CRM analysts, sales operations professionals, marketing operations specialists and customer-service performance teams. It also suits managers who need to specify, review or govern Power BI reports built from CRM data.

General Power BI training usually focuses on broad data preparation, visualisation and dashboard skills. This course applies those methods specifically to CRM data structures, sales funnels, marketing attribution, customer-service metrics, CRM security and reporting governance.

Participants can use the KPI dictionary, model design and report quality checklist to improve an existing pipeline, campaign or service report. The application plan helps identify a priority reporting requirement, its data dependencies, stakeholders and publication controls.

Each training day runs from 08:30 to 16:30 and provides about 6.5 contact hours. Time is divided across ten modules covering CRM data preparation, modelling, DAX, KPI design, report interaction, governance and application planning.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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