Sr Analyst Sales Intelligence

Role and Responsibilities:

1. Sales Intelligence & Business Analytics

• Design, develop and maintain business dashboards covering MQL funnel, lead journey, TAT, campaign analysis, industry funnel, employee size funnel, stale leads and proposal tracking.
• Analyse sales and CRM data to identify bottlenecks, conversion gaps and improvement opportunities across the lead lifecycle.
• Create daily, weekly and monthly reports that provide sales leadership with clear visibility on performance and governance metrics.

2. CRM Governance & Transformation

• Own CRM process improvement initiatives including requirement gathering, workflow design, field mapping, automation logic, testing and deployment support.
• Maintain CRM hygiene through data checks, validation rules, clean-ups and alignment across Leads, Deals, Accounts and reporting modules.
• Coordinate with technology partners and internal teams to raise, track and close CRM enhancement requests.

3. Lead Management & Funnel Optimisation

• Design and improve lead assignment rules, lead prioritisation, qualification workflows, follow-up processes and lifecycle tracking.
• Monitor turnaround time across lead stages and enable teams to reduce delays through alerts, dashboards and process nudges.
• Support sales teams with better funnel visibility, lead intelligence and prioritised action points.

4. AI, Automation & Digital Productivity

• Identify and implement AI-enabled use cases for sales research, lead qualification, follow-up nudges, knowledge management and reporting productivity.
• Use Generative AI platforms such as Microsoft Copilot, Claude AI and ChatGPT to improve research speed, content creation, process documentation and decision support.
• Partner with business teams to convert repetitive manual workflows into automated or semi-automated processes.

5. Market, Industry & Competitive Intelligence

• Create industry insights, competitor intelligence, market research summaries and conversation starters to support consultative sales conversations.
• Build and maintain sales enablement repositories including case studies, blogs, podcast insights, battle cards and industry reports.
• Enable sales teams to position Great Place To Work solutions with stronger business context and objection-handling support.

6. Sales Enablement, SOPs & Adoption

• Create SOPs, process documents, CRM usage guides and training material for sales and supporting teams.
• Conduct CRM, dashboard and process training sessions to improve adoption and consistent usage.
• Collect feedback from stakeholders and continuously improve dashboards, reports and workflows based on business needs.

7. Cross-Functional Issue Management

• Work closely with Sales, Marketing, Technology, Finance, Controlling and Operations teams to resolve open points and improve process alignment.
• Maintain trackers for business issues, CRM enhancements and reporting dependencies, and drive closure through structured follow-ups.
• Act as a bridge between business users and technical teams to translate operational needs into clear business requirements.

Key Metrics (KPIs):

• Dashboard adoption, usage and stakeholder satisfaction
• CRM data quality, hygiene and process adherence
• Lead qualification TAT and funnel movement efficiency
• Lead assignment accuracy and follow-up compliance
• Reporting automation, time savings and accuracy improvement
• Closure rate of CRM enhancements and cross-functional open points
• Quality and business relevance of sales, market and competitive intelligence outputs
• AI-enabled use cases implemented and productivity improvement delivered

Preferred candidate profile:

• Sales Intelligence & Analytics: Ability to convert CRM and business data into actionable insights for sales leadership and teams
• CRM Governance: Strong experience in CRM process design, data hygiene, workflow mapping, automation and user adoption
• Dashboarding & Reporting: Ability to build dashboards, funnel reports, TAT trackers and performance summaries using Excel and CRM data
• AI Enablement: Working knowledge of Generative AI tools including Microsoft Copilot, Claude AI and ChatGPT for productivity, research, automation and sales enablement
• Process Improvement: Ability to identify gaps, document requirements, coordinate with technology teams and drive closure
• Stakeholder Management: Ability to collaborate with Sales, Marketing, Technology, Finance and Operations teams
• Communication: Ability to simplify analysis, present business

recommendations and conduct training sessions