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Sales Rep Performance Analysis
why do top sales reps perform better than bottom reps
Reasoned for 1 minutes
Sales Rep Analysis - Top vs Bottom Performers
Version 1
I created a report to assess your top vs bottom performing sales reps.
The clearest differentiator between the two was targeting daily cyclists instead of less frequent cyclists. Top performers consistently prioritize this "daily cyclists" segment and daily cyclists spend 2.3x more than less frequent cyclists.
If you see something interesting, let me know. I can drill down or explore whatever might be meaningful.
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Report
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Sales Rep Analysis - Top vs Bottom Performers
Aug 11, 2025
•
Created by Sylus
Top quartile reps generate $17.3M annually vs bottom quartile at $5.9M - a $11.4M performance difference. Targeting daily cyclists instead of less frequent cyclists appears to be the clearest differentiator between top-performing and bottom-performing reps. Some key findings are:
Daily Cycling" customers represent a $114,391 average annual value vs $46,564-$59,198 for other segments (like hobbyists)
Top performers capture 51% of this daily cyclist segment vs 27.5% for bottom performers
Top performers achieve 75%+ revenue from existing customers
Top Performers Close 3.5x More Revenue
2024 performance data shows a dramatic gap between our top and bottom sales representatives. Linda Mitchell leads with $4.23M in revenue, while Lynn Tsoflias generated only $1.19M—a 3.5X difference.
Total Sales by Sales Rep
Last 12 months
•
What were total sales for each sales reps from the last 12 months?
Top Performers Have a Higher Customer Count
Top quartile reps serve an average of 52.5 customers annually while bottom quartile representatives serve an average of 22.8 customers annually. Top performers have a 130% larger customer base compared to bottom performers, with a 950% difference between Jillian Carson (highest, 57 customers) and Pamela Ansman-Wolfe (lowest, 6 customers).
Customer Count by Sales Rep
Last 12 months
•
How many unique customers did each sales rep close?
Top Performers Focus on Existing Customers
Top quartile reps derive 74.5-78.4% of revenue from existing customers, while bottom quartile reps show significant variance (0-74% existing customer focus). A focus on existing customers does correlate with sustained high performance. This suggests that relationship building and account expansion are more profitable than constant prospecting.
New vs Existing Customer Orders by Sales Rep
Last 12 months
•
What percentage of orders from the last 12 months were with new vs existing customers, broken down by sales rep?
Top Performers Focus on "Daily Cyclists"
Customers recorded as "Daily" cyclists represent the premium market segment, have a higher AOV, and make more frequent purchases. 51% of customers that have purchased from top performers are daily cyclists, vs only 27.5% from bottom performers. This is a 328% differential in segment capture.
% of Total Sales by Product Category
Last 12 months
•
What is the % breakdown of sales by product category for each sales representative?
"Daily Cyclists" Spend 2.3x More
There is a $50,477 premium when selling to daily cyclists. Daily cyclists spend over 2.3x more than the rolling average ($88,758 vs $38,281). The ratio difference between daily and occasional cyclists is even more pronounced (272x more). Top performers strategically focus on the daily cyclist segment because of this.
Average Annual Spend by Cycling Frequency
Last 12 months
•
What is the average annual spend of customers grouped by their cycling frequency?
Conclusion
Top-performing sales reps outperform their bottom-performing counterparts by strategically targeting high-value "Daily Cyclist" customers, who spend 2.3x more than the average, and by focusing on existing customer relationships, which drive 74.5-78.4% of their revenue. This dual focus on premium segments and account expansion results in a 2.9x revenue gap and a 130% larger customer base compared to bottom performers, who capture only 27.5% of daily cyclists and show inconsistent prioritization of existing customers.
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Total Sales by Sales Rep
Last 12 months
•
What were total sales for each sales reps from the last 12 months?
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Total Sales by Sales Rep
Last 12 months
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What were total sales for each sales reps from the last 12 months?
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Total Sales by Sales Rep
Last 12 months
•
What were total sales for each sales reps from the last 12 months?
nah, make it christmasy
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Total Sales by Sales Rep
Last 12 months
•
What were total sales for each sales reps from the last 12 months?
nah, make it christmasy
Dashboards & reports
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KPI Dashboard
Build a kpi dashboard for the last 12 months
Reasoned for 1 minute
KPI Dashboard
Version 1
This dashboard displays 8 key metrics to give you an overview of the last 12 months. Here are a few key things I noticed:
Strong Annual Performance: $48.8M total revenue for the last 12 months (48% growth from the prior 12 months)
Channel Evolution: Consistent online order dominance throughout the last 12 months
Product Mix Stability: Bikes maintained ~86% of your sales over the last 12 months
This should give you a good pulse on financial performance, operational efficiency, and growth trends from the last 12 months.
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Dashboard
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KPI Dashboard
A comprehensive dashboard showing key metrics from the last 12 months.
Total Revenue
Last 12 months
•
What are total sales for the last 12 months?
$48,814,611.81
Revenue, Last 12 months
Average Order Value
Last 12 months
•
What is our average order value for the last 12 months?
$613.32
Average Order Value, Last 12 months
Monthly Revenue and Order Volume
Last 12 months
•
What was our monthly revenue and order volume over the last 12 months?
Monthly Revenue and Order Volume
Last 12 months
•
What was our monthly revenue and order volume over the last 12 months?
Monthly Revenue and Order Volume
Last 12 months
•
What was our monthly revenue and order volume over the last 12 months?
Monthly Revenue and Order Volume
Last 12 months
•
What was our monthly revenue and order volume over the last 12 months?
Monthly Revenue and Order Volume
Last 12 months
•
What was our monthly revenue and order volume over the last 12 months?
Monthly Revenue and Order Volume
Last 12 months
•
What was our monthly revenue and order volume over the last 12 months?
Monthly Revenue and Order Volume
Last 12 months
•
What was our monthly revenue and order volume over the last 12 months?
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9:48pm
I just noticed a large spike in usage for
your project “Aug 12 Release”.
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Slack Alerts
Sylus
9:48pm
I just noticed a large spike in usage for
your project “Aug 12 Release”.
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Who is my top customer
Analysis Steps
In March 2023, sales varied significantly day-to-day, with peaks on March 4th ($1,980) and March 18th ($1,91a
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Copilot
SQL
Who is my top customer
Analysis Steps
In March 2023, sales varied significantly day-to-day, with peaks on March 4th ($1,980) and March 18th ($1,91a
Verification status...
Not requested
Requested
In Review
Verified
Backlogged
Verify your metrics
Unsure if your report is correct? Easily request for someone on your team to review & verify it. Collaborate in real-time with comments and multiplayer.
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Copilot
SQL
Who is my top customer
Analysis Steps
In March 2023, sales varied significantly day-to-day, with peaks on March 4th ($1,980) and March 18th ($1,91a
Verification status...
Not requested
Requested
In Review
Verified
Backlogged
Verify your metrics
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@snowmaker
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@jesslivingston
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Jared Friedman
@snowmaker
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Nate Smith
@nateeps
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@jesslivingston
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KPIs for the Board
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Company KPIs
Workspace
101
New feature report
My team
8
Sales Rep Performance
My team
8
Organize with collections
Organize everything in collections.
Flexible & built for privacy.
KPIs for the Board
+11 more
Approved Product Assets
+11 more
Sales Assets for Upper Management
+11 more
Company KPIs
Workspace
101
New feature report
My team
8
Sales Rep Performance
My team
8
Organize with collections
Organize everything in collections.
Flexible & built for privacy.
KPIs for the Board
+11 more
Verified collection
Approved Product Assets
+11 more
Verified collection
Sales Assets for Upper Management
+11 more
Verified collection
Company KPIs
Workspace
101
New feature report
My team
8
Sales Rep Performance
My team
8
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Garry
4:15am
@sylus show me my top customers plz
Sylus
4:15am
Absolutely. Here is a bar chart showing your top customers based on AOV. Looks like OpenAI is your top customer, their AOV is $4,028.11.
Feel free to follow-up or ask me to clarify how I got this.
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Garry
4:15am
@sylus show me my top customers plz
Sylus
4:15am
Absolutely. Here is a bar chart showing your top customers based on AOV. Looks like OpenAI is your top customer, their AOV is $4,028.11.
Feel free to follow-up or ask me to clarify how I got this.
Get data in Slack
Query data directly from Slack.
Slack command → get back data.
Garry
4:15am
@sylus show me my top customers plz
Sylus
4:15am
Absolutely. Here is a bar chart showing your top customers based on AOV. Looks like OpenAI is your top customer, their AOV is $4,028.11.
Feel free to follow-up or ask me to clarify how I got this.
who is my top customer?
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show me avg sales per team in the northeast
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top customers based on AOV
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