Understanding Opportunity Insights

Opportunity Insights helps teams understand what influences outcomes across opportunities. It gives teams a centralized view of opportunity performance, influential touchpoints, engagement activity, and pipeline trends without requiring manual analysis across multiple systems.

You can also use Demandbase AI Chat to ask natural language questions about opportunities and receive AI-powered insights and recommendations within seconds.

Key Benefits

Opportunity Insights helps:

• Identify which marketing, sales, and ad engagements influence pipeline and revenue outcomes.
• Analyze patterns for closed-won and closed-lost opportunities to identify gaps and improve active deals.
• Compare opportunity performance across touchpoints, account lists, industries, revenue, and date ranges.
• See activities influencing a deal (opportunity).
• Ask natural language questions and receive AI-powered recommendations to help prioritize actions and unblock deals.

Prerequisites

• You must have an integration with a CRM.
• You must configure Opportunity Insights settings. See Understanding Opportunity Insights Settings.

Access Opportunity Insights

From the left navigation bar, go to Analytics > Insights > Opportunity Insights.

Opportunity Insights Filters

Use top filters to analyze opportunities by:

• Account list
• Date range
• Filter Agent: Using natural language, describe the filter you want to apply.

Edit KPI Cards

You can select which KPI cards to display on the dashboard and in the comparison list. 

1. Click Edit KPIs.
2. Toggle on and off the desired KPIs.
3. Click Save Changes.
   

Compare Account Lists

You can compare up to three account lists across different date ranges. This helps you evaluate strategic account performance over time.

Tip: Higher-performing data is highlighted green.

The comparison table shows the following metrics (see KPI Cards for definitions):

• Average Deal Size
• Total Pipeline Created
• Win Rate
• Average Velocity
• Engagement Rate
• MQO conversion rate
• Open Opportunities
• Revenue

Compare Opportunity Insights with Other Account Lists

1. Click top Compare another list.
2. Next to Compare to:, select an account list and date range.
3. (Optional) To add another list, click Add another list, select an account list, and date range.
4. Click Apply.
5. (Optional) To exit the comparison view, click Close Comparison.
   

Demandbase AI Chat

Access Demandbase AI Chat from the following areas:

• Click the top Show AI Insights button.
• Within the Opportunity Insights table, click on an opportunity to open the Demandbase AI Chat module.

Opportunity Insights Prompt Examples

KPI Cards

The Opportunity Insights dashboard includes the following KPI cards:

Important: Demandbase ad metric touchpoints use a 90-day look-back period.

• Average Deal Size: Average opportunity amount for all opportunities created or added to the pipeline, during the selected date range.
• Total Pipeline Created: Total opportunity amount for all opportunities created or added to the pipeline, during the selected data range.
• Win Rate: Percentage of closed-won opportunities out of all opportunities with a close date, during the selected date range.
• Average Velocity: Average number of days from date opportunity was created to date it was closed, during the selected date range.
• Engagement Rate: Percentage of accounts that had at least one qualifying marketing activity, during the selected date range.
• MQL Conversion Rate: Percentage of accounts that had at least one Marketing Qualified Lead, during the selected date range.
• Open opportunities: Total number of currently open opportunities that were created or in pipeline, during the selected date range.
• Revenue: Total opportunity amount for closed/won opportunities with a close date during the selected date range.
• Opps Influenced by Ads: Number of opportunities created for accounts with at least one ad touchpoint before the opportunity was created, during the selected date range.
• % Opps Influenced by Ads: Percentage of opportunities created for accounts with at least one ad touchpoint before the opportunity was created, during the selected date range.
• Opps Created After Impression (Count): Number of opportunities created for accounts with at least one ad impression before the opportunity was created, during the selected date range.
• Opps Created After Impression (Amount): Total opportunity amount for opportunities created for accounts with at least one ad impression before the opportunity was created, during the selected date range.
• Opps Created After Click (Count): Number of opportunities created for accounts with at least one ad click before the opportunity was created, during the selected date range. 
• Opps Created After Click (Amount): Total opportunity amount for opportunities created for accounts with at least one ad click before the opportunity was created, during the selected date range. 
• Amount Won After Ad Influence: Total closed-won opportunity amount for opportunities with an ad touchpoint before the opportunity was created, during the selected date range.
• Ad-Influenced Win Rate: Percentage of closed-won ad-influenced opportunities out of all ad-influenced opportunities with a close date, during the selected date range. 
• Non-Ad-Influenced Win Rate: Percentage of closed-won non-ad-influenced opportunities out of all non-ad-influenced opportunities with a close date, during the selected date range. 
  Tip: Non-ad-influenced opportunities are opportunities without Demandbase ad metric touchpoints.
• Marketing Influenced Opps: The count of opportunities on accounts that had at least one Marketing Engagement activity within 90 days before opportunity creation.
• Sales Influenced Opps: The count of opportunities on accounts that had at least one Sales Engagement activity within 90 days before opportunity creation

Opportunity Influence Chart

The Opportunity Influence Chart highlights the top 10 activities or campaigns that contribute to opportunity touchpoints. Opportunity touchpoints help identify what influenced pipeline creation, opportunity progression, and closed-won outcomes.

The chart colors reflect the option selected in the Segmented By section at the bottom of the table.

Tip: Clicking on the chart updates the data in the Opportunity Insights Table.

Touchpoints

Opportunity touchpoints are tracked engagements that help move an opportunity forward or influence its outcome.

On the Opportunity Influence Chart, go to Influence on [Touchpoint], and select the following touchpoints from the drop-down:

• First touchpoint: The earliest qualifying activity before the Opportunity Creation Date.
• Creation touchpoint: The most recent qualifying activity before the Opportunity Creation Date.
• Pipeline touchpoint: The most recent qualifying activity before the Opportunity Pipeline Date.
• Closure touchpoint: The most recent qualifying activity before  Opportunity Close Date.
• Touchpoints between first & creation: All qualifying activities that occurred between the First touchpoint and Creation touchpoint. This captures the cumulative influence of activities that contributed to creating the opportunity.
• Touchpoints between first & pipeline: All qualifying activities that occurred between the First Touchpoint and Pipeline Touchpoint. This captures the cumulative influence of activities that helped move the opportunity from initial engagement into pipeline.
• Touchpoints between pipeline & closure: All qualifying activities that occurred between the Pipeline Touchpoint and Closure Touchpoint. This captures the cumulative influence of activities that helped advance the opportunity from pipeline to closed.

To adjust touchpoint settings, see Understanding Opportunity Insights Settings.

Additional View Options

You can also segment the view of the chart by going to the following sections and clicking the drop-down:

• Influence type: By activity, CRM campaign, or Marketing Automation System program.
• Metric: By number of opportunities or revenue
• Segmented by: By deal size or Industry

Opportunity Insights Table

The Opportunity Insights table shows the following data about each opportunities:

• Opportunity Name
• Account Name
• Opportunity Type
• Stage
• Touchpoints: Total number of engagements associated with the touchpoint.
  Tip: To see details about the engagements, click the view activities link. See Touchpoint Activities.
• Created Date
• Close Date
• Days to Close: Number of days to closed-won/lost.
• Deal Size

You can access additional analysis directly from the table:

• Generate AI insights for each opportunity: Click on an opportunity to open the Demandbase AI Chat module. See Demandbase AI Chat.
• Deal Story
• Touchpoint Activities

You can also take the following actions from the Journey Insights table:

• Filter table: Within the column header, click the filter icon, select a filter, and click Apply.
  Tip: You can filter by Opportunity Name, Account Name, Opportunity Type, and Stage.
• Sort table: Hover over a column header and click the sort icon.
• Export table to CSV.

Deal (Opportunity) Story

Deal Story provides a centralized view of all activities influencing a deal (opportunity) across sales, marketing, and advertising. It helps teams understand what is influencing a deal, who is involved, and how engagement is evolving throughout the sales cycle.

• All deal activity in one timeline: See every touchpoint influencing the deal across ads, sales, and marketing.
• Understand the buying group: Identify which buyer personas are actively engaged.
• See who's involved : View all known contacts connected to the deal.
• Filter and explore: Drill into activities by campaign, channel, role, date, and more.

To see Deal Story, click on an opportunity from the table.

Deal Story KPI Cards

The Deal Story dashboard includes the following KPI cards:

• Top Activities
• Most Engaged Personas
• Best Performing Channels: Best performing ad channel sorted in descending order based on number of touchpoints.
• Campaign Touches: Best campaign sorted in descending order based on number of touchpoints.

Deal Story Timeline

Use top filters to analyze the deal by:

• Date Range
• Activity Segment: Marketing, Sales, Ads, and Other.
• Timeline View: Activity Type and Persona.
• Activity Type
• Campaign Name

The Deal Story Timeline shows the following:

• Personas: Persona types that have engaged with the deal and the number of engaged people within each Persona
  Tip: Hover [Number] identified to see the known people within the Persona.
• Activity Type: Hover over the activity icon to see activity details.
• Campaigns: Campaign activity related to the deal
• Engagement Overview: Chart of activities related to the deal over time, helping you identify trends and key periods of buyer engagement.
  Tip: Drag the handles on the chart to easily adjust the date range.
• Journey Stages: Journey stage progression of the account during the deal.

Deal Story Agent

The Deal Story Agent analyzes deal activity, engagement, and stakeholder data to provide instant answers to your questions. Guided questions are available within the agent experience to help you explore key insights.

To access the Deal Story Agent, click top right Show AI Insights.

Here are a few starter questions to get started:

• Where does this deal stand? Stage, size, days in stage vs. segment median, time-to-close, and whether engagement is rising or falling.
• What could put it at risk? Flags missing personas, declining engagement, weak intent, competitor surges, and stalled stages.
• Who's engaged? Engaged vs. dormant personas, missing decision-makers, and single-threading alerts.
• What's influencing it? Touchpoints by channel and campaign, what moved the deal forward, and whether ads reached the buying group.
• What's the story? A plain-language, chronological narrative of how the deal unfolded and how it compares to deals we've won.

Touchpoints Table

You can customize the columns displayed in the Touchpoints table, including:

• Activity Type
• Position: Type of touch point (for example, first, mid, or close.)
• Revenue influence: Revenue attributed to the touchpoint. The opportunity amount is allocated across touchpoints based on the configuration defined in Opportunity Insights settings.
• Details
• [CRM] Campaign Name
• [CRM] Campaign Type
• Demandbase Campaign Name
• Demandbase Campaign type

You can also take the following actions from the Touchpoints table:

• Filter table: Within the column header, click the filter icon, select a filter, and click Apply.
• Sort table: Hover over a column header and click the sort icon.
• Edit columns.
• Export table to CSV.