Sales Intelligence Dashboard with Churn Scoring & Next-Order Prediction
How Salt built a modern analytics platform that unifies order history, account health scoring, geographic performance, and product insights—empowering sales reps to prioritize the right accounts at the right time.
Industry
B2B Sales / Promotional Products
Location
United States
Timeline
16 weeks
Team Size
4 engineers
The Client
A U.S.-based promotional products distributor serving multi-location hospitality and casino accounts across multiple states. With hundreds of accounts and a growing sales team, they needed a unified platform to transform sales history into actionable next steps.
Primary Users
Sales reps, regional sales managers, and leadership—each needing different views and insights from the same data.
Scale
Multiple states, hundreds of accounts, and a sales team that needed to prioritize outreach based on data, not gut feeling.
The Challenge
The client's sales operations were scaling, but the team lacked a single, reliable view of account health, territory performance, and repeat purchase patterns.
Lack of Account Visibility
No unified view of which accounts were loyal, at-risk, or disengaging—making prioritization guesswork.
Territory Blind Spots
Regional performance was scattered across spreadsheets, making it impossible to spot geographic trends.
Manual Reporting Overhead
Managers spent too much time assembling reports and too little time acting on insights.
Unknown Repeat Purchase Patterns
No visibility into when accounts were likely to reorder or what they typically purchased.
Goals & Success Criteria
We aligned on outcomes that the sales team could feel immediately:
- 1One dashboard for leadership: Revenue, profit, and orders at a glance—plus top accounts and top reps.
- 2Account intelligence for reps: A clear churn score / engagement status per account, and a next-order prediction window.
- 3Territory visibility: Regional performance and sales concentration by state.
- 4Fast exploration: Filters + map view to find high-potential locations and clusters.
- 5Actionable product insights: Units sold trends by category and top-selling products.
Our Solution
Salt designed and built a modern, dark-mode analytics product that brings together KPIs, account intelligence, geo insights, and product analytics in one place.
KPI + Performance Overview
Executive Dashboard
A single page that answers: How are we doing, what's changing, and who's driving it?
- Total Revenue, Profits, and Orders with period-over-period movement
- Top performing accounts ranked by sales and order value
- Top performers (sales reps) with order value distribution
- Top products widget to spot best sellers instantly
Health Segmentation + Prioritization
Accounts Workspace
A dedicated hub for managers and reps to understand account health at a glance.
- Account behaviour segmentation (Loyal, At Risk, Neutral, Disengaging, Churned)
- Top accounts viewable by Order Value or Order Volume
- Regional performance across the U.S. with state-level rollups
- Account list with churn rank, latest order, and quick-scan metrics
Interactive Map + Advanced Filters
Geo Search
A map-driven search experience to quickly find opportunities by location and performance.
- Filter by order amount, order volume, and total sales
- Search by sales rep to review territory / book-of-business
- Pins with hover/click cards showing account summary and churn score
- Scrollable results list for fast comparisons
One Account, Full Context
Account Detail
A deep-dive view that equips sales reps with everything needed for a smart call.
- Churn score and engagement status with visual indicator
- Next order prediction window based on historical ordering cadence
- Complete purchase history by product (quantity, revenue, profit)
- Embedded map for local context and nearby account clusters
Category Trends Over Time
Product & Units Analytics
Connect sales results with merchandising and campaign strategy.
- Total units sold with period-over-period change
- Units sold by category over time (kitchenware, apparel, outdoor, drinkware)
- Month/Quarter/Year toggles for different reporting rhythms
Data & Intelligence Layer
The platform's intelligence is driven by sales history signals. We engineered a scoring model that can evolve over time.
Signals Used for Churn Scoring
Recency
Days since last order
Frequency
Orders per period / repeat rate
Monetary
Order value and lifetime value
Trend
Change in last 30/60/90 days vs prior period
Product Mix
Category diversity and shifting preferences
Churn/Engagement Status
Visual status from Loyal → At Risk → Disengaging → Churned, giving reps clear context for every account.
Next-Order Prediction Window
A date range prediction based on historical ordering cadence, useful for planning timely outreach.
Note: The model can be implemented as heuristics, statistical scoring, or ML—depending on data maturity and operational needs.
What Made This Build Successful
UX Built for Speed
The interface is designed so a rep can: scan KPIs → identify a risk segment → open the account → see what to pitch → act. All within seconds, not minutes.
Map + List = Fast Decision-Making
Sales teams often think geographically. Combining an interactive map with a ranked list makes opportunity discovery much faster than spreadsheets.
Clear, Explainable Intelligence
Instead of "black-box AI," we focused on transparent signals that help reps trust the score and take action with confidence.
Tech Stack
A modern, production-ready setup built for scalability and maintainability.
Frontend
React / Next.js, TypeScript, component-based UI
Backend
Node.js APIs with role-based access control
Database
PostgreSQL with aggregates and materialized views
Maps
Mapbox for interactive geographic visualization
Analytics
Scheduled jobs for scoring and prediction refresh
Deployment
Cloud hosting with CI/CD and environment separation
Results & Impact
With the platform in place, the sales team can now operate with data-driven precision.
Early Risk Detection
Identify at-risk accounts early and prioritize retention outreach
Predictive Outreach
Forecast outreach windows using predicted reorder timing
Regional Clarity
Understand regional performance instantly without manual reporting
Product Momentum
Spot product/category momentum and align promotions accordingly
Reduced Overhead
Less time on reporting, more time on revenue-driving action
Deliverables
- Production-ready web app UI for Dashboard, Accounts, Search (Map), Account Detail, and Units Analytics
- Data model for accounts, orders, products, reps, and regions
- Scoring and prediction engine integrated into the UI
- Modular components to support future expansion (new segments, filters, KPIs, and reports)
What's Next
The platform is designed for continuous evolution. Here's what's on the roadmap:
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