How the CRM Score Works

The CRM Score is a single number that represents how likely a deal is to close based on that particular deal’s behavior relative to similar deals. For example, a score of 89 means that deal has an 89% chance of closing as won. 

A deal that has already been won would have a score of 100, and a deal that’s been lost would have a score of 0. This is valuable data when determining which of your deals are at risk. It's a pressure test for your forecast.

The CRM scores are color-coded like this: 
 

• 0-59 = red 
• 60-79 = yellow
• 80-100 = green

When you create new opportunities in Clari, the CRM Score is generated as soon as field history becomes available. It's updated 2X daily when Clari data refreshes. 

In calculating the CRM Score, Clari analyzes many factors about a deal and compares it to historical patterns in your data. Clari uses machine learning to determine specific factors that influence a deal’s likelihood of closing. 

These factors are weighted to determine their impact on the score. The CRM Score looks at all of the CRM fields that are:

1. History tracked in Salesforce
2. Filterable in the Opportunities Module and considers up to 2 years of your company's Salesforce opportunity data 
    

When you hover over a CRM Score, you'll see the top 3 factors and their positive or negative impact. Some examples of common factors include:

• Current status of the deal (stage, forecast, deal size, etc.)
• Changes to CRM field values (e.g., a close date being pulled in would be a positive indicator for a deal)
• Time since the most recent update

The impact and weight of each factor are automatically determined through our probabilistic model, which is influenced by each organization’s historical win rates. This means factors can—and will—vary based on the unique characteristics of each sales team and process.

For example, although a deal advancing from best case to commit is traditionally a positive indicator of the likelihood to close, the model may label this movement negative—if, historically, deals haven't closed after that kind of change.

 

Note: If your company has both Copilot and Clari, you might have access Enhanced CRM Score. Enhanced CRM Score works the same as the standard CRM Score, but includes additional data points and machine learning. Read about it here.

Where to Find the CRM Score

Let's cover the places in Clari Web where you can find the CRM Score. 

Opportunities

You can find the CRM Score in the Opportunity Grid and the Insights Panel in Opportunities. From here, you can use the CRM Score to dig into the details of a particular deal. Combined with the Deal Activity below, it gives you a complete picture of the health of that opportunity. 
 

Dashboards

Widgets in Guide > My Dashboards also show CRM Score. You can sort the deals in the widget by their CRM Scores to see which deals have the highest and the lowest potential.
 

Forecast

Finally, CRM Scores show up in the panel on the right-hand side of Forecast — in the full list of opportunities that make up a given call. Here, you can use the CRM Scores to determine whether or not a deal belongs in that forecast category.

 

CRM Score History

When you hover over the CRM Score, you'll see the latest score and the scores from 7, 14, 21, and 28 days ago. The history is captured as soon as the CRM Score is first computed for an opportunity. But, if you recently created the opportunity, the chart will only show data starting from the time when you created it. 

Currently, the history for closed opportunities isn't available in the Clari application and is limited to the past 4 weeks for open opportunities.

Sort, Filter, and Group CRM Score

• Sort opportunities by CRM Score: Descending or Ascending 
• Filter opportunities by CRM Score: Filter deals that are expected to close or those which are low and not worthy of focusing on at the end of the quarter.
• Group opportunities by CRM Score: 0-59, 60-79, and 80-100 are the default group ranges. However, you can configure this in Clari Studio to better fit your needs.