Sales data is scattered everywhere—Excel spreadsheets, CRM systems, WeChat chat histories, email threads. If you want to do data analysis, the first step is to consolidate everything in one place. But the question is: what tool should you use?
Mainstream data analysis tools on the market fall roughly into three categories: Excel, BI tools, and built-in CRM analytics. Each type has clear strengths and weaknesses, and choosing the wrong one doesn't just waste time—it can create data anxiety across your team.
Excel: Flexible but Prone to Chaos
Excel is where most sales teams start their data journey. Its strength is flexibility—you can crunch numbers however you want. Pivot tables, VLOOKUP, conditional formatting—it can handle about 80% of what you need.
But Excel's problems are equally obvious: scattered data, version confusion, and poor collaboration. Everyone has a different version of the spreadsheet. Colleague A updates the data without Colleague B knowing, and when it's time to consolidate, nothing adds up.
Best for: Teams with small data volumes, small team sizes, and simple analysis needs.
BI Tools: Powerful but Steep Learning Curve
Tools like Tableau, Power BI, and FineReport are genuinely powerful for data analysis. Multi-dimensional cross-analysis, real-time dashboards, data drill-downs—the feature set is comprehensive.
The problem is the high learning curve. Very few people on a sales team can use BI tools proficiently. Most people struggle with pivot tables, let alone writing DAX formulas.
Best for: Teams with dedicated data analysts, large data volumes, and complex analysis requirements.
Built-in CRM Analytics: Closest to Your Business
A good CRM system comes with built-in data analysis features, such as Tuji's Conversion Insight Center. The advantage is that data is naturally structured—customer information, follow-up records, and deal data all live in one system, with no need to import or export anything.
Moreover, CRM analytics are designed around the sales process. Funnel analysis, customer segmentation, follow-up reminders—these features require no learning curve to get started.
Best for: Teams that want data-driven sales but don't want to invest heavily in learning new tools.
How to Choose?
My advice is: start from your business scenarios, not from tool features.
If your team is only 3-5 people and your data volume is small, Excel is perfectly sufficient. If you already have a dedicated data analyst, BI tools can deliver much greater value. If you want everyone on the sales team to make decisions based on data, built-in CRM analytics is the most practical choice.
Tools are just a means to an end. The real goal is making data truly serve your sales decisions.