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SQL • Tableau • Revenue Analytics
Regional Sales Revenue Insights
Queried and transformed five relational datasets to analyze $23.1M in sales, uncover regional performance gaps, and recommend sales-representative reallocation across high-demand markets.
Business Challenge
Is revenue growth being supported by the right sales coverage?
Strong overall growth can hide uneven regional productivity. The analysis examined where revenue was generated, how sales representatives were distributed, and whether territory assignments matched market opportunity.
The Problem
- Growth alone does not prove operating efficiency.
- Headcount may be concentrated in lower-productivity regions.
- Customer revenue can be overly concentrated in a few segments.
- Leadership needs clear territory-level evidence before reallocating staff.
Project Goal
Use SQL and Tableau to evaluate growth, sales efficiency, regional gaps, customer concentration, and opportunities to rebalance sales coverage.
Data Engineering
Transforming five relational datasets into decision-ready analysis.
The project integrated orders, accounts, sales representatives, regions, and web-event data.
SQL Workflow
Used joins, aggregations, CTEs, subqueries, and data validation to create consistent analytical tables.
Revenue Analysis
Measured lifetime revenue, growth trajectory, regional contribution, and representative productivity.
Customer Segmentation
Compared revenue across customer groups and evaluated concentration risk.
Visualization
Built Tableau views showing regional performance, portfolio gaps, and staffing imbalances.
Key Findings
The Northeast carried more representatives but generated less revenue per rep.
The analysis uncovered a mismatch between staffing and revenue opportunity.
Analytical Findings
- Revenue grew 216% from 2014 to 2016.
- The Southeast generated approximately $645K per representative.
- The Northeast generated approximately $368K per representative.
- A $277K gap existed across regional representative portfolios.
Business Risks
- Sales resources were not aligned with the strongest markets.
- Revenue was concentrated in a limited number of customer segments.
- Retention and satisfaction data were incomplete.
- Regional performance disparities required management action.
Recommendation
Reallocate coverage toward higher-demand regions.
The analysis supported shifting sales capacity toward stronger revenue opportunities while improving data collection for retention and customer health.
Territory Action
Rebalance sales-representative portfolios toward higher-demand regions and establish productivity benchmarks by territory.
Data Action
Add retention, customer satisfaction, and competitive-positioning measures before making larger strategic or acquisition decisions.
Skills Demonstrated
Business intelligence applied to territory strategy.
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