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Nerve Centre KPIs · Audit Profile · Sentiment Settings A Pipedrive pipeline only forecasts revenue if it is kept clean and joined to what actually sells. This audit answers: (1) is the API token healthy and correctly scoped, (2) is the deal pipeline being worked (stalled deals, stage rot, missing next-activities), (3) are leads/persons healthy and being followed up, and (4) when deals close, do they reconcile to real ecommerce orders - surfacing revenue-recognition gaps and untracked repeat buyers that cost the sales team expansion revenue.

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What this audit checks

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Authentication & access

  • API token valid (auth on /users/me) and not revoked
  • Token user has read scope for deals, persons, organizations and activities
  • Company domain resolves and base URL is reachable

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Pipeline hygiene

  • Open deals untouched (update_time) > 30 days = stalled revenue
  • Open deals with no next_activity_date set (no planned follow-up)
  • Single stage holding > 40% of open deal value (stage bottleneck)
  • Deals open past their expected close date with no movement
  • Win rate below 20% over trailing 30 days (qualification problem)

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Lead & contact health

  • Persons created in last 30d with zero linked activities (no follow-up)
  • Persons with open deals but last_activity_date > 30d ago (cold)
  • Organizations with people but zero open deals (dormant accounts)
  • Duplicate persons by email (data-quality drift inflating counts)

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Activity & cadence

  • Overdue activities (due_date past, done = false) backlog rising
  • Activity volume dropped > 25% vs prior 30d (team disengaging)
  • Deals with high value but no logged activity in 14d

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Cross-channel: revenue-at-risk (the killer area)

  • Deal marked won but no matching ecom order from the same person within 7d (revenue-recognition gap, sibling = shopify/bigcommerce/adobe_commerce.order)
  • Repeat ecom buyers (>1 order) with no open Pipedrive deal (expansion opportunity the sales team is missing)
  • High-LTV ecom customers (top decile per commerce sibling) with a stalled or lost Pipedrive deal
  • Persons with active ecom orders but no Pipedrive person record (CRM sync gap)

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Severity thresholds

SignalWarnCritical
stalled_deal_days3060
win_rate_pct2515
overdue_activity_count1030
cold_person_days3060
stage_concentration_pct4060

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Data sources

  • GET https://{company_domain}.pipedrive.com/api/v1/users/me - Auth + account context
  • GET https://{company_domain}.pipedrive.com/api/v1/deals - Deal pipeline state, value, stage, dates, win/loss
  • GET https://{company_domain}.pipedrive.com/api/v1/persons - Lead/contact health + last-activity recency + email for cross-channel join
  • GET https://{company_domain}.pipedrive.com/api/v1/organizations - Account-level deal coverage + dormancy
  • GET https://{company_domain}.pipedrive.com/api/v1/activities - Activity cadence, overdue backlog, follow-up coverage
  • GET https://{company_domain}.pipedrive.com/api/v1/stages - Stage definitions for bottleneck detection