[IMP] sales: update win loss report documentation for Odoo 17

closes odoo/documentation#7060

X-original-commit: 554193a14b
Signed-off-by: Zachary Straub (zst) <zst@odoo.com>
Co-authored-by: Felicia Kuan <feku@odoo.com>
Co-authored-by: jero-odoo <104637850+jero-odoo@users.noreply.github.com>
Co-authored-by: ksc-odoo <73958186+ksc-odoo@users.noreply.github.com>
Co-authored-by: Zachary Straub <zst@odoo.com>

content/applications/sales/crm/performance/win_loss.rst

@@ -1,26 +1,654 @@
-=========================
-Check your Win/Loss Ratio
-=========================
+=================
+Pipeline Analysis
+=================
 
-To see how well you are doing with your pipeline, take a look at
-the Win/Loss ratio.
+The *CRM* app manages the sales pipeline as leads/opportunities move from stage to stage,
+origination to sale (**Won**) or archival (**Lost**).
 
-To access this report, go to your *Pipeline* view under the
-*Reporting* tab.
+After organizing the pipeline, use the search options and reports available on the *Pipeline
+Analysis* page to gain insight into the effectiveness of the pipeline and its users.
 
-From there you can filter to which opportunities you wish to see, yours,
-the ones from your sales channel, your whole company, etc. You can then
-click on filter and check Won/Lost.
+To access the *Pipeline Analysis* page, go to :menuselection:`CRM app --> Reporting --> Pipeline`.
 
-.. image:: win_loss/win_loss01.png
-    :align: center
+.. image:: win_loss/reporting-tab-and-pipeline-view.png
+   :align: center
+   :alt: Open the CRM app and click on the Reporting tab along the top, then click Pipeline.
 
-You can also change the *Measures* to *Total Revenue*.
+.. _win_loss/pipeline:
 
-.. image:: win_loss/win_loss02.png
-    :align: center
+Navigate the pipeline analysis page
+===================================
 
-You also have the ability to switch to a pie chart view.
+Upon accessing the :guilabel:`Pipeline Analysis` page, a bar graph showcasing the leads from the
+past year automatically populates. The bars represent the number of leads in each stage of the sales
+pipeline, color-coded to show the month the lead reached that stage.
 
-.. image:: win_loss/win_loss03.png
-    :align: center
+.. image:: win_loss/pipeline-analysis-page.png
+   :align: center
+   :alt: The default state of the Pipeline Analysis page is a graph, with many options to change it.
+
+The interactive elements of the :guilabel:`Pipeline Analysis` page manipulate the graph to report
+different metrics in several views. From left-to-right, top-to-bottom, the elements include:
+
+- :guilabel:`Actions`: represented by the :guilabel:`⚙️ (gear)` icon, located next to the
+  :guilabel:`Pipeline Analysis` page title. When clicked, a drop-down menu appears with three
+  options, each with their own sub-menu: :guilabel:`Knowledge`, :guilabel:`Dashboard`,
+  :guilabel:`Spreadsheet`. (See :ref:`Save and share reports <win_loss/save_reports>` for more
+  information)
+
+  - The :guilabel:`Knowledge` option is for linking to or inserting the graph in a *Knowledge* app
+    article.
+  - The :guilabel:`Dashboard` option is for adding the graph to a dashboard in the *Dashboards* app.
+  - The :guilabel:`Spreadsheet` option is for linking the graph in a spreadsheet in the *Documents*
+    app.
+- :guilabel:`Search...` bar: shows the filters and groupings currently being applied to the graph.
+  To add new filters/groups, type them into the search bar, or click the :guilabel:`⬇️ (down arrow)`
+  icon, at the end of the bar, to open a drop-down menu of options. (See :ref:`Search Options
+  <win_loss/search>` for more information)
+
+In the upper-right corner, there are view options represented by different icons. (See :ref:`View
+Options <win_loss/view>` for more information)
+
+- :guilabel:`Graph` view: displays the data in a bar graph. This is the default view.
+- :guilabel:`Pivot` view: displays the data in a customizable, categorized metrics table.
+- :guilabel:`Cohort` view: displays and organizes the data, based on their :guilabel:`Created on`
+  and :guilabel:`Closed Date` week (default), day, month, or year.
+- :guilabel:`List` view: displays the data in a list.
+
+Located on the far-left side of the page, beneath the :guilabel:`Pipeline Analysis` page title,
+there are more configurable filter and view options.
+
+- :guilabel:`Measures`: opens a drop-down menu of different measurement options that can be seen in
+  the graph, pivot, or cohort view. The :guilabel:`Measure` drop-down menu is not available in the
+  list view. (See :ref:`Measurement Options <win_loss/measure>` for more information)
+- :guilabel:`Insert in Spreadsheet`: opens a pop-up window with options for adding a graph or pivot
+  table to a spreadsheet in the *Documents* app or a dashboard in the *Dashboards* app. This option
+  is not available in the cohort or list view.
+
+With the graph view selected, the following options are available:
+
+- :guilabel:`Bar Chart`: switches the graph to a bar chart.
+- :guilabel:`Line Chart`: switches the graph to a line chart.
+- :guilabel:`Pie Chart`: switches the graph to a pie chart.
+- :guilabel:`Stacked`: when selected, the results of each stage of the graph are stacked on top of
+  each other. When not selected, the results in each stage are shown as individual bars.
+- :guilabel:`Descending`: re-orders the stages in the graph in descending order from left-to-right.
+  Click the icon a second time to deselect it. Depending on the search criteria, this option may not
+  be available.
+- :guilabel:`Ascending`: re-orders the stages in the graph in ascending order from left-to-right.
+  Click the icon a second time to deselect it. Depending on the search criteria, this option may not
+  be available.
+
+With the pivot view selected, the following options are available:
+
+- :guilabel:`Flip Axis`: flips the X and Y axis for the entire table.
+- :guilabel:`Expand All`: when additional groupings are selected using the :guilabel:`➕ (plus
+  sign)` icons, this button opens those groupings under every row.
+- :guilabel:`Download xlsx`: downloads the table as an Excel file.
+
+.. _win_loss/search:
+
+Search options
+--------------
+
+The :guilabel:`Pipeline Analysis` page can be customized with various filters and grouping options.
+
+To add new search criteria, type the desired criteria into the search bar, or click the
+:guilabel:`⬇️ (down arrow)` icon, next to the search bar, to open a drop-down menu of all options.
+See the sections below for more information on what each option does.
+
+.. image:: win_loss/search-panel-filters-and-group-by-options.png
+   :align: center
+   :alt: Clicking on the down arrow next to the search bar opens a menu of filters for the analysis.
+
+.. tabs::
+
+   .. tab:: Filters
+
+      The :guilabel:`Filters` section allows users to add pre-made and custom filters to the search
+      criteria. Multiple filters can be added to a single search.
+
+      - :guilabel:`My Pipeline`: show leads assigned to the current user.
+      - :guilabel:`Opportunities`: show leads that have been qualified as opportunities.
+      - :guilabel:`Leads`: show leads that have yet to be qualified as opportunities.
+      - :guilabel:`Active`: show active leads.
+      - :guilabel:`Inactive`: show inactive leads.
+      - :guilabel:`Won`: show leads that have been marked **Won**.
+      - :guilabel:`Lost`: show leads that have been marked **Lost**.
+      - :guilabel:`Created On`: show leads that were created during a specific period of time. By
+        default, this is the past year, but it can be adjusted as needed, or removed entirely.
+      - :guilabel:`Expected Closing`: show leads that are expected to close (marked **Won**) during
+        a specific period of time.
+      - :guilabel:`Date Closed`: show leads that were closed (marked **Won**) during a specific
+        period of time.
+      - :guilabel:`Archived`: show leads that have been archived (marked **Lost**).
+      - :guilabel:`Add Custom Filter`: allows the user to create a custom filter with numerous
+        options. (See :ref:`Add Custom Filters and Groups <win_loss/custom_filters>` for more
+        information)
+
+   .. tab:: Group By
+
+      The :guilabel:`Group By` section allows users to add pre-made and custom groupings to the
+      search results. Multiple groupings can be added to split results into more manageable chunks.
+
+      .. important::
+         The order that groupings are added affects how the final results are displayed. Try
+         selecting the same combinations in a different order to see what works best for each use
+         case.
+
+      - :guilabel:`Salesperson`: groups the results by the Salesperson to whom a lead is assigned.
+      - :guilabel:`Sales Team`: groups the results by the Sales Team to whom a lead is assigned.
+      - :guilabel:`City`: groups the results by the city from which a lead originated.
+      - :guilabel:`Country`: groups the results by the country from which a lead originated.
+      - :guilabel:`Company`: groups the results by the company to which a lead belongs (if multiple
+        companies are activated in the database).
+      - :guilabel:`Stage`: groups the results by the stages of the sales pipeline.
+      - :guilabel:`Campaign`: groups the results by the marketing campaign from which a lead
+        originated.
+      - :guilabel:`Medium`: groups the results by the medium (Email, Google Adwords, Website, etc.)
+        from which a lead originated.
+      - :guilabel:`Source`: groups the results by the source (Search engine, Lead Recall,
+        Newsletter, etc.) from which a lead originated.
+      - :guilabel:`Creation Date`: groups the results by the date a lead was added to the database.
+      - :guilabel:`Conversion Date`: groups the results by the date a lead was converted to an
+        opportunity.
+      - :guilabel:`Expected Closing`: groups the results by the date a lead is expected to close
+        (marked "Won").
+      - :guilabel:`Closed Date`: groups the results by the date a lead was closed(marked "Won").
+      - :guilabel:`Lost Reason`: groups the results by the reason selected when a lead was marked
+        "Lost."
+      - :guilabel:`Add Custom Group`: allows the user to create a custom group with numerous
+        options. (See :ref:`Adding Custom Filters and Groups <win_loss/custom_filters>` for more
+        information)
+
+   .. tab:: Comparison
+
+      The :guilabel:`Comparison` section allows users to add comparisons to the same search criteria
+      over another period of time.
+
+      This option is only available if the search includes time-based filters, such as
+      :guilabel:`Created On`, :guilabel:`Expected Closing`, or :guilabel:`Date Closed`. While
+      multiple time-based filters can be added at once, only one comparison can be selected at a
+      time.
+
+      - :guilabel:`Previous Period`: adds a comparison to the same search criteria from the previous
+        period.
+      - :guilabel:`Previous Year`: adds a comparison to the same search criteria from the previous
+        year.
+
+   .. tab:: Favorites
+
+      The :guilabel:`Favorites` section allows users to save a search for later, so it does not need
+      to be recreated every time.
+
+      Multiple searches can be saved, shared with others, or even set as the default for whenever
+      the :guilabel:`Pipeline Analysis` page is opened.
+
+      - :guilabel:`Save current search`: save the current search criteria for later.
+
+        - :guilabel:`Default filter`: when saving a search, check this box to make it the default
+          search filter when the :guilabel:`Pipeline Analysis` page is opened.
+        - :guilabel:`Shared`: when saving a search, check this box to make it available to other
+          users.
+
+.. _win_loss/custom_filters:
+
+Add custom filters and groups
+~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
+
+In addition to the pre-made options in the search bar, the :guilabel:`Pipeline Analysis` page can
+also utilize custom filters and groups.
+
+Custom filters are complex rules that further customize the search results, while custom groups
+display the information in a more organized fashion.
+
+**To add a custom filter:**
+
+1. On the :guilabel:`Pipeline Analysis` page, click the :guilabel:`down arrow` icon next to the
+   :guilabel:`Search...` bar.
+2. In the drop-down menu, click :guilabel:`Add Custom Filter`.
+3. The :guilabel:`Add Custom Filter` pop-up window appears with a default rule (:guilabel:`Country
+   is in _____`) comprised of three unique fields. These fields can be edited to make a custom rule,
+   and multiple rules can be added to a single custom filter.
+4. To edit a rule, start by clicking the first field (:guilabel:`Country`), and select an option
+   from the drop-down menu. The first field determines the primary subject of the rule.
+5. Next, click the second field, and select an option from the drop-down menu. The second field
+   determines the relationship of the first and third fields, and is usually an **is** or **is not**
+   statement, but can also be **greater than or less than** statements, and more.
+6. Finally, click the third field, and select an option from the drop-down menu. The third field
+   determines the secondary subject of the rule.
+7. With all three fields selected, the rule is complete.
+
+   - **To add more rules:** click :guilabel:`New Rule` and repeat steps 4-7, as needed.
+   - **To delete a rule:** click the :guilabel:`🗑️ (trash)` icon to the right of the rule.
+   - **To duplicate an existing rule:** click the :guilabel:`➕ (plus sign)` icon to the right of
+     the rule.
+   - **To create more complex rules:** click the :guilabel:`Add branch` icon to the right of the
+     rule. This adds another modifier below the rule for adding an "all of" or "any of" statement.
+
+.. image:: win_loss/custom-filter-add-branch.png
+   :align: center
+   :alt: The add branch feature allows the creation of more complex all or any statements for rules.
+
+8. Once all rules have been added, click :guilabel:`Add` to add the custom filter to the search
+   criteria.
+
+   - **To remove a custom filter:** click the :guilabel:`✖️ (x)` icon beside the filter in the
+     search bar.
+
+**To add a custom group:**
+
+1. On the :guilabel:`Pipeline Analysis` page, click the :guilabel:`down arrow` icon next to the
+   search bar.
+2. In the drop-down menu that appears, click :guilabel:`Add Custom Group`.
+3. Scroll through the options in the drop-down menu, and select one or more groups.
+
+   - **To remove a custom group:** click the :guilabel:`✖️ (x)` icon beside the custom group in the
+     search bar.
+
+.. _win_loss/measure:
+
+Measurement options
+-------------------
+
+By default, the :guilabel:`Pipeline Analysis` page measures the total :guilabel:`Count` of leads
+that match the search criteria, but can be changed to measure other items of interest.
+
+To change the selected measurement, click the :guilabel:`Measures` button on the top-left of the
+page, and select one of the following options from the drop-down menu:
+
+- :guilabel:`Days to Assign`: measures the number of days it took a lead to be assigned after
+  creation.
+- :guilabel:`Days to Close`: measures the number of days it took a lead to be closed (marked
+  **Won**).
+- :guilabel:`Days to Convert`: measures the number of days it took a lead to be converted to an
+  opportunity.
+- :guilabel:`Exceeded Closing Days`: measures the number of days by which a lead exceeded its
+  Expected Closing date.
+- :guilabel:`Expected MRR`: measures the Expected Recurring Revenue of a lead.
+- :guilabel:`Expected Revenue`: measures the Expected Revenue of a lead.
+- :guilabel:`Prorated MRR`: measures the Prorated Monthly Recurring Revenue of a lead.
+- :guilabel:`Prorated Recurring Revenues`: measures the Prorated Recurring Revenues of a lead.
+- :guilabel:`Prorated Revenue`: measures the Prorated Revenue of a lead.
+- :guilabel:`Recurring Revenues`: measures the Recurring Revenue of a lead.
+- :guilabel:`Count`: measures the total amount of leads that match the search criteria.
+
+.. _win_loss/view:
+
+View options
+------------
+
+After configuring filters, groupings, and measurements, the :guilabel:`Pipeline Analysis` page can
+display the data in a variety of ways. By default, the page uses the graph view, but can be changed
+to a pivot view, cohort view, or list view.
+
+To change the pipeline to a different view, click one of the four view icons, located in the
+top-right of the :guilabel:`Pipeline Analysis` page.
+
+.. tabs::
+
+   .. tab:: Graph View
+
+      The graph view is the default selection for the :guilabel:`Pipeline Analysis` page. It
+      displays the analysis as either a: bar chart, line chart, or pie chart.
+
+      This view option is useful for quickly visualizing and comparing simple relationships, like
+      the :guilabel:`Count` of leads in each stage, or the leads assigned to each
+      :guilabel:`Salesperson`.
+
+      By default, the graph measures the :guilabel:`Count` of leads in each group, but this can be
+      changed by clicking the :guilabel:`Measures` button, and :ref:`selecting another option
+      <win_loss/measure>` from the resulting drop-down menu.
+
+      .. image:: win_loss/graph-view.png
+         :align: center
+         :alt: The Graph View displays the analysis as a Bar Chart, Line Chart, or Pie Chart.
+
+      .. tip::
+         When using a bar chart in this view, consider deselecting the :guilabel:`Stacked` option,
+         in order to make the breakdown of results more legible.
+
+   .. tab:: Pivot View
+
+      The pivot view displays the results of the analysis as a table. By default, the table groups
+      the results by the stages of the sales pipeline, and measures :guilabel:`Expected Revenue`.
+
+      The pivot view is useful for analyzing more detailed numbers than the graph view can handle,
+      or for adding the data to a spreadsheet, where custom formulas can be set up, like in an Excel
+      file.
+
+      .. image:: win_loss/pivot-view.png
+         :align: center
+         :alt: The Pivot View displays the analysis as a table.
+
+      The three icons at the top-left of the page perform the following functions:
+
+      - :guilabel:`Flip Axis`: flips the X and Y axis for the entire table.
+      - :guilabel:`Expand All`: when additional groupings are selected using the :guilabel:`➕ (plus
+        sign)` icons, this button opens those groupings under every row.
+      - :guilabel:`Download xlsx`: downloads the table as an Excel file.
+
+      .. note::
+         The :guilabel:`Stage` grouping cannot be removed, but the measurement can be changed by
+         clicking the :guilabel:`Measures` button, and selecting another option.
+
+   .. tab:: Cohort View
+
+      The cohort view displays the analysis as periods of time (cohorts) that can be set to days,
+      weeks, months, or years. By default, :guilabel:`Week` is selected.
+
+      This view option is useful specifically for comparing how long it has taken to close leads.
+
+      .. image:: win_loss/cohort-view.png
+         :align: center
+         :alt: The Cohort View displays the analysis as individual weeks of the year.
+
+      From left-to-right, top-to-bottom, the columns in the chart represent the following:
+
+      - :guilabel:`Created On`: rows in this column represent the weeks of the year, in which
+        records matching the search criteria exist.
+
+        - When set to :guilabel:`Week`, a row with the label :guilabel:`W52 2023` means the results
+          occurred in: Week 52 of the Year 2023.
+      - :guilabel:`Measures`: the second column in the chart is the measurement of the results. By
+        default, it is set to :guilabel:`Count`, but can be changed by clicking the
+        :guilabel:`Measures` button, and selecting an option from the drop-down menu.
+      - :guilabel:`Closed Date - By Day/Week/Month/Year`: this column looks at what percentage of
+        the measured results were closed in subsequent days/weeks/months/years.
+      - :guilabel:`Average`: this row provides the average of all other rows in the column.
+
+      The cohort view can also be downloaded as an Excel file, by clicking the :guilabel:`Download`
+      icon in the top-left of the page.
+
+   .. tab:: List View
+
+      The list view displays a single list of all leads matching the search criteria. Clicking a
+      lead opens the record for closer review. Additional details such as :guilabel:`Country`,
+      :guilabel:`Medium`, and more can be added to the list, by clicking the :guilabel:`Filters`
+      icon in the top-right of the list.
+
+      This view option is useful for reviewing many records at once.
+
+      .. image:: win_loss/list-view.png
+         :align: center
+         :alt: The List View displays a single list of all records matching the search criteria.
+
+      Clicking the :guilabel:`⚙️ (gear)` icon opens the Actions drop-down menu, with options for the
+      following:
+
+      - :guilabel:`Import records`: opens a page for uploading a spreadsheet of data, as well as a
+        template spreadsheet to easily format that data.
+      - :guilabel:`Export All`: downloads the list as an xlsx file for Excel.
+      - :guilabel:`Knowledge`: inserts a view of, or link to, the list in an article in the
+        *Knowledge* app.
+      - :guilabel:`Dashboard`: adds the list to *My Dashboard* in the *Dashboards* app.
+      - :guilabel:`Spreadsheet`: links to, or inserts, the list in a spreadsheet in the *Documents*
+        app.
+
+      .. note::
+         On the list view, clicking :guilabel:`New` closes the list, and opens the *New Quotation*
+         page. Clicking :guilabel:`Generate Leads` opens a pop-up window for lead generation.
+         Neither feature is intended to manipulate the list view.
+
+.. _win_loss/reports:
+
+Create reports
+==============
+
+After understanding how to :ref:`navigate the pipeline analysis page <win_loss/pipeline>`, the
+:guilabel:`Pipeline Analysis` page can be used to create and share different reports. Between the
+pre-made options and custom filter and groupings, almost any combination is possible.
+
+Once created, reports can be :ref:`saved to favorites, shared with other users, and/or added to
+dashboards and spreadsheets <win_loss/save_reports>`.
+
+A few common reports that can be created using the :guilabel:`Pipeline Analysis` page are detailed
+below.
+
+.. _win_loss/win_loss:
+
+Win/Loss reports
+----------------
+
+Win/Loss is a calculation of active or previously active leads in a pipeline that were either marked
+as **Won** or **Lost** over a specific period of time. By calculating opportunities won over
+opportunities lost, teams can clarify key performance indicators (KPIs) that are converting leads
+into sales, such as specific teams or team members, certain marketing mediums or campaigns, and so
+on.
+
+.. math::
+   \begin{equation}
+   Win/Loss Ratio = \frac{Opportunities Won}{Opportunities Lost}
+   \end{equation}
+
+A win/loss report filters the leads from the past year, whether won or lost, and groups the results
+by their stage in the pipeline. Creating this report requires a custom filter, and grouping the
+results by :guilabel:`Stage`.
+
+.. image:: win_loss/search-criteria-for-basic-win-loss.png
+   :align: center
+   :alt: The search criteria for win/loss reports is Created On, Stage, and Active is in true false.
+
+Follow the steps below to create a win/loss report:
+
+1. Navigate to :menuselection:`CRM app --> Reporting --> Pipeline`.
+2. On the :guilabel:`Pipeline Analysis` page, click the :guilabel:`⬇️ (down arrow)` icon, next to
+   the search bar, to open a drop-down menu of filters and groupings.
+
+   .. image:: win_loss/filters-for-basic-win-loss-report.png
+      :align: center
+      :alt: The Search menu containing the filters for a basic win/loss report.
+
+3. In drop-down menu that appears, under the :guilabel:`Group By` heading, click :guilabel:`Stage`.
+4. Under the :guilabel:`Filters` heading, click :guilabel:`Add Custom Filter` to open another pop-up
+   menu.
+5. In the :guilabel:`Add Custom Filter` pop-up menu, click on the first field in the
+   :guilabel:`Match any of the following rules:` section. By default, this field displays
+   :guilabel:`Country`.
+6. Clicking that first field reveals a sub-menu with numerous options to choose from. From this
+   sub-menu, locate and select the :guilabel:`Active` option. Doing so automatically populates the
+   remaining fields.
+
+   The first field reads: :guilabel:`Active`. The second field reads: :guilabel:`is`. And lastly,
+   the third field reads: :guilabel:`set`.
+
+   In total, the rule reads: :guilabel:`Active is set`.
+7. Click :guilabel:`New Rule`, change the first field to :guilabel:`Active`, and the last field to
+   :guilabel:`not set`. In total, the rule reads :guilabel:`Active is not set`.
+8. Click :guilabel:`Add`.
+
+.. image:: win_loss/add-custom-active-filter.png
+   :align: center
+   :alt: The Add Custom Filter menu showing two rules: (1) Active is set, and (2) Active is not set.
+
+The report now displays the total :guilabel:`Count` of leads, whether "Won" or "Lost," grouped by
+their stage in the CRM pipeline. Hover over a section of the report to see the number of leads in
+that stage.
+
+.. image:: win_loss/basic-win-loss-report.png
+   :align: center
+   :alt: A basic win/loss report showing all leads whether won or lost grouped by stage.
+
+Customize win/loss reports
+~~~~~~~~~~~~~~~~~~~~~~~~~~
+
+After :ref:`creating a win/loss report <win_loss/win_loss>`, consider using the options below to
+customize the report for different needs.
+
+.. example::
+   A sales manager might group wins and losses by salesperson, or sales team, to see who has the
+   best conversion rate. Or, a marketing team might group by sources, or medium, to determine where
+   their advertising has been most successful.
+
+.. tabs::
+
+   .. tab:: Filters and groups
+
+      To add more filters and groups, click the :guilabel:`⬇️ (down arrow)` icon, next to the search
+      bar, and select one or more options from the drop-down menu.
+
+      Some useful options include:
+
+      - :guilabel:`Created on`: adjusting this filter to a different period of time, such as the
+        last 30 days, or the last quarter, can provide more timely results.
+      - :guilabel:`Add Custom Filter`: clicking this option, and scrolling through the numerous
+        options in the drop-down menu, opens up additional search criteria, like :guilabel:`Last
+        Stage Update` or :guilabel:`Lost Reason`.
+      - :guilabel:`Add Custom Group > Active`: Clicking :menuselection:`Add Custom Group --> Active`
+        separates the results into **Won** (:guilabel:`true`) or **Lost** (:guilabel:`false`). This
+        shows at what stage leads are being marked **Won** or **Lost**.
+      - :guilabel:`Multiple Groupings`: add multiple :guilabel:`Group By` selections to split
+        results into more relevant and manageable chunks.
+
+        - Adding :guilabel:`Salesperson` or :guilabel:`Sales Team` breaks up the total count of
+          leads in each :guilabel:`Stage`.
+        - Adding :guilabel:`Medium` or :guilabel:`Source` can reveal what marketing avenues generate
+          more sales.
+
+      .. image:: win_loss/search-panel-filters-and-group-by-options.png
+         :align: center
+         :alt: The Search menu open and the Won and Lost filters highlighted.
+
+   .. tab:: Pivot View
+
+      By default, pivot view groups win/loss reports by :guilabel:`Stage` and measures
+      :guilabel:`Expected Revenue`.
+
+      To flesh out the table:
+
+      1. Click the :guilabel:`⬇️ (down arrow)` next to the search bar.
+      2. In the pop-up menu, replace the :guilabel:`Stage` grouping with something like
+         :guilabel:`Salesperson` or :guilabel:`Medium`.
+      3. Click the :guilabel:`Measures` button and click :guilabel:`Count` to add the number of
+         leads back into the report.
+
+         - Other useful measures for pivot view include :guilabel:`Days to Assign` and
+           :guilabel:`Days to Close`.
+
+      .. image:: win_loss/win-loss-pivot-view.png
+         :align: center
+         :alt: A win/loss report in Pivot View displays the data in table form.
+
+      .. important::
+         In pivot view, the :guilabel:`Insert In Spreadsheet` button may be greyed out due to the
+         report containing :guilabel:`duplicate group bys`. To fix this, replace the
+         :guilabel:`Stage` grouping in the search bar with another option.
+
+   .. tab:: List View
+
+      In list view, a win/loss report displays all leads on a single page.
+
+      To better organize the list, click the :guilabel:`⬇️ (down arrow)` next to the search bar, and
+      add more relevant groupings or re-organize the existing ones. To re-order the nesting, remove
+      all :guilabel:`Group By` options and re-add them in the desired order.
+
+      To add more columns to the list:
+
+      1. Click the :guilabel:`Filters` icon in the top-right of the page.
+      2. Select options from the resulting drop-down menu. Some useful filters include:
+
+         - **Campaign**: Shows the marketing campaign that originated each lead.
+         - **Medium**: Shows the marketing medium (Banner, Direct, Email, Google Adwords, Phone,
+           Website, etc.) that originated each lead.
+         - **Source**: Shows the source of each lead (Newsletter, Lead Recall, Search Engine, etc.).
+
+      .. image:: win_loss/win-loss-list-view.png
+         :align: center
+         :alt: A win/loss report in List View displays all leads in an easy-to-read list.
+
+.. _win_loss/save_reports:
+
+Save and share reports
+======================
+
+After :ref:`creating a report <win_loss/reports>`, the search criteria can be saved, so the report
+does not need to be created again in the future. Saved searches automatically update their results
+every time the report is opened.
+
+Additionally, reports can be shared with others, or added to spreadsheets/dashboards for greater
+customization and easier access.
+
+.. tabs::
+
+   .. tab:: Save to Favorites
+
+      To save a report for later:
+
+      1. On the :guilabel:`Pipeline Analysis` page, click the :guilabel:`⬇️ (down arrow)` icon, next
+         to the search bar.
+      2. In the drop-down menu that appears, under the :guilabel:`Favorites` heading, click
+         :guilabel:`Save current search`.
+      3. In the next drop-down menu that appears, enter a name for the report.
+
+         - Checking the :guilabel:`Default filter` box sets this report as the default analysis when
+           the :guilabel:`Pipeline Analysis` page is accessed.
+         - Checking the :guilabel:`Shared` box makes this report available to other users.
+
+      4. Finally, click :guilabel:`Save`. The report is now saved under the :guilabel:`Favorites`
+         heading.
+
+      .. image:: win_loss/save-to-favorites.png
+         :align: center
+         :alt: Under the Favorites heading, click Save current search and save the report for later.
+
+   .. tab:: Add to a Spreadsheet
+
+      Inserting a report into a spreadsheet not only saves a copy of the report, it allows users to
+      add charts and formulas like in an Excel file.
+
+      To save a report as a spreadsheet:
+
+      - **In Graph or Pivot View**:
+
+        1. Click the :guilabel:`Insert in spreadsheet` button.
+        2. In the pop-up menu that appears, click :guilabel:`Confirm`.
+
+      - **In Cohort or List View**:
+
+        1. Click the :guilabel:`⚙️ (gear)` icon.
+        2. In the drop-down menu that appears, hover over :guilabel:`Spreadsheet`.
+        3. In the next drop-down menu, click either :guilabel:`Insert in spreadsheet` or
+           :guilabel:`Link in spreadsheet`.
+
+      Saved reports are viewable in the *Documents* app.
+
+        .. image:: win_loss/pivot-view-in-spreadsheet.png
+           :align: center
+           :alt: Pivot View reports especially benefit from being inserted in spreadsheets.
+
+      .. tip::
+         After modifying a spreadsheet and adding additional formulas, consider then adding the
+         entire spreadsheet to a dashboard. Using this method, the spreadsheet can be added to a
+         public dashboard instead of only :guilabel:`My Dashboard`.
+
+         1. Click :menuselection:`File --> Add to dashboard`.
+         2. In the pop-up menu that appears, name the spreadsheet and select a :guilabel:`Dashboard
+            Section` to house the report.
+         3. Click :guilabel:`Create`.
+
+   .. tab:: Add to a Dashboard
+
+      Adding a report to a dashboard saves it for later and makes it easy to view alongside the rest
+      of :guilabel:`My Dashboard`.
+
+      To add a report to :guilabel:`My dashboard`:
+
+      1. On the :guilabel:`Pipeline Analysis` page, click the :guilabel:`⚙️ (gear)` icon.
+      2. In the drop-down menu that appears, hover over :guilabel:`Dashboard`.
+      3. In the :guilabel:`Add to my dashboard` drop-down menu, enter a name for the report (by
+         default, it is named :guilabel:`Pipeline`).
+      4. Click :guilabel:`Add`.
+
+      To view a saved report:
+
+      1. Return to the main apps page, and navigate to :menuselection:`Dashboards app --> My
+         Dashboard`.
+
+      .. image:: win_loss/add-to-dashboard.png
+         :align: center
+         :alt: To access the saved report, open the Dashboard app and click My Dashboard.
+
+.. seealso::
+   - :doc:`../acquire_leads/convert`
+   - :doc:`../acquire_leads/send_quotes`
+   - :doc:`../pipeline/lost_opportunities`