Airtable CRM Pipeline Report: Stages, Forecast and Win Rate
Report on an Airtable CRM: pipeline value by stage, weighted forecast, win rate and stale deals, using your Deals table fields. Sample output and setup.
Summary
An Airtable CRM pipeline report shows open deal value by stage, a probability-weighted forecast, win rate on closed deals and deals that haven't moved recently. Connect the base to Better Analyst read-only, point it at the Deals table, and ask for the report instead of maintaining interface pages and rollups.
On this page
Who this report is for
Small sales teams, agencies and founders who run their CRM in Airtable and want a weekly pipeline review that's consistent and doesn't depend on someone's manual summary.
What the report includes
| Metric | Source field | Why it matters |
|---|---|---|
| Stage | Deals table: Stage field (single select; your field names) | Groups the pipeline and drives stage probabilities. |
| Deal value | Deals table: Amount field (currency) | Pipeline and forecast are sums of this. |
| Owner | Deals table: Owner field (collaborator) | Per-rep pipeline and win rate. |
| Expected close date | Deals table: Close date field (date) | Places deals in this month or quarter's forecast. |
| Record created | Record createdTime (returned by Airtable for every record) | Deal age and sales cycle length. |
| Last activity | Deals table: Last modified time field | Flags stale deals with no updates in, say, 21 days. |
| Weighted pipeline | Calculated: Amount × stage probability | A more realistic forecast than the raw total. |
How to build it in Better Analyst from Airtable
- In Better Analyst, open Connectors, choose Airtable and click Authorize Airtable. The connection is read-only: it can read schema and records but cannot create, edit or delete them.
- Choose one authorized base, then select the tables to include. 'Select all' is a snapshot, so tables added later must be added through Manage.
- Name the connection and save it.
- Ask for open pipeline by stage and owner, a weighted forecast using your stage probabilities, win rate on deals closed this quarter, and a list of deals untouched for 21+ days.
Questions to ask
- “Show pipeline by stage with count, total value and weighted value.”
- “What's our win rate by owner for deals closed this quarter?”
- “Which open deals haven't been updated in three weeks?”
- “Forecast this month's closed revenue from deals with a close date this month.”
Sample output
Sample data for illustration, not real account data.
| Stage | Deals | Total value | Probability | Weighted value |
|---|---|---|---|---|
| Qualified | 18 | $214,000 | 20% | $42,800 |
| Proposal sent | 9 | $131,500 | 50% | $65,750 |
| Negotiation | 5 | $88,000 | 75% | $66,000 |
Charts to use
- Pipeline by stage (Funnel or horizontal bar chart): Total and weighted value at each stage.
- Win rate by owner (Bar chart): Closed-won ÷ all closed deals per rep this quarter.
Keep it up to date
Schedule the pipeline review for Monday mornings to email or Slack, and add an alert when weighted pipeline for the current month falls below target.
Further reading
Frequently asked questions
Can Better Analyst update deals in Airtable?
No. The Airtable connection is read-only: it reads schema and records and cannot create, edit or delete them.
How large can the base be?
Previews return up to 1,000 rows and complete requests up to 100,000 rows; larger requests fail rather than returning partial data. Airtable's own rate limit of 5 requests per second per base also applies.
How do I set stage probabilities?
Use the probabilities your team already applies, or base them on history: the share of deals that reached each stage and later closed won. Put them in a field or give them to Better Analyst in the question.