# Airtable CRM Pipeline Report: Stages, Forecast and Win Rate

- URL: https://betteranalyst.com/data-connectors/airtable/sales-pipeline-report
- Published: 2026-10-29
- Updated: 2026-10-29
- Author: David Bressler, Founder (https://betteranalyst.com/authors/david-bressler)

> **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.

Data source: [Airtable](https://betteranalyst.com/data-connectors/airtable)

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.

## 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

*Metrics and dimensions in this report*

| 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

1. 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.
2. Choose one authorized base, then select the tables to include. 'Select all' is a snapshot, so tables added later must be added through Manage.
3. Name the connection and save it.
4. 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.

*Sample data: open pipeline by stage (illustrative)*

| 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

- [Airtable connector](https://betteranalyst.com/data-connectors/airtable)
- [Airtable connector docs](https://betteranalyst.com/docs/connectors/airtable)
- [Analyze sales pipeline aging](https://betteranalyst.com/blog/how-to-analyze-sales-pipeline-aging-in-excel)
- [CRM template](https://betteranalyst.com/excel-templates/crm-template)

[Try Better Analyst free](https://betteranalyst.com/signup)

## 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.

## Related reports

- [Airtable Project Status Report: Progress and Overdue Tasks](https://betteranalyst.com/data-connectors/airtable/project-status-report)