The blindspot in sales leadership: You know your pipeline. You know your win rate. You don't know whether your team is properly prepared for each deal — or whether they're winging it.
Edithly's document analytics closes this gap.
What Sales Leaders Don't Know (But Should)
Most sales analytics tools measure output: calls made, emails sent, meetings booked, pipeline value, win rate. They don't measure quality of preparation — the input side that most determines output quality.
Questions that matter but go unmeasured:
- Did the rep read the prospect's RFP before the call?
- Did they review the competitive comparison document before the demo?
- Did they access the relevant case study before the proposal stage?
- Did the prospect actually read the materials you sent them?
Edithly makes all of this measurable.
What Edithly Tracks on the Sales Team Side
Document Preparation Analytics
When a rep uploads a prospect document (RFP, annual report, contract) to Edithly:
- Time between document upload and first question asked
- Number of questions asked against the document
- Topics explored (requirements, pricing, competitors, timeline)
Insight: Reps who ask more questions against deal documentation before calls are better prepared. Identify which reps are systematically skipping prep — and coach to the behaviour that drives wins.
Knowledge Base Utilisation
Which product documentation, case studies, and competitive intelligence files are accessed most:
- Most-accessed documents by stage (discovery, proposal, closing)
- Least-accessed documents that contain high-value information (content gap)
- Which reps access the competitive intelligence vs who doesn't
Insight: Surface which content is driving deal preparation — and which carefully produced content is being ignored (signalling a distribution or awareness problem, not a content quality problem).
Visual Generation Analytics
Which types of visuals are generated from sales documents:
- Presentations created from product docs
- Comparison charts generated from competitive intelligence
- Case study briefs generated for prospect-specific follow-ups
Insight: Reps who generate personalised visuals for each prospect close at higher rates — quantify this relationship and set norms.
What Edithly Tracks on the Prospect Side
Share Link Engagement
Every visual shared with a prospect via Edithly link generates engagement data:
- When the link was first opened
- How many times it was returned to
- Time spent viewing (overall and per section)
- Whether the link was shared further (indicating internal champion forwarding)
Insight: Prospects who return to a shared visual multiple times are more engaged. Identify high-intent prospects from engagement patterns, not just stated interest.
Content Resonance by Stage
Which visual formats get the most prospect engagement at each deal stage:
- Infographics at discovery stage
- Competitive comparisons at evaluation stage
- Case study presentations at proposal stage
Insight: Optimise which content to share at each stage based on actual engagement data, not intuition.
Correlating Prep Quality with Win Rate
The most powerful analysis: cross-referencing Edithly preparation data with CRM win/loss outcomes.
Hypothesis to test: Reps who ask more questions against deal documentation before calls win at higher rates.
Analysis:
- Pull Edithly question volume per deal from the API
- Match to CRM win/loss outcomes
- Run correlation
This analysis has been run by sales operations teams using Edithly. The finding consistently: reps who ask 5+ document questions before a discovery call win at 23% higher rates than those who ask 0–1.
This isn't surprising — it just wasn't measurable before.
Building a Sales Analytics Dashboard
With Edithly's API, sales ops teams build dashboards showing:
- Rep preparation score — questions asked per deal, document engagement rate
- Prospect engagement score — share link opens, return visits, time spent
- Content utilisation heatmap — which documents are used, by stage, by rep
- Win correlation — prep score vs CRM win rate by rep and team
These dashboards are built on Edithly's analytics API and displayed in whatever BI tool the team uses (Tableau, Looker, Metabase, or a custom internal dashboard).
The Cultural Impact of Measurement
When sales leaders can see preparation quality — not just pipeline and win rate — the conversation changes. Coaching moves from "close more deals" to "prepare more thoroughly." Training investment goes to the specific knowledge gaps that analytics reveals. Top performers' preparation habits become explicit and coachable.
Measure what matters. Edithly makes document preparation measurable.
Get Started
Integrate Edithly into your sales team's workflow and connect analytics to your CRM and BI tools. Available on Pro and Enterprise plans.
