Share of Wallet (SOW) Analytics Model
Designed and developed a dimensional data model to identify revenue whitespace across Salesforce Parent Accounts, enabling targeted account prioritization and data-driven sales strategy
The Problem
Sales teams lacked visibility into where real revenue opportunity existed within their book of business. While billed revenue was available, there was no structured way to quantify untapped potential across accounts, making prioritization inconsistent and reactive.
Objective
​Design a scalable analytics model that quantifies whitespace opportunity at the Salesforce Parent Account level and enables sales teams to prioritize accounts based on revenue potential.
Solution
Developed a Share of Wallet (SOW) model in Power BI that integrates billing data, account attributes, and estimated opportunity calculations to measure revenue gaps across accounts.
Technical Approach
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Built dimensional model using factBookOfBusiness + supporting dimensions
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Created DAX measures for Estimated Opportunity, Revenue, and Whitespace
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Implemented parent-level aggregation (Salesforce hierarchy)
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Used disconnected tables for flexible filtering
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Applied conditional formatting for prioritization
Impact
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Enabled sales teams to focus on high-value accounts
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Improved visibility into whitespace across the business
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Supported data-driven account planning
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Approved for deployment prior to upstream data changes
Challenges & Learnings
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Adapting to changing upstream data structures
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Aligning estimated opportunity with real revenue
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Balancing usability for sales teams vs data complexity
This project demonstrates my ability to translate complex data into actionable insights that directly support revenue growth and sales strategy.
Executive summary view showing whitespace opportunity, billed revenue, and performance across sales regions.
Detailed account-level analysis enabling sales teams to evaluate whitespace, performance, and prioritization at a granular level.
