50 things each industry tracks that generic CRMs miss

Every industry has its own language, its own KPIs, its own pipeline stages, and its own definition of "a good week." Generic CRMs flatten all of that into "deals," "stages," and "contacts." That's why the salespeople using them quietly run their real numbers in a spreadsheet on the side. This post lists 50 nuances per vertical — 300 total — that should be in the dashboard, not in someone's head.

The same engine. Six different vocabularies. Every demo below is live and drawing from real (synthetic) data — go click around.

01 · InsuranceLife Insurance Agencies Open demo →

Carriers: Mutual of Omaha · AIG · Foresters · Americo · Lincoln · Mass Mutual · Transamerica · Prudential

Metrics that matter

1. ALP (Annualized Life Premium) — north-star metric, not "revenue"
2. Submitted ALP vs Issued ALP vs Paid ALP — three different numbers
3. Persistency — % of policies still paying 13 months in
4. Lapse rate — first-30-day, first-90-day, first-year buckets
5. Free-look chargebacks — cancellations within 10-30 days
6. IBP (Issued + Bonus + Paid) — agency-wide health metric
7. Production-to-recruit ratio — IMO health
8. SDA (Simple Dollar Amount) — mortgage-protection product
9. MAX — Foresters max-accumulator IUL
10. COD — Americo's living-benefits product
11. IUL — Indexed Universal Life, high-ticket sale
12. Term life — entry-level, low ALP per app
13. Whole life — higher ALP, longer commission tail
14. Annuities — separate license, usually a referral
15. Pipeline stages — Lead → Quote → App → U/W → Issued → Paid
16. AUS status — standard · table-rated · postponed · declined
17. POS interview — required by most carriers, 24-72hr delay
18. MVR + Rx check — knocks out 15-20% of apps
19. Tele-app vs e-app vs paper — different conversion rates
20. Mortgage protection — $35-60 CPL lead band
21. Final expense — $25-45 CPL, older demo
22. IUL leads — $80-150 CPL, qualified
23. Debt-free life — Symmetry-style proprietary lead
24. Referral / orphan policies — best-converting source
25. Carrier-specific contracting — 5-15 carriers per agent
26. Stair-step commissions — CC → EC → MGA → SA → RVP
27. Recruiting funnel — interviews per recruit, recruits per writer
28. 90-day washout rate — ~60-70% wash out is "normal"
29. New agent first-sale velocity — days contract → first issued app
30. Cap promotion thresholds — annualized production tiers
31. Symmetry / FFL / Hegemon / Equis — IMO hierarchy matters
32. Override structure — upline gets % of every writer's production
33. Power Hour — 6-8pm dial blocks
34. Setting calls vs closing calls — different muscles
35. Aged leads (30/60/90-day) — different conversion curves
36. Live transfer vs scheduled appt vs cold dial
37. Saturday morning closes — religious demo, hardest convert window
38. Commission week Mon midnight → Sun midnight (most agencies)
39. Production reset every Monday morning huddle
40. Daily NWP report (Net Written Premium)
41. Underwriter scorecard by carrier
42. First-year persistency report monthly
43. Promotion tracker — annualized run-rate vs next tier
44. Recruit attribution — who recruited whom (multi-level)
45. Activity-based coaching — dials, sets, sits, sales
46. Objection libraries — "can't afford" · "need to think"
47. Scripts by demographic — under-35 vs over-65 differ
48. Mindset coaching — most agencies overweight this
49. Vacation / cap / promotion celebration — public recognition is fuel
50. Conditional approval — APS from doc, 3-5 day delay

02 · Real EstateReal Estate Brokerages Open demo →

Lead sources: Zillow · Realtor.com · Sphere · FSBO · Expired · Open House · Door-knocking

1. GCI (Gross Commission Income) — north-star metric
2. Net commission after split, cap, brokerage fee
3. Average sales price per closed deal
4. Units closed — separate from GCI
5. Listings taken — leading indicator
6. Listings sold — lagging indicator
7. Days on market average
8. Lead → Showing → Offer → Under Contract → Inspection → Appraisal → CTC → Closed
9. Active listings vs Active buyers — separate pipelines
10. Pre-approval status for buyers (huge filter)
11. Earnest money deposit tracking
12. Inspection contingency clock (7-10 days)
13. Appraisal contingency + appraisal-gap coverage
14. Zillow / Realtor.com paid leads
15. OpenHouse Pro · CINC · Follow Up Boss · Sierra
16. Sphere of influence — highest-converting source
17. Referrals — 25% fee in/out tracking
18. FSBO + Expired listings
19. Door-knocking / geographic farming
20. Commission splits 50/50 → 90/10 → 100% with caps
21. Cap structure $18-30k typical annual cap
22. Transaction coordinator fees $400-700 per deal
23. E&O insurance monthly
24. Skyslope / Dotloop brokerage tech stack
25. MLS dues + NAR membership + local board
26. Listing agents vs buyer agents vs dual
27. ISA (Inside Sales Agent) — appointment setting
28. Showing assistants — shadow income for newer agents
29. Transaction coordinator — paperwork specialist
30. Marketing coordinator — postcards, social, drip emails
31. Team leader split with team members
32. Open house Saturday/Sunday — primary lead-gen event
33. Geographic farms — recurring door-knocking routes
34. Annual home-anniversary touches to past clients
35. Just-listed / just-sold mailers
36. Drip campaigns with market updates
37. Buyer consults vs listing presentations
38. Days of inventory in primary market
39. Median price trend YoY/MoM
40. Months of supply (buyer's vs seller's market)
41. Mortgage rate moves affect everything
42. Commission week Mon midnight → Sun midnight
43. Closings cluster on Fridays (~40% of closings)
44. End-of-month closing rushes
45. GCI by source — which lead source is profitable
46. Lead → Appointment → Contract → Close conversion
47. Average commission % (compressing 5-6% → 4-5%)
48. Repeat / referral percentage of book
49. Multiple-offer situations — letter strategy
50. Mike Ferry / Tom Ferry / Buffini coaching cultural fingerprint

03 · LendingMortgage Loan Officers Open demo →

Products: Conv · FHA · VA · USDA · Jumbo · HELOC · Refi · Cash-out · Non-QM · DSCR · Bank-statement

1. Loan volume ($ funded) — north-star metric
2. Units funded — separate from volume
3. Pull-through rate (apps → funded) — most overlooked KPI
4. Lock-to-funded conversion
5. Average days in U/W
6. Days from app to CD (closing disclosure)
7. LO compensation % 0.75-1.75% of loan
8. Conventional (Fannie/Freddie)
9. FHA (low down, MI)
10. VA (zero down, veterans)
11. USDA (rural, zero down)
12. Jumbo (above conforming)
13. HELOC (home equity line)
14. Refi vs Cash-out vs Streamline
15. DSCR (investor, no income docs)
16. Bank statement (self-employed)
17. Non-QM alternative-doc
18. Reverse mortgage separate license
19. Lead → App → Disclosures → Conditions → AUS → CTC → Funded
20. AUS findings: DU approve/eligible · LP accept · refer
21. Conditions outstanding — biggest blocker
22. Appraisal received + value support
23. Title clear, encumbrances cleared
24. CD sent → TRID 3-day clock
25. Funded vs Closed — state-dependent
26. Rate lock status — float vs locked
27. Lock extensions cost per day
28. Pricing concessions — LO gives up BPs
29. Discount points — buy-down options
30. Lender credits — closing-cost relief
31. Realtor partners — top 5 drive 60-70%
32. Builder relationships — captive volume
33. Past clients — refi opportunities on rate drops
34. Past clients — purchase referrals (move-ups)
35. Direct-to-consumer leads ($150-400 CPL)
36. CPA / FP referrals
37. DTI average (debt-to-income)
38. FICO average / range
39. LTV distribution
40. Cash-to-close average
41. First-time buyer % of book
42. Encompass (ICE Mortgage Tech) dominates LOS
43. Calyx / Byte / LendingPad secondary
44. AUS — DU / LP / GUS
45. e-Sign / e-Close adoption
46. Pipeline aging >30 / >45 / >60 days
47. Lock expiration alerts 5/3/1-day-out
48. Conditions chase — daily processor back-and-forth
49. Commission week Mon → Sun standard
50. Funded date is the comp event (not closed)

04 · AutoAuto Dealership Variable Ops Open demo →

F&I: VSC · GAP · Tire & Wheel · Paint Protection · Key Replacement · Prepaid Maintenance

1. Units sold (new + used) — primary metric
2. Front-end gross per unit (PVR)
3. Back-end gross (F&I per unit)
4. Total gross per unit = front + back
5. CSI score (Customer Satisfaction Index)
6. Closing ratio — ups to deliveries
7. Walk-rate — ups that left empty-handed
8. Floor ups — walk-in visitors
9. Phone ups — incoming calls
10. Internet leads — AutoTrader, Cars.com, dealer site
11. Be-backs — promised returners (track the log)
12. Service-to-sales referrals
13. Trade walks (T-walks) — appraisals
14. Demo rides / test drives logged
15. One-pencil close ratio
16. New / Used / CPO mix
17. Days supply — inventory burn rate
18. Aged inventory >60 / >90 days
19. Stock # vs VIN tracking
20. Reconditioning cost per used unit
21. Wholesale vs retail trade routing
22. Extended warranty / VSC
23. GAP insurance
24. Prepaid maintenance
25. Tire & wheel protection
26. Key replacement
27. Paint & fabric protection
28. Theft protection / etching
29. Disability / credit life (state-regulated)
30. F&I PVR per-vehicle penetration $
31. Spot delivery (delivered pre-funding)
32. Yo-yo financing — re-contracting
33. Sub-prime vs prime tier mix
34. Cash / Finance / Lease
35. Manufacturer captive (Ford Credit, GM Financial…)
36. Bank lender ratios (Ally, Chase…)
37. Finance reserve (markup)
38. Lease residuals + money factor
39. MSRP / invoice / holdback
40. Doc fees (state-regulated)
41. TTL (tax/title/license)
42. OTD pricing (out-the-door)
43. Manufacturer incentives (rebates, APR, lease cash)
44. Loyalty / conquest cash
45. DealerSocket / VinSolutions / Elead CRMs
46. Reynolds / CDK DMS
47. Stair-step incentives — sell X units, get $Y
48. Spiff money — spot bonuses on specific units
49. Monthly cycle — month-end is mythic
50. CSI drag on commission — survey responses matter

05 · ABA TherapyABA Clinical Services Open demo →

Service codes: 97151 · 97152 · 97153 · 97154 · 97155 · 97156 · 97157 · 97158

1. Billable hours delivered — north-star metric
2. Authorized hours vs delivered = utilization %
3. Cancel rate — family cancels
4. No-show rate — no cancel, no show
5. Make-up sessions scheduled
6. Caseload size per BCBA
7. Average daily census
8. 97151 — initial assessment
9. 97152 — assessment update
10. 97153 — adaptive behavior treatment by tech (the big one)
11. 97154 — group adaptive behavior treatment
12. 97155 — adaptive behavior treatment with protocol mod (BCBA)
13. 97156 — family adaptive behavior treatment guidance
14. 97157 — multi-family group parent training
15. 97158 — group adaptive treatment with protocol mod
16. BCBA — Board Certified Behavior Analyst
17. BCBA-D — doctoral-level, often clinical director
18. BCaBA — supervised under BCBA
19. RBT — Registered Behavior Technician, 40-hr cert
20. BT — pre-RBT or non-certified
21. Clinical director / supervisor / case supervisor hierarchy
22. Carrier mix — Medicaid · BCBS · Aetna · UHC · Tricare · Cigna · Optum
23. Auth period typically 3 or 6 months
24. Re-auth lead time 30-60 days before expiry
25. Single Case Agreement (SCA) for out-of-network
26. Funding-source change risks
27. Self-pay separate track
28. Medicaid waivers (state-specific)
29. Center-based (highest utilization)
30. In-home (drive time eats hours)
31. School-based (IEP-driven)
32. Telehealth parent training
33. VB-MAPP Verbal Behavior Milestones
34. ABLLS-R Basic Language and Learning Skills
35. Vineland Adaptive Behavior Scales
36. Mastery rate — targets met per cohort
37. Behavior plan compliance by tech
38. Restrictive procedures documentation
39. Parent training compliance
40. Tech turnover — #1 ABA crisis (30-60% normal)
41. 30-60-90 day retention for new BTs
42. RBT cert pipeline — 40-hr + competency + supervisor sign-off
43. Supervision hours — mandated 5-10% of BT hours
44. Caseload assignment — 8-15 typical per BCBA
45. Drive time / mileage for in-home techs
46. PTO / sick coverage — lost hours are unrecoverable
47. Discharge planning — fade schedule + goals met
48. Discharge vs admission = net census change
49. Waitlist length (regional bottleneck)
50. Burnout — dominant clinical-ops issue

06 · Ad SalesAdvertising Sales Teams Open demo →

Pricing: CPM · CPC · CPV · CPCV · Flat-rate sponsorships · Programmatic guaranteed

1. Revenue closed (Q-to-date, YTD)
2. Bookings vs revenue rec — different timing
3. Pipeline value — weighted vs un-weighted
4. Win rate — closed-won / (won + lost)
5. Sales cycle length by deal size
6. Average deal size per account
7. Renewal rate of existing accounts
8. NRR (Net Revenue Retention) incl expansion
9. Churn rate
10. Commit / Best Case / Pipeline / Omitted forecast hygiene
11. Stage age — deals stuck >30 days
12. Slippage — deals pushed to next quarter
13. Pipeline coverage — pipeline / quota ≈ 3-4x
14. Display (banner / standard)
15. Video / pre-roll / mid-roll
16. CTV (Connected TV)
17. OTT (Over The Top)
18. Audio (streaming + podcast)
19. Native content
20. Sponsorship packages (tentpole)
21. Programmatic guaranteed vs PMP vs open exchange
22. Co-op funds (manufacturer match)
23. Multi-property packages bundled inventory
24. CPM (Cost Per Mille)
25. CPC (Cost Per Click)
26. CPV (Cost Per View)
27. CPCV (Cost Per Completed View)
28. Flat-rate sponsorships
29. Floor pricing by inventory tier
30. Premium vs remnant inventory
31. RFP incoming opportunity
32. Brief sent to AdOps
33. Proposal sent (IO draft)
34. IO signed
35. Creative trafficked to ad server
36. Live in flight
37. Pacing — ahead/behind delivery
38. Make-goods for under-delivery
39. Discrepancy management (publisher vs DSP)
40. Wrap-up report sent to client
41. Direct advertiser vs agency vs trading desk
42. Account tier Tier 1 / 2 / 3
43. Vertical specialization (auto, retail, healthcare…)
44. Account penetration — share of wallet
45. Multi-year contracts with upfront commitments
46. DSP/SSP integrations (DV360, TTD…)
47. Brand safety scores by buyer
48. Viewability (MRC 70%+)
49. Attribution studies (Nielsen, Lucid…)
50. Upfront / NewFronts seasonality

The pattern

Read down any of those columns and you'll notice the same thing: none of these are "deals" in a generic CRM sense. They're status codes, regulatory artifacts, mandated supervision ratios, channel-specific units of inventory, comp-week boundaries, lead-source attribution buckets. The industry's actual operating texture.

A general-purpose CRM has two options: ignore them (and let salespeople run the real numbers in a spreadsheet), or stuff them into custom fields that nobody fills in correctly. Either way, the dashboard ends up lying. The tracker doesn't have that problem because it was rebuilt for the industry, not retrofitted onto it.

That's what each of the six live demos above proves. Same engine. Six different working vocabularies. Click any of them and look at the sidebar, the KPI labels, the message stream — every word is from inside that industry.