Deep Dive into Sales Distribution by Geography

I recently analyzed a dashboard showing how sales are distributed across cities, countries, deal sizes, and product lines – and the insights are quite telling.

Overall Picture:

Total Sales: $10.03M

Reach: 73 cities across 19 countries

Customers/Branches: 2,823

This shows a strong geographic spread, but when we zoom in, performance is far from balanced.

Top Cities Driving Sales:

Madrid: $1.08M (by far the strongest contributor – more than 10% of total sales from one city alone).

Sao Rafael: $0.65M

New York City: $0.56M

Others (Singapore, Paris, San Francisco, New Bedford): between $0.21M–$0.29M

Insight: Madrid is a clear hub, but such heavy reliance on one market can create risk.

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Lowest Performing Cities:

Sevilla ($55K)

Graz ($52K)

Brisbane ($50K)

Los Angeles ($50K)

Munich ($35K)

Charleroi ($33K)

Surprising point: even globally recognized markets like Los Angeles and Munich are underperforming. This suggests either weak market penetration, poor positioning, or untapped opportunities.

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Sales by Deal Size:

Medium Deals: 60.68% (core of revenue stream)

Small Deals: 26.33%

Large Deals: only 12.98%

Insight: The business is overly dependent on medium-sized deals. Large deals are underrepresented – yet these often bring higher profitability and stronger long-term client relationships.

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Sales by Product Line:

Classic Cars: $3.91M (dominant product – almost 40% of total sales)

Vintage Cars: $1.90M

Motorcycles: $1.16M

Planes, Ships, Trucks, Trains: smaller contributions, ranging from $0.2M–$1.27M

This confirms that Classic Cars are the flagship product, but there’s a lack of diversification in revenue streams.

Geographic Spread (Map View):

Sales are globally distributed – with strong activity in Europe and North America, while Asia and Australia have fewer but growing points.

Strategic Takeaways:

1. Overdependence on Madrid – a strength today but a potential risk tomorrow.

2. Low penetration in high-potential markets (e.g., Los Angeles, Munich).

3. Underperformance of large deals – a major growth opportunity if the company invests in enterprise sales or key accounts.

4. Product concentration around Classic Cars – diversification would make revenue streams more resilient.

My recommendation:

Develop a large-deal strategy (enterprise accounts, long-term partnerships).

Reassess marketing & sales efforts in underperforming big cities.

Reduce dependency on one city/product by expanding the portfolio and focusing on new markets.