From revenue and profit margins to average deal size and lead-to-close ratios, 25+ salespeople share the top metrics they are tracking.
Sales | Aug 27
Jessica Malnik on October 26, 2020 (last modified on May 14, 2021) • 12 minute read
How many calls should a salesperson make in a given week?
What percentage of sales calls will result in a deal?
Is the average deal size increasing month over month?
Spending the time upfront to create sales reports from the get-go can help you track your progress towards your revenue goals.
In this post, we’re going to dive into the ins and outs of sales reporting, including:
A sales report allows you to aggregate and report on data to track your progress on a daily, weekly, or monthly basis.
In fact, over 50% of the salespeople we surveyed said they preferred to report on sales performance on a weekly basis.
These reports can be created manually in Excel or Google Sheets, automatically within your CRM, such as HubSpot CRM, Pipedrive, Zoho CRM, or Freshsales, or through dashboard software, like Databox.
Editor’s Note: For example, use this HubSpot CRM dashboard template to see insights about your deals and sales pipeline.
The metrics you include in your sales report will depend on your sales goals are and the audience that will be viewing this report.
For example, the metrics that your CEO cares about are very different than the metrics your SDRs will need to know.
Jenny Kelley of Kiwi Creative says, “The strongest sales report templates are both simple to digest yet robust in the information they provide.
At Kiwi Creative, we use a specific template that can be read from the top-down. We start by stating our reporting period’s key objectives. Below, we break out our KPIs into weekly, monthly, and quarterly goals that we report based on a targeted value, actual value, and the difference. Our template consists of just numbers, but since they relate to specific KPIs, we can see how our sales strategies are performing. Plus, since our KPIs are listed row-by-row, we can add more columns to track these three reporting points month-by-month to see how successful our optimizations are.”
Cayley Vos of Netpaths adds, “Your audience will determine how a sales report is designed.
Information that would appeal to the board will be different than data the CMO needs to see to make marketing decisions.
Determine the key points you want to highlight and start the report with these numbers. The rest of the report will provide support for the main key results featured.
This allows the report to be readable and usable by technical and non-technical people in the company.”
With that being said, here are some metrics that you may want to track:
Editor’s note: Did you know that with Looped Dashboards in Databox, you can connect multiple sales dashboard reports together in one centralized report and seamlessly share it with others? Get started now.
There are countless ways to customize your sales reports to fit your needs. However, here are 11 commonly used templates.
Editor’s note: Are you tired of sharing links and documents containing performance updates back-and-forth? With Databox, you can display beautiful dashboards on your TV so that performance is visible, easy to understand, and actionable for everyone.
“You should always list down the number of first-contact, and follow-up calls made and develop personas of leads who require the least effort to be converted for better sales targeting,” says Obaid Khan of Planet Content.
In addition, Daniel Ramsey of MyOutDesk says, “Track number of appointments, show-up rate, yearly and monthly conversion, and defection rates, and outbound hours.”
Eric Melillo of COFORGE adds, “We use a sales reporting template that focuses on outbound calling and contact rate per weekday.
We don’t prescribe to cold calling. However, visitors who’ve engaged by downloading a relevant content offer will get a call.
For us, outbound calling to warm prospects is an important B2B KPI that helps benchmark initial engagement activity early in the sales process. So, the template helps track the number of calls, repeat call attempts, days called, times called, and contact made.
We’ll also set daily call targets and track performance daily, considering factors such as days of the week and local time.
Once we collect data, we’ll define not only our contact aggregate rate but also by weekday and times. Typically, Tuesdays, Wednesdays, and Thursdays early morning produce the best results.”
“Opportunities to close,” says Ian Reynolds of OnCouse Automation. “If you know the cost of an opportunity and how many it takes to close one, then you can materially accelerate or improve the quality of one metric and improve your entire sales pipeline.”
“Click to lead stats are always important,” says Kristel Staci of BloggingTips.com. “This is definitely a must if you have a lot of web traffic or blog pages on your site. By tracking these numbers and stats, you can dedicate more time to your content creation and marketing efforts, while knowing what type of content and talking points work best.”
“Leads vs. Sales in chart form,” says Melanie Musson of 360QuoteLLC. “You get the best picture when you can see this ratio. If you are making twice as many leads but your sales are only increasing by 25 percent, something about the way you’re reaching people is off. You need to see both together and visualize the trend for the past year.”
One of the most valuable templates is one that allows you to see your entire sales pipelines from calls and emails to opportunities created and deals won.
“We use HubSpot and Salesforce to track sales and performance,” says Liam Barnes of Directive. “They have built-in dashboards that allow us to track calls, conversations, opportunities generated, and more. We then use Growth Hackers to track our goals.”
George Kocher of Brand North adds, “Connecting your CRM to your accounting software and then tieing that to a report that can be tracked throughout the month and updated automatically is extremely helpful.
PowerBi does this and so does Tableau. This will allow you to see your funnel. How many emails did it take to schedule an appointment? How many appointments turned into second appointments, how many second appointments turned into customers, and then what was the avg revenue per customer? This type of reporting allows you to benchmark again quarterly goals and also forecast revenue.”
Editor’s Note: If you use Quickbooks and HubSpot CRM, you can use this financial performance dashboard to keep tabs on your company’s overall financial health and quickly identify points of friction in the sales process.
“My team uses a lot of the Hubspot reports,” says Andrea Moxham of Horseshoe + Co. “We’ve found them to be the most accurate and easy to understand by everyone on the team. The fact that everyone in the company has access to these reports allows not just the sales team to gain insights but it also helps the marketing and customer service departments to understand how to make future decisions. All 3 teams can leverage the same system to generate reports that are meaningful to their daily tasks
The one sales report that brings the most value and insight to our team is the “Deal closed vs. Goal”. This report will give you insight into your revenue from closed deals compared to your team’s quota or goal. This is useful because it allows us to evaluate our team’s performance, and it helps us set a parameter to attainable goals. Another reason why I love this report is because it helps my team stay motivated.”
Randy Shaw of Assemblies Unlimited Inc. says, “One showing gross profit of each job, then incentivizing them based on GP% of each job.”
Chris Mason of HealthMarkets says, “Our team utilizes a weekly report that also provides updated YTD reporting, so we have both a more immediate and long-term perspective.”
“As a website that generates revenue from affiliate sales, I’m looking at weekly sales goals,” says Alex Azoury of Home Grounds. “This helps me evaluate against onsite metrics such as time on page, exit pages, and other statistics. I want to make sure our website users’ experience is leading towards greater sales, not driving customers away.”
Andrea Loubier of Mailbird adds, ”Office 365 offers several sales report templates that can be very beneficial. When you’re reviewing a sales report, it’s important to be able to compare your sales numbers to previous months, so that you can easily implement new strategies, if needed.”
Editor’s note: One way to make a better sales performance comparison is to track data like close rate by individual sales rep. If you are a HubSpot user, you can easily track close rate by sales rep in Databox using the process below.
If you want this dashboard recreated, feel free to reach out to one of our support team members and they’ll recreate one for you free of charge.
“Churned Customers,” says Andrew Green of uAcademy. “Checking your sales is great, but it’s also important to understand why customer churn out of your sales process. This information is vital as it helps you to determine where your sales process can be improved.”
Reporting on upsells and cross-sells is a great way to increase customer lifetime value.
For example, Andrea Maxim of MAXIMized Business says, “We have a running Google Doc with all sales items listed that we update weekly: Total Revenue, Total # new clients, Total products sold, sales for specific products, # upsells, # refunds and expenses.”
“A sales report template that our company tends to follow has to be the one coming from Sprout Social,” says Amy Hernandez of ATAQ Fuel. “This template helps to clearly identify online engagement reports and how those engagements led to our current conversion rates.”
Questions like “How many leads were generated?” or “How many Deals were created?” and “How many of them are closed-won?” are part of the salesperson’s lexicon on a daily basis. Easily track and visualize your sales pipeline in Databox. For free.
Leveraging a ‘pipeline’ as a sales tool helps you manage your sales operations, highlights your ideal conversion paths, and makes it much easier to manage and make adjustments when needed.
Let’s say you’re tracking your sales with HubSpot CRM. There are various Basic HubSpot CRM Metrics available in Databox that allow you to analyze your Pipeline Performance. This includes “Deals Won by Pipeline,” “Deals Created by Pipeline,” “Open Deals Amount (by Stage/Pipeline),” and “Open (unclosed) Deals by Stage/Pipeline.” You can find all of them in the Metrics library.
With a sales pipeline, you’re breaking the sales process into small pieces, which means:
You can create an overview Pipeline of all your Deals. The Data Source that we’re using here is HubSpot. The pipeline presents your sales teams’ efforts, results, and work.
You can create the Sales pipeline, even a whole Sales Databoard, with the Basic HubSpot metrics in Databox.
Navigate to the Databoard Designer and open the Visualization Library. Drag and drop the Pipeline visualization to the Databoard.
On the right side of the Databoard, you add the metrics that you wish to display.
To show just the most relevant stages in your Deal process, add the metrics in the Databoard designer on the Right screen side. Here Calls completed, Deals created and Deals Closed won, are added.
If you have multiple Pipelines set up, you can choose the metrics “Open (unclosed) Deals by Stage by Pipeline” and “Open Deals Amount by Stage by Pipeline”.
This will expose the Dimension field, where you can select the specific Deal Stage. To filter out a specific Pipeline, type the Pipeline Name in the Dimension drop-down.
Click “+Add Row” to select the next Deal Stage to populate your Pipeline. Continue this process until you’ve added all open Deal Stages from your Pipeline.
Then include other important sales metrics to the Databoards, such as % close rate, Deals won Amount, MRR. That way, you draw a correlation between the outputs and the outcome. You can create these Overview Databoards in Databox and pull from HubSpot or other tools you may be using to track your sales pipeline.
In sum, sales report templates allow you to measure the progress your team is making towards your goals. This allows you to double down on what’s working well as well as course correct when necessary.
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