Data drives almost every important business decision these days. Companies large and small are leveraging data to design higher impact marketing campaigns, increase sales, and grow profitability.

With data playing such a pivotal role in today’s business landscape, how can your company increase data accessibility without spending a fortune on data scientists and complex algorithms? Look no further than your CRM.

In this article, we’ll share 11 easy-to-configure CRM reports to guide your decision-making.

1. Total booked revenue

Key metric: Booked revenue for your company during a predefined period of time, most likely year-to-date or quarter-to-date.

Why it’s important: You can’t grow your business without a detailed understanding of reality. Booked revenue provides a high-level indicator of the company’s overall success trajectory. Tracking revenue from closed deals is certainly not a new concept, but it’s absolutely vital for a variety of business processes, such as forecasting, preparing budgets, ordering materials, and making staffing decisions.

2. Revenue performance by team member

Key metric: Booked revenue by sales representative over a given period of time.

Why it’s important: Collectively, your sales team is one of your company’s greatest assets. As with any team, however, not everyone is an equal contributor. Analyzing booked revenue at the individual level makes it easier to identify superstars, rising performers, and, yes, even those who underperform.

User-level data also offers transparency into who is actually using your CRM. Is it possible that “underperformers” are just forgetting to update their deals, thereby leading to underreported revenue? Perhaps they need a little extra encouragement (or training) to fully adopt your CRM.

3. Pipeline by team member

Key metric: Value and number of open opportunities, broken down by team member.

Why it’s important: Next to booked revenue, sales pipeline is arguably your most important sales team KPI. Obviously, pipeline translates into sales. In theory, the more pipeline each sales rep brings in, the more business they’ll eventually close.

User-level pipeline data is also helpful for identifying discrepancies in your funnel. For example, if your lowest producing sales rep consistently has the largest pipeline, there may be a problem. Is his close rate really that bad? Or, is he just pumping your CRM full of low-quality opportunities to inflate his pipeline numbers? Either way, something needs to change.

4. Total pipeline value

Key metric: Value of all open opportunities across all sales reps and pipelines.

Why it’s important: Pipeline is the lifeblood of your organization. All things being equal, a dip in pipeline value will negatively impact future revenues. Total pipeline value is therefore instrumental for detecting and correcting issues before they get out of control.

Filtering expected revenue for specific pipelines can also be useful, especially if your company offers solutions with vastly different sales lifecycles. Is your total pipeline being dragged down by a product-specific quality control issue? Has an unexpected downturn in one sector of the economy impacted your sales forecast?

Start with the big picture and drill down into data that answers the tough questions.

5. Pipeline by opportunity state

Key metric: Value and number of open opportunities, broken down by opportunity state.

Why it’s important: Missing last month’s numbers is a major bummer. That being said, no sales forecast is 100% accurate. Don’t just chalk it up to bad forecasting. Rather, diagnose the situation by diving into the opportunity state data.

Did someone drop the ball last month? How many big deals are still on the verge of closing? What steps should be taken to get more opportunities across the finish line? Opportunity state reports provide your team with rapid answers to complex questions like these.

6. Win rates

Key metric: Number of won opportunities divided by the total number of opportunities.

Why it’s important: Sales reps are competitive people who like to make their bonuses. Win rate data help reps stay one step ahead of their pipeline. If, on average, 50% of your opportunities convert into paying customers, sales reps need to have at least twice as many deals lined up to hit their numbers.

7. Won & lost opportunities by reason

Key metric: All closed opportunities (won and lost), broken down by state reason.

Why it’s important: As we discussed in the buyer journey series, understanding buyer motivation is a key step for pivoting toward a customer journey mentality. Tracking specific reasons why customers choose (or fail to choose) your company provides data-driven insights into buyer behavior. Stakeholders across product development, marketing, sales, customer success, and other departments can then use this information to design innovative solutions that resonate with potential buyers.

8. Lead volume by source

Key metric: Number of leads created during a specific period of time (probably monthly, quarterly, or year-to-date) from different sources.

Why it’s important: Marketers (digital marketers in particular) spend most of the day figuring out how to increase lead flow. Social media, pay-per-click ads, and content marketing are common tactics used by marketers to generate leads. The reality is that some sources generate more leads than others, which is why marketers need source-specific lead reports in your CRM.

9. Lead quality by source

Key metric: Number of leads converted into opportunities, broken down by source and lead rating.

Why it’s important: Generating hundreds or thousands of low-quality leads is counterproductive and fosters misalignment between marketing and sales. Feeding marketers with lead quality reports from your CRM enables them to refine the marketing mix and deliver higher quality leads.

10. Contact volume

Key metric: Number of contacts created during a specific period of time.

Why it’s important: Don’t forget that the letter “R” in CRM stands for “relationship.” Each business relationship involves two or more people, which is why contact volume can be an early indicator of pipeline and revenue.

11. Sales territory maps

Key metrics: Number of leads, number of customers, sales revenue, product sales volume, etc. in any given geographic region — state, region, or country.

Why it’s important: With sales territory mapping you can monitor sales performance across different geographic regions to identify areas with the most (or least) activity, determine potential opportunities, and allocate resources accordingly.

Accelerate your business with CRM data

In conclusion, CRM reports and dashboards can be an excellent source of business intelligence for your company. Take time to explore the prebuilt and custom reporting options that your CRM has to offer.

Learn how Insightly customers like IT Consultis gain insights from dashboard reports and use the knowledge to better manage their sales and grow revenues.

Ready to explore Insightly CRM dashboards and build your own reports? Request a demo below and get started.


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