What To Include In Your Sales Reports

What Should You Include On Your Sales Report?

As a sales manager, you have probably learned there are dozens of metrics you can report on when it comes to your daily, weekly, monthly or quarterly sales reports. However, it is not always necessary to report on all the data points you can access. In fact, too many KPIs can actually be overwhelming for leadership and your sales report can lose its effectiveness. There are four rules to keep in mind when creating your sales report templates:

  1. Involve leadership and incorporate the KPIs that are important to them. You may not find value in reporting on the number of contacts your sales reps add into the database but it could be very important to leadership so you should incorporate it into your reports.
  2. Your KPIs should vary between your daily, weekly, monthly or quarterly reports; some metrics make sense to report on daily but some change only slightly from day-to-day and may work better at weekly or longer reporting intervals.
  3. Be consistent. You should aim to provide reports at a designated time each day, week or month and follow a template for reporting on your KPIs. This consistency will help develop faster review of your reports and feedback on the metrics.
  4. Be flexible with your reports. As your business goals evolve, so may the figures you need to report on. Try to be flexible in your reporting template and adjust as needed to provide the information your business needs the most.

5 Sales Metrics You Should Always Include In Your Sales Reports

While the specific metrics may differ for your business, there are 5 general sales KPIs that need to be reported on in some capacity.

1. Number Of Core Activities Completed

Each business has their own set of core activities to help facilitate sales. It could be product demos, in-person meetings, prospecting calls or other activity. The important thing is to understand which activities push your deals further and report on them. Typically, activity metrics are best to report on daily since these are directly fueling your business.

2. Number Or Amount Of New Opportunities Added

Just like core activities, opportunities are the lifeblood of the business and if your team is not consistently adding new opportunities into the pipeline this will negatively impact the business. If your average sale amount is the same, then reporting on the number of opportunities would be ideal. However, if the amounts vary, you may want to calculate the total amount of opportunity added. Depending on your business, this metric is ideally reported on either daily or weekly.

3. Number Or Amount Of Closed Won And Closed Lost Sales

Similar to reporting on opportunities, understanding what deals are closed won/lost are important to understanding how your business is growing or what problems you may be facing. Again, the decision to report on number or amount relates to whether there is a great degree in deviation between sale amounts. This metric can be reported on either daily, weekly or monthly depending on the sales cycle of your business. Typically on a quarterly basis, these numbers should also be analyzed in relation to the number of opportunities added to understand average close rates for your team.


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4. Sales Conversion Rates

On a monthly basis, it is ideal to report on the average time and touchpoints it takes for leads to become customers. It is important to understand the milestones that are specific to your business and indicate movement towards a closed won sales. Here is a basic list of milestones to report on but this can be expanded to fit your unique process:

  • Lead
  • Opportunity
  • Closed Won

You will also want to show the conversion rate between each stage as this will help you improve the accuracy of your sales forecasting.

5. Average Touchpoints And Time To Close

Understanding the number of touchpoints and time to close not only improves the accuracy of your sales forecasting but it provides your reps with realistic expectations for the time and effort it takes for each sale to close. It is best to calculate the average number of touchpoints and the days to close for won sales on a monthly or quarterly basis.

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