15 Sales Reports Every Sales Team Should Have
Your CRM contains thousands of data points—but data alone doesn't drive better decisions.
The right sales reports help managers coach their teams, identify pipeline risks, improve forecasting, and uncover opportunities before they're lost.
The challenge isn't building more dashboards—it's building the right ones.
Whether you're a Sales Manager, Sales Operations professional, or Revenue Operations leader, these 15 reports should be part of every sales organization's reporting strategy.
1. Sales Pipeline Report
What it shows
A snapshot of every active opportunity grouped by pipeline stage.
Why it matters
This is the foundation of sales reporting. It helps leadership understand pipeline health and identify bottlenecks before they affect revenue.
Include:
Pipeline value
Number of deals
Stage distribution
Pipeline growth
2. Sales Forecast Report
What it shows
Expected revenue for upcoming weeks, months, or quarters.
Why it matters
Forecasts support hiring, budgeting, and strategic planning.
Track:
Forecast vs target
Commit deals
Best-case deals
Forecast accuracy
3. Win Rate Report
What it shows
The percentage of opportunities that become customers.
Why it matters
A declining win rate often signals issues with qualification, pricing, messaging, or competition.
Great Sales Reports Start with Great Revenue Operations
Sales reports provide visibility into your pipeline, forecast, and team performance—but lasting improvements come from well-designed Revenue Operations processes.
RevCatalog™ Volume 1 features 25 implementation-ready Revenue Operations projects, including sales forecasting, pipeline management, CRM governance, workflow automation, and more.
4. Sales Cycle Report
What it shows
How long it takes to close a deal.
Why it matters
Longer sales cycles can indicate process inefficiencies or stalled opportunities.
Break it down by:
Product
Industry
Sales representative
Deal size
5. New Opportunities Report
What it shows
How many new opportunities enter the pipeline each week or month.
Why it matters
A healthy pipeline starts with consistent opportunity creation.
6. Stalled Deals Report
What it shows
Deals that haven't been updated within a defined period.
Why it matters
Stale opportunities often inflate forecasts and hide pipeline risks.
This is one of the easiest reports to build—and one of the most valuable.
7. Lost Deals Analysis
What it shows
Why opportunities were lost.
Why it matters
Understanding loss reasons helps improve sales strategy and product positioning.
Common categories include:
Price
Competitor
Timing
No decision
Missing features
8. Sales Activity Report
What it shows
Calls, emails, meetings, and other sales activities.
Why it matters
Activity doesn't guarantee results, but it provides context for pipeline performance and coaching conversations.
9. Top Performing Sales Representatives
What it shows
Performance by individual seller.
Include:
Revenue
Win rate
Average deal size
Sales cycle
Quota attainment
Why it matters
Helps identify best practices that can be shared across the team.
10. Lead Source Performance Report
What it shows
Where your opportunities originate.
Examples include:
Organic search
Paid advertising
Referrals
Events
Outbound sales
Partners
Why it matters
Understanding lead sources helps prioritize marketing and sales investments.
11. Average Deal Size Report
What it shows
Average revenue generated per closed deal.
Why it matters
Monitoring deal size helps identify pricing trends, upsell opportunities, and changes in customer behavior.
12. Pipeline Conversion Report
What it shows
Conversion rates between each pipeline stage.
For example:
Lead → Opportunity
Opportunity → Proposal
Proposal → Closed Won
Why it matters
This report highlights exactly where deals are dropping out of the funnel.
13. Quota Attainment Report
What it shows
Sales performance against targets.
Track:
Individual quota
Team quota
Percentage achieved
Remaining gap
Why it matters
Provides visibility into overall sales performance and coaching opportunities.
14. CRM Data Quality Report
What it shows
The health of your sales data.
Monitor:
Missing required fields
Duplicate records
Opportunities without owners
Old opportunities
Incomplete contact records
Why it matters
Even the best dashboards become unreliable if the underlying CRM data is inaccurate.
15. Executive Sales Dashboard
What it shows
A high-level summary of the most important sales metrics in one place.
Recommended KPIs include:
Revenue
Pipeline value
Forecast
Win rate
Sales cycle
New opportunities
Average deal size
Quota attainment
Why it matters
Executives need fast access to business performance without reviewing dozens of separate reports.
Tips for Better Sales Reporting
The most useful reports are:
Easy to understand
Updated automatically
Based on clean CRM data
Focused on business decisions
Shared consistently across teams
Good reporting should answer questions—not create more of them.
Reports Measure Performance. Revenue Operations Drives It.
The best sales teams don't just monitor reports—they continuously improve the systems and processes behind them.
RevCatalog™ provides 25 proven Revenue Operations projects to help you improve forecasting, pipeline visibility, CRM management, and sales execution.
Common Reporting Mistakes
Avoid these common pitfalls:
Building too many dashboards
Tracking vanity metrics
Ignoring CRM data quality
Using inconsistent KPI definitions
Creating reports no one reviews
Measuring activity without business outcomes
A smaller set of meaningful reports is almost always more valuable than dozens of underused dashboards.
Final Thoughts
Every sales organization collects data—but the organizations that outperform their competitors know how to turn that data into action.
These 15 reports provide visibility into pipeline health, forecasting, sales performance, customer acquisition, and CRM quality.
Start with the reports that answer your most important business questions, automate them whenever possible, and review them consistently with your team.
The goal isn't simply to measure sales activity—it's to make better decisions that drive predictable revenue growth.
Frequently Asked Questions
How many sales reports should a company have?
There is no fixed number, but most organizations benefit from a focused set of 10–20 reports that cover pipeline health, forecasting, sales performance, CRM quality, and executive metrics.
What is the most important sales report?
The sales pipeline report is often the foundation because it provides visibility into active opportunities, expected revenue, and potential risks.
How often should sales reports be reviewed?
Operational reports are commonly reviewed weekly, while executive dashboards are typically reviewed monthly or quarterly, depending on the organization's planning cycle.
Who is responsible for building sales reports?
Sales Operations and Revenue Operations teams often design and maintain sales reporting, while Sales Managers use the insights to coach teams, improve forecasting, and guide strategic decisions.
