Sales Report

Back to glossary

After hearing the term ‘sales report’ many of us instantly start visualizing the unwieldy spreadsheets, complex chart patterns, and lengthy digits. But in reality, it’s just more than that. 

A sales report is more than a document—it’s a roadmap to a sales team’s achievements and challenges from the organizational perspective. It is indispensable for those seeking to understand and improve their sales process.

Whether you’re a seasoned sales leader or newbie to the field, this glossary will help you learn all about sales reports.

So, let’s  explore sales report 101. 

What is a sales report?

Sales report, also known as sales analysis report, is a document that summarizes and analyzes the sales activities of an organization over a specific period. 

It’s a practical tool used by businesses to understand sales trends, measure progress against sales goals, and make informed decisions about future sales strategies 

It helps businesses:

  • Track the progress of their yearly, monthly, and quarterly sales goals;
  • Identify the sales trends and patterns; 
  • Spot the issues and challenges in the sales process;
  • and optimize their sales strategies and tactics accordingly.

As per the business structure, stage of the business, and industry verticals, sales reports may vary. But generally, a sales report contains important sales metrics and KPIs depending on a business’s sales process.

What are the benefits of using a sales report?

By creating and analyzing a sales report, you can:

✅ Track and measure sales progress

Sales reports help you monitor your sales activities and outcomes, such as sales volume, revenue, conversion rate, customer satisfaction, and more. You can compare your actual results with your sales goals and objectives, and see how well you are doing. You can also identify the factors that influence your sales performance, such as market trends, customer behavior, product features, and sales strategies.

✅ Identify and solve sales problems

By using a sales report you can spot and address sales issues, such as low sales, high customer churn, long sales cycle, or poor customer feedback. You can analyze the root causes of these problems, and find solutions to overcome them. You can also prevent potential problems from escalating, by taking corrective actions in time.

✅ Optimize and improve the sales process

A sales report helps you optimize and improve your sales process, such as lead generation, qualification, nurturing, closing, and retention. You can evaluate the effectiveness and efficiency of each stage of your sales funnel, and find ways to streamline and enhance them. 

You can also test and implement new sales tactics, tools, and techniques and measure their impact on your sales results.

Increase your sales productivity and performance

Sales reports help you increase your sales productivity and performance by providing you with actionable insights and recommendations. You can use the data and insights from your sales report to make informed and strategic decisions, such as setting sales targets, allocating resources, planning sales campaigns, and rewarding sales teams. 

You can also use the feedback and suggestions from your sales report to motivate and coach your sales reps, and help them achieve their sales potential.

Predict future revenue

Sales reports provide valuable historical data, highlighting trends and patterns in consumer behavior, which can be analyzed to forecast future sales and revenue. 

By examining factors such as seasonal demand, customer preferences, and purchasing frequency, businesses can make informed predictions and adjust their strategies accordingly. 

Additionally, these reports can help identify potential growth opportunities and areas requiring improvement, enabling proactive decision-making for revenue optimization.

Boost your sales growth and profitability

Sales reports can boost your sales growth and profitability by helping you identify and capitalize on sales opportunities. You can use your sales report to discover new markets, segments, products, or services and expand your customer base. 

You can also use your sales report to increase customer loyalty, retention, and referrals and generate more repeat and upsell sales.

Who creates and uses a sales report?

The users of a sales report usually vary depending on the organizational structure. For example, at SmartReach our CMO Lance D’Souza and CEO Akhilesh Betanamudi assess the sales performance using the report. 

Here’s a general overview of sales report users in an established organization.

DepartmentUsersFocusReport details
SalesSales teams, sales managers, Sales leadersIndividual and team performance, pipeline healthDetailed breakdowns of sales figures, conversion rates, average deal size etc.
MarketingCMO, Marketing TeamsMarketing campaign effectiveness, ROISales figures by marketing channel, customer acquisition cost (CAC), return on investment (ROI) etc.
Executive LeadershipCEO, CMO, CROOverall sales effectiveness, strategic decision-makingSales performance summaries, YoY comparisons, market trends
InvestorsAngel Investors, VC FirmsFinancial health, growth potentialConcise summaries of key sales metrics, sales forecasts, market outlook

Sales managers of respective teams/divisions or sales team leaders create sales reports and present them during the monthly, quarterly or annual sales meetings.  

What is included in a sales report?

A sales report aims to capture multiple KPIs and data sets to give a comprehensive view of a company’s sales health, providing actionable insights to drive strategic decision-making. 

Here are some of the popular data sets a sales report captures – 

  • Sales Performance: Data on sales volume achieved against targets, often broken down by product, region, or sales team. E.g., Gross sales, net sales.
  • Revenue Analysis: Insight into the revenue generated, including comparisons to previous periods and projections for future performance. E.g., Quarterly revenue growth rate, MoM revenue growth rate.
  • Conversion Rates: Metrics detailing the percentage of leads or prospects that have turned into customers. E.g., Win rate, lead to customer conversion rate.
  • Customer Acquisition Costs: Analysis of the expenses associated with acquiring new customers. E.g., Average cost per customer, customer acquisition funnel. 
  • Product/Service Performance: Details on how individual products or services are selling, which can inform inventory decisions. E.g., Average revenue per unit (ARPU), Customer lifetime value (CLV)
  • Sales Team Performance: Individual or team-based performance metrics, often linked to incentives or commissions. E.g., individual and team quota attainmenment rate, average deal size 
  • Customer Feedback: Summary of customer opinions and satisfaction levels, which can impact future sales strategies. E.g., Net Promoter Score (NPS) alongside open-ended feedback from customer satisfaction surveys 
  • Executive Summary: A brief overview that highlights the key findings, trends, and recommendations from the report. E.g., Sales exceeded targets by 5% overall, revenue grew by 10% year-over-year

💡Note: This list is not an exhaustive list. Based on specific requirements and area of focus, a company may also track some custom KPIs through the sales reports

Types of sales report: their purpose and use cases

Here are 10  of the most common types of sales reports used by B2B businesses:

1. Revenue report

This type of sales reports captures the revenue generated by sales team over a given period (usually, quarterly or annually). You It can also break down the revenue by product, service, region, customer, or any other dimension that is relevant to your business. 

A revenue report help you measure the effectiveness of your sales strategy, compare your actual revenue with your targets, and identify the sources of your revenue growth or decline.

Use case 

A revenue report is generally used to evaluate sales performance of a given period, identify the best-selling products or services, discover the most profitable markets or segments, and allocate the sales resources accordingly.

2. Pipeline report

Pipeline reports shows the status and value of the sales opportunities created at each stage of your sales funnel, from prospecting till closing. It can also show you the conversion rates, sales velocity, and duration of your sales cycle. But it’s a little different than a conversion report.

A pipeline report help you monitor the health and progress of your sales pipeline, forecast your future revenue, and optimize your sales process and resources further.

Use case 

Pipeline reports are used to identify the bottlenecks and gaps in the sales funnel, prioritize the sales opportunities, allocate sales resources more judiciously, and improve the overall sales efficiency and effectiveness of a business.

3. Activity report 

Activity reports show the quantity and quality of the sales activities that a sales team performs, such as outreach activities, sales demo/presentation, and follow-ups. 

Also, it reports the outcomes and results of those activities, in terms of structure KPIs. E.g., replies received, meetings booked, demos given, deals closed, etc. 

An activity report can help you evaluate the daily/monthly/weekly productivity and efficiency of your sales team, and identify the best practices and behaviors that lead to sales success.

Use case 

An activity report can be used to measure the performance and progress of your sales reps, compare the effectiveness of different sales channels and methods, and optimize sales outreach and engagement.

4. Sales forecast report 

Sales forecasts reports shows the projected revenue that a sales team expects to generate in a future period (usually monthly or quarterly). Mostly this estimated number is based on the current status and value of your sales pipeline and the historical performance of your sales team. 

A forecast report help you plan and adjust your sales strategy, allocate your sales budget and resources, formulate new initiatives, and communicate your sales goals to your team and other organizational stakeholders such as CEOs, Directors, Board, etc.

Use case

A forecast report is mainly used to predict future sales performance, set and track sales targets and quotas, and manage sales risk and uncertainties.

📖 Bonus read: The A-Z of sales forecasting: How to sales forecast?

5. Performance report 

Performance reports measure how well a sales team is performing against their sales targets and benchmarks, such as quota attainment, win rate, average deal size, customer satisfaction, and retention rate. 

It also shows you the performance of each sales rep, team, or channel, and rank them according to their results. 

A performance report can help you measure and improve your sales performance, recognize and reward your top performers, and identify and coach your underperformers. 

Use case 

A performance report is generally used to assess and improve the performance of sales reps and motivate and incentivize the sales team.

📖 Bonus read: SmartReach Reports and Analytics To Boost Performance

6. Sales funnel report

The Sales funnel report is a comprehensive sales report detailing the journey of prospects from initial engagement to finalized deals. It not only quantifies the progression of leads through each stage but also evaluates the effectiveness of sales tactics by analyzing conversion rates and the momentum at which leads advance towards closure. 

Use case

This report is used to pinpoint where prospects are dropping out of the sales cycle. 

For instance, if a significant number of leads are consistently lost at the negotiation stage, the report might suggest a need for better communication of value or reevaluation of pricing strategies. By addressing these issues, the company can increase the efficiency of its sales funnel.

7. Conversion report

A Conversion Report is a vital sales report for B2B sales teams. It provides a granular analysis of lead conversion effectiveness across various stages of the sales cycle. It meticulously captures data on lead interactions, tracking how prospects move from initial contact to final sale, and highlights the conversion success at each stage. 

Use Case

Sales teams utilize the conversion report to assess the performance of different sales pitches. If the report indicates that leads are not converting after initial product demo, the team might investigate whether the pitch addresses the specific pain points of their clients.

8. Opportunity report

An opportunity report offers a detailed and actionable view of all sales opportunities within the pipeline. It categorizes opportunities based on various factors such as deal size, stage in the sales cycle, expected close date, and probability of closing. This report enables sales reps to prioritize their efforts on the most promising leads and forecast potential revenue more accurately.

Use Case

Mainly sales managers rely on the Opportunity Report to allocate resources effectively. 

9. Average deal size report

The average deal size report provides a clear indicator of the typical revenue generated per closed deal. This report is calculated by dividing the total revenue by the number of deals closed within a specific timeframe, offering sales leaders a metric to benchmark against past performance and industry standards. 

Use Case

It’s particularly useful for identifying trends in purchasing behavior, adjusting sales strategies, and setting realistic targets for the sales team.

10. Average sales cycle report

The average sales cycle length report measures the time span from the initial contact with a prospect to the successful closing of a deal. 

This report is essential for B2B sales teams as it provides insights into the efficiency of the B2B sales process, helping to identify stages that may require optimization to accelerate the cycle. By analyzing this metric, sales leaders can pinpoint areas where deals tend to stall, assess the effectiveness of their sales strategies, and implement changes to shorten the cycle without sacrificing the quality of customer engagement.

Use Case 

The report is utilized by sales managers to streamline the sales process. 

For example, if the report indicates an extended sales cycle in acquiring new accounts, new strategies can be deployed to reduce the length of the cycle, thereby increasing the turnover rate and improving the team’s overall performance. 

 How to create an effective sales report?

Here are some checklists to guide you through creating your first sales report:

✅ Define the purpose and audience of the sales report

Before you start collecting and analyzing data for your sales report, you need to have a clear idea of why you are creating a sales report and who will read it. This will help you determine the scope, format, and tone of your report. 

For example, if you are creating a sales report for your sales team, you may want to focus on performance metrics, feedback, and action items. If you are creating a sales report for your executives, you may want to highlight revenue, growth, and market insights.

✅ Choose the right type and frequency of reporting

Based on your purpose and audience, you may need to create different types of sales reports, such as daily, weekly, monthly, quarterly, or annual reports. 

For B2B sales reporting, a daily sales report may include performance metrics such as: 

  • No. of email outreach
  • No. of outbound calls
  • No. of demo given and more.

A weekly sales report may include performance metrics such as: 

  • Lead to conversion ratio
  • No. of prospects contacted
  • No. of meetings booked etc. 

A monthly sales report may include performance metrics such as: 

  • No. of deals closed
  • Total no. opportunities created
  • Sales volume
  • Average sales cycle length etc. 

Each type of report has its own advantages and disadvantages, so you need to choose the one that best suits your needs and goals. 

For example, daily reports are useful for tracking sales activities and progress, but they may not provide enough context or analysis in the long-term. 

Annual reports are comprehensive and strategic, but they may not capture the dynamic changes in the market or customer behavior in detail. So, you need to find that sweet spot that accommodates your business needs.

✅ Select the relevant data sources and metrics for the sales report

Once you have decided on the type and frequency of your sales report, you need to gather the data that will support your purpose and message. You can use various data sources, such as your CRM system, sales software, surveys, customer feedback or external research. 

You also need to choose the metrics that will measure your sales performance and progress, such as sales volume, revenue, conversion rate, customer acquisition cost, sales cycle length, and customer satisfaction. 

You must align your metrics with your sales goals and objectives, and make sure they are SMART (specific, measurable, achievable, relevant, and time-bound).

Analyze and visualize report data 

After collecting your data, you need to analyze it and draw meaningful insights from it. 

You can use various tools and techniques, such as descriptive, predictive, or prescriptive analytics, to understand what happened, why it happened, and what to do next.  Try to make sense of the sales report data with a ‘Why’. It becomes easier for the stakeholders to understand the sales report’s key insights. 

For example, if your sales team encounters a dip in the sales closing part, try to figure out why they are lacking. Similarly, if your business MRR has seen a steep growth in the last quarter, try to identify why it grew that fast.    

Alternatively, using a sales engagement software such as, you can automate this sales reporting and analysis process. 

Remember to visualize your data in a way that makes it easy to comprehend and communicate. Use tables, charts, graphs, or dashboards to display your data in a clear and attractive manner. Try to avoid cluttering or distorting your data.

Write and present your sales report in a compelling way

The final step is to write and present your sales report in an engaging and informative way. Here are some key actions you can take – 

  • Adopt and follow a logical and coherent structure, such as an introduction, body, and conclusion. 
  • Use headings, subheadings, and bullet points to organize your information in bite-sized pieces. 
  • Use clear and concise language, avoid too many jargon and technical terms, and use active voice and action verbs. 
  • Highlight the key findings, trends, and recommendations from your analysis, and provide evidence and examples to support your claims. 
  • In some case, you may include a call to action that tells your stakeholders what actions to take next. 

Sales reports: Conclusion

Sales reports help you optimize your sales process, strategy and planning further. However, choosing the right data source, reporting structure, and presentation are what make a sales report engaging for readers.

Make sure you follow the checklist above and write a winning sales report with proper insights for the leadership to understand where they are and where they need to be in next.

Happy sales reporting!

Loved it? Spread it across!
Scroll to Top