Reporting
Standard CRM reports tell you what's in the pipeline, what's converting, and where the leaks are.
Where to find reports
CRM → Reporting:
- Pipeline analysis
- Activities analysis
- Leads analysis
Each report opens with a default view; switch between Pivot, Graph, and List with the view picker.
Pipeline analysis
The most-used report. Shows:
- Open pipeline by stage
- Expected revenue weighted by stage probability
- Pipeline by salesperson, by team, by source
- Trend over time (month-over-month pipeline change)
Default view: pivot table. Change to graph for visual trends.
Key questions answered
| Question | Filter / group-by |
|---|---|
| "Total pipeline value this quarter?" | Filter: Quarter; sum of Expected revenue |
| "Per-rep performance?" | Group by Salesperson |
| "Which sources convert best?" | Filter: Won deals; group by Source; show count + sum |
| "What's the win rate?" | Status = Won ÷ (Status = Won + Status = Lost) over a period |
| "Avg sales cycle?" | Avg of (Date won – Date created) for won deals |
| "Cohort: deals created Q1, where are they now?" | Filter: Create month = Q1; group by current Stage |
Activities analysis
Activity-level metrics:
- Open vs completed per period
- Per salesperson load
- Type distribution (call vs email vs meeting)
- Overdue activities by owner
A high overdue count for one rep usually means they're overloaded.
Leads analysis
Top-of-funnel metrics:
- Leads per source per month
- Lead-to-opportunity conversion rate
- Avg time-to-convert
- Lead quality by score band
Custom dashboards
For a recurring report (e.g. monthly board pack), save a Pipeline analysis view with the filters and groupings you want, then favourite it. Open with one click each month.
For more advanced multi-source dashboards, the Spreadsheet dashboards (Pro+ tier) let you pull CRM + Accounting + Inventory data into one spreadsheet-style view.
Where to read more
- Pipeline
- Leads
- Activities
- BOS → Sales agent — chat-based pipeline review