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1. 5 REPORTS EVERY
VP OF SALES
SHOULD MASTER
Learn how to turn visual data into actionable insights
PRESENTED BY

2. Your CRM remembers exactly how many
leads your team generated, how many
quotes were issued and how many deals
were made.

3. Make sure you are using it to its fullest
potential by viewing these 5 essential
reports for VPs of Sales. Let your CRM do
the heavy lifting and provide you with the
key reports you need so that you're always
on top of your sales performance.

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5. And if your CRM doesn’t offer these
reports out of the box, it might be
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7. REPORT 1
SALES FUNNEL ANALYSIS

8. What does it show?
• Where all deals stand at all points in your pipeline
• How many deals came in
• How many leads were qualified
• How many deals were lost and at what point
• What your business has to lose or gain

9. Example of a Sales Funnel Analysis Report
The Sales Funnel Analysis report in Base CRM can be filtered by date range, team member or tag.
In this example, all qualified deals made it to the Quote stage, but only two of four deals made it
from the Quote stage to the Contract stage. Wondering why? The Loss reasons by Owner report
can shed some light.

10. The benefit is:
• You know exactly what's happening with your
sales pipeline
• You can coach your team differently depending
on what the report shows
• Identify strengths and weaknesses in your lead
management and sales process

11. REPORT 2
INCOMING DEALS VOLUME
REPORT

12. What does it show?
It shows all the prospects coming in, to
which person on your team it’s been
assigned and from what source it originated.

13. Example of an Incoming Deals Volume Report
In Base CRM, the Incoming Deals Volume report breaks down the number of deals registered over a
period of time, according to team member, number of deals and percentage of total deal count. You
can also filter this report by team member or tag. When you’re in the Base app, you can also hover
your cursor over a date on the graph to show a snapshot of who registered deals on a given date.

14. The benefit is:
• See effectiveness of marketing campaigns
• See balance of leads between sales people
so you can adjust if needed

15. Take control of your sales pipeline workflow.
Working your sales pipeline has never been easier.
Customize sales stages and enjoy an easy drag-anddrop interface. Invite your team to work with you on
current opportunities and share deals, contacts,
notes and tasks.
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16. REPORT 3
SALES FORECASTING

17. What does it show?
It shows exactly what revenue is expected in
the time period you specify. This report is
generated by taking the length of time it takes
to close a deal and the percent likelihood of
converting a deal from each stage.

18. Example of a Forecasted Sales Repor t
There are two types of Forecasted Sales reports in Base CRM. This first one provides a view
of forecasted and actual sales over time.

19. Example of a Forecasted Sales by Source Repor t
The Forecasted Sales by Source Report gives you a different view into forecasted sales. Instead of a
trend line over time, this report breaks down your forecast by the source of where the lead came from
to begin with. You can adjust the date range to see how the composition of your deal sources changes.

20. The benefit is:
• Predict future revenue
• Pinpoint what deals you should be focusing on
• Motivator for your team

21. REPORT 4
SALES REVENUE GOALS

22. What does it show?
You set the goal for your sales team.
This report shows you progress that your
team is making towards that goal.

23. Example of a Sales Revenue Goals Repor t – snapshot
Since the Sales Revenue Goals report is such a commonly visited report, you’ll see it in two places
in Base CRM. The example pictured above is on your dashboard so that you have a quick
snapshot of where you stand against your sales goals every time you log in.

24. Example of a Sales Revenue Goals Repor t – full view
This is what the full Sales Revenue Goals report looks like in Base. It shows you how the team is
doing as well as how various team members are performing. If you’d like to learn more about goal
setting, please check out our blog post.

25. The benefit is:
• Keeps you and your team on track
• Helps your team meet quota since you always know
where you stand
• Allows you to set goals for individual team members
• Let's you see how you're doing against short, medium
and long-term goals

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27. REPORT 5
WON DEALS GOALS

28. What does it show?
This report tells you the number of deals
won, by team member, against the goals
you set for your team.

29. Example of a Won Deals Repor t
As with most reports, you probably want to see deals won on a team scale as well as on an
individual level. The Won Deals Goals report in Base CRM gives you both. Every bar is labeled with
the actual number of deals in case that’s easier for you than looking at percentages (x-axis).

30. The benefit is:
• See how your team members are performing
against the goals you set
• Compare team members' performance to each
other to find your stars and staff who need
more coaching

31. OTHER REPORTS THAT
MATTER

32. Total Sales
The total sales report shows the value of your won deals over a period of time. To know where you are
going, you must know where you’ve been. Use this report to build next quarter’s benchmarks.

33. Deal Source
The deal sources report breaks down exactly where your deals are coming from. You can filter this
report by date range, team member, tag, or stage. Use this report for lead tracking to reward people
who generate leads and to rework programs that aren’t pulling their weight.

34. Deals by stage
This report gives a percentage breakdown of where your current deals are at in a given timeframe.
This snapshot provides a quick comparison of how many deals your team or team member has
won, lost or is pursuing.

35. Deal Source Performance
Shows the percentage of won deals by source and team member. Where do we get the most
qualified leads? Speculate no more. This report lets you in on where the business is coming from.

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