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Sales Reporting & Analytics

Insights To Help You Sell
Faster & Smarter

Quick – Which Sales Channel Drives the Highest ROI?

What’s your sales team’s overall close rate? How about your average customer acquisition cost? Which lead qualities are predictors of bigger deal values and faster sales cycles? If these questions make you break into a cold sweat, don’t worry – we’re here to help.

Sales KPIs

Key performance indicators (KPIs) help sales managers and individual reps track, assess, and adjust sales performance. These metrics can be incorporated into customized dashboards to create automated reports that keep your team on track to succeed.

Customized Dashboards for Individual Sales Reps:

  • Contacts created and worked totals
  • Sequence sender scores by rep
  • Activity leaderboard by rep
  • Contacts by likelihood to close
  • Close rates by rep
  • Close rates by channel
  • Sales forecasts and projections
  • Progress towards sales goals

Customized Dashboards for Sales Teams:

  • Meetings booked
  • Emails sent
  • Calls
  • Tasks & assignments
  • Lead scoring
  • New deals created
  • Deals closed won
  • Deals closed lost reason

Custom Reports & Dashboards For…

Insights Into Your Pipeline

Identify common stages where leads drop off, gaps in your sales process, and opportunities to strengthen your pipeline. Use data to incorporate additional automation and content into your sales strategy to improve conversion rates within your pipeline.

Message Effectiveness

Understand which messages are working across reps, which emails are generating more opens, which content is being viewed most by leads, and more with reports designed to measure message effectiveness.


Time is one of your team’s most valuable resources. Make sure it’s being used efficiently with productivity reports that help you identify kinks in your processes and drive accountability.

Task Completion

While they’re not glamorous, mundane tasks like email writing and data entry are essential components of your sales machine. Automate those tasks and report on task completion to prevent these tedious tasks from getting forgotten or lost in the daily shuffle.


Measure rep performance on metrics beyond closed deals and revenue to paint a fuller picture of their overall performance. Determine if underperformance is due to individual rep skills or part of a larger issue with your sales processes.

Lead Attribution

Knowing where your leads come from is crucial to making budgeting decisions, prioritizing lead outreach, and determining ROI. Use lead attribution reports to find out where your leads come from, which channels have the best conversion rates, and where your ad budget will be best spent.

Revenue Attribution

You know how much revenue you’ve earned, but do you know which channel closed the most revenue? How much revenue is your inbound strategy generating and how does it compare to your outbound revenue? Custom revenue attribution reports can answer these questions for you.

Standardizing Large Teams

Recognize top performers and replicate their processes across the rest of your sales team. Hold underperforming reps accountable and provide additional training in targeted areas where they need improvement. Standardize your sales process across your entire team so that you can have reliable, projectable goals and results.

Scaling Small Teams

Build out your sales playbook to maximize efficiency within your small sales team. Use automation to alleviate mundane tasks and free up time for your sales reps to focus on closing. Clone your best reps to grow your sales team without hiring another person.

Sales Trends

Monitoring sales trends is essential if you want to scale your business. Sales trends help you predict changes and project realistic goals for your sales team. Plus, you’ll be able to track lead volume and close rates to proactively anticipate the quantity and quality of new deals.

Cross Data Reporting

Sales reports can be customized to investigate the efficiency of specific areas of your sales process.

For example, if you can identify a sales channel that correlates with shorter sales cycles, you can focus more of your efforts on that channel to accelerate your sales process and increase speed of revenue growth.

Similarly, you may find that a particular buyer persona yields higher average deal values, making them a higher priority for your sales teams to target.

We will help you develop reports that help improve your ROI by identifying your top:

  • Sales and marketing channels
  • Buyer persona profiles
  • Lead scoring criteria
  • Content that attributes to deals
  • Services or product offerings
  • Close rates by sales rep

Only 33% of sales teams prioritize leads based on data analysis of “propensity to buy”

Source: Salesforce, 2019

Lead Scoring

  • How does your sales team choose which leads to work first?
  • Alphabetical order?
  • First come, first serve?
  • A list from their sales manager?
  • There’s a better way to prioritize your leads – lead scoring.

We’ll dig through your data to identify the key qualities that make certain leads more likely to close than others. Calculated properties within your HubSpot CRM will automatically designate a value to each of your leads to help you identify the most important leads at a glance.
On the flip side, if there are indicators of a bad or unqualified lead, we’ll add negative attributes to your lead scoring criteria to push those leads down on your priority list.

We can also set up custom reports, contact filters, and dynamic lists in your HubSpot sales CRM to make sure your sales reps always have an up-to-date list of leads to work.

Reports That Improve ROI

Ultimately you want to know that the money you’re spending is bringing in valuable leads that convert into sales. These metrics will help you to show your return on investment (ROI) for your marketing and sales enablement efforts.

Assessing these KPIs will help you optimize your budget and ad spend:

  • Return on ad spend (ROAS)
  • Cost per lead
  • Customer acquisition cost
  • Customer lifetime value

Remember, when your sales and marketing teams are aligned, an investment in marketing is an investment in sales.

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