Sales reports are the backbone of data-driven sales management. A good report tells you exactly where your team stands, highlights problems before they become crises, and gives you the evidence to make smart decisions about hiring, territory allocation, and process changes.
But too many sales reports are either bloated with vanity metrics or so thin they don’t tell you anything useful. The key is including the right metrics, organized in a way that drives action.
Here are 20 essential things to include in your sales report, organized into five categories that cover every dimension of sales performance.
Category 1: Sales Activity Metrics
Activity metrics measure the inputs your team controls. These are the leading indicators that predict future results. If activity levels drop, revenue will follow weeks later. Tracking these metrics weekly gives you time to course-correct before it’s too late.
1. Number of Calls Made
Phone calls remain one of the most direct ways to engage prospects and customers. Tracking call volume per rep per week gives you a baseline for outbound effort. But don’t stop at the raw number. Break it down by call type (cold calls vs. follow-ups vs. customer check-ins) to understand where reps are spending their phone time.
A healthy sales team will have a consistent call volume week over week. Sudden drops often signal that a rep is stuck on administrative tasks, dealing with personal issues, or simply losing motivation. Catching these trends early lets you intervene before they impact the pipeline.
2. Emails Sent
Email is the connective tissue of most sales processes. Track the total number of prospecting emails, follow-up emails, and proposal emails sent by each rep. Pair this with open rates and reply rates if your email platform provides them.
Volume alone doesn’t tell the whole story. A rep sending 100 templated emails with a 2% reply rate may be less effective than a rep sending 30 personalized emails with a 15% reply rate. Include both volume and engagement metrics in your report to get the full picture.
3. In-Person Visits and Meetings
For field sales teams, face-to-face visits are often the highest-impact activity. Track the number of visits completed per rep per week, along with the types of visits (new prospect meetings, existing customer check-ins, demos, and presentations).
This metric is especially important for outside sales organizations where reps have significant autonomy over their daily schedules. If a rep is completing fewer visits than their peers, dig into the reasons. Are they spending too much time driving between stops? Is their territory too spread out? Do they need help with route planning?
Tools like Map My Customers make it easy to track visits automatically. Reps log visits from their phone right after each meeting, and managers can see visit counts, locations, and notes in real time on their dashboard.
4. Proposals and Quotes Sent
Proposals represent a critical inflection point in the sales process. A prospect who receives a proposal is significantly further along the buying journey than one who’s only had a discovery call. Track the number of proposals sent per rep per week and compare it to the number of meetings held.
If reps are having plenty of meetings but sending few proposals, it may indicate a problem with qualification, discovery, or confidence in presenting pricing. This metric bridges the gap between activity and pipeline.
5. Follow-Up Activities Completed
Follow-up is where deals are won or lost. Track how many follow-up tasks each rep completes relative to the number they create. If reps are logging follow-up tasks but not completing them, deals are slipping through the cracks.
Also look at follow-up speed. How quickly does a rep follow up after a meeting or demo? Research consistently shows that response time has a dramatic impact on conversion rates. Include average follow-up time in your report to identify reps who need to tighten their response loops.
Category 2: Sales Pipeline Metrics
Pipeline metrics tell you about the health and trajectory of your future revenue. A healthy pipeline is the foundation of predictable growth. These metrics help you understand whether you’re building enough pipeline to hit your targets.
6. Number of New Leads Generated
How many new leads entered the pipeline this period? Break this down by source (inbound marketing, outbound prospecting, referrals, events, partner channels) to understand which channels are producing and which are underperforming.
Track this metric weekly and monthly. A consistent flow of new leads means your top-of-funnel engine is working. If lead generation drops, you’ll feel the impact on revenue two to three months later, depending on your sales cycle length.
7. Total Pipeline Value
This is the total dollar value of all open opportunities in your pipeline. It’s one of the most important numbers in any sales report because it tells you whether you have enough potential revenue to hit your targets.
A common rule of thumb is that your pipeline should be 3-4x your quota to account for deals that will be lost or delayed. If your pipeline coverage ratio drops below 3x, it’s time to increase prospecting activity or revisit your lead generation strategy.
Break pipeline value down by stage, by rep, and by territory. This reveals where the pipeline is concentrated and where there are gaps.
8. Average Deal Size
Your average deal size tells you how much revenue each closed deal typically generates. Track this over time to spot trends. Is average deal size increasing (good, if intentional) or decreasing (potentially concerning)?
If average deal size is shrinking, reps may be discounting too aggressively, targeting smaller accounts, or failing to upsell and cross-sell effectively. If it’s growing, your team may be moving upmarket or getting better at selling the full value of your solution.
9. Pipeline Velocity
Pipeline velocity measures how quickly deals move through your pipeline. The formula is: (Number of deals x Average deal size x Win rate) / Average sales cycle length. This single metric captures the overall efficiency of your sales process.
Improving any one of the four components improves velocity. You can generate more deals, increase deal sizes, improve win rates, or shorten sales cycles. Include pipeline velocity in your monthly or quarterly report to track progress and identify which levers to pull.
Category 3: Sales Funnel Metrics
While pipeline metrics focus on the total value of opportunities, funnel metrics zoom in on conversion rates and flow between stages. These metrics tell you where deals are progressing smoothly and where they’re getting stuck.
10. Lead-to-Opportunity Conversion Rate
What percentage of new leads become qualified opportunities? This metric measures the effectiveness of your qualification process and the quality of leads coming in.
If your conversion rate is low, either your lead sources are producing poor-quality leads or your reps aren’t qualifying effectively. If it’s high, your targeting and qualification process is working well.
Benchmark this by lead source to identify your highest-quality channels. A referral might convert at 40% while a cold outbound lead converts at 5%. Both are valuable to know.
11. Opportunity-to-Close Rate (Win Rate)
What percentage of qualified opportunities result in a closed-won deal? This is your win rate, and it’s one of the most telling metrics in your entire report.
Track win rate by rep, by deal size, by territory, and by product line. Differences in win rate across these dimensions reveal specific coaching opportunities. A rep with a low win rate on deals over $50K might need help with executive-level selling. A territory with a low win rate might have competitive dynamics that require a different approach.
12. Average Time in Each Sales Stage
How long does a deal typically spend in each stage of your pipeline? This metric reveals bottlenecks. If deals spend an average of 5 days in the discovery stage but 25 days in the proposal stage, something is slowing things down after you’ve presented pricing.
Common culprits include slow proposal turnaround, lack of urgency in follow-up, decision-maker access issues, or competitive evaluation periods. Once you know where deals stall, you can design interventions to keep them moving.
13. Stage-by-Stage Drop-Off Points
At which stage do you lose the most deals? This is different from time-in-stage because it focuses on loss rather than delay. If 40% of your deals die in the negotiation stage, you may have a pricing problem or a value communication problem.
Map your funnel visually in your report, showing the number of deals and conversion rate at each stage transition. This makes it immediately clear where the biggest leaks are, so you can prioritize process improvements.
Category 4: Sales Performance Metrics
Performance metrics connect activities and pipeline to outcomes. These are the numbers that tell you whether your team is hitting its goals and generating the revenue the business needs.
14. Revenue by Rep
The most straightforward performance metric: how much revenue did each rep close this period? Break it down by month, quarter, and year-to-date. Show it alongside quota to provide context.
Display this as both a raw number and a percentage of quota. A rep who closed $80K against a $100K quota is performing differently than a rep who closed $80K against a $200K quota, even though the revenue number is the same.
15. Quota Attainment
What percentage of their quota has each rep achieved? This is the definitive measure of individual performance, and it should be prominently featured in every sales report.
Track quota attainment as a team average as well. If fewer than 60% of your reps are hitting quota, the problem is likely systemic (unrealistic quotas, poor territory design, insufficient leads) rather than individual. If 80%+ are hitting quota, your targets may be too conservative.
16. Win Rate by Rep
We mentioned win rate in the funnel section, but it deserves its own line in the performance category too. A rep with high activity but a low win rate is working hard but not working smart. A rep with low activity but a high win rate might be leaving revenue on the table by not prospecting enough.
Comparing win rates across the team helps you tailor your coaching. Some reps need help with volume. Others need help with quality and technique.
17. Customer Acquisition Cost (CAC)
How much does it cost to acquire a new customer? Include sales compensation, travel expenses, tool costs, and marketing spend allocated to sales-sourced deals. Divide total cost by the number of new customers acquired.
CAC is critical for understanding the economics of your sales motion. If CAC is rising faster than average deal size or customer lifetime value, your growth model may not be sustainable. Include this in quarterly reports and track the trend over time.
Category 5: Sales Reporting Tools and Infrastructure
The final category isn’t a set of metrics to track. It’s about the infrastructure that makes all the other metrics accessible, accurate, and actionable.
18. CRM Dashboard Utilization
How often are your reps and managers actually using your CRM dashboards? Track login frequency, dashboard views, and report usage. If you’ve built beautiful dashboards but nobody looks at them, you have a tool adoption problem.
Include a section in your report about CRM data quality as well. What percentage of accounts have complete contact information? What percentage of activities are being logged? How many deals are missing key fields like close date or deal amount? Poor data quality undermines every other metric in your report.
19. Automated Report Distribution
Your sales report should include a note about how reports are being distributed and consumed across the organization. Are weekly reports being emailed to all stakeholders automatically? Are managers reviewing dashboards daily?
Map My Customers and most modern CRM platforms support automated report scheduling. Set up weekly activity summaries, monthly pipeline reviews, and quarterly performance reports that are delivered automatically. This ensures that the right people see the right data at the right time without anyone having to manually build and send reports.
20. Territory-Level Analytics
The final item on our list is territory-level reporting. Aggregate all of the metrics above by territory to understand geographic performance differences. Which territories are overperforming? Which are underperforming? Where is there untapped potential?
Territory analytics help you make data-driven decisions about territory design, rep assignments, and resource allocation. If one territory consistently underperforms despite having a strong rep, the territory itself may need restructuring. If a territory is wildly exceeding targets, it might be time to split it.
Map My Customers provides territory-level dashboards that overlay all of these metrics on a map, making it visually intuitive to spot patterns that spreadsheets might obscure.
Organizing Your Sales Report
Now that you know what to include, here are a few tips for organizing your report so it’s actually useful:
Lead with the headline. Start with the 3-4 most important metrics that tell the story of the period. Are you ahead of plan or behind? Is the pipeline healthy or thin? Set the context upfront.
Use comparisons. Show metrics alongside prior period, prior year, and target. Raw numbers without context are meaningless. “We closed $450K this month” means nothing without knowing whether the target was $400K or $600K.
Highlight anomalies. Call out anything that’s significantly above or below expectations. Don’t make readers hunt for the important stuff.
Include next steps. A report that ends with “here are the numbers” is only half done. End each section with recommended actions based on what the data shows.
Keep it visual. Use charts, graphs, and color coding to make the report scannable. A wall of numbers is hard to parse. A bar chart showing quota attainment by rep is instantly understandable.
Moving Forward
Building a comprehensive sales report takes effort upfront, but the payoff is enormous. When you consistently track these 20 items, you create a feedback loop that drives continuous improvement across your entire sales organization.
The right tools make this dramatically easier. Map My Customers brings together activity tracking, pipeline management, territory analytics, and automated reporting in a single platform designed for field sales teams. Instead of pulling data from five different systems and stitching it together in a spreadsheet, you get a unified dashboard that updates in real time.
If your current reporting process involves hours of manual data gathering and Excel formatting, it’s worth exploring how a purpose-built platform can save time and improve accuracy. Book a demo with Map My Customers to see how automated reporting can transform your sales management workflow.
The best sales teams don’t just report on what happened. They use data to shape what happens next. Start with these 20 metrics, build the habit of weekly review, and watch your team’s performance improve quarter over quarter.
