Best Salesforce Reports and Dashboards for Sales Managers

February 6, 2023
14 min

How much is my company selling? Are our sales reps doing enough to win more deals? Will we win more sales next month?

Do these questions sound familiar to you? Probably yes, if you are a sales manager and need timely and accurate insights into your sales performance and want to make correct projections toward future company revenue.

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Your clients’ data speak louder than words and your task is to track and listen to it and make the best decisions. But adding data to your CRM software is not enough. You should be able to analyze your pipeline, track sales productivity, and identify potential opportunities for further growth. In this post, I’m going to explain how reports can help you analyze your Salesforce data and make strategic business decisions.

If you are a newbie to Salesforce, then I recommend completing the Reports & Dashboards for Lightning Experience module on Trailhead (a free Salesforce education platform). The module covers the essentials of creating basic reports and dashboards in Salesforce Lightning and provides an overview of Report Builder’s features.

Sales Cloud, a basic Salesforce product for sales teams, has pre-built reports and reporting functionality to properly adjust Salesforce reports and help you monitor your pipeline, sales team productivity, and forecast future revenue.

First, let me explain what a Salesforce report is.

What is a Salesforce Report?


The Salesforce report is a standard object that helps you summarize data and see them in a meaningful fashion. It’s the simplest representation form of the records list (for example, Contacts, Opportunities, or Accounts) that comply with the criteria you define.

In other words, to build a report you need to perform certain actions with your records like grouping, filtering, or calculation.

Afterward, the results can be showcased in a form of a chart. For example, you need a report displaying the list of all closed opportunities with customers who purchased and use the product.

To create it, you have to follow this algorithm:

  • Filter Closed Won Opportunities for “active” products of this fiscal year
  • Group them by product range.
  • Calculate the overall number sold.
  • Showcase the results in a vertical bar chart for better illustration

We explain how to create a basic report in Salesforce in our video:



The inbuilt Salesforce reporting tools help quickly answer basic questions about business performance in terms of sales like which product or service offerings are top-sellers? who are my highest value prospects? and many others.

Besides, you should create Salesforce reports when you need to export the data to Excel or build dashboards.

What also should be highlighted is that all the reports you create are stored in folders. These folders can be public or private.

And each report folder defines who and when can access the reports to view, edit, or share based on user roles, permissions, ID- address, or license types.

Now, when we’ve defined the basic purpose of Salesforce reports, it’s time to say a few words about report types.

What is a Salesforce Report Type?


A report type serves as a pre-set template to simplify and speed up the process of building a report. Due to this, you can identify which data already exists in your CRM system to be pulled and used to create a report.

Also, the Salesforce report type determines relationships between primary objects and their related objects. For example, with the ‘Contacts & Accounts’ report type, ‘Contacts’ is the primary object, and ‘Accounts’ is the related object.


Salesforce standard report type

Salesforce standard report type


Reports showcase only those records that fulfill the criteria specified in the report type.

There are two kinds of Salesforce report types: standard and custom report types.


Salesforce Standard Report Types Examples


Standard report types, as it’s implied by the name, are available out of the box as a set of predefined conditions to accommodate the needs of most users.

This kind of report can be built directly or created out of an existing report type by adding new fields or rearranging them. There are four Salesforce report types: Tabular, Summary, Matrix, and Joined. The tabular report is the default format.


Salesforce Report Types

Salesforce Report Types


In our guide How to Create Salesforce Reports [All Salesforce Reports FAQ Answered, you can get a comprehensive outlook on Salesforce reports: how to build, delete, export and place them on the Dashboard.


Salesforce Custom Report Types


A custom report type is used in cases where standard report types won’t cope with the task. For example, if you need to find out which cities get the most leads or if you need to get a report on Leads that have no Activities.

Or if you want to know all the leases that will expire next year along with Tenant’s Contact First & Last Names, Contact Details, Property Name, and Unit Name/Number.


Salesforce standard report type

Salesforce custom report type


In Salesforce, this report type can be created only by an admin or a user with such permissions. So, if you are an ordinary Salesforce user, you won’t have such a privilege and need to ask your admin to determine which objects and fields should be created and included in the report.

Watch a video of on how to troubleshoot custom report types:



Another way to simplify your report creation process is to install a third-party report generation tool like Ascendix Search, available in the AppExchange app marketplace.


Learn how you can seamlessly integrate Salesforce with third-party apps, including Ascendix Search, when you can easily do it on your own and when you may need professional help, and what AppExchange apps should be integrated to improve sales & marketing activities


Watch a short demo of Ascendix Search’s capabilities:



You can improve the core functionality of Ascendix Search even more with another solution: Composer.

Composer lets you generate various reports using your records, activities, notes, and images by pulling them from Salesforce and sending them via emails or turning them into high-quality brochures, flyers, or tour books with beautiful images and your logo and brand colors on them.

How to Create the Best Salesforce Reports for Sales Managers


The sales department is, without any doubt, one of the main driving forces of any organization. And to adjust the course of sales activities in time, you need to have accurate data at your fingertips at any time that is properly organized and grouped by the most relevant and important metrics.

So, in other words, the data should be showcased in concise sales reports that in a long run will drive major decisions in the company like whether to discontinue the products, launch a new campaign, pay bonuses to employees, etc.

Thanks to the sales reports, managers can trace the overall success of a sales team and analyze sales campaigns to steer away from pitfalls during further sales processes.

Besides using top CRM technology like Salesforce, high-performing sales teams should know how to use this tool at its maximum. And now we’ll start from the very first step: tips on how to build the best Salesforce reports for sales managers.

No doubt, that the right CRM can make the generation of reports much easier. But, prior to building them, you need to collect the right data, select the right metrics for tracking, and know your buyer persona.

The main purpose of all sales reports is to answer the following questions:

  1. Are you reaching your sales goals?
  2. What is your revenue compared to expenses over a certain period of time?
  3. How did your sales team perform on a month-to-month, quarter-to-quarter, or year-to-year basis?
  4. How many sales is your organization going to make by the end of the month/quarter/ year? How much revenue are you going to make?
  5. Which services and products are not fulfilling expectations?
  6. What are the best-selling products and services?
  7. What are the primary areas of opportunities?
  8. What are the main challenges of the whole sales process?
  9. How much time does each sales rep spend on every sales process phase?
  10. How many sales efforts are turned into real sales?
  11. What can be done to deal with missed sales activities?


Which Data to Collect for Salesforce Reports?


Due to properly gathered and organized data, you can better understand your clients’ segment pain points and needs for building more relevant communication.

To have a comprehensive view, you need to have both business and personal information of your customer.

Here is, the data, which you should always collect:


Company data

  • Company website
  • Company location
  • Industry
  • LinkedIn company URL


Personal data

  • First name
  • Last name
  • Job title
  • Number of LinkedIn connections
  • LinkedIn URL or social networking URL (Facebook, Twitter, Instagram)
  • Business email
  • Personal email
  • Phone number

This data can be further enriched and segmented with more facts related to:


  • Social media groups membership
  • Account subscriptions
  • Person’s background: working experience
  • Products/services used
  • Technologies/tools used
  • Events visited
  • Contact’s date of creation
  • First/Last date of a LinkedIn message sent
  • First/Last date of the email sent
  • Campaign name
  • Next follow-up date
  • Current outreach status

Of course, the data you want to collect for the creation of more precise sales reports are not limited to the ideas above and can be attributed to the specifics of the business.

Generally, all the clients’ information can be segmented by the following criteria:

  • ICP (Ideal Customer Profile) and buyer personas
  • Industries
  • Company size
  • Lead sources
  • Behavioral factors and interaction history

Also, you can use other criteria to single out certain types of leads, for example, lost leads by the reasons for losing them to work out the strategies of winning them back.

After you’ve selected the data you want to collect and groups you want to break them into, all the leads can be then scored by the most successful activities that can result in the purchase, like:


  1. Emails open rate
  2. Link open rate
  3. Reply rate
  4. Number of replies by category
  5. Bounce rate
  6. Landing pages visits
  7. Site traffic
  8. Forms completion
  9. Lead magnets download
  10. Number of chat interactions
  11. Pop-up clicks
  12. Number of video watches



Content Reporting in Salesforce for Tracking Content Marketing Success


After all the data classification is done, you can prioritize them by sales process stage, opportunity, industry, product, or service.

It also helps understand what activities result in low effectiveness of some sales efforts like communication with non-perspective leads, manual creation of too many tasks in CRM, a huge investment of time into activities not related to sales, routine follow-up work, etc.


How to Prepare Data for Tracking and Analysis in Salesforce Reports


Determine a Time Period for Tracking


To make your report more accurate and solid, you need to decide what time scope you want to concentrate on. Would you like to have a weekly, monthly, quarterly, year overview of trends in the sales cycle, customer purchase habits, and results of marketing activities?

Depending on the selected time period for reporting, you can see sales tendencies or seasonal changes in sales and the success of product launches.


Pick the Best Visual Display


The primary function of a good sales report is to translate the data into an easily understandable and actionable manner. Before you start composing the information, you need to think about the best way you should display the results.

For example, you can showcase the sales performance of your flagship products/services in a form of a bar graph. Or you can also choose a pie/donut chart showing the contribution of each product/service to the overall sales stats.

The visual representation of your report isn’t just about making them beautiful, but also about making them cohesive and comprehensive.


Collect and Store Clean Data in Your CRM


It’s not possible to build reliable and precise reports without clean and accurate data behind them. CRM systems like Salesforce help capture, track, and keep your clients’ information consistent, regularly updated, and easily accessed at any time.

By regularly applying data cleansing best practices, you can keep your database healthy and analyze the most relevant information before putting the report together.

Accounts, Contacts, and Opportunities Data Quality Dashboards within Salesforce can highlight problematic areas in your records related to missing contact, industry, or lead source data.


Acccount Contact Opportunity Data Quality in Salesforce

Account, Contact, Opportunity Data Quality Reports in Salesforce


Excel Spreadsheets/Google Sheets vs Salesforce Reports: Benefits of Generating Reports in Salesforce


Compared to Excel files and Google Sheets, Salesforce enables access to a unified and segmented database, adding custom fields to any contact or account, building custom reports, avoiding contact and account data overlapping situations, and duplication of the same information in multiple spreadsheets.

Unlike most CRM systems, the flexibility of the Salesforce platform allows the creation of custom objects and fields, customization of reporting flows, and generation of custom reports to fit your exclusive business needs and interpret data in meaningful metrics.

What’s more, you can simplify exporting/importing data files and reports, and integrate multiple systems under one platform. For example, you can integrate LinkedIn accounts, Gmail/Outlook email services, and mass emailing apps with consolidated datasets within Salesforce to be more precise in your sales & marketing activities.

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Must-to-Track Metrics in the Best Salesforce Reports for Sales Managers


Generally, all businesses need to keep a hand on the pulse of the following numbers, measurements, and activities:

  • Number of Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL)
  • The number of calls, emails, appointments, and meetings
  • Leads by Stats, Type, Stage, Source, Period



Recent Activity Dashboard in Salesforce with Leads by Status Report


  • Lead response type
  • Number of Active & Close Leads, Opportunities, and Deals



The Example of Lead Funnel Dashboard in Salesforce with New Leads, Reasons for Unqualified Leads Reports


  • Revenue goal progress for the period

The Example of State of Union Dashboard in Salesforce for Tracking Sales Pipeline per Sales Rep and Month to Month Growth


  • Opportunity-to-Win ratio



Opportunity Conversion Rates Salesforce Report


  • Deals Won vs Deals Lost by Owner
  • MQL to SQL (Sales Qualified Lead) conversion
  • SQL to Proposal Conversion
  • Proposal to Close conversion
  • Time per each pipeline stage


New Accounts and Contacts Salesforce Reports

The Example of New Accounts and Contacts Salesforce Reports



The Example of New Accounts Salesforce Report


The collected information can be analyzed in different variations of the Salesforce reports, then grouped and placed on a dashboard. For example, you can track:

  • How your Opportunities are mainly created: via a converted Lead or on an Account directly
  • What the Converted vs Not Converted Leads ratio is
  • Opportunities that are stuck at a certain stage for a certain period of time
  • Expected vs Actual Campaign Revenue
Activity Management Dashboard in Salesforce

The Example of an Activity Management Dashboard in Salesforce with Expected vs Actual Campaign Revenue Report


  • Pushed and Stale Opportunities for a 7/60/90 days
  • Most frequent reasons for Closed/Lost Opportunities
  • Open Opportunities Without Key Fields Populated


Sales and Marketing Adoption Dashboard in Salesforce

The Example of Sales and Marketing Adoption Dashboard in Salesforce with Open Opportunities Without Key Fields Populated Report


  • Best-performing sales executives by Closed Won Opportunities
  • Number of Newly Created Opportunities



The Example of Sales Managers Key Metrics Dashboard in Salesforce with the Number of Newly Created Opportunities Report


  • Average Opportunity Size



Key Performance Indicators Dashboard in Salesforce with Average Opportunity Size Report


  • Average period to close Opportunities
  • Average sales activities per day
  • Average time spent on phone
  • Deal Size vs Discount



Sales Reps Performance Dashboard in Salesforce with Sales Rep’s Activities’ Report


  • Hot Leads for 24/48/96 hrs



Stale Leads Deals Dashboard in Salesforce with Hot Leads Report


The above-mentioned measurements are not limited to the list of metrics, you can set up for tracking your success or identifying issues with certain business segments. You can always customize them depending on your needs and ideas.

For example, if you are a commercial real estate broker, you can track the number of Deals by Property:


Deals by Property In AscendixRE CRM

Deals by Property Report In AscendixRE CRM


Or Availabilities by Property

Availabilities by Property Report in AscendixRE CRM

Availabilities by Property Report in AscendixRE CRM


Unfortunately, most of such custom fields and objects like Properties, Availabilities, etc. are not available out-of-the-box in Salesforce.

To tune these features to your needs you’ll need either to purchase customized solutions on top of Salesforce, with pre-set features for a particular industry, like AscendixRE CRM for commercial real estate, or request Salesforce configuration & customization help from professionals.

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The Best Salesforce Reports for Sales Managers


Now, we’ll show the three most used reports for sales managers and how they help to get the instant answers to the most burning sales-related questions and adjust the decisions accordingly.


The Productivity Report


The required data to build this report is the number of :

  • Outbound calls
  • Conversations
  • Voice mails
  • Emails
  • Customer meetings
  • Product demonstrations
  • Proposals are generated in a given day, week, or month.


The productivity report helps compare actual results against the benchmarks set up for each activity and answer the vitally important questions to each sales team and business as a whole:


  • At which phase of the sales cycle is the sales rep above/below productivity quota?
  • In which areas is the sales rep constantly ahead/behind and how it affects the next stage of the sales cycle?



The Example of a Productivity Report in Salesforce



The Sales Pipeline Report


This report is aimed at tracking all those prospects actively pursued by salespeople and segments them by their appropriate stage in the sales cycle.

The information provided in the Pipeline Report allows sales managers to monitor the overall number of prospects the sales reps are working with at any phase.

It allows sales managers to see how fast a prospect advances from one point to the next or when it is lost.


There are five typical pipeline stages:

  • Stage #1 – Decision-maker shows interest in product or service
  • Stage #2 – Sales rep meets with a decision-maker
  • Stage #3 – Salesperson showcases product demo to a decision-maker
  • Stage #4 – Proposal Offered
  • Stage #5 – Sale Won or Lost



An Example of a Sales Executive Dashboard in Salesforce with a Sales Pipeline

The Sales Forecast Report


By generation of this report, sales managers can keep sales reps in a loop of holding the sales team accountable for the number of deals they are supposed to close by the end of the month identifying opportunities that need special attention.

It helps project revenue and paves the way to the after-sale product/service delivery by answering questions such as:


  • In which month are the salespeople usually above/below quota?
  • Does the revenue typically decrease in any particular month?
  • How many accounts do drop out or get added from one month to the next?
  • Does the rep have an easier/more difficult time achieving quota in one product line or another?


Forecast Dashboard-in-Salesforce

One of the Examples of Forecast Dashboard in Salesforce


If you don’t want to overcomplicate reporting experience in your organization, delegate all Salesforce-related challenges to our experts that can handle them fast and efficiently.

Our CRM experts will share with you our tips in customizing Salesforce reports and dashboards, which we’ve nurtured for over 20 years in the CRM software market.

We will also: design your custom roadmap, and create your unique guides, templates, checklists, and video tutorials to nail down the success.

Do you still have questions about Salesforce reports and dashboards or need help with your Salesforce org? Our Salesforce consultants are happy to help! Get in touch with us.

Or you can go another way and use our ready-to-install app – Ascendix Search to build more complex search requests, use maps to narrow your results, or simply mass edit your records?

We built the Ascendix Search app to upgrade your Salesforce experience and let you easily build granular lists of prospects to call, mass email, or stay in touch. Interested? Request your free full demo!


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