sales tour report sample

11 Sales Report Templates & Examples: How to Create a Sales Report Fast

As a sales manager, you have a lot of responsibilities on your plate—including the task of creating sales reports that executives can quickly wrap their heads around.

Aside from managing your sales team, providing coaching, and ensuring growth, sales managers and directors are also tasked with collecting the right data and presenting it to leadership.

I know firsthand, this can be a bit overwhelming. The good news is that creating an effective sales report doesn't have to be stressful. With the right tools and a solid sales report template to work with, you can create an actionable sales report in just a few minutes.

Before we talk strategy, let's quickly talk about what a sales report really is and which data points it should include.

What is a Sales Report?

Sales managers and other stakeholders use this data to understand overall sales activity and sales team performance, spot issues in the sales process, and make more informed business decisions.

The sales report may also map out effective growth strategies, identify the company’s ideal customers , and outline strategies to streamline the sales process .

Sales reports are usually created by team leaders or sales managers , and are formatted to communicate important data to specific teams or leaders effectively.

You can design your sales report as a multi-page document, an Excel document, a graph, or even a graphic presentation .

How to Write a Sales Report in 5 Steps

Anyone can stuff numbers into a report and drone on in a long meeting. The real challenge is creating a sales report that communicates the right data about the sales process and doesn’t put your audience to sleep. That requires a special touch.

Here are five steps to creating a successful sales report that won't bore your audience to tears.

1. Identify the Purpose of Your Sales Report

Obviously, the purpose of your report is to share sales metrics. But you can’t possibly fit in every bit of sales data. Instead, focus on the data that helps you or the company achieve specific goals.

Ask yourself why you’re putting together a sales report in the first place. Are you measuring the effectiveness of your promotional campaigns? Do you want to identify interesting sales trends for a sales forecast ? Is your sales report designed to motivate your team or make sure they're making enough outbound calls? Or is it a useful snapshot of sales KPIs for your sales operations team to work with?

The purpose of your sales report will help you gather and analyze the right kind of data. It will also help you determine the scope of your report, like the time period to report on.

2. Know Your Sales Report's Audience

Once you know exactly why you’re creating a sales report, the next step is defining your audience so your report can focus on the information they care about.

You wouldn't send the same cold email to a CEO and a marketing director, right? You shouldn't send them the same sales report, either.

A marketing head, for example, is likely interested in details like which marketing campaigns led to the most profitable sales. Your sales director is likely interested in if reps will meet their quotas.

But the CEO and other decision-makers are more interested in the “big picture,” such as the overall growth of the company, instead of the specifics of every campaign.

3. Gather Your Sales Data

Now that you've outlined the purpose and audience for your sales report, it’s time to gather sales data, filter the information, and analyze it. This is the fun part! (Or maybe that's just me.)

Make sure your data collection process is goal-oriented and hassle-free. If possible, use tools that integrate with your CRM or other sales software —this will make pulling the data a lot easier.

Start by outlining the metrics you want to include in your report and overall trends you think matter. A standard sales report includes core KPIs, team performance, number of goods sold, net revenue retention , net sales, profits, and customer acquisition costs .

You might also include sales growth, regional sales, new opportunities, team performance , or other relevant metrics.

To improve data accuracy, you'll need to clean up or filter the data to remove duplicate records and focus on specific areas. For example, if you're wanting to share sales metrics for North America, you'd exclude international numbers.

Next, define the time period your report will cover. It’s usually a good idea to take two different time periods—current and previous—and draw a comparison. For example, you might compare metrics month over month or year over year.

4. Create Engaging Visuals to Highlight Important Sales Metrics

Have you ever sat through a meeting where the presenter simply reads slides full of text? It's boring—and worse, it's harder to absorb data that way.

The way you present data is just as important as the data itself. This is where data visualization can help. Instead of expecting managers to go through spreadsheets full of numbers, use graphs and charts to clearly illustrate the impact of important data, contributing significantly to sales performance management .

For example, a line graph can show the increase or decrease in revenue over a period of time. A pie chart can illustrate how much each product contributes towards total sales. And bar graphs can be used to compare employee performance.

Visualizing data helps make your sales report easy to understand and digest. It can also highlight important trends and challenges in key sales metrics that might impact sales performance in the coming months.

Plus, using visuals helps you put together a great-looking report that keeps your audience from dozing off.

To create data visualizations, such as graphs, charts, and maps, to use in your reports use a data visualization tool like Google Data Studio .

If your reports highlight challenges/places where you're falling short, consider a SWOT analysis to pinpoint the cause.

Psst...curious about the factors influencing total contract value ? Check out our article!

5. Explain What the Sales Numbers Mean

On their own, numbers can be misleading and lead to erroneous judgements.

This is why it is important to always contextualize the data you present, instead of just handing over a bunch of numbers.

What Are the Different Sales Report Types?

There are tons of different types of sales reports, and there's no one right document for every organization. In fact, different teams in the same organization may use different sales reports to highlight different data.

Most reports cover a specific time period, such as daily sales reports, weekly sales reports, monthly, and quarterly sales reports. However, reports may also cover different steps in the sales process.

Here are the most common types of sales reports--and when to use them.

1. Sales Pipeline Report

The sales pipeline report shares the value of your sales pipeline and how the number of deals in each stage of the pipeline. It highlights how many deals could be lost and how many will be won, and how this might impact the company’s overall revenue.

Within the pipeline, all of the key stages of the deals are outlined to provide a clear picture of how daily, weekly and monthly sales cycles are performing.

Use this sales report to : Showcase success or challenges in your sales pipeline.

2. Conversion Rate Report

A conversion rate, or win rate, report shows how effectively your sales team is converting new leads into new customers.

Not only does this valuable data provide insights into the strength of your overall sales strategy, but it also highlights sales represenative and sales team performance.

Looking into individual salespeople's conversion rates can show you exactly how that person is performing as well as their overall strengths and weaknesses.

If leads are not moving into won deals and new customers, conversion rate reporting on each stage of the sales process will help you identify areas that need improvement.

Use this sales report to : Highlight the difference between leads that close and ones that don't or to highlight the difference in performance between sales reps/teams/campaigns.

3. Customer Churn Report

The churn rate shows you the overall rate at which a customer will stop doing business with your company or stop using your product.

Not only will the churn report show you when customers move on, but it can show you why by providing insights into overall trends.

Churn rate matters to sales because a high churn rate could mean you're targeting the wrong prospects.

Use this sales report to: Track the number of customers to churn and traits they share, such as company size, sales rep, lead source, etc.

4. Sales Forecast Report

A sales forecast is a detailed report estimating how much a company, sales team, or salesperson will sell every week, month, quarter, or year.

A sales forecast helps you spot potential problems early on, when it's still possible to avoid or fix them.

In Close, you can easily forecast future sales using the detailed values in the Pipeline View:

Use this sales report to : Predict future sales by rep, team, location, or lead type.

5. Deals Won and Deals Lost

Tracking deals you win and lose helps you see how the business is doing and how specific sales efforts pay off.

This report will also unlock insights into which of your products are more popular than others.

By using the right data, you can spot the trends relating to top-performing product offerings so you can maximize those opportunities to win more business.

Won and lost reports will also help sales managers understand how their sales teams and reps perform individually.

Use this sales report to : Track trends in won and lost deals by product type, company details, sales teams, or specific reps.

6. Average Deal Size

The deal size report helps you to know how many sales need to happen in order to achieve a specific revenue target.

For example, If every won deal produces $5,000 of revenue and your sales goal is $50,000, then you know that your team needs to close 10 new deals within that time frame.

This can also assist in planning sales capacity and resource allocation .

Use this sales report to : Track the impact of discounts, rep performance, overall business growth, and campaign impact.

7. Sales Calls Report

Track how effective your sales reps are by measuring the number of sales phone calls being made to their prospects.

This can help you understand if there are any gaps in close rates or any discrepancies between the number of phone calls VS the number of closed deals.

The call reports can also help you to isolate specific metrics and segment data about individual prospects that are being called.

Use this sales report to : Set benchmarks for new hires, gather data about valuable leads, and optimize your sales process.

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4 Free Sales Report Templates (Downloadable in Google Sheets & Microsoft Excel Format)

Now that you understand the importance of sales reports, let’s look at a few of the most popular templates. These templates can be accessed in Google Drive or Excel and easily copied and pasted to make them your own.

1. Daily Sales Report Templates

This is a basic daily sales report template for sales executives that includes access to an extensive inventory list you can use to monitor the sales of multiple product lines. If you’re just getting started and a basic template is all you need, try this free daily sales report template in Google Sheets format (you can also download a Microsoft Excel version), brought to you by SmartSheet.

2. Weekly Sales Report Template

Use this weekly sales revenue report template to monitor and keep track of sales activity for a given week against a specific sales goal . Brought to you by Microsoft , this free Google Sheets & Microsoft Excel template allows you to track actions of each salesperson's activities in multiple locations and across several product lines.

3. Total Sales Report Template (with Pivot Table)

Love pivot tables? You'll like this sales report template. This spreadsheet (and Google Sheet) makes it easy to monitor product sales and customer performance over each quarter closely. You can quickly add customer names and sort by product or customer.

You can download the performance report right here in Google Doc format and make a copy to use for your own sales reporting purposes.

4. Sales Forecast Tracker

This monthly sales report template comes from our list of the best sales forecasting templates . It’s designed to help small businesses track sales opportunities , who’s assigned to each lead, which phase in the sales pipeline, and probability of closing the deal.

You can then quickly run basic sales forecast estimates to get a sense of how many deals will actually come through at the end of the month.

Using Sales Reports in Close

Creating sales reports can be a PIA, even when you use a template like the ones we listed above. If those templates aren't quite what you're looking for, try Close's sales reports here .

Our reports feature tons of data, including real-time sales activity reports, success rate, and a team leaderboard. Even better, no Excel formulas are needed. 🙌

Quick Tips to Improve Your Sales Reports

Whether you are a small business (using a small business CRM ) or an enterprise organization with a massive amount of resources, the steps above will help you put together a sales activity report that gets the job done.

If you want to be better than average, however, you'll need to go the extra mile. These strategies will help you create a sales report that delivers actionable data fast. (And makes you look good to your boss.)

Start With a Sales Report Summary

Most business reports start with an executive summary —there's a reason for that. Decision makers are busy, so it's in your best interest to deliver the most relevant data as fast as possible.

Provide a brief overview of the report, including key highlights and takeaways. What data do you have to share? Why does it mean and why does it matter?

Use all of your top-level sales metrics to create a summary that helps grab attention and tells your audience what to expect so they’re better prepared to process that information.

This could include an initial summary of:

• Total number of sales
• Total sales volume
• Total deals in the pipeline
• Total revenue

If you spot major opportunities or possible challenges, include those as well.

Cut Out the Fluff in Your Sales Reports

It can be tempting to include too much in your sales report. But more isn't always better. Instead of stuffing every bit of data into every report, think about who will see the report and what data really matters to them. In some cases, this might mean creating multiple sales reports for different departments.

If you're struggling to remove data, consider adding a "Trends to Monitor" section at the end. List metrics and changes you're keeping an eye on and what impact they might have in the long term.

Use a Sales Report Template

If you don’t have time to design and format a sales report from scratch, use one of the templates above. There are two main benefits of using a sales reporting template:

• A good sales report template provides a well-structured skeleton so all you need to do is input your data and information.
• This can help save tons of your time and effort, while still ensuring that you end up with a beautiful and organized report.

Automate Your Sales Reporting with a CRM

If your company uses customer relationship management (CRM) software , you can easily use it to generate a customized and detailed sales report.

Traditional tools like Microsoft Excel or Google Sheets are good for storing data and performing complex calculations, but you have to set up formulas and format the sheets from scratch. That's time you could be using to follow up on leads or, you know, scroll Reddit.

A CRM , however, makes it easier to generate a report almost immediately, because it's already tracking and storing your sales data in real-time. Whether you're a startup using a CRM , or a small business owner seeking to improve your bottom line metrics, having great sales reporting is essential to making data-informed decisions about how to best grow your business.

You can easily view any time frame and set custom date ranges, compare to previous periods, and analyze sales rep performance.

By automating parts of your sales reporting process, you can cut down on the time and effort required to put together a report that conveys relevant information in an engaging way.

Most CRMs usually offer several different reports that you can generate and customize to fit your needs.

Ready to Create Better Sales Reports?

Sales reporting might not be your favorite part of the job, but it is crucial to growing your business and closing more deals.

Sales reports show what strategies are working, what strategies aren't, and highlight opportunities for growth. And they help your boss see when you or your team are killing it.

Follow the steps to put together a sales report that conveys the right information and has maximum impact.

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16 Sales reports examples you can use for daily, weekly or monthly reports

Using daily and/or weekly sales reports with your team can be one of the most powerful ways to improve team performance. Don’t you believe us? I will convince you to exercise, this is another example. Suppose your friend’s goal is to lose 10 pounds of fat or 5 pounds of muscle in two months. Your friends tell you what their plans are and they are excited about all the actions they take to achieve them. “I cut the carbohydrates, walked every day, and drank a lot of water,” he said with a smile, his face showing a trace. “I suggest you do fitness,” he replied. “How will you track your goals?”

At this point, your friend, “I won’t go until um, I am about six weeks, but I know that I have to work hard, I hit the target,” I said, very likely to question the judgment of your friends. You will think – yes, hard work is good, but you can see what happens if you can’t track your progress:

• Are you doing everything?
• Are you doing the right thing or doing more?
• Do you need to fundamentally change the course to achieve your goals?

As another example, one of the secrets of great chefs is to constantly taste the food while preparing food. When you start to taste food at the end of the cooking process, you will find that the food changes too much. So they often test throughout the process.

While the example of this personal life seems obvious, many teams have missed the lesson of building business and monetizing.

What is a sales report?

The sales report or sales analysis report outlines the status of sales activities within the company. It shows the trends in sales over time and also analyzes the various stages of the sales funnel and sales executive. They provide a snapshot of the company’s workouts at a particular moment, assessing the situation, making the best decisions, and determining the type of behavior to perform. Sales reports help you identify potential new market opportunities that can improve your results.

They can be in various forms: the number of daily sales report format tracking metrics, the number of potential customers generated by the phone or meeting staff settings associated with the day-to-day calculation. A typical weekly sales report template can monitor the number of transactions or revenue generated by the team. With the monthly sales report format, you can view the overall status of the various tasks for the salesperson or the entire team.

There are various types of sales reports that focus on various aspects, including sales performance, sales development, sales target presets, and customer lifetime value measurement details. We also focus on salespeople and sales cycle performance from sales leads to closures.

What is the purpose of the sales report?

Think of your sales report as a “navigation assistant” that can help your sales team move in the right direction. Get the latest sales analysis software to gain insight into your sales performance, increase future sales and reduce your quota. They make a clear decision to your sales team to understand important things and what to do.

Only after the sales team confirmed this ambitious goal lays the cold quarter progress tracking the new six-digit revenue stream in the two months that will be realized in a way to achieve its goals. They are breaking their hips to make the goal real, but hard work is not enough.

You must work hard to do the right thing in time. In other words, you must work hard to learn your intentions and consciousness. This is what daily and weekly sales reports will help you achieve. It provides information about how team members continue to work, so you can modify the course as needed.

Reports can be used to display employees as long as they don’t use too much KPI to overburden the team. “This number is critical to our success, so we will track them often.” If you have a set of straightforward KPI examples, your team needs to implement these examples, instead, you can put all your energy into maximizing your profits.

For example, suppose you actively participate in the competition to strengthen your new business. If you use weekly reports, NOBODY may have made significant progress in a week. If you know this, you can switch to another strategy on time to achieve your monthly revenue goal.

Of course, all of this information is heavily dependent on the sales cycle. Typically, if you have an expensive business package, the monthly report will be a weekly report for a week and a half, and the weekly report will be similar to the daily report for other businesses with shorter sales cycles.

Now that you have confidence in the importance of daily and weekly reports, let’s look at some examples. I will complete some monthly reports.

How to create a sales report

You should keep in mind the ultimate goal when writing your report. In order to be familiar with the report, there are some important questions to ask yourself. Who did you report to you? Why is that? Is it a weekly inspection or a situation assessment or an activity project? How long is the report? What is the key information I want to share?

Once these questions are answered, you can easily create the report accordingly. How is this going?

• Define your audience: Consider who will read and understand before writing. If you are familiar with their background and the jargon they use.
• Define the purpose of the report: share monthly upgrades with top management, or share weekly overviews and sales target analysis with the team. Both reports have different structures and the information they share is very different.
• Determine date range: You can choose to create a daily report as well as a monthly report, or display data from the previous quarter or year.
• Proper data collection: Because you want to set up specific KPIs to track, you need to use business analysis tools to compile and analyze all KPIs. The solution is designed to simplify data analysis and immediately create sales reports.
• Visualize and communicate your analysis results. The most important part of analyzing and digesting insights from your data is communicating this information to your audience. Expert dashboards with real-time data can help you stay up-to-date when sharing insights.
• Providing a background: When you are often forgotten and thinking and thinking deeply, numbers never tell a complete story. Provide more background and images for the character. This is especially true when presenting weekly sales report templates. Is the overall trend rising or falling?
• Show your creativity! Add some fun or personal feelings to increase your confidence and attract the attention of your audience as you write your report!

How to write a sales report to the boss

When you create a daily, weekly or monthly sales report, all of the above steps apply to your boss. But this time, the audience has been defined and specific. I am writing for myself and/or senior management. So what to consider when writing to the boss.

• Focus on what matters to the boss. Please select the correct indicator. As you write this article, you should remember why your boss needs reporting and focus on providing the exact information you need to make the best data-driven decisions. When collecting data, choose important metrics such as revenue growth, previously set goals and achievement status, and monthly or yearly sales revenue. Since the data is at the heart of the report, it’s time to collect the data and clear it clearly.
• Visualize data for better delivery. Instead of adding a series of charts at a time to make it easier to master, you should choose to provide an outline for the dashboard. Dashboards are important for visualizing all metrics in an efficient manner. You can get inspiration from other dashboard examples and templates. The benefit of using these dashboards is that they are always up-to-date when processing real-time data. Synchronization and file updates do not have to be repeated 100 times!
• Don’t forget the executive summary. Don’t forget to add an executive summary to complete. The abstract may be at the beginning of the report. It is a good idea to write a summary before presenting the data and results. In fact, it will summarize the key insights you have drawn, but you will also ask the next step. It is not always the time for the CEO to explain the details, so it is necessary to have a summary paragraph that outlines the points.

6 daily sales reports and KPIs

For daily reports, you don’t want to focus too much on the metrics associated with the results. Instead, I want to focus more on process metrics. What’s the difference?

The resulting metrics are similar to sales acquisitions or account closures that are not directly controllable by salespeople. Process metrics are items that a sales representative can directly control, such as the number of salespeople’s calls, the number of outgoing emails, or the number of meetings you set.

Every day your representative will spend bad days and good days for reasons beyond your control. Therefore, it is premature to examine low-income jobs representatively and bring them back to the office. This is certainly an example of micro-management.

However, if it is for a few days in a row, or if the representative is not executing in the normal standard of the week, then asking if this happens is a good sign. Maybe they need to learn new skills – maybe their dogs will die and they will be in a bad place. Either way, what supports them is their role as a manager. Here are some examples of KPIs that you can track in your daily sales report template.

1) Sales / settled transactions

This KPI calculates the number of sales for the day. This is especially important for small retailers who have a large number of low value-added products and need to close as much as possible to create profits.

2) Representing the number of meetings set

While promising customers can’t really force you to set up a meeting with a will, you can control most of the meetings you set up. Although KPIs can measure workload, it does not track the explicit delivery of calls and/or emails because it is very easy to operate.

This includes important courses on KPIs and even important courses on everyday goals. You must achieve your overall goal. If the routine KPI measurement project does not contribute to the overall goal, it is not worth it. In short, it is difficult to set up too many sales meetings, which is useful for displaying KPIs in daily reports.

3) Number of opportunities created

Opportunities are basically qualified leads due to good response and interaction. This is not a spam address or a fake phone number. Opportunities can be conversations that end in a meeting and open the way for increased sales interactions.

4) Number of customer conversations for contacts

This is the same as “How many phone conversations and direct meetings do you have every day?” In other words, if everyone else is equal, then your business will get more results than those who spend more time talking to you.

Of course, this assumes that you have the appropriate qualifying clues.

5) The number of touch points created by the contact

Please see the following:

• At least the number of emails sent to potential customers
• How many calls have been made and/or leave voicemails to interested customers

With this dimension, everyone wants to provide an overall “effort” KPI without having to manipulate it too easily. Therefore, to calculate an email or phone conversation, it may be useful to specify that you must contact the customer in advance and identify them as potential customers.

6) The number of new leads created by the responsible person

This is a very intuitive report. If you’re concerned about someone using a low-quality lead to make a number, you can check the prospect’s specific eligibility and write a report based on that number.

6 weekly sales report example and KPI

A week is the best time unit to measure the performance of individual salespeople. A month is usually too long, so you will miss the opportunity to repair the course until after. One day it was too short to see real and meaningful results dependencies. Of course, the best time to measure salesperson performance depends on your business model.

1) Sales by channel

This is a more “strategic” KPI that can be used effectively over a longer period of time. In essence, this report shows that the physical areas and methods acquired by customers generate the most revenue.

You need to prioritize your sales activities with total sales for proper adjustment.

2) Salesperson ends sales

Depending on the length of the sales cycle, you may not be able to get meaningful revenue metrics because your week is slightly shorter, but it is still a useful report. If your sales cycle is shorter, you can see a 2-3 week trend.

Through a long sales cycle, this report can help you determine when a salesperson closes a sale, making future forecasts more accurate.

3) Opportunity ratio

This report shows a simple sales KPI that shows the effect of each salesperson when giving up opportunities. Expected to be slightly different, but if one is better than another, you can get the best clue. Or, you may have the skill to teach the rest of this person.

If the person in charge is not shut down at the same speed as his peers, it is at least coincidental – at least once a week. However, if these weekly reports continue to show the same trend, it may be time to help them.

4) Customer meeting attended by the agent

This is great for the weekly sales report format. While it is difficult to make meaningful conclusions about the number of meetings each participant participates during the day, the weekly schedule shows a different story.

These meetings can be virtual meetings or direct meetings, but this report shows how they work because successful salespeople will continue to hold meetings.

5) Leading to opportunity ratio

By tracking this metric weekly, you can assess the number of non-conforming and verified leads. A qualified prospect is usually an opportunity. Positive interactions can lead to face-to-face meetings or conference calls as well as the advantages of termination. The lead opportunity ratio tells you how many potential customers you need to achieve your goals in terms of revenue. Having a benchmark rate tells you how many leads you need to achieve your target growth while generating predictable revenue.

6) Lead conversion rate

As the name implies, this report tracks the number of potential customers ending with “win”. Lead to monetization of customers. This is one of the most important ratios in the sales team because it provides a standard by which the team can determine the number of potential customers needed to achieve business goals. It varies by company and industry, but usually, the lower lead conversion rate warns of weaknesses in sales channels.

Monthly sales report examples and templates

A brief overview of the monthly sales report can be found in more detail. As mentioned earlier, it may take too long to miss an opportunity before it is too late, but a month can give a broader understanding of the long-term performance of salespeople.

1) Sales cycle report

The monthly report covers the entire sales channel, sales representatives, and opportunities from the close. It describes the performance of each representative to indicate whether they recognize how good and how long the transaction is close to completing the transaction.

When you imagine that these metrics will help provide the information, you need to understand each individual’s strengths and weaknesses and respond appropriately.

2) Sales conversion report

The report supplements the last report as follows: Then, at each step of the funnel, you can see if this person is how effectively you switch the leads to the seal industry.

To pinpoint problems that can occur and fix through each step of the analysis program, you can increase your sales conversion rate.

3) Sales and order reports

A monthly sales report template that can be used by online retailers. To track all the details, it is sometimes difficult for the order to treat so many ships in time, but they usually return. The increase in sales will be a multi-level, return-to-return process that is managed repeatedly by all retailers, but this goal is very helpful. First, you can analyze 2 euros which is the amount of money returned to the second item. Find out where the problem lies and resolve any issues as quickly as possible.

Doing so can easily improve customer satisfaction, and we know that this is a satisfying customer visit once. You can recommend products and services, even friends and family. It is what you want to achieve.

4) Sales report

The final monthly sales report template was chosen to appear in the overview by the broad performance of various KPIs. This is very useful if you decide to create a monthly report. However, because they have shown more than a year of data, they appear here further. In just one month, you can import data.

Ensuring that the goal is achieved from the process, from the cost to the number of customers acquired during the customer acquisition, to the team that each customer derives from the average profit to the value of life, once the information provided is clear at a glance.

In summary, here is a list of long and rich articles that can be found in sales reports.

• Overview of the company’s business and activities
• To assess activity tracking and analysis for the sale of specific KPIs
• Determined time period, where KPI analysis
• To visualize all collected data graphs and charts
• Executive summary

In this blog post, we introduce the following:

Daily and/or weekly sales reports are very important because it allows you to work hard, with intention and awareness.

Daily, weekly and monthly sales reports will be reported in KPIs that can be used with the sales team.

What’s important is that we are talking about other positions, not just pushing new business processes at once. Instead, choose what we think is most useful for you and your team to implement KPIs. Then use the report for more than a month and you can add or keep sales as a report. Get more inspiration from the sales charts in the image above for more reports!

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• How to Write a Sales Report? [Types, Templates, and Metrics to Track]

Types of Sales Reports

Imagine having a crystal ball for your business—one that reveals hidden opportunities, predicts trends, and empowers you to stay ahead of the competition.  

While that doesn’t exist (yet!), a sales report is your next best option. Sales reports are your key to unveiling this magical foresight, transforming your business vision into reality.  

These invaluable documents provide thorough insight into your sales processes to make informed decisions, set strategic goals, and ultimately, drive revenue growth.  

In this blog, I will walk you through everything you need to know about creating and using sales reports effectively. 

What is a Sales Report?  

Sales reports are comprehensive documents that dissect sales data and can be used to transform raw numbers into actionable insights.  

But what exactly are they, and why should you care? 

A sales report acts as a compass to guide your sales team’s efforts.  It’s a structured analysis of various aspects of your sales activities, designed to help you understand what’s working, what isn’t, and what needs to be improved. Think of it as a window into your sales performance!  

Sales reports come in various types, tailored to address specific areas of interest. Sales managers or team leads can use these reports to derive distinct insights based on the challenge they wish to solve. Let’s dive into the different types of sales reports. 

Types of Sales Reports  

Sales reports can broadly be categorized as follows:

1. Based on time intervals:  

Sales reports based on time intervals are used to measure team performance, evaluate the probability of meeting sales targets , identify top performers, and track daily, weekly, and monthly trends. 

1. Daily Sales Report:  

The daily sales report offers a comprehensive view of your daily sales activities, including the number of meetings scheduled, customer interactions, and product sales. It’s an essential tool for evaluating daily team performance, even on days when sales transactions may not occur. 

• Important metrics to track: Number of outbound calls, number of sales meetings held, number of new sales opportunities, sales volume, and product demos completed. 
• Used by: Sales teams, managers, team leads 
• Ideal to: Assess team productivity, maintain or increase transaction volume, and improve average deal size.   

2. Weekly Sales Report:  

A weekly sales report summarizes sales and revenue performance over a seven-day period, enabling you to spot trends and patterns, like weekly sales or revenue peaks. 

• Important metrics to track: Week-over-week sales growth rate, weekly lead to deal conversion, and marketing ROI for the week. 
• Used by: Sales teams, managers. 
• Ideal to: Achieve steady weekly revenue growth and transaction volume while improving the sales growth rate. 

3. Monthly Sales Report:  

A monthly sales report guides key strategic decisions on inventory, marketing, performance, product development, sales forecasting , and customer experiences.    

When used by teams beyond sales, the report aids in budget planning and resource allocation based on sales performance insights. 

• Important metrics to track: Monthly MQL to SQL conversion, monthly lead to customer conversion, number of deals closed, and customer acquisition cost (CAC). 
• Used by: Sales teams, finance teams, marketing heads.  
• Ideal to: Increase monthly revenue, analyze sales trends, and optimize sales by product category.  

4. Quarterly Sales Report:  

Quarterly sales reports cover sales data for a quarter, typically three months, helping you identify long-term trends and adjust your strategy. 

• Important metrics to track: Quarterly competitive win rate, quarterly sales growth rate, churn rate, quarterly revenue, and customer retention rate.     
• Used by: Sales teams, Chief executives. 
• Ideal to: Achieve quarterly revenue growth, refine strategic selling approaches, improve sales growth rate, and set targets for the next quarter.  

2. Based on sales dimensions  

1. sales by channel report:  .

The sales-by-channel report shows where your sales originate, whether from online channels, physical stores, or third-party partnerships. This insight helps you allocate resources effectively. 

• Important metrics to track: Channel conversion effectiveness, channel contribution margin, revenue by channel, and net promoter score (NPS). 
• Used by: Sales teams, marketing teams. 
• Ideal to: Increase revenue from high-performing channels, improve conversion rates for underperforming channels, and gain a larger market share for key channels. 

2. Sales by Product Report:  

The sales by product report helps you identify your best-performing products and adjust your sales strategy accordingly. It also allows you to identify opportunities to upsell and cross-sell products/services.  

• Important metrics to track: Product revenue share, cross sell and upsell effectiveness, number of product deals in the pipeline. 
• Used by: Sales teams, product teams. 
• Ideal to: Optimize revenue from top-performing products, maximize profit margins, and foster growth for select products. 

3. Sales by Billing Location Report:  

Billing location data shows regional sales trends, helping you identify sales surges or underperforming regions. 

• Important metrics to track: Customer concentration analysis, billing location revenue and market share. 
• Used by: Sales teams, regional managers. 
• Ideal to: Analyze regional sales performance, identify regions with positive sales trends, and target new regions for expansion. 

3. Based on aspects of the sales process:  

1. sales pipeline report:  .

Your sales pipeline report is like a roadmap for your sales journey. It breaks down your sales process into stages, allowing you to track the movement of leads through the funnel. With this report, you can spot where potential deals might be getting stuck and optimize your approach accordingly. 

• Important metrics to track: Conversion rate by pipeline stage, average sales cycle length, pipeline value, sales pipeline velocity, pipeline coverage. 
• Ideal to: Improve lead to deal conversion rates, reduce sales cycle length for efficiency, and maintain a healthy pipeline value. 

2. Conversion Rates Report:  

Efficiency is the name of the game in sales, and the conversion rates report helps you keep score. By tracking conversion rates at each stage of your sales process, you can identify areas where leads are dropping off or converting exceptionally well. This insight is invaluable for refining your sales strategy. 

• Important metrics to track: Acquisition rate, opportunity to deal rate, close-win rate. 
• Used by: Sales teams, chief executives, marketing teams. 
• Ideal to: Increase lead to deal conversions, enhance MQL to SQL conversion rates, and improve opportunity to closed-won deal conversions. 

3. Average Deal Size Report:  

Understanding the size of your deals is crucial for revenue planning and product development. The average deal size report not only reveals trends but also helps you make data-driven decisions regarding pricing and product enhancements.

• Important metrics to track: Average deal size, deal size growth rate, average transaction value. 
• Used by: Sales, finance, and product teams. 
• Ideal to: Monitor and optimize the size of individual sales transactions to maximize overall revenue and profitability. 

4. Intermediate Sales Cycle Length Report:  

If your sales cycle seems never-ending, the intermediate sales cycle length report is your solution. It provides a detailed breakdown of the time spent at each stage of your sales process, helping you pinpoint bottlenecks and streamline your workflow. 

• Important metrics to track: Length of sales cycle, average time to progress, pipeline velocity improvement and bottleneck reduction rate. 
• Used by: Sales and operations teams. 
• Ideal to: Reduce the time spent at intermediate sales stages, identify and resolve bottlenecks, and optimize stage-to-stage transition times. 

5. Marketing Collateral Usage Report:  

Your marketing collateral is only as good as its impact. The marketing collateral usage report helps you gauge how your sales enablement resources are performing in the field, allowing you to fine-tune your content for better results. 

• Important metrics to track: Collateral usage rate, conversion uplift from collateral, engagement rate, ROI, and feedback integration rate. 
• Used by: Marketing teams. 
• Ideal to: Increase collateral utilization and measure its impact on conversions. 

6. Target vs. Achievement Analysis Report:  

Are you hitting your sales targets ? The target vs. achievement analysis report provides a clear answer. It ensures everyone in your organization is on the same page when it comes to goals and achievements, fostering alignment and accountability. 

• Important metrics to track: Sales targets vs. actual achievements, sales goal variance and sales achievement by sales representative.  
• Used by: Chief executives, managers, and sales teams. 
• Ideal to: Ensure sales teams meet or exceed sales quotas, analyze the performance of individual sales representatives, and minimize variance from sales goals. 

7. Churned Customers Report:  

Customer retention is often more cost-effective than acquisition. The churned customers report helps you identify why customers are leaving, allowing you to implement strategies to reduce churn and keep your customer base strong. 

• Important metrics to track: Customer churn rate, revenue churn rate, net promoter score (NPS), customer reactivation rate and customer lifetime value (CLV) impact. 
• Used by: Customer support and sales teams. 
• Ideal to: Increase the customer reactivation rate, develop effective recovery strategies to decrease customer churn, and assess the positive impact on customer lifetime value. 

8. Sales Call Report:   

In the world of sales, communication is key. The sales call report tracks the number of calls made and their outcomes. It helps sales reps and managers monitor performance, identify training needs, and improve customer interactions. 

• Important metrics to track: Call-to-opportunity conversion rate, number of calls made, average call duration, total talk time, and number of drop-offs. 
• Used by: Sales reps and managers. 
• Ideal to: Perform quality audits of call recordings, provide relevant training to improve performance and boost overall effectiveness of calls.     

9. Revenue Report:  

Last but not least, the revenue report is the financial pulse of your sales efforts. It gives you an overview of your total revenue and breaks it down by sources, providing valuable insights for financial planning and strategy. 

• Important metrics to track: Revenue growth rate, market share expansion, profit margin optimization, revenue by sales channel and revenue by product. 
• Used by: Finance and sales teams. 
• Ideal to: Track and assess the organization’s financial performance, with the aim of meeting or exceeding revenue targets and achieving sustainable growth. 

Now that you have a clear understanding of the various types of sales reports at your disposal, it’s time to delve deeper into the importance of creating these reports in your business operations. 

Why Do You Need Sales Reports?   

Sales reports are not just numbers on a page; they are your guiding light in the world of sales. Here are some compelling reasons why you should invest time and effort into creating them: 

• Informed Decision-Making: Sales reports provide the data you need to make informed decisions. When you know what’s working and what isn’t, you can steer your sales efforts in the right direction. 
• Goal Alignment: Sales reports align your team with common goals. When everyone understands the targets and achievements, they work together more effectively. 
• Optimized Processes: By identifying bottlenecks and areas for improvement, sales reports allow you to optimize your sales processes for maximum efficiency. 
• Revenue Growth: Ultimately, sales reports are the path to revenue growth. They reveal opportunities to increase sales, improve customer retention , and drive your business forward., and drive your business forward. 

Now that you’re convinced of the importance of sales reports, let’s explore how to create a sales report. 

How to write Sales reports?  

Creating a sales report isn’t just about throwing numbers onto a page. It’s about crafting a narrative that tells the story of your sales. When you’re writing a sales report, it’s crucial to keep it useful, engaging, and precise.    Here’s a step-by-step breakdown of how to create an effective sales report: 

• Gather Data:  Start by gathering relevant data.To gather accurate data for your sales reports, you need to implement data collection methods such as point-of-sale systems, online sales platforms, or CRM software .   For example, if you’re tracking daily sales, your point-of-sale system will automatically collect data on each transaction, including product names, quantities, prices, and timestamps. 
• Define KPIs: Next, define your key performance indicators (KPIs). These are like compass points for your report, guiding you to the most important insights. Choose the sales KPIs that matter most to your business.    For instance, if your SaaS business is not meeting its growth goals, it’s essential to build a report for visibility into specific metrics like customer lifetime value (CLV), trial-to-paid conversion rate, or user engagement to pinpoint areas that require attention and optimization. .  
• Create Visuals: To make your report engaging and easy to understand, use visuals like charts and graphs. For example, create a line graph that illustrates how your revenue has changed over the past six months. Visuals help your audience quickly grasp the information and identify trends. 
• Analyze Trends: After creating visuals, analyze the trends you see in your data. For instance, you might notice that your conversion rate has been steadily decreasing. This is a valuable insight because it indicates a problem in your sales process . 
• Set Actionable Goals: Based on your analysis, set actionable goals. For example, if your conversion rate is dropping, you could set a goal to improve it by 10% in the next quarter. This provides a clear direction for your sales team. 
• Include Insights: In your report, include insights and explanations. Explain the significance of your findings and suggest actions.   Let’s say your analysis revealed that the drop in the conversion rate is due to longer response times to customer inquiries. This insight highlights the issue and offers context. 
• Provide Recommendations: Offer suggestions for optimizing sales strategies and make recommendations for improvement.   In our example, you might suggest implementing a CRM system to respond to inquiries more promptly, which could boost the conversion rate.  

Now that we’ve explored the fundamental principles of writing a compelling sales report, it’s crucial to understand the key elements that should be included in such reports to ensure their effectiveness. 

Key Elements of a Sales Report

• Executive summary with strategic insights: The executive summary is more than a brief overview; it should include strategic insights and recommendations. For an informed audience, this section should encapsulate the report’s main findings and provide advanced insights into the strategic implications. 
• Sales performance metrics: Include a wide range of performance metrics tailored to the purpose the sales report serves and the audience’s understanding. These metrics can include quarterly revenue, growth rates, market share, customer acquisition costs, customer lifetime value, sales conversion rates, and competitive win rates. 
• Segmentation analysis: Dive deep into sales data by segmenting it based on various criteria, such as product, region, customer demographics, and sales channel. Provide advanced insights into the performance of each segment and its implications for strategy. 
• Sales forecasting and predictive analytics: Utilize advanced forecasting models and predictive analytics to offer highly accurate projections for future sales performance. Discuss the methods used, data sources, and the degree of confidence in the forecasts. 
• Competitive analysis: Go beyond surface-level competitor analysis. Provide a comprehensive assessment of key competitors, their strategies, market positioning, and strengths and weaknesses. Discuss how your company’s performance compares to industry leaders. 
• Customer insights: Incorporate advanced customer insights, including behavioral patterns, purchase history, sentiment analysis, and customer segmentation. Discuss strategies for retaining high-value customers and acquiring new ones. 
• Sales funnel and conversion analysis: Provide in-depth analysis of the sales funnel , detailing conversion rates at each stage and identifying potential bottlenecks. Discuss strategies for optimizing the funnel. 
• Market trends and external factors: Discuss market trends, economic conditions, regulatory changes, and external factors that impact sales performance. Analyze how these factors influence the business. 
• SWOT analysis: Conduct a sophisticated SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, considering both internal and external factors. Go beyond surface-level observations and provide a nuanced perspective. 
• Recommendations and actionable insights: Offer advanced recommendations and actionable insights based on the data and analysis presented. Highlight strategic initiatives to capitalize on strengths, address weaknesses, and seize opportunities. 
• Appendices: Include appendices with detailed data, charts, and additional analysis for the audience to reference, demonstrating the depth of your research and analysis. 

By incorporating these elements, you can better analyze your sales data and make informed business decisions.  

Now that you have an idea about creating sales reports, all you need are a few templates to get started. 

Sales Report Templates  

1. basic daily sales report template for excel:.

• Header Section : This template typically starts with a header section where you can input basic information such as the date, your name, and the name of your business or department. 
• Sales Summary : The core of the daily report includes a sales summary. This is where you list the products or services sold, the quantity, and the unit price. You can use formulae to automatically calculate the total sales for the day. 
• Payment Details : If your business deals with various payment methods like cash, credit card, or checks, there should be a section to record the details of these transactions. 
• Customer Information : You can also include a section to capture customer information, which can be useful to track loyal customers and their preferences. 
• Notes or Comments : It’s essential to provide a space for notes or comments, allowing you to highlight any significant observations, challenges, or opportunities encountered during the day. 
• Graphs and Charts : Some templates may include graphs or charts to visualize your daily sales trends. This helps identify patterns and make informed decisions.

2. Quarterly Sales Report Template:  

• Cover Page : A quarterly sales report usually begins with a cover page featuring your company’s logo and report title. 
• Executive Summary : In this section, you summarize the key points of the quarter. Include highlights, challenges, and notable achievements. 
• Sales Performance : Break down the sales performance by product or service category. Utilize tables or charts to illustrate the quarterly sales figures, comparing them to previous quarters. 
• Market Analysis : Discuss the market conditions during the quarter. Mention any industry trends, competitive analysis, or customer feedback that impacted your sales. 
• Expense Report : Alongside sales data, include information on expenses incurred during the quarter. This can provide a comprehensive view of your financial health. 
• Sales Forecast : Offer insights into your sales projections for the upcoming quarter based on the trends and data presented in the report. 
• Conclusion and Recommendations : Summarize your findings and provide recommendations for improvements or strategies to capitalize on opportunities. 
• Appendix : If necessary, add an appendix for supplementary information like detailed financial statements, survey results, or any other relevant data. 

Remember to customize these templates to suit your specific business needs, and regularly update them to monitor your sales performance effectively. 

Now, lets delve into some practical ways to enhance your sales reporting. 

Tips to Improve Sales Reporting  

1. Automate with a CRM Implementing a Customer Relationship Management (CRM) system such as LeadSquared can help you automate data collection and reporting.  

Sales Intelligence and Efficiency through Report and Analytics (SIERA) is LeadSquared’s new-gen self-service reporting tool.  

With SIERA , you can track leads, opportunities, organization revenue, user performance, and more. 

Want to optimize your sales reports? LeadSquared’s reporting powerhouse can help you: 

• Customize reports and apply relevant filters to display crucial data. 
•  Make informed decisions using real-time analytics and actionable insights. 
• Design reports that trickle down your organization hierarchy to track user-level progress. 
• Improve business performance by analyzing large data volumes. 
• Sort and filter vast data volumes. 
• Create pivot tables. 
• Generate and save multiple reports for your teams. 

2. Don’t present unverified or unorganized data: For example, if you’re presenting quarterly sales data, make sure the numbers are accurate and well-organized in your report. Don’t present conflicting or incomplete data. 

3. Avoid data overload: Instead of presenting every data point, focus on key metrics. If your monthly sales report is cluttered with too much information, your audience may miss the most important insights. 

4. Ensure clarity and consistency in formatting: Use a consistent format for headings, subheadings, and data presentation. Inconsistent formatting can make the report harder to read and understand. 

5. Tailor to Your Audience: For example, if you’re presenting a sales report to your marketing team, focus on data related to marketing campaigns and lead generation . 

6. Streamline Reporting: Avoid overwhelming your audience with excessive data. Highlight the most critical metrics, such as total revenue and conversion rates. 

Conclusion:  

They provide valuable insights into sales trends, customer behavior, and areas for improvement. LeadSquared’s robust analytics and reporting features help you make data-driven decisions and optimize your sales strategies. 

To experience the power of LeadSquared’s reporting capabilities and witness how it can transform your sales efforts, get in touch with our team.  

The frequency of your reports should align with your business goals.   For example, if you’re a small e-commerce store, you may benefit from daily sales reports to closely monitor performance.   However, a larger corporation might focus on monthly or quarterly reports for strategic planning.

Start by defining the purpose of the report, gather relevant data, use a standard template, and then customize it to suit your audience’s needs.   For example, if your purpose is to evaluate the success of a recent marketing campaign, your report should primarily focus on the campaign’s impact on sales, conversion rates, and customer feedback.

The key metrics you should include in your sales reports depend on your business goals and objectives. However, some essential metrics to consider are:  1. Total Revenue: An overview of your sales performance.  2. Sales Volume: The number of products or services sold.  3. Conversion Rates: The effectiveness of your sales and marketing efforts.  4. Profit Margins: How much profit you make from each sale.  5. Customer Data: Demographics, buying behavior, and feedback for customer insights.  6. Weak & Strong Points: Highlighting areas of both success and concern. 

Saleha Mariam is a marketing enthusiast with an affinity for all things business and a fondness for the written word. She is presently interning at LeadSquared as a Content Writer. You can reach her on LinkedIn or write to her at [email protected]

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37 Sales Reports Examples You Can Use For Daily, Weekly, or Monthly Reports

Table of Contents

1) What Is A Sales Report?

2) Why Are Sales Reports Important?

3) Types Of Sales Reports

4) Tips For Your Sales Reporting Process

5) How To Write A Sales Report To Your Boss

6) Monthly Sales Reports

7) Weekly Sales Reports

8) Daily Sales Reports

9) Bonus: Quarterly Sales Reports

Using a daily, weekly, and monthly sales report with your team may be the single most powerful action you can take to increase your team’s performance and generate powerful sales results. Modern sales analysis reports provide managers and sales representatives with a detailed overview of all relevant sales processes to optimize performance and ensure healthy business growth. The best part is sales reporting has never been easier. Thanks to the rise of modern sales reporting software that facilitates businesses' lives by providing interactive reports in the shape of professional dashboards that are easy to create and understand for everyone without any need for technical skills.

 To help you dive into the world of sales data analysis, this blog post will focus on the power of these reports by presenting the definition and a list of examples of daily, weekly, and monthly sales reports. Additionally, we will discuss exactly how to report sales, its importance, and the creation process so that you can find out the story behind each report and use them as templates or inspiration to generate your own.

Without further ado, let's get started.

What Is A Sales Report?

A sales report is an analysis tool that provides a mix of powerful KPIs that track the performance of various sales activities within a company. The insights contained in them help managers spot trends and improvement opportunities to reach sales goals. 

These powerful tools give a snapshot of the company’s strategies and activities at a specific period to assess the situation and determine the best strategic decisions and actions to undertake. With the help of modern online sales report software, decision-makers can find potential new market opportunities to improve results and gain an advantage over their competitors.  

They can be of various forms: a daily sales report format will track sales KPIs that are relevant daily, such as the number of phone calls or meetings set up by a rep or the leads created. Likewise, weekly sales report templates can monitor the amount of deals the team closes or the revenue generated. A monthly sales report format will provide a bigger picture of the activity of each sales rep or the team as a whole. Putting it all together on sales dashboards will enable you to automate your data and focus on human-centric tasks without requiring time-consuming manual calculations and repetitive exports.

There are also different variations of reports that will focus on different aspects: the progress of sales in general, detailing the revenue generated, the sales volume evolution, measuring it against a pre-set sales target, the CLV, etc. There are also reports focusing on the sales representative themselves and their sales cycle performance, from lead generation to closing a deal. We will go through the main types of sales reports later in the post, but before that, we need to discuss why these analytical tools are so important today. 

Why Are Sales Reports Important?

Imagine a sales team has set an ambitious goal of closing six figures in new revenue streams for that quarter. They check their progress two months into the goal only to realize they’re way off target from hitting it. They were probably busting their butts to make their goal become reality, but just working hard isn’t enough. Setting goals is fine, but they need to be realistic and achievable. That is where professional sales reporting and analysis comes in. If that sales team had analyzed their historical data with the help of a professional report, they would have thought of a goal that matched their reality and prevented the disappointment and the waste of resources. 

Tracking your progress with the help of self-service data analytics tools and regularly reporting on your performance can make a significant difference in how strategies are approached. These tools give businesses the power to make informed decisions based on their own data, preventing any mistakes that lead to wasting resources or, even worse, stall business growth. 

But that's not all. Keep reading to learn more about the business-boosting benefits of these reports: 

• They help you make informed decisions: Believe it or not, in the age of information, some businesses still rely on pure intuition or experience to make critical strategic and operational decisions. This can only lead to a waste of resources and untapped potential. Luckily, modern sales reports give businesses easy access to their current and historical performance to make decisions and build strategies solely based on their data. Avoiding shooting in the dark when it comes to important decisions. 
• They provide a navigational system: Think of reporting as your “navigational aid” for steering your sales team in the right direction. Modern online reporting software will help you get actionable sales insights to drive future revenue and crush quotas. They make things crystal clear for your sales team regarding what’s important and what they should be working on.
• They ensure consistent monitoring: To make the most out of your strategies, you must work hard on the right things at the right time. In other words, you need to work hard with intention and awareness. And that’s what daily or weekly sales report samples will help you achieve. They indicate how your team and strategies perform in real-time, so you can course-correct things as needed. 
• They keep goals simple and clear: As long as you’re not overloading your team with too many KPIs, by using reports, you can show your staff, “Hey, these numbers are crucial to our success. So, we’re going to keep track of them frequently.” When your team has a set of clear KPI examples they need to execute, they can invest all their energy into drumming up revenue – instead of wasting time thinking about what they should focus on next.

To put things into perspective, let’s say you’ve been doing an aggressive cold-calling campaign to drum up a new business. If you use a weekly report, you might find after a week that NOBODY has made any significant progress. Knowing this, you can switch to another strategy in time to hit your revenue goal.

Granted, all of this information largely depends on your sales cycles. If you have a massively expensive enterprise software package that often takes half a year to close, then a monthly report would be your version of a weekly report, and your weekly report would be similar to a daily report for other businesses with shorter sales cycles.

In essence, a sales report provides a roadmap to track your progress and monitor the team's efficiency to develop the most profitable funnel and keep your costs at a minimum while productivity is at a maximum level. If you want to improve your sales cycle performance management periodically, you can also read our extensive article on the benefits and value of a KPI scorecard . 

Now, let’s move on to the different types of reports for sales. 

Your Chance: Want to test modern sales reporting software for free? Explore our 14-day free trial & benefit from great sales reports today!

Types Of Sales Reports

Depending on the analysis goal, the business type, and other variables, businesses rely on various reporting techniques to track the progress of their sales efforts and ensure success across the board. Here, we present you with some key types that you should know. You can find visual examples of the reports presented above in the templates section at the end of the post.  

• Sales funnel reports : This type of report illustrates a business’s customer journey from when they first contacted the company to when they actually purchased a product or service. Typically, the funnel is divided into different stages, requiring sales representatives to take specific actions to move a potential client from one stage to the next. This enables managers to evaluate the individual performance of sales reps in moving prospects further in the funnel, evaluate the entire process, and tackle any bottlenecks that might be preventing leads from turning into paying customers. For example, a business might realize that leads are dying at the proposal stage. This could mean the product or service is not being presented correctly and could affect the entire sales process. 
• Conversion report: Similar to the funnel report, the conversion report tracks all details related to converting leads into new customers. It takes data from your sales funnel to understand how the different stages are performing, how many leads are converted, and how many are lost, among other things. Unlike other revenue-related reports that track the amount of money brought to a business in general, a conversion report tracks the revenue generated directly by the efforts of the sales department. It can be produced monthly, quarterly, or yearly and is a perfect tool to spot improvement opportunities. 
• Forecasts reports : This straightforward yet complex report type enables the department to predict the future sales of a given period. It uses predictive analytics technologies to analyze past and present data and generate accurate predictions. By using these reports, businesses can spot any potential seasonal slowdowns and any other bottlenecks that must be addressed beforehand. Additionally, a forecast report can identify pipeline weaknesses so they can be appropriately optimized. 
• Opportunity reports : This tool uses Einstein's opportunity score to rate the leads from 0 to 99. The ones with higher scores are the most likely to turn into paying customers, while the ones with lower scores are not. Businesses use this score to divide their leads and dedicate more human and monetary resources to those most likely to convert. 
• Sales marketing report : This straightforward report type tracks the developments of all marketing-related strategies that work towards increasing sales. It is a great collaborative tool between the two departments, allowing them to stay connected with different needs. For example, the marketing team can track which campaign has been most successful for the sales team and ensure the same material quality is produced. The same could go the other way. Unsuccessful campaigns can be discarded to avoid wasting resources.  
• Sales agent performance reports : As its name suggests, these tools are used to track and analyze the performance of sales reps in terms of productivity and profitability. The metrics tracked on these reports often include the amount of leads generated, opportunities closed, and revenue generated, among others. This data enables managers to spot reps who might be struggling, provide them with training opportunities, and reward the best performers. 
• Calls reports : As an extension of the previous report type, the sales call report tracks the amount of visits or calls that sales representatives make to potential clients during an observed period. The time can be either weekly, monthly, or yearly, depending on the aim of the analysis. Tracking this data helps managers assess goal completion for sales reps and understand the percentage of total calls that convert a new client. 

After we have expounded on the benefits and types of sales reports, we will now explain how to make one for yourself and your boss.  

How To Make A Successful Sales Report: Tips & Reporting Best Practices

Generating reports can be tricky for both sales teams and managers. To clearly compose your data to tell a story, you should follow these tips and best practices.

When you generate a report, you need to keep your final objectives in mind. To master report writing, there are a couple of crucial questions that you need to ask yourself: who are you reporting for, and why? Is this a weekly check-up or an assessment of a situation or a campaign project? What is the time period of the report? What is the main message you want to share?

Once these questions are answered, you can easily articulate your report accordingly. Here’s how to do it:

• Identify your goals: There is no point in creating a solid reporting process for sales if you don’t have a goal. Define specific questions you need an answer to, and tie all the metrics that correspond to your final destination. This is a crucial point as it will help you define the kind of data that you need to collect and prevent your analysis from becoming overcrowded with unuseful information. 
• Define your audience : Before working on the report, consider who will read it and what they need to know. Consider their background and if they are familiar with the jargon you might use. It’s not the same if you write for a specific sales audience than to a general one. Taking care of this aspect will help your reports be more engaging and readable. 
• Define the purpose of your report : Sharing monthly advancement with top management or just having the weekly overview and analysis of the sales objectives with your team. Both reports will have a different structure, and the info you will share will also be very different. You can also benefit from report automation and schedule a specific time for your reports to be produced and shared.
• Decide on a time period : You can create a daily and a monthly report or choose to display the data of the last quarter or year. Whichever you choose, it is important to think about it beforehand as it will help you gather the correct data and plan accordingly. You can also customize templates based on your own goals, departmental structure, or C-level management requirements. 
• Gather the right data : Now that you have defined your goals, audience, and time period, you should have all the necessary information to collect your data. With the help of professional online BI tools , you can easily connect multiple data sources and visualize them all together in interactive sales analysis reports. The best part is the sources will be automatically updated, meaning you will always have fresh insights available. 
• Tell a story: As you learned from the different types of reports we presented above, each type tells a different story based on the goals we have predefined. In this area, you also need to look at the bigger picture. If your goals aren’t being met, there is a reason behind it – does your customer or client have a rough business patch that resulted in lower sales volumes?
• Visualize and communicate your findings : Once you have analyzed and dug out insights from your data, the most important part is to convey this information to your audience. In the past, reports were mainly in written form or using static visuals. Today, it is all about interactivity and visual analytics. A professional business intelligence dashboard is a highly visual tool that offers a centralized location for your most important sales KPIs.
• Create an unforgettable presentation: Humans are visual creatures, and by visualizing all the numbers and correlations on a single screen, you enable faster insights, pattern recognition, easy-to-spot trends, and interactivity with data. A simple sales presentation with visualized data is much more digestible and effective when it’s done through the power of online data visualization .
• Provide context : An aspect often forgotten when we are deep in the reporting mindset is that numbers never tell the full story. Provide some background and a bigger picture of the figures, especially if you are presenting weekly sales report templates. For instance, how has the situation been this month or this quarter? Is the general trend going up or down?
• Take advantage of sales forecasts: One of the most crucial tips we can give you is to utilize sales forecasts to be able to make better and more informed business decisions, predict future performance, and give insights on how to manage your sales strategies, like in our example below:

**click to enlarge**

This example shows an intuitive user interface of modern business intelligence software like datapine that allows you to analyze and visualize sales data with a few clicks and take advantage of advanced analytics features such as predictions, intelligent alerts, and conditional formatting.

11. Identify patterns in your data: An important tip to consider when using company sales reports for your online data analysis process is to act on results. Often, organizations react when the numbers are negative. However, the true value of reporting lies in providing a deeper look into your business. Once you get your sales management reports done, examine the data carefully, and find trends and patterns to understand why something is happening. Like this, you will not only fine-tune your sales strategies but will find new opportunities that will lead your business to grow.

12. Share your findings: Whether you need to input your colleague or show your sales manager or board of directors achievements and current insights, these kinds of reports should be easily shared. That way, you empower collaboration and increase productivity between stakeholders. For instance, datapine’s business dashboards can be shared and exported in multiple formats, including print, PDF, live URL, automated email, and more. 

13. Use automated tools: One of the main benefits of sales reporting is to help businesses deal with their sales data the most efficiently. To do so, sales business intelligence tools provide automated features that will autogenerate your reports with just a few clicks. By investing in these business intelligence solutions to leverage your sales data, you can leave the pains of manual reporting in the past and benefit from interactive dashboards filled with real-time data ready to extract fresh business insights.

14. Get creative! When building your report, add a bit of fun or a more personal touch to catch your audience's attention and make you more confident while presenting! Sales analytics tools , like datapine, offer white-label reporting features to allow users to customize reports to meet any design needs they might have. 

These tips will help you create a powerful business sales report to share with your colleagues and key stakeholders. To keep digging deeper into the process, below we will discuss some tips to present a report to your boss. 

How Do You Write A Sales Report To Your Boss?

All of the steps mentioned above apply when writing a daily, weekly, or sales monthly report to your boss. However, your audience is already defined and specific – this time, you are writing for direct and/or top management. So here’s what you should additionally consider when writing to your boss:

• Focus on what matters to your boss: choose the right metrics. During the writing, you must remember why your boss needs the report and focus on giving the precise information they need to make the best data-driven decisions possible. When gathering the data, select the very metrics that matter to them: sales growth, the targets previously set and the state of achievement, the sales revenue over the month or year, etc. Remember that data is the centerpiece of your report, so spend some time collecting and organizing it as clear as possible.
• Visualize the data to communicate it better: To make it easy to grasp in a simple glance, instead of adding up one after a succession of graphs, you should opt for the overview that provides a dashboard. To visualize all of your metrics together in an effective way, online dashboards are key – and you can take some inspiration from different dashboard examples and templates. The advantage of using such dashboards is that you will always present up-to-date information, as they work with real-time data. No more stress over synchronization and updating files a hundred times!
• Don’t forget the executive summary : To finish with, do not forget to add an executive summary. That summary might be at the beginning of the report before introducing your data and findings, but that will still be the last thing you will write. Indeed, it will summarize the major insights drawn out and question the next steps. Top management does not always have time to go into detail, so you need an executive sales summary paragraph that lists the salient points.

Now that you've got all the details on analyzing sales data and creating powerful reports, we will look into an extensive list of 37 templates for daily, weekly, monthly, and quarterly reporting. 

Sales Report Examples For Daily, Weekly, Monthly, & Quarterly Reporting

1. 8 monthly sales reports templates and samples.

A monthly sales report is used to monitor, evaluate, analyze, and determine monthly sales trends. It includes more long-term measurement of KPIs, such as sales cycle length, conversion report, and monthly progress report, among many others.

To dig a bit deeper, we will briefly introduce some monthly sales reports examples that can help. A month will provide a broader feeling of how your sales reps are performing in the long run, even though, as we mentioned earlier, it can be too long for you to implement correction to avoid missing out on opportunities before it is too late.

1) Sales KPI report

We will start with an example focused on high-level metrics intended to make C-level executives’ lives much easier. Reporting on these levels should include main metrics, such as revenue, churn rate, profit margin, incremental sales, etc.

These metrics (as seen in the example above) are of utmost importance to track every month since they can change the course of a company’s sales strategy. Sales VPs, managers, and executives can monitor the most important operational and strategic data to increase the quality and performance of designated sales targets. A monthly sales report template like this one can be generated within minutes with professional KPI software . 

In the example above, we can see how to maintain revenue and management under control with the help of interactive charts that consolidate data from your connected database and bring you powerful visualizations that tell an immediate data story. You can break down your costs, monitor your incremental sales, and compare your results with the last month while keeping your data up-to-date.

2) Sales opportunity report

A sales manager report template should incorporate management, development, monitoring, and analysis of opportunities. Those are the most prominent leads within the funnel that need special attention and care. With the help of professional BI reporting tools , opportunities are available in a single, central location, and automatic data updates will enable you to look at the data in real-time without the manual optimization of numerous spreadsheets and static reports. Let's see this through a visual example below:

A sales performance report sample above is focused on opportunities and details on various metrics. It starts with a glance overview of current opportunities, current purchase value, average purchase value, and the win ratio compared to last month. This will immediately tell you if your developments are positive or need additional adjustments to improve results. Below, you can find details on the churn reasons with the most lost opportunities stating they've chosen a competitor. You can use these findings to examine what competitors offer and if you can adjust your sales strategies accordingly and try to offer something more valuable for your most promising leads.

At the bottom, the details will let you know when the first contact was made, by which sales rep, what kind of package is listed, comments, and other specifics of each opportunity. That way, you will see additional information without needing to manually search through e-mails or spreadsheets or perform any manual and time-consuming task. By adopting business intelligence software , key reports for sales managers will be centralized and accessible anytime and anywhere. Moreover, you will be able to share and interact with each part of this dashboard, saving you countless hours of work and, ultimately, increasing your productivity levels. 

3) Sales cycle length report

This monthly sales report sample covers the totality of your reps’ sales funnel, from the opportunity to a closed deal. It will outline the development of each rep and point out how good they are at closing deals and how long it takes them to get there. Visualizing these metrics will help you determine the strengths and weaknesses of each individual, providing you with the information you need to respond accordingly.

In our sales data analysis example, you can see that the average cycle length is 18 days, with the details being shown below and on the right in this dashboard. A data report such as this will ensure you gain a complete overview of your cycle while monitoring the conversion rate and cycle length of each sales manager on your team. The goal is to shorten the sales cycle as much as possible, but it also depends on the industry. In B2B, the cycle length is usually much longer than in B2C. The less time it takes you from identifying an opportunity to closing a deal, the more effective and profitable your processes will be.

4) Sales conversion report

As a complement to the previous template, here you can see how effective your reps are at converting the leads into sealed deals after hitting every step of the funnel to get there. By analyzing each stage of this funnel, you can identify where an issue may occur and address it to increase your sales conversions.

This sales summary report sample, created with a powerful dashboard maker , shows the leads, opportunities, negotiations, proposals, and wins in a simple yet straightforward way. The monthly development is depicted on top, showing how many converted leads you gained in the last 30 days. When you see certain spikes, you can examine what happened that day to see if you can apply the same tactics for your next sessions.

You can also see two gauge charts that visualize the lead-to-opportunity and opportunity-to-win ratios. If you notice a significant increase in your wins, you can safely assume your sales reps bring profits to your company. On the other hand, if the opportunity-to-win ratio is stagnating or decreasing, you can examine what kind of problems your reps have at the later stages of sales.

5) Sales Analysis Report Sample

Our next example is the perfect overview for a B2C business that sells products or services across the globe and needs a centralized view of the latest developments. With insights into critical revenue, profit, and product metrics for different regions, companies can extract actionable insights regarding the development of their strategies and identify where they could be improved. 

Looking into this sales operations report in more detail, we get a revenue and profit trend chart where users can quickly understand the overall performance of each quarter. In this case, we can see that Q2 2022 saw a significant decrease in revenue and profit compared to Q1 2022. Now, that data alone doesn’t tell us much about why this happened. To dig deeper, you need to explore the rest of the data contained in the report and extract useful insights from it. For example, by looking into the revenue by country and product charts, you can identify a region or product that is underperforming and affecting the overall results.  In this case, we can see that some products with the highest revenue also have the lowest profit margin; this could mean high production costs that could be optimized to increase profitability. 

6) Sales & order report

The following monthly report template can benefit online retailers the most. With so many orders to handle, it can sometimes be difficult to track everything sent out or returned. Every retailer aims to increase sales volumes, but keeping the return process in the loop will help you greatly on many levels. In the retail dashboard below, you can first see in which quantity your items are returned and then analyze why. This is key to figuring out where the problem lies and troubleshooting it as fast as possible.

If the item doesn't fit, as we see in our example as the main return reason, it would make sense to communicate the sizes more effectively. Maybe they need to be more visible within your online store, or they don't correspond to the standard US or EU sizes.

That way, you can easily increase your customers’ satisfaction, and we all know that a satisfied client is coming back: s/he can also recommend your products and services to their friends and family. And that’s pretty much what you want to achieve.

7) Outbound calls report

Telephone cold calling is still one of the most important techniques used in sales. That’s why we have chosen to present this report, which displays various key areas in your outbound processes and potential results.

In this comprehensive sales analysis example, you can generate invaluable insights referring to outbound call trends, the sales team performance based on the contact rate, contracts closed, and average order value, among others. This visual lets you compare your findings with the previous period and learn the most effective moment to perform calls to maximize results and profits.

In our example, you can see that the contact rate is highest mid-week while the details on the agents' performance are depicted on the right. The trends are indicated in comparison to the previous period and are, unfortunately, negative. The point is to examine further what happened to avoid such scenarios in the future. If agents need more education or something unexpected happens that you can't influence or change, it's time to ask additional questions.

8) Sales performance report

As our final monthly report format, we chose one that displays a broad overview of your performance, combining a lot of different KPIs – which is helpful if you decide to create a monthly report. The one displayed here goes further, showing data over one year, but you can take data for just over one month.

From the number of customers you have acquired during that span to the costs it takes to get them, from the average revenue each of them brings you to the lifetime value they have, this sample provides you with at-a-glance information to quickly see if your teams are meeting their goals.

In a practical sense, this performance dashboard will enable you to track the acquisition costs, the average revenue per unit, the customers' lifetime value, and the development over time. It's important to track and regularly evaluate your performance since it will create an informed sales environment where you can make decisions based on data and not "hunches" or assumptions that can cost you significant money and time.

2. 13 Weekly Sales Report Samples And Templates

A weekly sales report is a measurement tool used by companies and individuals to track sales performance and essential KPIs, such as lead-to-opportunity ratio, lead conversion ratio, sales volume by channel, and total sales per region, among many others, every week.

A week is arguably the perfect period to measure individual sales rep performance. A month is often too long, leading you to miss out on course correction opportunities until after the fact. And a single day is often too short to see any meaningful, outcome-dependent information. Of course, the perfect period to measure sales rep performance also depends on your business model as well. You can also check our resources to expand your knowledge using a business report template .

Here, we will look at specific reports and KPIs you can track weekly from a B2B and retail perspective.

a) Track Your Weekly B2B Sales With These Reports

As mentioned, the week is a perfect span to track your team's performance and get a more detailed overview of your sales numbers. Let’s explore some examples below! 

1) Number of outbound calls

Telephone cold calling is an invaluable B2B KPI that can tell you which weekdays are the most promising for outbound calls. Usually, Tuesdays, Wednesdays, and Thursdays are particularly valuable for B2B sales, but it might be helpful to set your own benchmarks.

You can set daily targets and track the progress during each day of the week but do consider factors such as mentioned days of the week or local time.

2) Sales volume by channel

This is a bit of a more “strategic” KPI that can also be used effectively on longer time scales. This report shows you what physical areas and customer acquisition methods pull the most revenue. The total sales volume can make it easy to see where you should prioritize your sales efforts so that you can adjust accordingly.

3) Sales opportunity score

Scoring models will help you set a standardized value for your opportunities since there are different classifications depending on the potential. That way, you can allocate your resources more effectively and spend more time with more potential opportunities.

As we can see in our sales summary report above, the amount of high-potential opportunities corresponds with the dark grey area and 13% of all opportunities. This metric, created with modern dashboard software , will help you make an effective weekly strategy and action plan on where your sales reps should focus their time and energy.

4) Revenue closed by rep

While a week may be slightly too short to get a meaningful revenue metric (depending on the length of your sales cycle), this is still a valuable report to run. For shorter sales cycles , you’ll certainly be able to see trends by rep over 2-3 weeks. For longer sales cycles, this report may provide insight into what times of the month your reps tend to close sales, increasing the accuracy of your future projections.

5) Upsell and cross-sell rates

As it is well known in the sales industry, it is much easier to sell additionally to your existing customers than to acquire new ones. This daily sales report sample is useful to track every week since tracking it daily is just too short of a time span to evaluate your strongest and weakest points. When you compare the results of each rep, you can see each rate and educate others to implement the same tactics. That way, your sales numbers will grow, but there is a high chance that you will also improve client loyalty and satisfaction.

6) Customer lifetime value

This is one of the most important KPIs you can track in a B2B sales setting, first on a week-to-week basis and then expanding over the months.

It shows how much a business expects to earn from the entirety of the relationship with a customer. You can monitor it weekly to see whether the average rises or decreases. The goal is, of course, to keep the lifetime value as long and high as possible.

7) Average purchase value

Comprehensive sales analytics reports should include the average purchase value. It makes sense to compare this metric with the amount of opportunities every week since you can immediately spot direct correlations between the two.

In our example of a sales report, we can see the number of opportunities and average purchase value divided into 3 categories: basic, premium, and professional. The numbers can help you identify if you need to offer additional incentives to your clients or customers to increase your chances of selling higher-end products or services. If you compare it with the previous week, you can see the growth of 4%, which tells you you're on the right track.

8) Client meetings attended by rep

This is very good for a weekly sales activity report template. While in a day, it’s hard to get meaningful conclusions from how many meetings are being attended by each rep, a week timeline shows a different story. 

These meetings can either be virtual or in person, but successful sales reps will have them consistently, and this report will show you how they’re doing.

9) Lead-to-opportunity ratio

Tracking this metric weekly will let you evaluate the amount of unqualified versus qualified leads. A qualified lead is usually an opportunity, i.e., positive interaction that leads to a face-to-face meeting or a phone call, opening favorable circumstances for closing a sale. The lead-to-opportunity ratio tells you the amount of leads you need to meet your objectives in terms of revenue. Once you have a baseline ratio, you know how many leads you need to create to reach your target growth – and at the same time, you have predictable revenue.

This example can be assessed with the MQL (marketing qualified lead) and SQL (sales qualified lead), as it interconnects the departments since you need to define the most promising prospects that can turn into customers. Over the weeks, you can determine which potential customers convert the most and adjust your sales and marketing strategies accordingly.

10) Opportunity-to-win ratio by rep

This report displays a straightforward sales KPI that shows how effective each of your reps is at closing their opportunities. While some variance is expected, if one rep is dramatically better than the others, they may get the best leads. Or, this rep may have some skills they could teach the rest of your reps.

If a rep isn’t closing at the same rate as their colleagues, this could just be a fluke – at least weekly. But if these weekly reports continue to indicate the same trend, it could be the moment to help this rep out.

11) Lead conversion ratio

As the name states, this report will measure the number of leads that end up in a “win,” i.e., that turn into paying customers. This is one of the most important ratios for a sales team, as it gives a baseline to determine the number of leads the team needs to meet business objectives. It will depend on each company and industry, but generally, a low lead-to-conversion ratio will alert you to the weakness of your sales pipeline.

b) Skyrocket Your Retail Sales With These Reporting Templates

As one of the most sales-oriented businesses, retailers must also measure, and report on important sales values every week to get a bigger picture compared to daily reports. Let’s see which ones are the most prominent.

12) Rate of return

The next example is a retail sales report template tracking the rate of return. Whether a big or small business, the rate of return can tell you a lot about what customers think of your merchandise.

No retailer is happy when their products are returned. Therefore, tracking these values every week will enable you to decrease this number in the future when you investigate why the goods were returned and how you can improve.

13) Total sales by region

Tracking your sales by region can tell you which of your stores (or customers’ locations if you are an online business) are performing well. That way, you can compare these values and implement various other marketing activities based on your results. If you see a specific location outperforming others, see what makes it tick and invest more resources to grow even further.

Now that we have tackled monthly and weekly sales reports and provided examples you can implement in your own business strategies, it’s the moment to take a look at some more detailed insights through sales daily reports.

3. Top 11 Daily Sales Report Templates And Examples

A daily sales report is a management tool used by businesses, sales reps, and managers in order to extract the most relevant day-to-day sales data, such as the number of closed deals, client conversations, opportunities created, and many other sales-related KPIs.

Regarding daily reports, you don’t want to get too focused on outcome-dependent metrics. Instead, you want to focus more on process metrics. What’s the difference?

An outcome metric is revenue earned, which your sales rep can’t directly control. A process metric is something your sales rep can directly control, like how many calls they’ve made, emails they’ve sent, or meetings they’ve set up.

Daily, your reps will simply have some bad days and some good days due to reasons beyond their control. So, seeing that a rep has one low-earning day and then calling them into your office would be a little premature and arguably an example of micromanagement.

However, if several days in a row are pretty bad, or if a week goes by where your reps aren’t performing at their normal standards, that’s a pretty good sign that you might want to ask them what’s happening. Maybe they need to learn some new skills – or maybe their dog just died, and they’re in a bad spot. Either way, it’s your role as a manager to support them. Hereafter are some examples of B2B and retail KPIs you can measure in this sales reporting template.

a) B2B Daily Reports To Control Your Operations

As mentioned, each day in a sales department is different, and many things are simply out of human control. But by closely examining your daily sales operations, you can better conclude what works in your sales process and what does not. Now, we will focus on some examples you can track every day.

  1) Number of meetings set up by a rep

While you can’t actually force a potential client to meet with you through sheer force of will, you can mostly control how many meetings you set up. Take note that we’re not tracking phone calls and/or emails sent out explicitly, as while those KPIs can measure effort, they can also be manipulated quite easily.

And this contains an important lesson about KPIs, even daily ones – they must serve your overall goals. If your daily KPI measures something that doesn’t contribute to your overall goal, it’s not valuable. All in all, it’s hard to set up too many sales meetings, which makes this daily sales activity report template useful.

2) Number of client conversations by rep

This is the equivalent of: “How many phone conversations and in-person meetings do each rep have each day?”. Again, all else being equal, a rep who spends more time talking to customers will generate more results for your business than a rep who doesn’t. This is assuming that you are qualifying your leads properly, which sometimes can be easier said than done.

3) Lead response time by rep:

This daily sales report template can be tricky and controversial since it can vary greatly based on the lead type and actual scenario. The optimal response time should be determined after different strategies are tested. That means you should decide when the right time to react is when prospects download a free trial or whitepaper, whereas prospects requesting an offer should be contacted as soon as possible.

After you have your benchmarks, you can track daily how your sales reps are performing and their averages. That way, you can better analyze the effects on your overall strategy.

4) Number of outbound calls by rep:

You can track the number of outbound calls made by each of your reps daily, see how effective they are in their performance, and take appropriate measures if there are significant deviations from set targets. That doesn’t mean you should micromanage sales reps on a daily basis, as mentioned earlier, but provide them a helping hand when needed.

5) Number of sales opportunities

An opportunity is basically a lead that gets qualified because of the good response and interaction it had – meaning, this is no junk email address nor a fake phone number. An opportunity can be a conversation that ends at a meeting, paving the way to further sales interaction.

Valid qualified leads are extremely important to sales, as is comparing the number of opportunities against the purchase volume. This sales analysis template will show you the potential purchase value of new opportunities, and it would make sense to track it daily but also its development so that you can easily pinpoint successful days and try to recreate the processes in the future optimization of your sales funnel.

6) Number of touchpoints created by rep

This is a tie-in metric that looks at:

• How many emails were sent to a potential customer that has shown interest
• How many phone conversations were held or voice mails left with potential customers who have shown interest

With this metric, we’re trying to provide an overall “effort” KPI for each rep without making things too easy to manipulate. That’s why it can be useful to specify that for an email or phone conversation to count, there must have been prior contact with a customer identifying them as a lead.

7) Number of new leads created by rep

This is a pretty straightforward report. If you’re worried about reps boosting their numbers with low-quality leads, you can identify specific qualifications for leads and base your report on those numbers.

8) Number of sales/closed deals

Quite straightforwardly, this KPI counts the number of sales performed on the day. This is particularly important for small retailers with many items with low-added value who need to close as many deals as possible to make a profit margin.

b) Retail Sales Reports You Should Track On A Daily Basis

The retail KPIs we will explain next are indispensable in the retail industry. Retailers must track these KPIs since they need to have a daily overview of their operations, costs, and expenses to be able to generate profit. Let’s take a closer look at each of them.

9) The total volume of daily sales

This is a clear-cut daily report that focuses on the number of sales achieved on a daily basis. It is quite important to track, especially in the retail industry, since daily volumes can indicate which days of the week perform best and how you can use this to your advantage.

The goal is to keep your daily sales volumes growing, but don't panic if they start to decrease - instead, investigate why and adjust your strategies.

10) Average transaction size

This is another retail KPI that is extremely useful to track since you can conclude a lot about customer behaviors by looking at the device or payment type.

This KPI certainly varies, depending on the retail store type. However, evaluating this KPI can tell you how to adjust your advertising and online shop to meet your customers’ needs.

11) Total orders and average units per customer

Order placement must be tracked daily since retailers need to monitor how many orders they receive each day to ensure profitable results. This will enable you to improve your retail analytics and evaluate which weekdays are busy the most to avoid out-of-stock situations.

The average number of units per customer evaluates how many items customers purchase (on average). This can set the tone of the purchase trends and give you enough data to evaluate your sales even more precisely.

4. Bonus: Quarterly Sales Reports Examples

A quarterly sales report is a tool used to record the performance of sales metrics in three months. One month is often not enough time to track strategies' success or discover trends and patterns that will lead to improvement opportunities. For this reason, businesses use quarterly sales report templates to track growth based on a target, a specific market, a geographical area, or any other relevant sales-related process.

After analyzing, monitoring, and evaluating the most prominent KPIs through a quarterly sales report, managers and sales representatives use the results to define the steps to improve in the next quarter. As bonus content for our examples section, we will present 5 quarterly sales reporting examples you can apply to your business.

1. Pipeline Value Forecast  

Our first quarterly sales report example is the pipeline value forecast. By analyzing your historical data to find trends and patterns, this powerful sales report aims to predict the sales value of your business as well as the performance of your sales representatives for the next three months.

The predictions consider not only the value of your sales pipeline but also your committed deals, which can also include old clients upgrading their contracts, as well as a worst- and best-case scenario for each value. By getting these predictions, you can quickly understand if you are on the way to meeting your sales targets or if you are facing some underperforming issues and implement strategies to fix them on time.

2. Sales Growth 

Arguably one of the most important quarterly sales reports to track, the sales growth aims to measure the amount of revenue by sales representatives in the last 12 weeks (or 3 months).

This is a relevant sales KPI to track as it allows you to drive several conclusions about your sales strategies. For instance, if each of your sales reps is working for a different target group or market, you can monitor which of them brings more revenue and focus your efforts on that target.

3. Customer Acquisition Cost (CAC)

Next in our examples for quarterly reports is the customer acquisition cost. As its name suggests, the CAC aims to track all costs incurred in signing up a new customer. These costs will defer depending on your business type and what resources you implement to acquire new customers, which can be from campaign implementation to staff salaries and other related costs.

In the report example above, we see the CAC tracked for a year. However, tracking it on a quarterly basis will allow you to fine-tune your strategies before bigger issues affect your entire revenue. It is recommended that customer acquisition costs should be recovered within less than one year of your customer's subscription. The goal should be to keep your CAC as low as possible while increasing your customer lifetime value.

4. Revenue & Profit per Product 

Product profitability is arguably the most important quarterly sales report any business offering products should use. When we talk about a profitable product, we mean that it gains more money than its production costs. If a business sells a very expensive product with a low-profit margin, then it may not be worth the effort.  

In the template above, we can see that the DSLR D520 18MP product has the lowest profit margin and the second-highest revenue. Meanwhile, the product FinePix 12.0 MP has a way lower revenue and the second-highest profit. These important insights can lead decision-makers to focus their efforts on more profitable products or tweak their strategies to improve the least profitable ones. 

5. NPS by Sales Representatives 

When it comes to sales, customer experience should be a top priority. How customers interact with salespersons or answer questions can significantly influence their final purchasing decision. With that in mind, our next quarterly report example is the net promoter score by sales rep tracking how satisfied your customers are with the service provided by your sales employees. 

What makes this sales report valuable is its visually appealing nature. Just by looking at the numbers with the red and green arrows, managers can easily understand if a rep is underperforming. Additionally, the trend lines for the past six months provide deeper insights into previous performance to extract conclusions and support employees who are struggling. 

In The End, What Should A Sales Report Include?

To sum up this long and rich article, here is a list of what you can find in a sales report:

• An overview of the sales operations and activity of the company
• Specific sales KPIs tracked and analyzed to assess said activity
• A determined time period over which the KPIs are analyzed
• Graphs and charts to visualize all the data collected
• An executive sales summary for top management

As we’ve said in other posts, it’s important not to overwhelm yourself with new business processes all at once. Instead, choose the KPIs you think will be the most useful for you and your team and implement those. Then, after a month or more of using those reports, you can add them to your reporting – or keep them where they are. For more reports, you can look at our previous article on sales graphs and charts and find more inspiration!

Knowing where to start with reports is the precondition to creating effective dashboards that will enhance your decision-making and bring your business forward. To see by yourself and start building your own reports, give a go to our 14-day free trial !

Sales Report Templates For Daily, Weekly Monthly, Quarterly and Yearly Statements (Sourced from 40+ Sales Pros)

Table of contents

Sales is one of the top 3 most monitored and reported operations, according to Databox’s state of business reporting . Monitoring the correct sales reports helps you course-correct before it’s late while doubling down on what’s working.

Put simply, having the data that these sales reports summarize can help you run a revenue-generating sales show.

The only catch: you can’t track every other sales metric or set up every other sales report that you can think of. That’ll be too much of a data flood.

So what are some of the top sales reports that you should be tracking? We’ll answer that for you in this guide. Along the way, we’ll also give you the 411 on sales reports, which means there is lots to learn today. A quick look:

• What is a sales report?
• What should be included in a sales report?
• Which sales reports should you create?
• What are the most helpful sales report templates?
• Measuring sales performance in Databox

What is a Sales Report?

A sales report allows you to aggregate and report on data to track your sales progress for a pre-defined duration. You can track specific metrics for whatever frequency – daily, weekly, monthly, or another – more on this in a bit.

Think of these reports as insider peeps into your sales and team performance. Use them to get an idea of how well your team and overall sales are doing. You can also use the data to tweak strategies and allot resources.

Sales reports can be created manually in Excel or Google Sheets, automatically within your CRM such as HubSpot CRM, Pipedrive, Zoho CRM, or Freshsales, or through dashboard reporting tools like Databox. 

Of these tools, the majority of folks we talked to use Google Sheets to create their sales reports. Others use HubSpot CRM and Salesforce (in that order).

What Should Be Included in a Sales Report?

The exact metrics to include in a sales report depend on what the report is tracking, your sales goals, and the report’s audience. For example, the metrics that your CEO cares about are very different than the metrics your SDRs will need to know. Cayley Vos of  Netpaths  agrees, “Your audience will determine how a sales report is designed.

Information that would appeal to the board will be different than data the CMO needs to see to make marketing decisions.”

So how do you decide which metrics to add to your report? ”Determine the key points you want to highlight and start the report with these numbers,” Vos suggests.  “The rest of the report will provide support for the main key results featured. This allows the report to be readable and usable by technical and non-technical people in the company.”

Ideally, “the strongest sales report templates are both simple to digest yet robust in the information they provide,” Jenny Kelley of  Kiwi Creative  points out.

“At Kiwi Creative, we use a specific template that can be read from the top-down. We start by:

• Stating our reporting period’s key objectives.
• Below, we break out our KPIs into weekly, monthly, and quarterly goals that we report based on a targeted value, actual value, and the difference.”

“Our template consists of just numbers, but since they relate to specific KPIs, we can see how our sales strategies are performing,” Kelley explains. “Plus, since our KPIs are listed row-by-row, we can add more columns to track these three reporting points month-by-month to see how successful our optimizations are.”

That said, here are some metrics that you may want to track: 

• Closed Won or the total number of deals closed-won during a specified date range. 
• Closed Lost  or is the total number of deals closed lost in a specified date range. It can be helpful to segment this by individual salespeople. For example, if you see a salesperson who is struggling to close as many deals as everyone else, you can coach them. 
• Deals Created  which is the total number of deals created in a specified date range.
• Sales Forecast . A  sales forecast  allows you to estimate the number of new deals created and won in a given week, month, quarter, or year.   
• Deal Conversion Rate that gives the number of New Contacts divided by the number of Sessions during the specified Date Range split up by Sources. Daily totals are not available for this metric. Instead, the total current value of this metric will be visualized cumulatively. No historical data is available from the initial connection.
• Average Deal Size  which is the average time it takes to close a deal in your sales pipeline. 
• Churned Customers  or the number of customers who cancel in a given time period. For example, if you try a new sales campaign and notice that many  customers churn  in the first 90 days, you’ll want to evaluate your sales messaging and tactics to ensure that you are going after the right type of customers.  

PRO TIP: Monitor Your Sales Team’s Performance in One Dashboard

Smart Sales Managers know that to achieve your monthly and quarterly goals, you have to monitor your team’s sales performance on a daily, weekly, and monthly basis. To do that, you need an actionable dashboard that summarizes both team and individual sales rep metrics and allows you to:

• Understand the current sales pipeline.
• Track sales rep performance.
• Compare team results to revenue goals.

If you use the HubSpot CRM, you can benefit from the experience of our sales experts, who have put together a plug-and-play Databox template showing some of the most important metrics for monitoring your sales team performance. It’s simple to implement and start using as a standalone dashboard or in sales reports, and best of all, it’s free!

You can easily set it up in just a few clicks – no coding required.

To set up the dashboard, follow these 3 simple steps:

Step 1: Get the template 

Step 2: Connect your HubSpot account with Databox. 

Step 3: Watch your dashboard populate in seconds.

Which Sales Reports Should You Create?

Now that you know what sales reports are and what to add to them, how often should you create them?

You can choose from daily, bi-weekly, weekly, monthly, quarterly, and annual sales reports. Of these, monthly reports are the most popular as 78.3% of our respondents use them.

Weekly reports are also pretty popular as 69.6% use them. 43.5% also create quarterly sales reports with 39.1% using yearly reports. 30.4% also have daily sales reports.

Based on the experiences of Spyic ’s Katherine Brown too: “The most common templates for sales reports are daily, weekly, monthly, quarterly, and yearly.”

“These reports generate basic statistics such as the volume of orders received in a given period or the average price of an item sold in a given period. It would also be possible to use these reports to make more detailed statistical analyses. For example, to compare prices across time.”

Related : Sales Volume: Why It Matters and 12 Ways to Increase It

“Another common type of template is a regular sales report,” Brown explains. “The most common type of regular report is a weekly report. Some templates refer to the year as a whole, such as annual, monthly, and quarterly reports. These must be designed for an entire year rather than for a specific quarter or month.”

“Finally, some templates refer to the month; these must be for monthly reports only,” Brown says. “Regular reports are automatically generated using a spreadsheet program. This type of report can be helpful if users need the data but do not have the time to develop it themselves or if their computer is prolonged.”

Stephen Curry from CocoSign makes an important observation about sales reports’ frequency. Curry points: “One week can be said to be the perfect unit of time to measure the performance of individual sales representatives.”

“The one-month time frame is usually too long, causing you to miss course correction opportunities before the event,” Curry notes. On the other, “A day is often too short to see any real and meaningful information about the results.”

Marilyn Gaskell of TruePeopleSearch agrees. In their company, they “use weekly sales reports to keep track of our customers and the progress we are making, along with the effort that goes into making this progress.”

And, here’s the interesting bit: “using these weekly sales reports, we then make a sales report for the whole month consolidating the data in each weekly sales report.

For our weekly sales report, we focus on the following data:

• Sales by channel: methods acquired by customers to identify the one that generates the most revenue
• Lead to opportunity ratio: assess the number of non-conforming and verified leads
• Lead conversion rate: number of potential customers that become actual customers
• Opportunity ratio: the effect of each employee when giving up opportunities”

Tim Absalikov from Lasting Trend also favors weekly reports, particularly, for monitoring sales reps’ performance they share. “It is useful to keep an Employee Weekly Progress Report to keep track of what was done for the week, to note all the successes and difficulties, especially if the employee works remotely.”

“It is useful to categorize tasks [into]:

• completed tasks
• current tasks
• tasks for the next week.”

By tracking these metrics, Absalikov says you can “identify which tasks are prioritized, which projects are taking too long, and which metrics or targets need more attention.”

I Over Golf’s Scott Ferguson, however, finds daily reports useful. Speaking in their favor, Ferguson highlights: “All the mentioned templates are important but the most useful is the daily sales template. This is because it tells you about respective insights that weekly, monthly, and quarterly insights won’t tell you.”

“Daily sales template digs into details which is what you need in formulating better marketing strategies.” For example, “the daily sales template allows you to see up close:

• The time they made the purchase
• How often they make a purchase and
• On which days people mostly purchase.

These data are sometimes blurred in other templates, however, important they seem,” continues Ferguson. “With the daily sales template, you have the time to instead focus on details rather of simply focus on the fluctuating sales.”

What’s more, “Through other templates, you can see the fluctuating sales but with the daily templates, you can know why they’re fluctuating.”

Ultimately, however, the correct reporting frequency is the one that suits you best. As Curry puts it: “the best time to measure the performance of sales representatives depends on your business model.”

Most Helpful Sales Report Templates

Now, for the meaty part – a list of the sales reports, broadly divided into:

• Daily reports
• Weekly reports

Monthly reports

• Quarterly reports

Of all these reports that you’ll learn about below, our respondents say the leads vs. sales report template is the most useful for them.

Click to leads and deals closed vs. goal sales reports tie at the second spot for the most useful reports. These are followed by sales pipeline, multiple sales pipeline, gross profit margins, and sales performance comparisons that are all equally important following the top three.

With that, let’s dive into the details.

Related : 29 Sales Tips for Improving Your Close Rate

Daily Reports

Track and visualize the following sales KPIs and metrics on a daily basis in your sales reports:

1. Number of meetings and rep talks

Rishika Patel from WriteCream recommends creating a sales report that shows the number of meetings established by individual sales reps.

“While in reality, you cannot force a potential customer to organize a meeting with you, you can control the number of meetings you organize,” Patel shares. “Note that we do not track telephone calls and/or send e-mails explicitly, as these KPIs can easily manipulate the effort.”

2. Total daily turnover report

Patel also shares the total daily turnover sales report as an important template to track.

“This is one of the clearly defined daily reports focusing on the daily number of sales. Especially in the retail sector, it’s very important to track since everyday volumes can show what days of the week work best and how you can take advantage of them.”

3. New daily leads report

Next up is the daily leads report that Eden Cheng from PeopleFinderFree suggests.

“The number of new leads built by the rep is a pretty straightforward daily sales report,” Cheng notes. “In case you are fretting over the reps boosting their numbers with poor quality leads, you can efficiently ascertain definite qualifications for leads and, therefore, base your report on those numbers.”

This data can be obtained using this sales leads dashboard .

4. Number of sales opportunities

Ben Wallington from Designerwear opines the number of sales opportunities report is a great one.

The reason? Wallington shares two:

• “It tells you which days of the week your target customers respond well to sales calls
• “It helps you identify problems”

Regarding the second point, Wallington shares an example to explain. “If a sales call went well but the customer did not make a purchase, there may be something in the way that you need to look into.”

Similarly, about the first point: “if sales opportunities are higher on certain days compared to others,” Wallington observes “you will get a general idea of the days that you are more likely to make sales.”

5. Number of outbound calls by reps

“You can monitor each of your representatives’ outbound calls on a daily basis and see how effectively they work and take appropriate measures if there are major deviations from set objectives,” Patel from WriteCream shares the benefit of this daily report.

This translates to “How many telephone conversations and meetings are held each day by each representative” according to Patel.

“Again, everything else is equal, because a representative who spends more time talking to customers will yield more results than a representative who doesn’t. This assumes that you qualify your leads correctly, which can be said more easily than done sometimes,” Patel outlines.

Come to think of it: the more you get down in the trenches, the more you learn. In fact, the more reps talk to prospects, the better they can understand consumer psychology by paying attention to what helps convert leads into customers.

But Patel highlights: “this does not mean that you should provide micro-managers with a helping hand when they need to, as mentioned earlier.”

At COFORGE too, Eric Melillo shares they track outbound calls. Specifically, “we use a sales reporting template that focuses on outbound calling and contact rate per weekday,” Melillo writes.

“We don’t prescribe to cold calling. However, visitors who’ve engaged by downloading a relevant content offer will get a call. For us, outbound calling to warm prospects is an important B2B KPI that helps benchmark initial engagement activity early in the sales process,” explains Melillo.

“So, the template helps track the number of calls, repeat call attempts, days called, times called, and contact made. We’ll also set daily call targets and track performance daily, considering factors such as days of the week and local time.

Once we collect data, we’ll define not only our contact aggregate rate but also by weekdays and times. Typically, Tuesdays, Wednesdays, and Thursdays early morning produce the best results.”

Track this data actively using this call tracking dashboard .

Weekly Reports

Track these sales reports on a weekly frequency:

1. Sales volume per channel

This report shows you the number of sales you make from different channels.

Naturally, using it helps you determine which of these platforms deserves more attention for driving more sales.

James Leversha from Top Notch I.T is of the same opinion. “This is a more strategic KPI that can be used effectively over extended periods.”

“Essentially, this report will show you which physical places and client acquisition strategies bring in the most money,” Leversha notes. “The entire sales volume might help you figure out where you should focus your sales efforts so you can make adjustments. It will also show you how far you are in terms of reaching your goals.”

Put simply, it’s a report that helps you understand the performance of current sales channels. It also gives you the data to back your decision on resource allocation for lead acquisition.

2. Leads vs. sales report

The leads vs. sales report shows the comparison between your leads and sales the best in the chart form, Melanie Musson of  360QuoteLLC opines.

“If you are making twice as many leads but your sales are only increasing by 25 percent, something about the way you’re reaching people is off,” Musson observes. “You need to see both together and visualize the trend for the past year.”

OSDB Sports’ Ryan Rottman adds “I like to accurately gauge where we are when comparing leads to sales. In other words, how are we doing when it comes to closing? As this can also be a huge factor when it comes to ROI, it’s important when creating strategies and designing campaigns. Plus, you can also refer back to this report when deciding if it’s time to make any big pivots.”

Note that you can track the leads vs. sales for whatever period you want – weekly, monthly, quarterly as well as annually. As Rottman noted though, for big picture moves, you’ll need data over good time, for example, the quarter of the year.

3. Product return report

“This report shows all returned products and explains why they were returned (if there was a problem with the item),” comments Lynda Fairly of NumLooker .

Speaking about the need for this sales report, Fairly notes, “Every product requires the sales team’s attention at some point, so it is critical to track returns and analyze customer service. One way to do this is by monitoring product returns and analyzing their causes.”

“Whether you run a large or small company, the rate of return can reveal a lot about what your customers think of your products,” Fairly goes on. “The most useful sales report shows the return rate by division. When things are returned, no retailer is happy.

“Tracking and reporting these values every week will help you reduce this number in the future when you explore why the goods are being returned and what you can do to better these items or your overall offer.”

Now, for the monthly sales reports to keep tabs on:

1. Sales cycle length report

Wallington calls the sales cycle report “the most useful sales report.” Why? Because “it measures the time it takes for an opportunity to become a closed sale,” they write.

Having this information is super important for understanding how long it takes to convert leads so you can design ways to speed up the process and shorten the cycle.

2. Opportunities to close rate

Ian Reynolds of  OnCouse Automation explains the importance of this sales report, “If you know the cost of an opportunity and how many it takes to close one, then you can materially accelerate or improve the quality of one metric and improve your entire sales pipeline.” 

Related : 11 Common Sales Mistakes to Avoid If You Want to Close a Deal

3. Customer lifetime value report

“ Customer lifetime value is one of the most significant KPIs to follow in a sales report, starting on a monthly basis and gradually increasing over time,” Leversha from Top Notch I.T thinks.

“It essentially displays how much you can anticipate making per customer, and you can track it regularly to see if the average is rising or declining. The goal is to keep the lifetime value as high as possible while keeping it as long as feasible.”

Once you start monitoring this report monthly, move on to tracking it yearly. “Compare between last year and this year’s actual numbers,” says Leversha. “This will show you how much you have improved over a year.”

Moreover, “it will give you a basis on how to set your goals next year. Knowing your actual numbers and comparing them to previous years will show you what worked and what needs more improvement.”

4. Upsells and cross-sells

Since cross-selling and upselling are effective ways to increase sales revenue and grow customer loyalty to your business, this report is a must.  

To add, “reporting on upsells and cross-sells is a great way to increase customer lifetime value.”

For example, Andrea Maxim of  MAXIMized Business  says, “We have a running Google Doc with all sales items listed that we update weekly: Total Revenue, Total # new clients, Total products sold, sales for specific products, # upsells, # refunds, and expenses.”

5. Social selling report

Lots of companies are increasingly realizing the worth of selling via social , particularly, by taking a relationship-building approach.

Case in point: ATAQ Fuel . Amy Hernandez from the team shares, “a sales report template that our company tends to follow has to be the one coming from Sprout Social.”

“This template helps to clearly identify online engagement reports and how those engagements led to our current conversion rates.” 

6. Sales performance report

Another important sales report is the sales performance report.

Precondo’s Jordon Scrinko opines, “It is one of the most useful sales report templates that will boost sales by understanding whether your sales strategies give the desired results.”

“Sales Growth, Target, Acquisition Cost, and Customer Lifetime Value are common and most important KPIs for sales performance,” Scrinko writes. “Tracking Sales Performance can help you significantly improve and grow your business.”

Monitor your most important sales metrics, goals, and activities at a glance using this sales performance dashboard .

7. Sales pipeline report

One of the most valuable templates is one that allows you to see your entire sales pipeline from calls and emails to opportunities created and deals won. 

“We use HubSpot and Salesforce to track sales and performance,” says Liam Barnes of Directive . “They have built-in dashboards that allow us to track calls, conversations, opportunities generated, and more. We then use Growth Hackers to track our goals.” 

George Kocher of  Brand North  adds, “Connecting your CRM to your accounting software and then tieing that to a report that can be tracked throughout the month and updated automatically is extremely helpful.

PowerBi does this and so does Tableau. This will allow you to see your funnel. How many emails did it take to schedule an appointment? How many appointments turned into second appointments, how many second appointments turned into customers, and then what was the avg revenue per customer? This type of reporting allows you to benchmark again quarterly goals and also forecast revenue.”

Use this sales pipeline dashboard to monitor and manage your sales prospects as they move through the different stages of the buyer’s cycle.

Related :  11 Ways to Use HubSpot CRM To Manage Your Sales Pipeline

8. Financial reports

Speaking of revenue, Yana Trihub of KeyUA recommends two financial sales reports to use:

Profit And Loss Financial Report : “The profit and loss dashboard is an overview of the company’s financial statements, including the revenue earned and the net profit. It is also enhanced by various performance ratios.”

Financial Performance Report : “This template provides a detailed overview of how efficiently you are allocating your capital,” explains Trihub. “It also provides a snapshot of the main metrics of your balance sheet.”

9. Number of contact points sales reps create

It takes about eight touches before a visitor takes a desired action , say agree to an initial meeting with a rep.

It’s why Patel from WriteCream thinks it’s important you track the contact points reps make for each sale. “This is a tie-in metric, which examines how many emails were sent to a potentially interesting customer? How many telephone conversations and/or voice mails are left with potentially interesting clients?” elaborates Patel.

“With this measure, we attempt to provide each rep without making things too simple to manipulate an overall ‘effort’ KPI,” Patel writes explaining the significance of the report.  

“This means that it can be useful to indicate that a prior contact with a customer has to be established to count an email or telephone conversation.”

Related : 13 Expert Ways to Measure Sales Rep Productivity

Quartely Reports

Moving on, here’s a quarterly report our contributors suggest:

Deals closed versus goals report

“The one sales report that brings the most value and insight to our team is the Deal closed vs. Goal,” says Andrea Moxham of  Horseshoe + Co .

“This report will give you insight into your revenue from closed deals compared to your team’s quota or goal,” Moxham explains.

“This is useful because it allows us to evaluate our team’s performance, and it helps us set a parameter to attainable goals. Another reason why I love this report is because it helps my team stay motivated.” 

Meaning: using this report will help you in three main ways:

• Setting SMART goals
• Improving sales team productivity
• Evaluating team performance by seeing how well they’re achieving their goals

Use this sales team activity dashboard to measure and compare your sales team performance and productivity at any given time.

Measuring Sales Performance in Databox

Questions like “How many leads were generated?” or “How many Deals were created?” and “How many of them are closed-won?” are part of the salesperson’s lexicon on a daily basis. The solution? Easily track and visualize your sales pipeline using these free Databox sales dashboards .

Leveraging a ‘pipeline’ as a sales tool helps you manage your sales operations, highlights your ideal conversion paths, and makes it much easier to manage and make adjustments when needed.

Let’s say you’re tracking your sales with HubSpot CRM. There are various Basic HubSpot CRM Metrics available in Databox that allow you to analyze your Pipeline Performance.

This includes “Deals Won by Pipeline,” “Deals Created by Pipeline,” “Open Deals Amount (by Stage/Pipeline),” and “Open (unclosed) Deals by Stage/Pipeline.” You can find all of them in the  Metrics library .

With a sales pipeline, you’re breaking the sales process into small pieces, which means:

• They’re easier to track
• They’re easier to manage
• The goals are easier to track and pursue

You can create an overview Pipeline of all your Deals. The Data Source that we’re using here is HubSpot. The pipeline presents your sales teams’ efforts, results, and work.

You can create the Sales pipeline, even a whole Sales Databoard, with the Basic HubSpot metrics in our sales dashboard software .

Navigate to the  Databoard Designer  and open the Visualization Library. Drag and drop the Pipeline visualization to the Databoard.

On the right side of the Databoard, you add the metrics that you wish to display.

To show just the most relevant stages in your Deal process, add the metrics in the Databoard designer on the Right screen side. Here Calls completed, Deals created and Deals Closed won, are added.

If you have multiple Pipelines set up, you can choose the metrics “Open (unclosed) Deals by Stage by Pipeline” and “Open Deals Amount by Stage by Pipeline.”

This will expose the Dimension field, where you can select the specific Deal Stage. To filter out a specific Pipeline, type the Pipeline Name in the Dimension drop-down.

Click “+Add Row” to select the next Deal Stage to populate your Pipeline. Continue this process until you’ve added all open Deal Stages from your Pipeline.

Then include other important sales metrics to the Databoards, such as % close rate, Deals won Amount, MRR. That way, you draw a correlation between the outputs and the outcome. You can create these Overview Databoards in Databox and pull from HubSpot or other tools you may be using to track your sales pipeline.

In short, using sales reports gives you a snapshot of your sales performance while helping keep an eye on your team. Having this data by your side, in turn, assists in boosting team productivity and making data-informed decisions to grow your sales.

So what are you waiting for? Start using these sales reports for an eagle-eye view of your sales process and the people involved or create your own custom sales report with Databox .

Get practical strategies that drive consistent growth

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What Is Data Reporting and How to Create Data Reports for Your Business

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How to Write a Sales Report

Table of Contents

On average, a small business might spend up to 20 percent of its revenue pursuing sales leads. For newer companies, this figure can reach 45 percent. With all this money going toward sales, it’s only natural that you and your sales team, managers, executives or external investors might want to see regular overviews of your sales metrics. That’s where sales reports come in.

What is a sales report?

A sales report, also known as a sales analysis report, is a document that summarizes a business’s sales activities. This report typically includes information on sales volume, leads, new accounts, revenue and costs for a given period. It may also analyze this information along each step of the sales funnel and indicate your sales team’s performance (or any gaps therein).

These reports might help your company modify its sales approach and other growth initiatives. They can provide insights into sales methodology successes, predictions of future sales data, analyses of performance compared to previous periods, and greater understanding of customer motivations.

What are the different types of sales reports?

No two sales reports look exactly the same. Different types of sales reports focus on different sales metrics, needs or strategies. These are some of the report types:

• Sales forecasts. These reports predict the number of sales your team will make in a given period. You can use them to anticipate seasonal slowdowns or plan for issues that might affect business.
• Sales funnel reports. These reports show how close a lead is to buying your product or service. Sales funnels help you understand how to best nurture leads and, ultimately, convert them into customers. If you compare back-to-back sales funnel reports, you can identify weaknesses in your sales pipeline.
• Conversion reports. These reports resemble sales funnel reports in that they assess the progress of leads along the sales funnel, although they look specifically at the conversion of leads to customers, not the status of leads along the funnel. A standard conversion tracking report includes information about contacts, leads generated and qualified, and wins, with period-to-period change rates indicated as well.
• Opportunity score reports. Opportunity score reports are based on the Einstein opportunity score . This metric, which artificial intelligence determines, rates leads from one to 99, where a higher score means a higher likelihood of a sales win. These reports are useful for planning how to divide your team’s time pursuing leads.
• Upsell and cross-sell reports. These reports detail the number and value of items upsold or cross-sold to customers. Your team can review these reports to identify future upselling and cross-selling opportunities or flag certain products and services as especially suited for these sales approaches.
• Sales call reports. These sales reports concern calls placed to leads, prospects and customers to encourage purchases. These reports can help you gain insights into your reps’ performance and your leads’ qualities.

Don’t feel like you need to have every single type of sales report. Ask yourself what the purpose of capturing the data is and whether you have the resources to invest in that purpose. For a small business, a sales funnel conversion report might not be necessary, but a daily sales report could be essential.

Sales reports can be set to various frequencies and tied to key performance indicators (KPIs), helping you to monitor your success over time. These are some common frequencies:

• Daily sales reports. A daily sales report can track KPIs such as a rep’s number of daily calls and leads generated.
• Weekly sales reports. A weekly sales report can track KPIs, such as the entire sales team’s deals closed or revenue earned.
• Monthly sales reports. A monthly sales report can provide a longer-term overview of the metrics tracked in either a daily or weekly sales report.
• Annual sales reports. An annual sales report is an especially lengthy, detailed version of a monthly sales report. It may be the most useful for determining a subsequent year’s sales quotas. It can also help you address sales management issues, indicate seasonal fluctuations, observe the impacts of marketing campaigns, and identify especially successful sales reps.

There are many different types of sales reports, and each one includes different information. All of these can be useful to a business, but if you’re just starting out, consider beginning with simple daily, weekly, monthly and annual sales reports. The rest can be developed over time.

What are the key elements of a sales report?

The key elements depend on the type of report. In general, though, sales reports should contain the following figures:

• Relevant KPIs, as determined by the above criteria
• Sales volume
• Net sales (this is a dollar figure, whereas sales volume is simply the number of sales made)
• Gross sales (net sales minus the cost of sales)
• Percent of KPI change compared to the previous reporting period

You’ll notice that this list of figures is relatively short, even though you may have many KPIs to include in your report. That’s because staying concise is key; you don’t want to overwhelm the people reading your report right out of the gate.

However, figures alone aren’t enough to constitute a sales report. You’ll also need to provide a written explanation of what these numbers mean and how they should compel the company to act. We’ll discuss this step in the detailed report-writing guide below.

How do you write a sales report?

Follow these steps to create a sales report:

1. Decide how your sales report will look.

A sales report should be more than a document full of numbers and explanations. It should also be eye-catching and easy for someone to read without feeling overwhelmed. To achieve this, you can download a sales report template from your point of sale (POS) system. Alternatively, you can use any of the best CRM software to easily create several report types.

2. Consider your audience.

If you’re a high-ranking sales team member presenting a report to your head of sales, you may want to include a lot of KPIs. Executives might be looking for a more succinct summary. Further, a CEO might be interested in different data than a CFO. Your CRM software should be able to help you reformat your sales data for any audience.

3. Include the appropriate information.

Once you know your audience and the depth of reporting expected, you can decide whether to include or exclude certain data sets, such as sales revenue and costs, period-to-period KPI change, progress toward sales goals, sales by product or service, sales forecasts , and future sales plans.

4. Determine your current and previous periods.

Given the frequency criteria described above, determine whether the information you want to convey is best presented in an annual, monthly, weekly or daily view. Then, compare your information for this period to an equivalent prior period. For example, if you’re presenting sales information for February 2021, note percentage changes in this period’s KPIs as compared to all of January 2021 — and not just the final week of January.

5. Compile your data.

Once you’ve established your information needs and data period, it’s time to actually compile your data. This step typically means logging in to your CRM software and pulling up data, then either downloading it for use in another program or turning it into reports right from your CRM dashboard. Either way, sales reporting doesn’t stop at getting your data in one place.

6. Present your information appropriately.

Sales reports should be more than lists of numbers. Include plenty of graphs and other helpful images to help your audience make sense of these figures. Make sure to use the right type of graph. For example, an annual report might call for a line chart to show revenues month over month. Your CRM software might be able to auto-generate these charts, or you can use Excel to assist in graph creation.

7. Double-check your data and information.

After you’ve compiled your data and created charts and graphs, you should go back to steps one and two: considering your audience and including appropriate information. Sometimes, you won’t realize you’ve put in too much or too little information until after your first draft of a report. Don’t be afraid to take out information, recreate graphs or ask a fellow sales team member for assistance. Remember, everyone needs an editor. It’s important to strike a balance between insight and overabundance well before you walk into your meeting.

8. Explain your data.

This final step is perhaps the most important. Again, presenting data itself is only half the battle; you need to put words to your data for it to mean much to your audience.

For example, if your monthly report shows a sales decline from the previous period for the first time in several months, don’t assume your audience will infer the cause of this decline. Provide an analysis that suggests the decline is due to an expected seasonal slowdown compounded by an economic downturn. You should also open your report with a written summary of data from the previous period. 

Your written explanations should at once justify your figures and be justified by your figures. They should also outline fixes that your team plans to implement. For example, if a key competitor’s limited-time discounts have reduced your sales, explain how you will pursue the customers lost to that promotion. You can meaningfully present even the most concerning data if you determine an actionable, fixable root cause.

Once you do act, sales could increase. Therein lies the value of the sales report.

Sales report template

This template of a simple daily sales report could be used for retail stores, restaurants or any other business managing inventory including several different items. If you’re using one of the best point of sale systems (POS systems), you will be able to easily pull this data using the platform’s reporting tools. 

There are certainly more robust types of sales reports, such as sales funnel conversion reports and upsell/cross-sell reports, but this basic sales report is the most essential for a small business. 

Sales reports help guide business success

When you have sales data organized in easy-to-review reports, you can make better decisions about which products and services to emphasize and which might be losing you money. With sales data at your fingertips, you can help guide your business to solid ground and scale what works best for your bottom line. Whether you want a simple daily sales report or you’re looking for more complex data, consider using POS software. It can streamline the task for you as well as prevent double data entry and human error.

Jacob Bierer-Nielsen contributed to this article.

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10 Important Sales Analysis Reports [+ 4 Sales Report Templates]

Published: October 28, 2022

Are you finding it difficult to hit your sales goals , unclog your sales funnel , and increase your sales velocity ? Sales reports can help.

Sales reports allow you to improve your sales process, fill knowledge gaps, and hit your quotas consistently. As a sales manager, creating a sales report also allows you to gather hard data for your colleagues or C-suite to make informed decisions quickly.

In this post, you’ll learn what sales reports are, their benefits, and how to use sales report templates.

What is a sales report?

• Benefits of Sales Reporting

How to Write a Sales Report

Types of sales analysis reports, sales report templates.

A sales report or sales analysis report is a document that shows trends impacting your sales operations within a specific period. While the content of sales reports may vary depending on your goal, they include metrics like revenue, accounts won, leads, and more. Insights from these reports help you identify the strengths and weaknesses of your sales strategy.

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Free Sales Metrics Calculator

A free, interactive template to calculate your sales KPIs.

• Average Deal Size
• Customer Acquisition Cost (CAC)
• Customer Lifetime Value (CLV)

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Click this link to access this resource at any time.

The Benefits of Sales Reporting

Reporting data in a standardized way is crucial to the success of your business. Here are the common benefits of developing a sales reporting cadence.

Improving Team and Reps Performance

Sales reports provide data-driven insights about the sales performance of individual reps and your entire team. This allows you to know if underperforming reps need coaching. You can also identify who would benefit from regular one-on-one meetings to level up and hit their quotas.

The same applies to your team. If your team isn’t hitting the company’s revenue goals, you can use sales reports to find gaps to improve your sales process .

Assisting Fast Decision-making

Making informed and timely decisions is vital to the success of any sales strategy . This is where sales reporting shines.

With regular sales reporting, your C-suite or managers can quickly iterate on what drives the company's growth. You can also track and adjust sales tactics that are performing below par.

Boosting the Morale of Your Sales Team.

Creating daily sales reports may be time-consuming. But whether you do this daily, weekly, or monthly, these reports can take team morale to new heights.

Monitoring and showing the sales performance of each team member motivates them to do more. Gamifying performance results can challenge other team members to quit settling for average performance. Put another way, sales reporting can create healthy competition and push your sales team to aim for the “best” outcomes.

The goal of every sales report is to pass actionable and detailed sales information to your team. To do this, you need to know the purpose and audience of your sales report. You’ll also need to use the right data, decide on a reporting timeframe, and create engaging slides.

Here’s a breakdown of how to write an engaging sales report.

1. Know the purpose of your sales report.

Identifying your goal is the first step toward creating a winning sales report. With your goal in mind, you can easily determine the best data to include and decide on a reporting timeframe.

2. Tailor your sales report to your audience.

Metrics that interest your sales reps may not interest your CEO. Those that interest your CEO may not interest your director or VP of marketing. These folks are in the same organization as you, but they have different interests.

Sales reps may want granular details on their sales performance. Your marketing lead may only be interested in the sales reports from marketing campaigns. And your busy CEO may only want the overall results of your marketing and sales activities without the specifics of how you reached your goals. See, different strokes for different people. Tailor your sales report accordingly.

3. Determine your sales reporting timeframe.

Your reporting timeframe depends on your sales objectives and how frequently you need to update your team or management. You can do this in three ways.

Daily Sales Reporting

A daily sales report tracks the sales activities of each business day. This report increases your rep’s accountability, encourages productivity, and includes sales performance metrics like:

• Duration of each outbound call.
• Number of sales opportunities.
• Number of outbound calls.
• Number of proposals sent.
• Number of emails sent.

Weekly Sales Reporting

A weekly sales report measures the weekly sales performance of individual reps and your entire sales team. This report allows sales leaders to know which reps are on track to hit their KPIs. Weekly sales reports track metrics like:

• Call/contact volume.
• Lead-to-opportunity ratio.
• Lead conversion ratio.
• Number of appointments set.
• Number of closed deals.
• Sales volume by channel.
• Total sales by region.

Monthly Sales Reporting

A monthly sales report summarizes your sales performance for the month. This report helps you determine the effectiveness of your sales strategy so you can tweak it if necessary. Monthly sales reports track metrics like:

• Number of deals at each stage of the pipeline.
• Number of scheduled meetings.
• Length of the sales cycle.
• Average close rate.
• Average deal size.
• Sales volume.

4. Get your sales data.

Collecting and analyzing your sales data is a lot easier when you’re using a CRM. With a CRM, you can use filters to remove duplicate records and pull specific information. That’s more fun than relying on clunky spreadsheets, right? Here’s a quick video on how you can gather sales data for your reports.

You can also create custom reports if you regularly use certain sales data. Here’s how:

5. Explain key insights from your sales data.

You need to make sense of your sales data by explaining the “why” of each one.

• If there was a dip in the close rate, why?
• If there was a high lead conversion ratio, why?
• If there are more won deals in a specific region, why?

Just as the questions are endless, so are the insights you can gain by evaluating your sales data. For instance, more won deals could have resulted from a new tactic your team tried, a new channel they started using, a partner ecosystem they joined, and much more.

When you state why there’s an upward or downward trend in your data, you provide a roadmap for what your team can improve and what they can continue doing to achieve the best sales results.

Note: If possible attribute which changes to your sales data were caused by team tactics and which are attributed to the larger macro-economic environment. A spike or dip in sales may be the result of factors beyond your control. You’ll want to distinguish those factors where possible.

6. Use visuals to show vital sales trends and metrics.

Remember the popular saying, “A picture is worth a thousand words?”

It’s true, especially with sales reporting. When you create attractive visuals, your audience won’t have to wade through spreadsheets with lots of numbers. This saves their time and allows you to quickly communicate the insights in your report.

The best part? You can generate engaging visuals directly on HubSpot . Think pie charts, bar charts, line charts, and more.

Having dedicated technology to track lead and customer data makes it easy for sales leaders to analyze team performance and identify areas for improvement. But what are some essential reports every sales leader needs to track? We've listed some of the most important ones below.

• Sales Pipeline Report
• Conversion Rates Report
• Average Deal Size Report
• Average Sales Cycle Length Report
• Marketing Collateral Usage Report
• Won and Lost Deals Analysis Report
• Churned Customers Report
• Sales Call Report
• Lead Response Time Report
• Revenue Report

1. Sales Pipeline Report

A complete and accurate pipeline is a must-have. Without one, you can’t assess the sales health of your company. As a sales leader, you need to know the deals that are likely to get closed, those that may not, and how much of an impact each deal has on your bottom line.

To accurately forecast these, ensure your reps are doing their due diligence to guarantee a realistic sales pipeline .

This is an example of what a pipeline report looks like in HubSpot Sales Hub. You’ll notice each stage of the pipeline and where opportunities are within it. You can even add forecasted deal amounts to see the worth of each deal and its proximity to closing.

Image Source

Understanding the sales pipeline stages where your team excels and needs help. You can also identify the specific actions your reps should take to move prospects through each stage of your pipeline, the number of prospects in the pipeline, and how close your team is getting to their targets.

2. Conversion Rates Report

Conversion rate measures the ability of your team to turn prospects into leads and leads into customers.

By monitoring your conversion rate, you can identify where your team excels or underperforms in the sales lifecycle. If your team consistently has a high conversion rate of turning leads into opportunities, you can scale the strategies that are already working. Otherwise, you can start finding areas for improvement.

This report is also a litmus test for the strengths and weaknesses of individual reps. If a rep is performing below par, looking into their conversion rate helps you uncover why.

Revealing the efficacy of your overall sales strategy on an operational or team-wide scale. It also measures the effectiveness of your sales team at converting leads into customers.

3. Average Deal Size Report

Your average deal size helps in predicting revenue. For instance, if your revenue target is $200k per quarter and your average deal size is $20k, it means you have to land 10 deals to hit your quarterly target.

The average deal size report provides the basis for your reps' quotas and lets them know how many deals they're expected to land. It also allows you to set expectations and milestones for your sales cycle. Ultimately, it might seem like a no-brainer, but it's still worth a reminder — always monitor your average deal size because it’s vital to your sales operations.

Setting expectations for each rep, creating weekly and monthly milestones, tracking the performance of each rep, and gauging the overall success of your company’s sales strategy.

4. Average Sales Cycle Length Report

Average sales cycle length is the average time it takes a rep to close a sale. This metric shows the sales performance of individual reps and the overall efficacy of your sales process.

When considering the metric, establish an ideal timeframe to use as a benchmark. One of those benchmarks is how long it takes a rep to work through your sales cycle . If you find some reps with much longer sales cycles compared to their peers, you can evaluate their efforts and identify areas for coaching.

If all your reps can’t keep pace with your target average sales cycle length, then it's probably time to take an objective look at your operations. You might find flaws in your approach, training, or management style, and these insights can help you fix the issues. To enable your reps to see how they're performing with real-time visualization dashboards, tools like Datapine can help.

Knowing if your reps are closing deals at a similar rate as their peers. You can also create contests to foster healthy competition and unify your team to work towards a common goal.

5. Marketing Collateral Usage Report

Marketing teams expect sales reps to put the collateral they create to good use. This helps the sales reps to move prospects through the sales process quickly.

That said, some marketing collateral may be irrelevant to your rep’s prospects. With this report, you’ll know which marketing content works. Communicating this information to your marketing team gives them the insights they need to create more useful content.

Sales enablement platform SoloFire tracks how many people have used a piece of collateral, how many times they’ve interacted with it, and for how long.

Determining which marketing collateral gets the most traction with prospects and collateral that could use a refresh.

6. Won and Lost Deals Analysis Report

To understand the state of your business, you shouldn’t track only deals in progress. You should track deals you win and lose.

Perhaps prospects go crazy for specific features that you offer. Or, you notice that there’s a preference for a competitor’s product. Both trends provide an overall picture of your product’s overall strengths and weaknesses.

This is also a good way to spot under- and over-performers. For example, two reps who have the same average quota attainment could both appear to be stellar but differ wildly in actual performance.

If your data reveals that one rep spends a lot of time helping others get deals across the finish line while still maintaining high attainment, you have a great manager candidate on your hands.

On the flip side, records could reveal that a second rep has the same attainment as the first, but relies on other teammates to run demos or closing calls.

There’s always a story behind the numbers. Analyzing won and lost deals by rep will reveal it.

Evaluating performance against variables like company size, product type, sales reps, and sales teams.

7. Churned Customers Report

Every company will always experience customer churn . However, churn rates higher than your company or industry average can reveal larger problems.

There might be an issue with your pricing, service, product quality, product features, or delivery. You may also identify misalignment during the sales process, or some other aspect of the customer experience.

If your report shows higher than normal churn, speak to your customers to understand their challenges and fix them. This can improve your customer retention rate and overall customer experience.

Closely monitoring trends in churned customers so you empower your team to fix bad patterns throughout the sales process.

8. Sales Call Report

One way to measure the effectiveness of your sales reps is to track the number of calls or visits they make to prospects. You can use this report to track and find gaps in the close rate of your team.

Ideally, you want your reps to close a healthy number of deals compared to the number of prospects they meet with. If they meet with ten per day, but close none, this report will allow you to understand why and propose better closing techniques. If the opposite is true, you can find what’s working and share those tactics with the team.

The sales call report can also help you segment data. For example, if a certain industry is responding well to your products and services, you could advise your team to narrow down their call list. You can then prioritize the highest converting segment.

Identifying the most effective tactics for closing deals, setting daily call benchmarks for new hires, and iterating on your sales closing techniques.

9. Lead Response Time Report

Regardless of the length of your sales cycle, lead response time should be relatively quick. Studies show contacting prospects within the first five minutes after they become a lead increases their likelihood of converting into an opportunity.

Five minutes is short, and if you’re far from meeting this time, the best thing to do is track your progress. You won’t move from a 48-hour lead response time to five minutes overnight. But by making strategic decisions and prioritizing your team’s workload , you can attain this goal.

Here’s how a lead response time report looks in HubSpot.

Measuring the average time it takes sales reps to follow up with a lead. Plus, you can compare this metric to industry benchmarks.

10. Revenue Report

As a nice complement to the average deal size report, a revenue report can help you and your reps see how their work impacts the bottom line.

Seeing a breakdown of new business and renewals, as well as the reps who contributed to each. To get the most out of this report, you’ll want to first set your sales and revenue goals .

Many sales teams focus on identifying potential clients and closing deals, leaving little time for detailed reporting. The good news is that your team can use several powerful templates to expedite your sales reporting.

Here are four sales reporting templates we recommend.

1. Forecasted vs. Actual Sales Report Template

A forecasted vs. actual sales report can help your salespeople compare their progress against monthly and quarterly goals. These reports provide a quick way to analyze sales numbers and make adjustments as necessary.

For instance, this free sales report template from HubSpot allows you to track deals in your pipeline, know which ones to prioritize, and helps you hit your quota.

2. Reasons for Lost Deal Report Template

While every sales team strives to close as many deals as possible, some customers will inevitably say no. Understanding why your reps lose deals provides insight into why potential clients go elsewhere.

When creating this report template , you’ll want to add a column or prompt to your current sales pipeline. This allows salespeople to choose why your team lost the deal. Here are a few reasons to include in your lost deal report:

• Losing to a competitor.
• Not the right time.
• Lack of product features.
• Poor sales experience.

3. Overall Activity Report Template

For managers, having the ability to quickly view their team’s overall activity can be a great way to track productivity. It also provides information on key business development metrics, such as emails, prospect visits, and client calls.

Make sure to customize your report to include the metrics that matter most to your sales team. For instance, if your organization places a higher value on meeting prospects in person, you’ll want to include KPIs focused on visiting prospects.

4. Total Sales Report Template

Creating a custom total sales report dashboard allows your management team to quickly see how each salesperson is doing over a period. This information makes it easier to identify team members who outperform their peers and those who may need coaching.

Build Reports Your Sales Team Will Use

As a sales leader, you have a lot to keep track of. That’s where these sales reports shine. These documents provide critical insights into what’s working and what you could improve.

Here’s a key takeaway: Always track your customer and lead data. If you don’t, you'll miss out on reports that will undoubtedly help your business to drive revenue growth.

Editor's note: This post was originally published in March 2016 and has been updated for comprehensiveness.

Don't forget to share this post!

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Calculate average deal size, win-loss rate, churn rate, and more.

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Blog Business

12+ Sales Report Examples to Boost Your Business & How to Create Them

By Danesh Ramuthi , Oct 30, 2023

A sales report is a vital instrument for any business, providing detailed insights into the nuances of sales-related activities and performances. It is a comprehensive record of more than just numbers and graphs; it offers a mirror to a company’s revenue health, reflecting where the sales efforts are paying off and where there’s room for improvement.

Such reports capture the essence of sales trends, behaviors, and patterns within a stipulated period, allowing stakeholders to make informed decisions for the future.

Whether you’re looking for ways to segment your audience better, understand the impact of a new product launch, or measure the return on investment for a particular marketing campaign, these examples will guide your way.

Venngage report maker empowers you to create personalized sales reports that resonate with your brand and communicate your message clearly. Instead of starting from scratch, leverage Venngage’s vast library of sales report templates . These templates cater to diverse needs and industries, ensuring you have a starting point that’s both professional and customizable.

Click to jump ahead:

Why are sales reports important?

• 15 Sales report examples

7 Different types of sales report

How to write a sales report, final thoughts.

Sales reports hold a pivotal role in a business landscape, providing a comprehensive overview of a company’s overall performance. The importance of these reports varies, as illustrated below:

1. Fostering accountability

Sales reports, especially weekly sales reports, offer a clear picture of individual and team performance. When a salesperson writes a sales report, they are presented with a detailed analysis of their sales numbers. Regularly reviewing this data allows salespeople to understand trends in their performance and fosters a culture of responsibility. 

2. Spotlighting success

Every company, at some point, experiments with different types of sales strategies. Whether it’s a change in the sales process or the introduction of a new product or service, its impact needs evaluation. By sifting through monthly sales reports or daily sales reports, businesses can pinpoint which strategies are yielding results. 

3. Pinpointing challenges

Not all days are sunshine in the sales world. There are periods when the numbers may dip. By analyzing different types of sales reports, be it daily, weekly, or monthly, sales teams can identify potential challenges or bottlenecks. Whether it’s a longer sales cycle, fewer calls made, or decreased sales revenue, identifying the issue is the first step in brainstorming solutions.

4. Enhancing forecast accuracy

With the help of a robust sales analysis report, companies can fine-tune their predictions for the future. By understanding sales trends, past performance, and the sales pipeline, it becomes feasible to create more accurate sales projections. 

15 Sales report examples to evaluate your sales performance

Sales reports examples provide businesses with crucial insights into their strengths, weaknesses, and opportunities. 

From daily sales reports to comprehensive monthly overviews, these documents are essential tools for sales teams and managers to gauge sales performance and strategize effectively. 

Let’s explore 15 distinctive sales report examples, each tailored to cater to specific needs, and help businesses optimize their sales efforts.

Weekly sales report

The weekly sales report is a pivotal tool for sales managers and their teams. This type of sales report format provides a concise snapshot of the sales activities over a seven-day period. 

From the number of sales calls made, meetings scheduled, emails sent, to the number of closed deals, it offers a detailed breakdown of the sales team’s performance. 

Weekly sales reports help you understand the immediate strengths and weaknesses in the sales process, allowing for swift course correction. 

Moreover, with weekly sales report templates available, creating a report that presents data efficiently becomes easier for sales representatives.

Monthly sales report

Taking a broader view, the monthly sales report captures the sales data over an extended period of time, providing a more comprehensive picture of sales trends, growth, and the effectiveness of sales strategies. 

It delves into the sales cycle, sales pipeline, number of new leads, and lead conversion ratios. Sales team members can employ the monthly sales report template to simplify the reporting process, ensuring uniformity across the sales department. 

Monthly sales reports offer insights into long-term sales performance, aiding in refining sales strategies and understanding the bigger picture. 

They not only help businesses keep track of total sales but also assist in forecasting future sales based on past trends.

Quarterly sales report

Zooming out to a three-month perspective, the quarterly sales report delivers a synthesis of sales performance, ambitions achieved, and challenges encountered. 

This unique format presents a panoramic view of quarterly sales dynamics, enabling teams and leaders to recalibrate their sales efforts based on tangible insights.

Businesses can delve into emergent sales patterns, seize newly identified opportunities, and implement solutions for identified hurdles.

With an emphasis on monitoring sales trajectories, gauging pipeline progression, and a tally of successful deals, a tailored template can make quarterly reflections both consistent and insightful. 

Product sales report

Focusing on individual products or services, the product sales report serves as a diagnostic tool that helps businesses pinpoint which items are driving their revenue and which might be lagging. 

It provides a detailed analysis, breaking down sales figures to identify top-performers and underachievers. 

Such insights empower sales team to adjust their strategies, ensuring that marketing efforts align with product performance.

With the ever-changing market dynamics, having such detailed insights at one’s fingertips ensures that businesses can stay agile, capitalizing on trends and addressing challenges head-on.

Sales call report

Every conversation is a treasure trove of insights, with the report capturing everything – from the client’s aspirations and hesitations to the tailored solutions and insights offered by the salesperson. 

Sales call reports are more than just documentation; they are an avenue for introspection and growth. Sales representatives can revisit these records to hone their pitch, understand customer needs better, and enhance their overall approach. 

For sales managers and leaders, these reports provide a window into the customer-facing side of their business, helping them identify areas of excellence and those needing enhancement, thus ensuring the sales process remains dynamic and customer-centric. 

Modern sales report

The modern sales report is a synthesis of traditional metrics infused with the power of advanced analytics and data visualization tools. These reports leverage cutting-edge technology to present data in an interactive and engaging manner, allowing businesses to draw insights more intuitively. 

The modern sales report doesn’t just state the numbers; it tells a story, illustrating trends, patterns, and potential areas of growth or concern through dynamic graphs, heat maps, and other visual tools. 

Sales team equipped with these contemporary reports can make data-driven decisions more efficiently, respond to real-time market changes, and strategize with a foresight that was previously challenging to achieve.

Minimalist sales report

Embracing the ethos of ‘less is more,’ the minimalist sales report streamlines data presentation by focusing on the most crucial metrics, eliminating unnecessary clutter. 

It embraces a distilled approach that ensures that businesses receive a clear and concise overview, highlighting only the most pivotal data points that drive decision-making. 

A minimalist sales report prioritizes clarity and precision, ensuring that every piece of information presented holds significant value. 

By cutting through the noise, sales teams can quickly grasp the essence of their sales performance, making it easier to action insights and maintain a laser-focused approach to achieving their sales targets and objectives.

Sales requires varied reporting mechanisms to gauge performance, track progress, and strategize for the future. There isn’t a one-size-fits-all approach to sales reports; different reports cater to specific needs and metrics. Here’s a detailed look at the different types of sales reports:

1. Sales forecasts

A predictive tool, sales forecasts provide an estimate of the sales your team is projected to achieve within a specified timeframe. 

These are crucial for understanding potential market fluctuations, preparing for seasonal impacts, or addressing unforeseen challenges that could hinder business growth.

2. Sales funnel reports

Visualizing the journey of a potential customer, these reports display the stages a lead progresses through, from initial interest to final purchase. 

By comparing consecutive sales funnel reports, businesses can pinpoint bottlenecks or inefficiencies in their sales pipeline, helping in refining the lead nurturing process.

3. Conversion reports

While bearing similarities to sales funnel reports, conversion reports hone in on the transformation of leads into actual customers. 

They encapsulate vital metrics such as contacts acquired, qualified leads, and successful sales conversions, providing a comparative analysis over different periods.

4. Opportunity score report

Leveraging the power of Einstein opportunity scoring, these reports utilize artificial intelligence to assign a probability score to leads. 

A higher score denotes a stronger likelihood of closing the sale. Such reports are indispensable for sales teams to prioritize their efforts, focusing on leads with higher win probabilities.

5. Upsell and cross-sell reports

Delving into sales enhancements, these reports enumerate the instances and value of products or services that were upsold or cross-sold to existing customers.

By analyzing these, sales teams can uncover potential opportunities and recognize products that naturally fit into upselling or cross-selling strategies.

6. Sales call reports

Concentrating on telephonic interactions with leads, prospects, and existing customers, these reports offer a window into the effectiveness of sales pitches and the quality of leads. 

They are instrumental in deriving insights about the performance of sales representatives and the receptiveness of potential clients.

7. Win/Loss analysis report

It’s an accepted truth that not every lead will convert. 

However, the essence of this report lies in understanding the reasons behind the successes and failures. 

It delves into critical questions: How many leads did the competition secure? 

What factors influenced those leads’ decisions?

By addressing these concerns, businesses can finetune their offerings and strategies, ensuring they stay competitive and resonate more effectively with their target audience.

Related: 20 Professional Report Cover Page Examples & Templates [100% Customizable]

1. Pinpoint the report’s objective

Before diving into the intricacies of the sales report, it’s imperative to understand its objective. Are you aiming to provide an overview of weekly sales performance, a deep dive into monthly sales trends, or a look at the sales cycle over a specific period of time? Recognizing the report’s motive will help you focus on relevant sales data.

Decide on the frequency – daily, weekly, or monthly. Daily sales reports might concentrate on immediate numbers and tasks, while monthly sales reports shed light on long-term trends and strategies.

2. Define your report’s target audience

Different stakeholders, from sales representatives to upper management, have varying informational needs. For instance, while a sales rep might be more interested in lead conversion, a sales manager might look for insights into the overall sales performance of their team.

Depending on your audience, the report format, depth, and granularity can be adjusted. For example, high-level executives might prefer a summarized monthly sales report format, while team leads would benefit from detailed weekly sales reports.

3. Collect essential data

Engage in real-time collection of pertinent sales data, ensuring it remains up-to-date and authentic. This encompasses various metrics from sales revenue, number of sales, number of closed deals, to sales call records.

Use sales reports templates, like a weekly sales report template or a monthly sales report template, to organize the data. This standardization guarantees uniformity in the sales reporting process.

4. Incorporate impactful visuals to underscore vital data

Leveraging tools or sales report templates that offer charting capabilities can be invaluable. Graphs, pie charts, and bar diagrams can make data more digestible.

Visuals can effectively showcase sales trends, opportunity ratios, sales growth, and other critical metrics, providing a clearer picture compared to plain numbers.

5. Decipher the sales numbers

Beyond just presenting numbers, explain what they signify. For instance, a spike in the number of new opportunities might be due to a recent marketing campaign. Or, an unusual dip in the sales funnel reports might indicate issues in the sales process.

Highlight strengths and weaknesses in sales efforts, ensuring that the sales team and sales managers understand the implications and can undertake corrective measures.

6. Propose constructive next steps

A sales report should not just be a post-mortem; it should guide future actions. Offer actionable steps based on your analysis. For example, if sales call reports indicate that many leads aren’t reaching the final stages of the sales funnel, suggest strategies to improve lead nurturing.

Ensure that the proposed steps align with sales strategies and are tailored to assist sales representatives in enhancing their sales efforts.

Related: How To Write a Sales Plan That Converts (+ Templates)

Sales reports are important, illuminating the path to optimizing sales efforts and strategizing effectively. The diversity in types of sales reports – be it weekly sales reports, monthly reports, or specialized ones like sales call reports – allows businesses to gauge their performance from multiple angles.

It’s evident that a well-structured sales report is not just a document, but a treasure trove of insights. These insights, derived from sales data , can be pivotal in understanding the strengths and weaknesses of your sales strategies.

Whether it’s tracking the number of new opportunities, monitoring the sales pipeline, assessing lead conversion rates, or simply understanding how many sales were made during a period of time, sales reports offer a comprehensive overview of a sales team’s endeavors.

While there are numerous sales reports examples available, it’s the customization and alignment with business goals that truly make them stand out. 

The process to write a sales report might seem daunting initially, but with tools like the Venngage report maker and with it’s sales report templates at your disposal, creating effective sales reports becomes a seamless experience.

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How to create a revenue report for your tour company (Plus revenue report templates)

Keeping track of your revenue activity on a consistent basis can help you reach your financial goals — especially if you develop the practice of sharing these reports with the rest of your company. This ensures that everyone is on the same page and allows each department to make better decisions based on that data.

In this post, you’ll find several revenue report templates to help you stay on top of your bookings on a daily, weekly, monthly, and quarterly basis.

What is a revenue report template?

A revenue report template is a report or dashboard that helps you summarize your tour business’s revenue activity over a specific period of time.

The most common revenue reports include the Profit and Loss Statement, also known as the Income Statement, Balance Sheet, and Cash Flow Statement. A revenue report template will provide you with a blueprint to create each of these.

It’ll tell you what metrics to input so that the report can be made.

How often should you prepare a revenue report? 

Pulling daily, weekly, monthly, or quarterly revenue reports helps you understand how your business is operating on a short- and long-term basis.

These reports reveal valuable insights into the financial health of your business. If you spend a few months without analyzing your finances, you risk losing track of important metrics that keep your company afloat.

Small businesses can benefit from looking at their Cash Flow Statement on a weekly or monthly basis. Your cash flow is the money coming in and out of your business based on the day a booking was made.

Tours and attractions should also track realized earnings, which happen once the tour or experience is complete.

Since you likely have monthly expenses like rent, it’s helpful to understand the money that comes in and out each month.

What metrics should be included in a revenue report?

The Profit and Loss Statement typically tracks four core financial metrics: income, expenses, cost of goods sold, and net income.

• Income: The money received by your tour business or attraction
• Expense: The expenses associated with running your business, including overhead and sales and marketing costs
• Cost of Sales: The cost associated with delivering a service
• Net Profit: The amount of money your business makes after deducting the cost of sales and expenses from income

The Balance Sheet tracks what your company owns and owes. It specifically looks at your company’s assets, liabilities, and shareholder equity.

• Assets: Everything your tour business or attraction owns like vehicles, equipment, building(s), etc. 
• Liabilities: Everything you owe, such as a small business loan or credit card debt
• Shareholder Equity: Everything you and other shareholders of your company have invested in the business

The Cash Flow Statement gives you a snapshot of the money coming in and out of your business. This includes money received from bookings or ticket sales, investing, and financing.

In addition, these three business metrics can give you a good idea of your company’s performance:

• Sales Revenue: All the income your company has made through tour bookings or ticket sales, excluding the cost associated with refunds or chargebacks.
• Net Profit Margin: How much profit is generated as a percentage of the revenue received. Your Net Profit margin highlights how much of each revenue dollar collected by your company actually translates into profit.
• Gross Margin: The amount of money your company keeps after the direct costs associated with providing the services you provide.
• Sales Growth: Monitor your sales growth monthly or yearly to identify the pace at which your company’s sales revenue is increasing or decreasing.
• Cost of Customer Acquisition: How much it costs your company — typically in marketing expenses — to acquire a new guest.

Daily revenue report template example

Source: Free Report Template

If you run a tour business or small attraction, you’re likely tracking your bookings or ticket sales on a daily basis. A daily revenue report shows you a summary of all your company’s transactions broken down by day.

Weekly revenue report template example

Source: Microsoft Office Templates

You can use a sales report to keep track of bookings on a weekly basis. The template above specifically tracks sales revenue against a goal.

First, edit the columns to match your business’s revenue metrics, such as in-person bookings, online bookings, third-party bookings. Then, you plug in the numbers. By the end of the week, you’ll have a complete sales activity report to present to your team.

Monthly revenue report template example 

Xola’s transaction report contains financial details for every charge or refund associated with your bookings.

You can view your transactions for any date range. In this example, the report is showing the transactions made during the month of September 2020.

After viewing this report in the Xola dashboard, you can then export it into a spreadsheet.

Here’s a look at a Profit and Loss Statement broken down by month. As you’ll see in the report above, the business records the income for its operations every month, as well as its expenses. 

You’ll also find the net income at the bottom, or the amount your business makes after deducting costs of services provided, operating expenses, interests, and taxes.

The net income is a good indicator of your company’s profitability. Tracking this metric every month helps you understand how much of a profit your company will make over a year.

You can also pull monthly reports to see how specific marketing tools and campaigns are performing. In the example above, a monthly earnings report was pulled for Xolabot, an automatic growth feature used to upsell experiences, offer deals, and rescue abandoned bookings.

The report shows that Xolabot brought in over $5,000 with the “resume booking” feature that reminds customers to complete their purchase.

Quarterly revenue report template example

Source: Slide Team Blog

A quarterly report gives you a three-month snapshot of your financial activities. This revenue report template zeroes in on a few key metrics like gross profit margin and net profit margin — both of which help you accurately track your company’s profitability. It also takes it a step further and compares your revenue versus expenses.

Source: Prophet Invest

As with most revenue reports, quarterly reports can be customized to display the data that matters most to your company. They can be used to track company revenue growth, as shown in the Airbnb example above.

Airbnb’s upward trajectory from Q3 2019 to Q3 2021 shows that people are traveling again, and that the service is gaining popularity in post-pandemic travel.

Quarterly reports can also break down your revenue by segment, as shown in this example for Expedia Group. The Online Travel Agency’s (OTA) revenue is broken down by the different brands it owns, like Vrbo and Trivago.

This gives the company a snapshot of which brands are performing best over time.

Source: GeekWire

Quarterly reports are also useful to observe historical revenue growth. In the example of Expedia shown above, the online booking marketplace displays its overall earnings broken down by quarter from 2013 to 2018.

This way, the company can compare its quarterly performance over the course of several years.

When you track your quarterly earnings, you can also make a report like this to view your company’s financial history over time.

Staying on top of your finances is the best way to ensure your profitability. And revenue reporting is the best way to do that.

The examples shown in this post can be easily used as templates to build your own reports — all you need to do is change the labels and metrics to fit your business.

Building revenue reports is even easier with a booking software like Xola, which allows you to automate the process. Xola gives you access to several financial reports so that you always have your company’s revenue data at your fingertips.

Writer Carla Vianna

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What Is A Business Trip Report And How To Prepare One?

Home » B2B » What Is A Business Trip Report And How To Prepare One?

Business trip report is a post-trip activity essential to know the outcome of the business trip vis-à-vis its objectives. Employees can use the trip report to highlight their achievements and enhance their reputation in the eyes of the management. Additionally, the report will help the management to analyze the outcome of the business trip. Let us discuss the tips for writing a business trip report.

What is a Business Trip (or Business Travel) Report?

A business trip report, or a business travel report, summarizes the business trip to justify travel expenses. It reviews activities to fulfill pre-defined business objectives, such as finalizing a business deal, providing technical service to a customer, or representing the organization at a trade fair.

• Travel managers can review business reports based on the following criteria:
• Improving networking and customer relationships
• Fulfillment of the training objectives, such as deals, services, certifications, etc.
• Identifying and attracting prospects for new business opportunities
• Knowing new business trends
• Attending company conferences or review meetings
• Imparting training to business associates
• Providing customer business travel support
• Assessing the competition

Business travel reporting activity helps understand to what extent the employee met the trip objectives. It enables travel managers to change policies and improve the efficiency of the future business trips.

Suggested Read: All You Need To Know About Corporate Travel Management

Importance of a corporate trip report

A corporate trip report is necessary to justify the cost of business travel. It is a critical summary to enable reporting, auditing, and business travel budgeting. Business trip reporting helps travel managers monitor, track, and control travel costs. They can leverage the knowledge to enhance the effectiveness of future business trips.

An ideal trip report provides a detailed review of the particular business travel report and is a vital instrument for understanding the justification of the trip expenses. The business trip report comprises many details, such as graphs, tables, photographs, and other documents supporting the claim by justifying the travel expenditure.

How to write a business report?

1. Preparations

Preparations for writing a comprehensive business trip report begin before proceeding on a business trip. You should note down the core corporate of the business trip you expect to meet. The entire trip itinerary will focus on accomplishing this goal. The measure of the trip’s success will depend upon the details and supportive documents you provide while submitting the trip report. Continue noting down all details about your achievements as your business trip progresses. Collecting bills or receipts is an essential prerequisite to facilitate expense reporting. Platforms like Paxes can help you with planning, booking, and producing the necessary travel data and invoices needed to back your report. Remember to get snaps and video clips of important events besides documentary evidence of your achievements, like feedback forms to justify your accomplishments.

2. Headings and essential details

The heading section should provide a quick introduction to the trip report with the total cost of the business trip. Mention the core purpose in the first section of a business trip report. Include the cities and places you covered with dates. Write down the names of colleagues if they accompanied you on the trip. List the names of prospects, customers, and business associates you met on the business trip.

3. Introduction of the report

A general overview of the business trip is an essential feature of the introduction. Let the introduction outline the goal and the results of the business trip. Mention the places you covered and the people you met with the outcome. One should briefly describe the activities such as attending the exhibition stall, highlighting product benefits, meeting prospects, or attending seminars. Focus on how you accomplished the trip’s aim without providing data or supportive documents.

4. Business trip report’s body

The main section of the business report is the body. You should provide details of the activities that helped you meet your business objectives. By providing reasons, you should also reveal the goals you missed to achieve. One should add any other achievements, not part of the trip’s original objectives, in the body. You should explain how the achievement can benefit the organization.

5. Summary of the report

The summary justifies the consumption of resources to cover the trip. Share your observations by mentioning how the business trip can help the organization win more customers, increase sales revenues, or improve the company’s brand awareness. The summary should focus on the expected rise in the business to help travel managers know the ROI from the business trip. The report should include attachments like data, snaps, and customer feedback reports that will help support your accomplishments.

Business trip report template

Here is a simple template for you to get started with your business trip report:

Trip information

Trip itinerary: Insert summary of trip itinerary

Purpose of trip: Define the purpose of the trip with a clear objective

Activities and meetings conducted: Write about the activities and meetings conducted

Site visits and events attended: Write details of site visits and events attended

Key accomplishments: Summary of key achievements during trip

Business opportunities: New opportunities found during the trip

Challenges encountered

Logistics issues: Were there any issues with the transportation

Communication issues: Any language barrier encountered

Other issues: Other issues occurred during the trip

Expenses incurred

Travel and accommodation expenses: Enter airfare, transfers, mileage, hotel rooms charges

Meal and other expenses: Meal expenses, stationary costs and others

Recommendations for future trips

Improvements: Tips on how to get better results

[End of Business Trip Report Template]

Organizations use the business trip report to know the return on travel costs. Business travel reporting is the art of presenting your achievements systematically. Providing details and supporting these with data or documents is the key to writing a perfect business report. The business report should be crisp and clear, presenting the trip’s purpose, activities, learnings, and recommendations.

Travel and expense management platforms such as Paxes offer easy and quick booking of flights and hotels. Additionally, the expenditure data provided in these platforms can help one in preparing a comprehensive business trip report.

Business Trip Report FAQs

Who should receive the corporate trip report of the employee.

Employees submit a corporate trip report to line managers, or corporate travel managers, depending upon the corporate policy.

What is excluded from a business trip report?

The business trip report should not include personal experiences, like visiting a tourist spot, having dinner with colleagues, or detailed notes. Avoid lengthy descriptions of the event or venue.

Is there a standard format for writing a corporate trip report?

The ideal format is the headline, introduction, body, and summary. However, some organizations expect employees to write a corporate trip report in a particular fashion.

Is the expense report part of the corporate trip report?

Many organizations mandate attaching expense reports to the business trip report. In such cases, one can add receipts and bills to the expense report.

What is the focus of a corporate trip report?

A corporate trip report aims to explain how the investment in the business trip will benefit the organization.

What should be included in a business trip report?

A business trip report should consist of trip details, itinerary, expenses, results, challenges, and recommendations.

What is called as trip report?

A document detailing the various aspects of a business trip for analysis and betterment of next trips is called business trip report.

What is an example of a business trip?

Sales trips, brand awareness trips, VIP trips are some of the examples of business trips.

What is the purpose of business trip report?

A business trip report is used to highlight the key findings of the trip and analyze the same to better the following trips.

How do I create an effective business trip report?

What information should be included in a business trip report.

Pratyush is a traveling enthusiast who always looks for innovations in business travel management. He has 5 years of experience writing content on corporate travel management and working closely with expert business travel facilitators.

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Take a Tour of the New Sales & Returns Sample Report

We’re excited to introduce a new Power BI sample report for you to play around with. This report includes new features, shows designs factors you should take into consideration when building a report, and has been optimized Power BI Desktop, service, and mobile. You can see how visuals from AppSource can be added to your reports, how they work well with other Power BI visuals, and learn how the Power Apps visual can be used in a report.

Click on the image below to explore the sample in the Community Data Stories Gallery, or Download the PBIX to follow along.

This report shows many powerful features of Power BI in the context of a sales and returns data story. The scenario this report is set in is a company that sells Microsoft themed skateboards and wants to quickly see the state of their sales and returns and analyze how they should modify their operations.

We want to extend a huge thank you to Miguel Myers and Chris Hamill who created this report! Miguel and Chris are members of our team who are truly gifted in bringing together data and design. If you want to follow some of Miguel’s best practices for report design, you can check out his YouTube channel . You can also follow Chris’ blog for Power BI creators, Alluring Analytics , or follow him at his Twitter .

Report Structure

The Sales & Returns report has been structured to have five main pages: Intro, Net Sales, Returns, Return Rate, Market Basket Analysis. In the following sections, we’ll go into the purpose of each of these pages and features to play around with.

The remaining pages in the report are hidden because they have been used to construct tooltips and other parts of the five main pages.

To get the full experience of the sample report in Power BI Desktop, please make sure to turn on your preview features in the report options dialog.

The intro page gives a description of the data story and lets people who are viewing the report know that the report is interactive. If you’re viewing the report in the Power BI service, you can even press the ‘Download PBIX’ button to get the PBIX file and play around with it in Power BI Desktop.

On the right side of this intro page, a gif shows interactive capabilities of the report. Throughout this report, you can go to the visual header tooltip icon (“?”) to see an animated tooltip that shows you different interactive elements within a visual.

If you press on the first small dot in the string of connected dots, the right side of the Intro page will show all the design factors that were taken into consideration when the report was made.

Audience is the intended report consumers. Platform is all the Power BI platforms that this report can be viewed on. UI/UX are the design considerations that the report author considered when building this report. Analysis are the features and capabilities the author included to let report consumers explore more about the data and act on the insights they’ve discovered.

Current State of the Business: Net Sales & Returns Pages

The Net Sales page is the first of two pages in the report that give the state of the business. At the top, two cards are being used to call out the most important KPI’s, which in this case is Net Sales and Units Sold.

Below the KPI’s, are three visuals: Category Breakdown, Store Breakdown, and a Q&A visual.

Category Breakdown shows the net sales of Microsoft themed skateboards, and the visual to the right of it shows net sales by store. When you hover over a data bar in Category Breakdown, a report page tooltip will show up and provide more information about that particular product.

The Category Breakdown and Store Breakdown visuals have buttons at the bottom where you can toggle between the visual and an alternate view. (In Category Breakdown, you can see a tabular view. In Store Breakdown, a map.) These alternate views have been created using bookmarks .

The map visual in this report is the Mapbox custom visual from AppSource. Visuals from AppSource work well with core Power BI visuals. You can still click on them and they will interact with other visuals to relevant cross highlighting or filtering.

The Q&A visual lets you dig deeper to find additional details in the data. It’s a useful tool for report authors to build reports and for report consumers to explore the data. You can follow this link to learn more about how to use the Q&A visual.

At the top of the page, you’ll also see a button that says Key Influencers

Clicking on it will open a view of the Key Influencers visual. In the context of this report, you can use it to analyze the demographics of customers.

There is also a button to see a Decomposition Tree visual.

You can use the Decomposition Tree to drill into any dimension to understand what is driving a key metric. The Decomposition Tree is currently in preview, so if you are viewing this report in Power BI Desktop, please turn on the Decomposition Tree preview feature.

The returns page is set up to have the same structure as the Net Sales page, but with information about returns. You can take the same actions displayed in the Net Sales page and explore the state of Returns.

The Net Sales and Returns pages were also designed for a mobile experience. When you create reports for executives or people who are always on the go, it’s important to think about how you can also optimize your report for mobile. To create a mobile view, go to the View tab in the ribbon, and press Phone layout.

Analysis: Return Rate & Market Basket Analysis Pages

As stated previously, this report can be used to find out the current state of the business and used for analysis to help you take action.

Starting from the Net Sales page, you can right-click on a data bar to find different insights .

Once you select “Find where this distribution is different”, another window will open as an analysis is being run on your data. This window lets you scroll to explore possible explanations for where the distribution is different, and the visuals in the window are interactive. You can click on data points in the suggested visuals and slice the data by pressing segment buttons.

Drill Through

Another way you can incorporate analysis into your report is to use drill through. Staying on the Net Sales page, if you right click on a data bar, you will see the option to Drill through to two other pages that have been set up for this report: Return Rate and Market Basket Analysis.

Note: In this report, you can also go to the Returns page, right-click on a data bar in “Category Breakdown” and see your drill through options.

Let’s say you want to learn more about XBOX skateboard sales. Once you drill through to the Market Basket Analysis page, on the left, you can learn more about how the XBOX skateboard is performing. On the right is a custom visual cluster map.

The cluster map shows that customers who buy XBOX skateboards are likely to buy XBOX One skateboards as well. Because this report was created for multiple audiences, someone who is in an operations role could even prepare for an influx in sales of a product by pressing “Open Power App” and ordering more skateboards.

Because Power Apps visuals can only be viewed by those who are in the same organization as you, when you press “Open Power App” we’ve embedded a video that shows an example of a Power App you could embed for your own organization.

This is just one of the ways you can use a Power App visual into your Power BI reports to bridge the gap between workflows in your organization. This report empowers its report viewers to take action based on the data in their organization.

“What if”

Going back to the drill through options, you may have noticed that there was another drill through called “Return Rate”. If you right-click and drill through on the OneNote data bar, you are taken to a page that gives information about the returns of the OneNote skateboard.

The visual on the left tell says that the return rate of OneNote skateboards is 55%. The main two other visuals on the page show “What if” analysis. You can change the slicer towards the top of the page and ask, “What if the return rate changes?”

Changing the return rate in the slicer will change the forecast numbers that are projected and the associated visuals.

With “What if”, this skateboard company can learn how their profits can be affected. The “What If” Analysis Forecast visual can also help the skateboard company decide to order more OneNote skateboards in February but decrease their stock of OneNote skateboards in April. Toggling this visual to Extra Profit shows a stacked column chart that displays how much more the company can make by decreasing their return rate.

The large amount of purple in January shows that the company should increase their focus on reducing returns of OneNote skateboards in January and that June may not be impacted by returns of OneNote skateboards very much.

What’s Coming

We hope this helps you play around with Power BI and gives you some ideas as to how you can build rich experiences in your reports. As more features are added to Power BI, our hope is to roll out more sample reports so you can see how new features can be used in context. We’ll have sample reports that are designed for accessible experiences, so stay tuned.

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How to Write a Visit Report

Last Updated: March 30, 2024 References

This article was co-authored by Madison Boehm . Madison Boehm is a Business Advisor and the Co-Founder of Jaxson Maximus, a men’s salon and custom clothiers based in southern Florida. She specializes in business development, operations, and finance. Additionally, she has experience in the salon, clothing, and retail sectors. Madison holds a BBA in Entrepreneurship and Marketing from The University of Houston. This article has been viewed 647,166 times.

Whether you’re a student or a professional, a visit report helps you document the procedures and processes at an industrial or corporate location. These reports are fairly straightforward. Describe the site first and explain what you did while you were there. If required, reflect on what you learned during your visit. No additional research or information is needed.

Writing a Visit Report

Explain the site's purpose, operations, and what happened during the visit. Identify the site's strengths and weaknesses, along with your recommendations for improvement. Include relevant photos or diagrams to supplement your report.

Describing the Site

• Reports are usually only 2-3 pages long, but in some cases, these reports may be much longer.
• In some cases, you may be asked to give recommendations or opinions about the site. In other cases, you will be asked only to describe the site.
• Ask your boss or instructor for models of other visit reports. If you can't get a model, look up samples online.

• If you visited a factory, explain what it is producing and what equipment it uses.
• If you visited a construction site, describe what is being constructed and how far along the construction is. You should also describe the terrain of the site and the layout.
• If you’re visiting a business, describe what the business does. State which department or part of the business you visited.
• If you’re visiting a school, identify which grades they teach. Note how many students attend the school. Name the teachers whose classes you observed.

• Who did you talk to? What did they tell you?
• What did you see at the site?
• What events took place? Did you attend a seminar, Q&A session, or interview?
• Did you see any demonstrations of equipment or techniques?

• For example, at a car factory, describe whether the cars are made by robots or humans. Describe each step of the assembly line.
• If you're visiting a business, talk about different departments within the business. Describe their corporate structure and identify what programs they use to conduct their business.

Reflecting on Your Visit

• Is there something you didn’t realize before that you learned while at the site?
• Who at the site provided helpful information?
• What was your favorite part of the visit and why?

• For example, you might state that the factory uses the latest technology but point out that employees need more training to work with the new equipment.
• If there was anything important left out of the visit, state what it was. For example, maybe you were hoping to see the main factory floor or to talk to the manager.

• Tailor your recommendations to the organization or institution that owns the site. What is practical and reasonable for them to do to improve their site?
• Be specific. Don’t just say they need to improve infrastructure. State what type of equipment they need or give advice on how to improve employee morale.

Formatting Your Report

• If you are following a certain style guideline, like APA or Chicago style, make sure to format the title page according to the rules of the handbook.

• Don’t just say “the visit was interesting” or “I was bored.” Be specific when describing what you learned or saw.

Sample Visit Report

Community Q&A

You Might Also Like

• ↑ http://services.unimelb.edu.au/__data/assets/pdf_file/0010/471286/Site_Reports_for_Engineers_Update_051112.pdf
• ↑ https://www.examples.com/business/visit-report.html
• ↑ https://www.thepensters.com/blog/industrial-visit-report-writing/
• ↑ https://eclass.aueb.gr/modules/document/file.php/ME342/Report%20Drafting.pdf

About This Article

To write a visit report, start by including a general introduction that tells your audience where and when you visited, who your contact was, and how you got there. Once you have the introduction written out, take 1 to 2 paragraphs to describe the purpose of the site you visited, including details like the size and layout. If you visited a business, talk about what the business does and describe any specific departments you went to. Then, summarize what happened during your visit in chronological order. Make sure to include people you met and what they told you. Toward the end of your report, reflect on your visit by identifying any strengths and weaknesses in how the site operates and provide any recommendations for improvement. For more help, including how to format your report, read on! Did this summary help you? Yes No

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18+ business trip report templates – word, pdf.

Are you just back from a business trip and now need to present a business project status report to your office management? If yes, you can check out and download a report template from our collection of well-designed templates. These report templates talk about the expenses carried during the trip. You took any potential activity during the travel and the problems you have faced.

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General faqs, 1. what is a business trip report, 2. what are the qualities of a good report, 3. what should be in a trip report.

• The people involved in the trip(employees, client/investors, etc.)
• The trip’s particular mission
• Summary of an in-depth analysis of your experience
• The success you achieved during the trip if any
• Failures and disappointments you had during the travel
• Itemized list of the expenses.

4. What is the purpose of a Business Trip Report?

5. how do you write a trip report.

• Know your requirements for your visit report
• Start with general information about the visit
• Define the purpose of the visit and the site
• Explain what happened during the visit in a sequential order
• Summarize operations at the site

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Business trip template, business trip itinerary template, business trip schedule template, business trip recap template, business trip desk calendar template, business trip calendar template, business trip budget template.

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Trip reports: why are they beneficial, to whom do you send trip reports, step 1: always carry a small notebook, step 2: decide the report mode, step 3: slowly insert the crucial elements, step 4: clean your report, step 5: end by validating the report.

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Get samples for Power BI

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Are you new to Power BI and want to try it out, but you don't have any data? Or maybe you'd like to see reports that illustrate some of the capabilities of Power BI. We've got you covered.

Power BI offers different kinds of samples for different purposes. There are built-in samples and apps in the Power BI service, .pbix files, Excel datasets, and SQL databases. Here's a collection of different samples:

• The Sales & Returns sample Power BI report ( .pbix file). You can view it in the Data Stories Gallery, open and explore it in Power BI Desktop, or upload it to the Power BI service.
• The Artificial Intelligence sample Power BI report. In the report, explore the Power BI artificial intelligence features such as key influencers, root-cause analysis in a decomposition tree, and anomaly detection. Select Learn in the Power BI service navigation pane to download a copy from the Learning Center .
• A sample template app . Download it from AppSource, also right in the Power BI service. Template apps include dashboards, reports, and semantic models. You can modify them, then distribute them to your colleagues.
• Eight original built-in samples in the Power BI service, with dashboards, reports, and semantic models. You install them right in the Power BI service. The built-in samples are also available as Power BI reports ( .pbix ) and Excel workbooks ( .xlsx ).
• Excel workbook versions of the built-in samples, containing the data model. Explore the data model in the Power Pivot add-in for Excel or use the Excel workbook as a data source for a Power BI report.
• A Financial data sample workbook , a simple flat table in an Excel file available for download. It contains anonymized data with fictitious products, with sales divided by segments and countries/regions. It makes a useful basic data source for a Power BI report.
• An Excel workbook version of the AdventureWorks dimensional model , in a tutorial to walk you through creating a Power BI report with the data.
• If you'd rather work with data in SQL databases, the SQL samples article features links to downloadable AdventureWorks and WorldWideImporters SQL databases in a GitHub repository. The article also has links to other Azure samples.

Our online documentation uses these same samples in tutorials and examples, so you can follow along.

Sales & Returns sample .pbix file

The following image shows the Sales & Returns sample report.

Power BI report designers Miguel Myers and Chris Hamill created the Sales & Returns .pbix file to demonstrate many new features in Power BI, including buttons, drillthrough, conditional formatting, what-if, and customized tooltips.

The scenario for this report is a company that sells Microsoft-themed skateboards. They want to see the state of their sales and returns, and analyze how they should modify their operations.

You can explore it these ways:

• Download the .pbix file and explore it in depth. Look "behind the curtain" to see how Miguel made it. This link opens the GitHub repo for Power BI Desktop samples . Select Download to download the Sales & Returns sample .pbix file to your computer.
• Read about the report in the Power BI blog post, Take a tour of the new Sales & Returns sample report .

Updated samples

There are revised versions of some of the original samples. These new versions take the original semantic models and incorporate the latest visualizations.

• Competitive Marketing Analysis. Take a tour of the Competitive Marketing Analysis sample.
• Corporate Spend. Take a tour of the Corporate Spend sample.
• Employee Hiring and History. Take a tour of the Employee Hiring and History sample.
• Revenue Opportunities. Take a tour of the Revenue Opportunities sample.
• Store Sales. Take a tour of the Store Sales sample.
• Regional Sales Sample. Take a tour of the Regional Sales Sample

To obtain these samples:

• Install the built-in samples in the Power BI service.
• Download the Power BI report files (.pbix) from the Power BI Samples GitHub repository.

Eight original samples

Eight original samples are available for you to use. Each sample represents a different industry. You can engage with each in different formats:

• Download the Power BI report files (.pbix).
• Download the Excel workbook files ( .xlsx ), then upload them to the Power BI service. Or explore the Excel files in Excel itself.

The company obviEnce ( www.obvience.com ) and Microsoft teamed up to create samples for you to use with Power BI. The samples use anonymized data. The samples represent different industries: finance, HR, sales, and more.

These samples are available in several formats: as a built-in sample, as an Excel workbook, and as a Power BI .pbix file. If you don't know what these things are, or how to get your hands on them, don't worry. This article explains it all.

For each of these samples, we've created a tour . Tours are articles that tell the story behind the sample and walk you through different scenarios. One scenario might be answering questions for your manager, another might be looking for competitive insights, or creating reports and dashboards to share, or explaining a business shift.

Before we get started, here are the legal guidelines for using these samples. After that, we introduce the samples and show how to use them.

Usage guidelines for the sample Excel workbooks

©2015 Microsoft Corporation. All rights reserved. The documents and workbooks are provided "as-is." Information and views expressed in the workbooks, including URL and other Internet Web site references, may change without notice. You bear the risk of using it. Some examples are for illustration only and are fictitious. No real association is intended or inferred. Microsoft makes no warranties, express or implied, with respect to the information provided here.

The workbooks do not provide you with any legal rights to any intellectual property in any Microsoft product. You may copy and use this workbook for your internal, reference purposes.

The workbooks and related data are provided by obviEnce. www.obvience.com

ObviEnce is an ISV and an Intellectual Property (IP) Incubator focused on Microsoft Business Intelligence. ObviEnce works closely with Microsoft to develop best practices and thought leadership for jump-starting and deploying Microsoft Business Intelligence solutions.

The workbooks and data are property of obviEnce, LLC, and have been shared solely for the purpose of demonstrating Power BI functionality with industry sample data.

Any uses of the workbooks and/or data must include the above attribution (that is also on the Info worksheet included with each workbook). The workbook and any visualizations must be accompanied by the following copyright notice: obviEnce ©.

By clicking any of the following links to download the Excel workbook files or .pbix files, you are agreeing to the terms above.

Customer Profitability sample

Take a tour of the Customer Profitability sample

This industry sample analyzes a CFO's key metrics for the company's executives, products, and customers. You can investigate what factors affect the company's profitability.

Human Resources / Employee Hiring and History sample

Take a tour of the updated Employee Hiring and History sample

This industry sample focuses on the hiring strategy for a company by analyzing new hires, active employees, and employees who have left. By exploring the data, you can find trends in voluntary separations and biases in the hiring strategy.

Take a tour of the previous version of the sample

IT Spend Analysis / Corporate Spend sample

Take a tour of the updated Corporate Spend sample

In this industry sample, analyze the planned versus actual costs of the IT department of a company. This comparison helps understand how well the company planned for the year and investigate areas with huge deviations from the plan. The company in this example goes through a yearly planning cycle, and then quarterly it produces a new Latest Estimate (LE) to help analyze changes in IT spend over the fiscal year.

Opportunity Analysis / Revenue Opportunities sample

Take a tour of the Revenue Opportunities sample

This industry sample explores a software company's sales channel. Sales managers monitor their direct and partner sales channels by tracking opportunities and revenue by region, deal size, and channel.

Procurement Analysis sample

Take a tour of the Procurement Analysis sample

This industry sample analyzes a manufacturing company's spending on vendors by category and location. You can investigate who the top vendors are, what categories the company spends the most on, and which vendors give the best discounts.

Regional Sales sample

Take a tour of the Regional Sales sample

This industry sample contains a report for a fictitious company named Contoso. The Contoso sales manager created this report to understand their products and regions' key contributors for revenue won or loss.

Retail Analysis / Store Sales sample

Take a tour of the Store Sales sample

This industry sample analyzes retail sales data of items sold across multiple stores and districts. The metrics compare this year's performance to last year's in these areas: sales, units, gross margin, variance, and new store analysis.

Sales and Marketing / Competitive Marketing Analysis sample

Take a tour of the updated Competitive Marketing Analysis sample

This industry sample analyzes a manufacturing company, VanArsdel Ltd. It allows the Chief Marketing Officer to watch the industry and the market share for VanArsdel. By exploring the sample, you can find the company's market share, product volume, sales, and sentiment.

Supplier Quality sample

Take a tour of the Supplier Quality sample

This industry sample focuses on one of the typical supply chain challenges: supplier quality analysis. Two primary metrics are at play in this analysis: total number of defects and the total downtime that these defects caused. This sample has two main objectives:

• Understand who the best and worst suppliers are, with respect to quality.
• Identify which plants do a better job finding and rejecting defects, to minimize downtime.

Install built-in samples

Let's start with the built-in samples . The built-in samples are available in the Power BI service. You don't have to leave Power BI to find them. These samples are each a bundle of one or more dashboards, semantic models, and reports that you can use with the Power BI service. These built-in samples aren't available for Power BI Desktop.

Open the Power BI service ( app.powerbi.com ) and sign in.

Select Learn in the left nav.

On the Learning center page, under Sample reports , scroll until you see a sample you want to open.

Select the sample. It opens in Reading mode.

Power BI imports the built-in sample. It adds a new report, and semantic model to My workspace . Some samples also include a dashboard. Use the samples to take Power BI for a test run.

Now that you have data, you're on your way. Try out some of our tutorials using the built-in samples or just open the Power BI service and explore.

Download updated sample .pbix Power BI files

The updated samples are also available as Power BI .pbix files. The .pbix files are designed to be used with Power BI Desktop.

Download the files individually using these links. Selecting these links saves the file automatically to your Downloads folder.

In Power BI Desktop, select File > Open , navigate to the location where you saved the sample .pbix file, and select the .pbix file to open it in Power BI Desktop.

Download original sample .pbix Power BI files

Several of the original built-in samples now have updated versions and these samples are available as .pbix files. Also, six of the original built-in samples are available as Power BI .pbix files. The .pbix files are designed to be used with Power BI Desktop.

Updated samples:

• Competitive Marketing Analysis
• Corporate Spend
• Employee Hiring and History
• Regional Sales Sample .pbix file
• Revenue Opportunities sample .pbix file
• Store Sales sample .pbix file

Original samples:

• Customer Profitability Sample PBIX
• Human Resources Sample PBIX
• Procurement Analysis Sample PBIX
• Retail Analysis Sample PBIX
• Sales and Marketing Sample PBIX
• Supplier Quality Analysis Sample PBIX

Download sample Excel files

Each of the built-in samples is also available as an Excel workbook. The Excel workbooks are designed to be used as a data source in the Power BI service or Power BI Desktop. If you're an advanced Excel user, you can explore or edit the data models in the Power Pivot add-in to Excel.

Download one or all of the sample Excel files from this GitHub repository.

• Customer Profitability Sample
• Human Resources Sample
• IT Spend Analysis Sample
• Opportunity Tracking Sample
• Procurement Analysis Sample
• Retail Analysis Sample
• Sales and Marketing Sample
• Supplier Quality Analysis Sample

Save the downloaded file. Where you save the file makes a difference.

You can use the files as data sources in Power BI Desktop , or Publish to Power BI from Excel to the Power BI service. When you publish, choose one of these options:

• Upload your workbook to Power BI : Brings the whole Excel file into Power BI.
• Export workbook data to Power BI : Creates a blank Power BI report with all your Excel data in the Fields list.

Explore Excel samples in Excel

Want to understand how the data in these Excel workbooks gets converted to Power BI semantic models and reports? Opening the Excel samples in Excel and exploring the worksheets provides some of the answers.

When you first open a sample workbook in Excel, you might see two warnings. The first warning says the workbook is in Protected View. Select Enable Editing . The second warning might say that the workbook has external data connections. Select Enable Content .

There's only one Excel sheet, the Info sheet. It provides information about obviEnce, the company that created the sample, and explains how to see the data in Power Pivot.

Where's the actual data? It's in the Power Pivot data model. On the PowerPivot tab, select Manage . In Power Pivot, you can see the data in all the underlying tables, plus all the DAX formulas.

Don't see the Power Pivot tab? Enable the Power Pivot add-in .

Upload the Excel files to the Power BI service

Navigate to your My workspace or to another workspace, or create a workspace just for the sample.

In the upper-left corner of the workspace, select Upload , then select one of the sources.

Select the file. Depending on where the file is, select Upload or Open .

The Power BI service uploads your Excel file.

Related content

• Basic concepts for designers in the Power BI service
• Tutorial: Explore a Power BI sample
• Data sources for the Power BI service

More questions? Try the Power BI Community

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Beyoncé: Cowboy Carter review – from hoedown to full-blown genre throwdown

(Parkwood/Columbia) Straying far beyond its original country concept, the musician’s eighth album straddles the Beatles, the Beach Boys, the blues – and Becky with the Good Hair via Dolly Parton’s Jolene

A merican Requiem, the opening track of Beyoncé’s eighth studio album, is many things. It offers a touch of state-of-the-nation address – “Can we stand for something? Now is the time to face the wind” – and a sprinkling of the kind of vague but apparently personal lyrics that send social media into a frenzy of decoding: what are her “father’s sins” that Beyoncé has apparently “cleansed” herself of? Who are the “fairweather friends” for whom she claims to be planning “a funeral”?

It’s also a loud statement of what you might call Beyoncé’s bona fides. She is, she avers, “the grandbaby of a moonshine man [from] Gadsden, Alabama” who furthermore has roots in Louisiana. “They used to say I spoke too country,” she protests, adding: “What could be more country than that?”

In a sense, this all feels quite surprising. For years, Beyoncé has been in an unassailable critical position: everything she’s released has been greeted with huge sales, ecstatic reviews and lengthy reflections on her peerless artistry, thus affording her the ability to do whatever she wants. Equally, you can see why she might want to shore up her position when launching a venture into country and western – which is very much what Cowboy Carter has been trailed as – and not merely because her performance with the Dixie Chicks (now the Chicks) at the 2016 Country Music Association awards, while garnering the usual critical acclaim, attracted adverse online comment from viewers, some of it flatly racist.

Country isn’t so much a genre as a law unto itself. It’s traditionally very wary of musical outsiders – be they the Byrds or Ray Charles – and presided over by a notoriously reactionary Nashville establishment. Moreover, it’s traditionally a musical voice of the rural poor and working class: you don’t want to be perceived as a superstar dilettante who’s decided to dabble just because you can.

Cowboy Carter duly presents itself as a major statement – 27 tracks and 80 minutes long – and arrives complete with co-signs from Nashville elders. There are spoken word interludes by Willie Nelson and Dolly Parton, the latter drawing comparison between perfidious old Jolene and Becky with the Good Hair, the love rival in Beyoncé’s celebrated 2016 track Sorry. The latter’s favour is repaid with a cover of Jolene itself, which Parton has been publicly petitioning Beyoncé to record for years, albeit with a new middle eight and coda alongside fresh lyrics that substitute swaggering menace and threats for the original’s desperate pleading – desperate pleading not really being on-brand where Beyoncé is concerned.

Elsewhere, the singer circumvents the issue of what you sing a country song about if you’re worth an estimated $800m (£634m) by indulging in murder ballad-esque storytelling on Daughter – which underlines the drama with a burst of 18th-century opera, and recasting her early years in Destiny’s Child in Nashville-friendly terms on 16 Carriages: “At 15 the innocence was gone astray / Had to leave my home at an early age,” she sings, making herself sound more like an outcast unmarried mother than someone who went on tour supporting Dru Hill and SWV.

You can say that amounts to laying it on a bit thick, but both Daughter and 16 Carriages are fantastic songs: acoustic guitars playing host to strong melodies and, on the latter, a vocal delivery that carries the distinctive patterns of rap. In fact, there are a lot of fantastic songs in the first part of Cowboy Carter, although its sheer length starts proving a problem. Her cover of the Beatles’ Blackbird is astute – Paul McCartney wrote it in tribute to the Little Rock Nine, a group of nine Black students who faced discrimination after enrolling in the all-white Little Rock high school in 1957 – if inessential, and there’s a distinct qualitative sag in the middle. It’s remedied by the simple expedient of going wildly off-piste: if the lambent soft-rock of Bodyguard gets you wondering whether the “departure into country” tag strictly fits Cowboy Carter, the sudden appearance of a straightforward hip-hop track, Spaghetti, confirms that it isn’t.

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Thereafter the album goes nuts. Ya Ya offers a fantastic early psychedelic soul-influenced stomp that throws in a sample of Nancy Sinatra’s These Boots Are Made for Walking, an interpolation from the Beach Boys’ Good Vibrations and what sounds like a lyrical reference to Mickey and Sylvia’s 1958 hit Love Is Strange. Riverdance and II Hands II Heaven return to the house music influence of Beyoncé’s last album Renaissance. Oh Louisiana is 52 seconds of bluesy funk with a vocal sped up to helium pitch. It’s all incredibly well done and hugely entertaining, but the sense that the album is clinging on to its original concept by its fingernails – throwing in the odd lyric about rhinestones or whisky and the occasional intimation of pedal steel guitar – is hard to avoid.

You wonder if Cowboy Carter might have worked better split into two separate albums, with one concentrating purely on the country-influenced/acoustic material: there are moments when it starts to feel less like a coherent statement than one of those long 21st-century albums that offers listeners a selection box of tracks to pick and choose playlist additions from. Or perhaps its wild lurches into eclecticism are the point. Unwieldy as it is, it displays its author’s ability to bend musical styles to her will, be they country, hip-hop or the baroque post-psychedelic easy listening that seems to lurk beneath the vocal gymnastics of My Rose. If the results don’t quite hold together, Cowboy Carter still proves Beyoncé is impressively capable of doing whatever she wants.

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