Chapter 8/10 • 15 min read

Reporting

Build dashboards that drive decisions. The right metrics for the right audience.

⏱️ TL;DR: Create dashboards by audience (exec, manager, rep). Focus on actionable metrics. Automate distribution. Review and iterate based on usage.

Dashboard Hierarchy

Different audiences need different views:

Executive Dashboard

  • Revenue vs target (MTD, QTD, YTD)
  • Pipeline coverage
  • Forecast accuracy
  • Win rate trend
  • CAC and LTV

Manager Dashboard

  • Team pipeline by rep
  • Activity metrics
  • Conversion rates by stage
  • Deals at risk
  • Rep quota attainment

Rep Dashboard

  • My pipeline by stage
  • Activities today/week
  • Deals closing this month
  • My performance vs quota
  • Next actions

💡 Less is More

A dashboard with 5 metrics beats one with 50. Focus on what drives action.

Essential RevOps Reports

1. Pipeline Health

  • Total pipeline value
  • Pipeline by stage (waterfall)
  • Pipeline created vs needed
  • Aging deals (deals without activity)

2. Funnel Conversion

  • Stage-to-stage conversion rates
  • Conversion by source
  • Conversion by segment
  • Time in stage

3. Performance

  • Win rate over time
  • Average deal size trend
  • Sales cycle length
  • Rep leaderboard

4. Activity

  • Activities per rep
  • Activity-to-meeting ratio
  • Response time (speed to lead)
  • Meeting-to-opportunity ratio

5. Forecast

  • Forecast by category
  • Forecast vs actual (historical)
  • Close date accuracy
  • Slipped deals

Report Design Principles

1. Start with the Question

Every report should answer a specific question:

  • "Are we on track to hit quota?"
  • "Where are deals getting stuck?"
  • "Which source produces best customers?"

2. Make It Actionable

If you can't take action based on the data, it doesn't belong.

3. Show Trend, Not Just Snapshot

Month-over-month and quarter-over-quarter context matters.

4. Enable Drill-Down

From summary → detail → individual records.

Reporting Cadence

FrequencyAudienceContent
DailyRepsMy activities, my deals
WeeklyManagersTeam performance, pipeline review
MonthlyLeadershipResults, trends, insights
QuarterlyExecutive/BoardStrategic metrics, forecasts

Automate Distribution

Don't make people hunt for reports:

  • Scheduled email digests
  • Slack/Teams notifications
  • Embedded dashboards in CRM
  • Mobile-friendly views

⚠️ Report Decay

Reports that nobody uses are waste. Audit usage quarterly and retire unused reports.

Reporting Checklist

  • ☑️ Executive dashboard built
  • ☑️ Manager dashboards by team
  • ☑️ Rep self-serve dashboards
  • ☑️ Key questions answered
  • ☑️ Automated distribution
  • ☑️ Usage tracking in place