What should a sales report include?

A sales report should answer five questions for the owner or manager: where did leads come from, how fast did we reply, how many did we actually reach, how many became customers, and which sources and people made money. Reports that stop at "leads received" and "sales made" hide everything in between, which is where most leads are lost.

The sections to include

Section	Metric	Formula or note
Leads	Leads by source and campaign	Count of new leads, split by source
Speed	First response time	Median time from lead created to first contact; also share answered within 5 minutes
Reach	Contact rate	Leads with a two-way conversation ÷ total leads
Reach	Uncontacted leads	Leads older than 24 hours with no human contact; should be near zero
Funnel	Lead-to-meeting rate	Leads that booked a visit, consult or demo ÷ total leads
Funnel	Conversion by source	Customers from a source ÷ leads from that source
Money	Revenue and deals won	Count and value of won deals
Money	Cost per customer and ROAS	Ad spend ÷ customers; revenue ÷ ad spend
Learning	Lost reasons	Share of lost leads by reason and campaign
Team	Salesperson leaderboard	Leads owned, median first contact, contact rate, meetings, won value

The breakdowns that make it useful

A total tells you something changed. A breakdown tells you why. Split each number by source or campaign, salesperson, branch and time (week or hour of day). For example, a team with a 3-minute median reply at 11 am and a 9-hour median at 9 pm has a staffing problem, not a training problem.

Speed earns its place at the top. In a 2011 Harvard Business Review audit of 2,241 US companies, 23% never responded to a test web lead, and the same research linked replies within an hour to much higher qualification rates.

Tips for honest reports

• Use one system, so everyone sees the same number instead of their own spreadsheet.
• Use medians for time, not averages.
• Count revenue by the lead's original source, and wait for your sales cycle before judging a campaign.
• Keep junk out of conversion rates by marking wrong numbers and spam as not qualified, separately from lost.
• Rank people on conversion and won value, not deals alone, so nobody cherry-picks warm leads.

How salestrack helps

salestrack ships 20 built-in reports, including business overview, funnel, stage time, stuck leads, lost reasons, response time, workload, branch comparison and marketing ROI, with a "Start here" view for owners, managers and salespeople. Every report filters by date, branch, team, source and campaign, and you can click a number to see the leads behind it. Which report should I open? is a good place to start.