Best CRM reports to run in marketing and sales

Don’t be fooled by the CRM sales dream – it takes more than just purchasing software to boost sales. To get the best results from your CRM, you need to know how to leverage your data and have a system that makes it easy for you to do that.

This guide reveals the key CRM reports your teams need. We’ll explain what these reports are, the tangible benefits they offer, and how you can get started with building basic dashboards and reports to unlock the insights hidden within your CRM.

What is a CRM report?

When it comes to customer relationship management (CRM) reports, things can go one of two ways. Either, it can:

• Drive results
• Drive you up the wall

A CRM report is a structured summary of key metrics and customer data extracted from your CRM system. It translates the raw information within your CRM into digestible, actionable insights. These reports help you understand past performance and identify trends. When done right, your CRM reports should reflect your key performance indicators (KPIs) and help you achieve them. Whether that’s identifying leads, tapping new business from target customers, or increasing your wallet share in existing accounts.

The difference between a CRM report and a CRM dashboard

Put simply, reports provide the ‘what’, while dashboards provide the ‘what’s happening now’.

What is a CRM report?

CRM reports summarize historical and performance data around sales and marketing. They provide a detailed, often static, view of any specific metrics you’re looking for closer insight into.

What is a CRM dashboard?

A CRM dashboard offers real-time, visual overviews of key metrics and trends. Dashboards give you immediate insights into your sales and marketing analytics, and provide you with recommended adjustments.

Key benefits of CRM reporting

CRM reporting will empower your teams to make smarter decisions and achieve sustainable growth. Here’s how:

1. Data-driven decision-making

Stop relying on gut feelings. CRM reports consolidate vital customer and business data, providing the clarity needed to make informed, strategic decisions. When you have the facts at your fingertips, you can confidently navigate market changes and capitalize on emerging opportunities.

2. Accurate performance tracking

Knowing where you stand is crucial. Detailed sales and marketing reports allow you to monitor individual, team, and campaign performance with precision. Ensure your goals are not just met, but exceeded, by tracking progress and identifying areas for improvement.

3. Improved forecasting and ROI analysis

Predicting the future isn’t magic — it’s data. Analyze historical trends and campaign data to forecast future performance with greater accuracy. Evaluate your marketing ROI, including critical metrics like cost per lead and conversion rates, to optimize your spending and maximize returns.

4. Identifying growth opportunities

Hidden opportunities often lie within your customer data. Leverage reports on customer behaviour and purchasing trends to uncover valuable upselling, cross-selling, and retention opportunities. Turn existing customers into loyal advocates and drive sustainable revenue growth.

Three essential CRM reports for marketing and sales

Here are our top three picks for the essential reports your business should have in its CRM arsenal.

1. A sales pipeline report

Find out what an opportunity is and its worth. See who it’s allocated to, what stage it’s at, and what activities are scheduled for it. You can also see where there are opportunities but no follow-ups. By highlighting deals at high risk of slippage, you can take action and avoid losing new business.

Make sure it includes:

• The number of leads generated.
• Any opportunities created and their stages in the pipeline.
• Conversion rates across the sales funnel.
• Average deal size and time to close.
• Forecasted revenue and win/loss rates.

2. A campaign performance report

Track the effectiveness of your initiatives across all channels, providing the data needed to optimize campaigns and drive measurable results, so you can stop guessing and know for certain what’s working.

Make sure it includes:

• Campaign performance metrics (click-through rates, open rates, impressions).
• Leads generated by campaign and their source.
• Cost per lead (CPL) and return on investment (ROI).
• Engagement metrics across channels (email, social media, PPC).
• Pipeline contribution from marketing-generated leads.

3. A customer retention report

Get insights into customer loyalty, helping you identify churn risks and implement strategies to foster long-term relationships.

Make sure it includes:

• Churn rates by customer segment.
• Repeat purchase rates or subscription renewals.
• Customer lifetime value (CLV).
• Feedback or satisfaction scores from surveys.

Workbooks CRM for data reporting

Your CRM should empower you, not hinder you. That’s why Workbooks brings you:

• Highly customizable CRM analytics dashboards that allow you to create visual representations of your most critical metrics.
• Automated reporting tools so you can schedule regular reports and access the latest insights without manual effort.
• Advanced filtering and visualization options that go beyond basic reporting, allowing you to drill down into your data and uncover hidden patterns.
• Integration with marketing and sales tools that break down data silos and give you a holistic view of your business performance.

Try our interactive (free) CRM demo and see for yourself.

Takeaways

The best approach to CRM means continually checking in and refining your approach. Take stock of whether your CRM reports are giving you the visibility you need — and if not, what needs to change? Is it the input, the way the data is presented, or do you need another metric entirely?

Looking for a more detailed view of CRM reporting? Check out our in-depth breakdown of the six reports that will skyrocket your sales teams’ performance.