The Only Guide You Need to Create the Best Sales Analysis Reports

January 2, 2024

Sales generate more data than any other department in your company. The challenge is to extract meaningful insights from it that drive strategic decisions.

Without a clear understanding of your sales data, many deals may slip through, and potential pitfalls may remain undiscovered. The uncertainty keeps decision-makers  thinking if their sales activities are truly working to their full  potential.

That’s where sales analytics reports come in handy. Sales reports are like GPS for your business - offering direction, and helping you forecast obstacles and downtrends. 

Creating sales reports isn’t simply about putting numbers on a stack of slides and presenting them. The best sales reports help you unlock key insights and help you make better business decisions. It's your ticket to clarity, informed decision-making, and increased revenue.

What is a Sales Analysis Report?

If you’re analyzing your sales funnel, you must know that gathering the data and presenting it to stakeholders is non-negotiable. A sales analysis report outlines different trends in the sales volumes, analyzes how prospects are moving through the sales funnel, and how sales reps’ performance evolves over time. It also includes metrics like sales volume, leads, new customers, and revenue.

Why Should You Create Sales Analytics Reports?

We talked to Ashleigh Early, a LinkedIn top voice in sales, about sales reports. She said, “Having the right sales reports is like cracking the enigma code. Without it, your sales data is just numbers. With proper sales reports, you can adjust strategy, train your team, and actually GROW sustainably...instead of guessing based on final revenue numbers.” 

In addition to her words, we think there are 5 more reasons for businesses to create sales analytics reports. 

1. For evaluating your team’s performance 

Sales reports act as a scoreboard for your team’s performance. The goal here is not to point fingers at anybody but to figure out what’s working and what’s not. For example, if you track sales performance by each rep, you can replicate the strategies of the reps who perform well. 

2. For identifying trends

You can include customer or product data in your sales report to identify trends. It’s a reflection of customer behavior and preferences. For example, you have project management software, and the sales report shows that customers are not renewing traditional task management features, but they’re upgrading towards real-time communication features. You will naturally invest your time in developing communication features. 

3. For goal setting 

Sales reports provide a detailed snapshot of current sales performance. With a sales report, you can outline key metrics, such as revenue, conversion rates, and customer acquisition numbers. These metrics serve as a baseline to measure your performance.

4. For resource allocation 

Let’s say your weekly sales report shows a spike in weekend purchases. With this data in hand, you can allocate more advertising budget to this time. You can deploy more customer support to handle inquiries and optimize your inventory to ensure sufficient resources are available for weekends. This is how sales reports help you with resource allocation. 

5. For revenue and challenge forecasting 

Sales reports uncover historical patterns and upcoming trends. They can showcase how:

  • Consistent purchase spikes during the holiday season
  • Subscription renewal every quarter 
  • Specific demographic groups make large purchases
  • Purchases increase after a specific campaign 
  • Sales dip during a certain month 
  • The sales slowdown is coinciding with an economic downturn

You can use this data to predict when your revenue will spike and when it will fall down. Not only do you know about revenue changes, but you can also anticipate possible challenges ahead of time and prepare solutions.

10 Types of Sales Analysis Reports

There are multiple types of sales reports out there. Each one comes in handy for a specific purpose at a specific time. 

1. Sales Pipeline Report

What it is: This report shows where your potential deals are in the sales pipeline. They can be in the awareness stage or ready for purchase. 

Best for: Keeping track of sales opportunities and ensuring none slip through the cracks.

Metrics to Track:

  • Number of Deals in Each Stage
  • Deal Value in Each Stage
  • Time Spent in Each Stage
  • Win Rate
  • Conversion Rate by Stage

2. Conversion Rates Report

What it is: This report shows how many leads actually turn into paying customers.

Best for: Figuring out what's working in your sales process and what needs a tweak.

Metrics to Track:

  • Lead-to-Customer Conversion Rate
  • Conversion Rates by Source
  • Opportunity Win Rate
  • Conversion Time
  • Lost Deal Analysis

3. Average Deal Size Report

What it is: This report serves as a snapshot of how much you are earning from sales on average.

Best for: Understanding your average sale and planning your budget accordingly.

Metrics to Track:

  • Average Deal Value
  • Deal Size Distribution
  • Deal Value by Product/Service
  • Deal Value by Customer Segment
  • Up-sell and Cross-sell Rates

4. Average Sales Cycle Length Report

What it is: This report shows how much time it takes to close a deal from start to finish.

Best for: Managing expectations and fine-tuning your sales strategy.

Metrics to Track:

  • Average Time to Close
  • Time in Each Sales Stage
  • Sales Velocity
  • Time Spent in Follow-up
  • Time Spent in Negotiation

5. Marketing Collateral Usage Report

What it is: This report shows how often your sales reps use marketing materials like blogs, whitepapers, or e-books.

Best for: Knowing if your marketing content is hitting the mark or needs a refresh.

Metrics to Track:

  • Frequency of Collateral Usage
  • Most and Least Used Collateral
  • Effectiveness of Collateral
  • Collateral Impact on Conversion
  • Collateral Alignment with Buyer's Journey

6. Won and Lost Deals Analysis Report

What it is: This report is a post-mortem on the deals you won and the ones that got away.

Best for: Figuring out why you won or lost a deal.

Metrics to Track:

  • Win/Loss Reasons
  • Common Characteristics of Won/Lost Deals
  • Deal Size of Won/Lost Deals
  • Time to Win/Lose
  • Competitor Analysis for Lost Deals

7. Churned Customers Report

What it is: This report contains the list of customers who said "Adios” that week, month, or quarter.

Best for: Spotting trends in lost customers and fixing issues before they become a pattern.

Metrics to Track:

  • Number of Churned Customers
  • Reasons for Churn
  • Churn Rate
  • Customer Retention Cost
  • Customer Satisfaction Scores (pre-churn)

8. Sales Call Report

What it is: This report contains the summary of your frontline sales team's calls.

Best for: Improving communication skills and fine-tuning your sales pitch.

Metrics to Track:

  • Number of Calls
  • Call Duration
  • Call Outcome (e.g., appointment scheduled, information provided)
  • Call Response Rate
  • Call Quality Scores

9. Lead Response Time Report

What it is: This report shows how fast or slow your team responds to new leads.

Best for: Making sure you're not letting potential customers slip because of delayed response.

Metrics to Track:

  • Average Response Time
  • Response Time by Rep
  • Response Time by Channel
  • Impact of Response Time on Conversion
  • Lost Opportunities Due to Delayed Response

10. Revenue Report

What it is: This report shows the bottom-line view of the money coming in.

Best for Keeping the finance team happy and your business on track

Metrics to Track:

  • Total Revenue
  • Revenue by Product/Service
  • Revenue by Customer Segment
  • Revenue Growth Rate
  • Revenue vs. Forecast

6 Sections You Should Include in the Sales Analysis Report

The contents of sales reports vary from one company to another. They can look very different based on when they're done and what goals they're aiming for. But generally, the idea is to give you a peek into what's happening with sales right now, how it's doing compared to the last round, and what the plan is for the future.

It's important to note that a good sales analysis report goes beyond merely tossing numbers around. The focus is on extracting the crucial information that helps everyone understand the current sales landscape and make informed decisions.

1. Summary

The summary is a condensed overview of all key points included in the sales analysis report. It's like the TL;DR version of the sales analysis report to encapsulate the essential findings, trends, and developments in a digestible format.

2. Number of deals in the pipeline

This provides insights into the current state of potential sales. This one tells you how many potential deals are currently in the various stages of the sales pipeline, from initial contact to closing. With this metric, you can assess the volume of opportunities and how well the sales team is managing and progressing potential deals.

3. Relevant KPIs and metrics to track sales performance 

  • Number of meetings/demo calls per rep

This metric measures the number of meetings or demo calls conducted by each sales representative. It offers insights into their activity level and engagement with potential clients.

  • Number of sales/ leads converted per rep

This KPI tracks the effectiveness of individual sales representatives in converting leads into customers. 

  • Average conversion time per rep

This metric highlights the average time it takes for a sales representative to convert a lead into a customer. The shorter the time, the more effective the sales process.

  • Calls/Emails per rep

These metrics quantify the outreach efforts of each sales representative. It measures their communication and engagement with leads or clients. 

  • Average revenue per customer 

This metric shows the average value that each customer brings to the business. You can calculate the average revenue by dividing the total revenue by the number of customers. 

4. Gross sales

Gross sales represent the total revenue generated by the company before any deductions. This figure reflects the overall volume of sales, providing a baseline understanding of the scale of business activities.

5. Net sales 

Net sales show the total revenue generated by your company after deducting returns, discounts, and allowances. It provides a more accurate picture of the actual revenue earned from sales activities.

6. Percentage KPI change compared to previous sales data

The percentage change shows how key metrics, such as conversion rates or meeting numbers, have changed compared to the last round of sales. It helps you check if things are going up, down, or staying the same. You can identify trends and areas that may require attention or improvement.

Tips to Nail Your Sales Reports

Now that you know what you should include in a sales report, consider the following points to create laser-focused sales reports that help monitor sales performance:

1. Know Your Audience 

Understand who will be reading the report and tailor the content to their needs. For example, executives may want a high-level overview, while sales teams may need more detailed insights into their performance.

2. Focus on Key Metrics

You don’t need to add an abundance of sales data in every single report. Highlight key performance indicators (KPIs) that align with your business goals at a particular time. For example, if you want to increase revenue in the next quarter, focus on KPIs like the number of meetings, average conversions, average revenue per customer, etc.   

3. Provide clarity and context

Avoid unnecessary jargon and keep the language clear, concise, and straightforward. Explain the significance of key sales metrics so the readers can understand the story behind the numbers and why certain trends or changes occurred.

4. Visualize Data

Use charts, graphs, and visuals to present data in a visually appealing and easily digestible format. Charts and graphs are easier to understand as compared to heavy text filled with numbers.

5. Use a sales reporting tool

If you’re still using spreadsheets for sales reporting, it’s time to move on. Sales reporting tools are way easier to use, and they come with real-time reporting capabilities, so you can always stay on top of trends and make timely decisions.

Reporting tools also have visualization features so you can create charts and graphs while presenting data to the stakeholders. Your team members can also use collaboration features to share and discuss reports within the tool, and as your team grows, the software will also scale to accommodate the increasing volume of data.

All this, with security features like encryption and secure user authentication, makes sales reporting a breeze. 

How Do You Create a Sales Report with Sellular?

To create a sales reportfast, you need all your sales data in one place. Sellular helps you with just that. Fetching data from multiple sources will slow down the process and be more prone to errors. 

With Sellular, you get detailed insights into your team’s sales performance across all prospecting channels, be it calls, emails, or text messages.  

See how Sellular presents the total call analytics for a 30-day period. 

And if you want to dive in-depth into each prospect call, you can do that too. 

The same goes for email summaries. 

Moreover, you can track the whole pipeline status in a single dashboard.

Sellular provides real-time analytics, so you create accurate sales reports for each week, month, or quarter. 

It also comes with intuitive leaderboards so you can measure each rep’s performance and identify top-performing sales reps.

Reporting doesn’t get better than this. 

Start smart reporting. Sign up for Sellular right now.

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