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Salesforce reports you should regularly review

One of the values of using SalesforceĀ® is having your data in one place and being able to access real-time reports. There are many reports to run and evaluate, including pre-built and custom reports. As a leader, you should regularly review certain reports and activities, including lead source effectiveness, customer engagement, sales pipeline, and sales profitability.

Lead source effectiveness

Understanding lead source effectiveness is crucial to the success of your business. Companies in every industry need to understand the importance of their lead sources. Do the majority of leads come from trade shows, referrals, or partner companies? What are the details of these, including lead conversion rates and average deal size? These are all factors that help uncover the type and quality of deals each lead source generates. Additionally, data insights help determine whether to focus on current lead sources or change processes to diversify sources. Consider running a Lead Lifetime Report and Opportunity Sources Report to determine lead source effectiveness in Salesforce.

Customer engagement

In addition to analyzing lead source effectiveness, you should also understand touchpoints and patterns where customers engage with your product, service, or organization. When reviewing accounts and prospects, it’s crucial to know where most touchpoints are occurring. What drives a prospect to open your email, fill out the Contact Us* form, and engage with your business? To understand the big picture, you must review all customer engagement stages, including your outbound reach, the customer’s independent reach, and reciprocal engagement. Consider creating a Customer Engagement Center Strategy to provide context around customer engagement.

Sales Pipelines and Duration

  • Sales pipelines: For every business, there is a multitude of dimensions for sales analysis. While the active pipeline is always a core area of focus, you should also review the unattained pipeline. Understanding the reasons why a deal didn’t close provides an opportunity to learn and improve other pursuits. Run a Standard Opportunity Report to report on your opportunity pipeline, history, sources, and types.
  • Sales duration: To sustain a healthy business, you should understand how long it takes for various types of opportunities to close. Using that data as a baseline, you can nurture opportunities in the right priority. Moreover, this provides the possibility to see sales at a higher level and adjust processes if needed. To determine Sales Duration, run the Opportunity Stage Duration Report in Salesforce.

Sales profitability

You made the sale, but how much profit does your business realize from those efforts? Reporting on profit margin also helps set sales priorities and identify areas for process improvements. Companies selling goods with fixed costs can easily calculate the estimated margin. However, companies selling services need to pull together costs at the end of financial reporting periods. In either scenario, you should consider estimated margins to be reporting requirements from the onset. Run a Lifetime Value Calculation in Salesforce to learn the total cost to acquire a client, the cost to support the client, and the client’s real profit.


Every company can benefit from multi-dimensional reporting. Decisions based on data insights lead to greater efficiencies and improved results. For your Salesforce reporting needs, contact us.

Learn more about Salesforce Customer Relationship Management (CRM)

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Adam Plummer

I am continually energized by the increasing importance and relevance of technology’s place in solving business challenges. My mission is to uncover opportunities to help companies realize true business transformation, with technology as a key catalyst.

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