A to Z of CRM Sales and Marketing Reporting

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In this blog, the A to Z of CRM Sales and Marketing Reporting, we’ll walk you through some of the most common reports that customers use and what benefits these reports can bring to organisations.

A to ZActivity Reporting

A CRM activity report provides a detailed look at the sales activities that a sales team has completed over a given time, such as phone calls, emails and face to face meetings. This gives sales managers valuable insight into team performance and individual salesperson’s efficiency.

With an activity report, you can see:

  • Any time one of your team members completes and logs an activity.
  • A count of all logged sales activities by user and type.
  • The number of logged activities compared to quotas for each activity type.
  • Your team’s activity effort compared with a previous timeframe.
  • The amount of time spent on each activity.
  • Notes associated with any activity.

A to Z ViewPoint CRMBuyer Reporting

Giving your sales and marketing teams access to what your customers are buying and what their interactions are with your organisation are, whether online, phone, email or social media can give you the edge against your competitors and help your interactions with them.

Over time you can see what they’re spending with you and on what, and see how they are engaging with you and how often.

A to Z ViewPoint CRMConversion Reporting

Sales conversion reports tell you what percentage of leads convert into won deals or sales within a defined date range. Most CRMs break this down by lead source. For example, the report might show that 12 percent of email leads converted last month, compared to only 5 percent of paid media leads.

A to Z ViewPoint CRMDemand Generation Reporting

Demand Generation Reporting brings together data from multiple customer and prospect touchpoints across with your brand and presents them in a meaningful way.  Demand generation is a long-term strategy to build prospect and customer relationships. These marketing tactics aren’t used as a quick hit. You may engage a prospect via social media, follow up with a nurture stream of emails, qualify the lead, hand it off to sales, and answer customer questions along the way.

Being able to see all of this data in one place can help you understand how your marketing activities are working and how effective they are, versus the effort and cost invested.

A to Z ViewPoint CRMEmail Marketing Reporting

Email marketing is one of the most critical tools your business can use to build relationships with past, current, and potential customers. It’s also extremely valuable due to email tracking metrics that can give measurable insights into how successful your campaigns are — or need to be. This is where the significance of accurate email campaign reporting plays a role.

Integrating email marketing tools such as Mailchimp with your CRM can provide a rich seam of reporting, tying together insight on customer and prospect interactions with your email marketing and what products and services they are purchasing.

A to Z ViewPoint CRMForecasting Reports

Understanding future growth opportunities and qualified leads are essential functions of sales teams. Accurate data is necessary to help with revenue growth, to remain efficient, and stay competitive in today’s market.

Accurate sales forecasts rely on up-to-the-minute data, but too often, sales teams are using poor quality or hard-to-manipulate data. This results in inaccurate forecasts and loosely defined projections. This problem then forces sales teams to spend more time diving into the data to understand their customer’s propensity to buy, ultimately taking time away from closing deals with customers.

A forecast can help sales teams estimate how much of their product or solution their business is planning to sell during a specific time period (for example for the quarter or for the year).

There are multiple types of forecasting methods. These methods can either be qualitative or quantitative by design, allowing you to choose the approach that works best for your business and team. No matter which method you choose, there are multiple benefits to accurate sales forecasts for your organisation.

A to Z ViewPoint CRMGross Margin Reporting

A clear understanding of customer profitability allows your business to differentiate the level of service it provides to various customer segments according to their needs and their value to your organisation.

In many sectors the customer continues to provide revenue and to drive costs well after the initial sale, through after-sale service, repeat purchasing or general administration. All these costs, as well as the revenues, need to be identified and analysed if you are to ensure that the initial terms are profitable and that the customer segments you target have a high probability of being profitable over the lifetime of the relationship.

Many organisations assign nominal gross margins to their key product and services areas so that profitability and sales targets can be set and measured on an ongoing basis.

A to Z ViewPoint CRMHorizontal / Vertical Marketing Reporting

Being able to ‘slice and dice’ your customer segments in different ways can help drive new marketing and sales insights.

Horizontal Reports

If you have multiple types of contacts in larger customer organisations, filtering reports by department or even job role can establish how these different horizontal contacts e.g. procurement or stores, interact with your organisation. Do they engage in marketing content, and if so, what sort of content do they engage with? Do they attend events? Is the majority of their activity via your website or customer services? All of these insights are useful to your marketing teams to help them tailor communications via the right channels and at the right time for the horizontal layers within customer organisations.

Vertical Reports

If your organisation sells products and services across different vertical sectors, being able to report sales, leads and engagement by sector can help to inform buyer behaviour, sales cycle and impact of marketing in a more granular way. Certain activity may be considerably different in education or other public sector organisations to manufacturing or finance sectors. Using vertical reporting can help marketing and sales teams invest their time and resources in a more enlightened way.

Inbound Sales Reporting

Knowing which prospects and customers are proactively buying your organisation’s products directly from your website, mobile application, inbound sales or customer service teams can help you to improve the customer experience for these types of buyers and build a more personalised multi-channel approach to encourage further purchases.

Monitoring inbound sales specifically can help your proposition managers and marketers to tailor offers for returning customers and help to build buyer personas that you can target with the same offers for prospects.

A to Z ViewPoint CRM, Sales and Marketing ReportingJoint Sales and Marketing Reports

One of the biggest challenges in aligning sales and marketing teams is that both teams are measured differently. Sales teams are usually measured on numbers – be it new accounts, deals closed or contract renewals. Meanwhile, marketing teams are often measured by lead quantity, quality and brand awareness.

When it comes to getting your sales and marketing departments in sync, the one thing you should consider is measuring joint key performance indicators (KPIs).

By doing this, your teams are uniting under one common goal.

If your sales and marketing teams have joint KPIs, you get a great chance to see the synergy behind their work and analyse how your organisation is doing in both sales and marketing. Also, you will be able to detect the weak areas in your customer acquisition funnel, and fix not just parts of it, but the entire funnel.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingKey Account Reports

Key accounts are those that are currently strategic customers of your company, or who have the potential to become strategic customers in the future. To stay ahead of the game and keep these customers buying from you, your account managers need access to greater resources. These resources should allow them to forecast potential problems for key accounts, record large amounts of data from multiple sources, create responsive engagement plans, and receive alerts when action is necessary for a specific account.

Key account reports bring together all of this data and presents it back to the account manager, salesperson or executive sponsor for the account in a meaningful way on a regular basis.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingLead Generation Reporting

Lead generation reports help you get insight into campaign-specific engagement and conversion data. For instance, they can tell you which marketing channels work best at attracting new customers and converting them into repeat buyers. These findings allow marketing teams to maximise their gains by providing specific measurements, such as profit margins for different types of advertisements, and pointing at the most successful approaches in generating and managing sales leads.

Such a report will allow you to better manage your marketing budget and grow the customer base in a shorter time.

With this valuable information, it’s easy to maximise the results from any campaign or strategy by measuring its impact on budget allocation and growth rate metrics, like the number of sales per day during promotion periods compared to non-promotion ones.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingManagement Reporting

CRM management reporting helps organisations in a number of ways:

  • It helps them distil what is happening in the business.
  • The data it provides helps make strategic business decisions.
  • Managers can track performance and make tactical changes where necessary.

CRM reporting comes in many forms as you will have already seen with this A to Z and is used by a range of stakeholders, supervisors, middle managers, senior executives, and investors, who can all gain considerable insight from management reporting. For organisations implementing a new CRM solution, the reporting function is one of the key features to consider.

A middle manager can track the performance of their team and use the data collected to report to senior management and make tactical changes. An executive can see whether the strategy they’ve conceived is succeeding in the day-to-day reality of business operations. An investor can see whether their investment is performing well or review the potential of a possible acquisition.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingNew Business Reporting

In some organisations winning new customers can be an entire department’s focus, with upsell, cross-sell and retention activities carried out elsewhere in the organisation. By segmenting your data and reporting only on new business wins (and losses) sales managers and marketers can quickly establish how well sales and marketing activities are working and adapt tactics based upon the insight gained via these reports.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingOnline Activity Reporting

Monitoring and understanding your customer and prospect’s website activity can help to inform your sales and marketing efforts. By tracking how your site is being used by both existing customers and prospects, you can gain an insight into their buying intentions and which aspects of your website’s messaging are most effective.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingPipeline Reporting

CRM pipeline reports provide a visual overview of how your team and leads are progressing. You can track the value and status of all the deals at every stage of the sales cycle. A sales pipeline report also provides insight into how many deals are currently in a pipeline plus the average size of those deals. In other words, it shows managers if their sales team is adding quality deals that are going to help the business turn a profit.

This type of CRM report helps you determine if the distribution of your deals is adding up toward your sales targets. CRM pipeline reports can pinpoint potential problem areas so your team can focus their attention on improving the campaign.

Here are some key metrics to include in your sales pipeline report:

  • Total Number of Deals: This shows whether there are enough opportunities incoming to meet sales targets.
  • Deal Size: This indicates how much value each opportunity adds to an organisation. In other words, are salespeople spending their time on deals that significantly add to their targets?
  • Sales Cycle: This helps businesses forecast when a deal may close by providing the average number of days to close per salesperson, team or segment.
  • Deal History: This general overview of the pipeline shows when deals were created along with any status changes. It highlights growth and identifies stagnation.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingQuotation and Proposal Reporting

Keeping track of how many quotes are being produced, where they are in the process e.g. with customer or with manager for approval, as well as their value and products and services being quoted for, can be a significant headache for sales managers and sales teams.

ViewPointCRM has a dashboard and reporting suite specifically designed for organisations that send out large quantities of product quotations every week enabling salespeople and sales managers to keep on top of where prospective sales are within their pipelines.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingReal-time Reporting

Whether you’re a customer services manager wanting to see how quickly issues are being resolved, a territory manager checking to see whether the big deal has landed or a marketer wanting to see the success of a marketing campaign, being able to report on these things in real-time enables your teams to make decisions quickly and help grow the organisation and improve your customer’s experiences.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingSales Performance Reporting

A good sales manager understands the value of different types of sales reports. Reports can help your salespeople deepen their knowledge of how prospects can best make use of your product along with their ability to come up with a customised plan to help prospects reach their goals.

But knowledge of prospects and your own product isn’t enough for your team to find success and achieve sales goals. It’s just as important to be able to read and analyse sales data, so you understand the factors affecting your team’s performance. This can help fine-tune your sales process or fill in gaps in knowledge if there are any. Before you can read the data and judge performances, however, you must be sure you have the right data.

At StyleTech we provide a standard set of sales and pipeline metrics with the standard ViewPointCRM product, but will work with your teams to build reports that are appropriate to your organisation. With sales, one size doesn’t always fit all and so we find that customers require some additional bespoke reporting for sales performance.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingTarget Reporting

Within ViewPointCRM, targets can be assigned to individuals and / teams and can be found in real time within the pipeline dashboard. Tailored reports for sales against target can be built up within the reporting hub allowing sales managers to report in a myriad of ways against targets and pipeline stages.

We recognise that organisations structure themselves in many different ways e.g. by geography, by vertical segment, by customer size and also in many cases by sales channel. StyleTech works with individual organisations to tailor reporting to suit their business needs, rather than a ‘vanilla’ view of their sales target data.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingUpselling Reports

Upselling has become a strategic method of increasing average customer revenues and more and more has become a multi-channel approach by marketing teams to drive growth. Capturing and reporting upselling activity can be a challenge, but extremely important for organisations to analyse so that they can spend their marketing budgets in the correct channels.

Upselling can be done within an organisation’s ecommerce channels, via customer services or retention teams as well as within more traditional sales functions.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingVIP / Executive Reports

Many organisations have important clients that they want to treat differently. These clients could be high-profile individuals and influencers or they could be a strategic customer spending significantly with your organisation on a regular basis. In some organisations, the senior leadership team ‘sponsor’ these customers and spend time building and maintaining long-term relationships.

Building summary and detailed reports on these clients on a regular basis or prior to meetings with such clients can help sponsors and senior management have a clear view of what is happening with the client.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingWin / Loss Reporting

Loss Reasons tend to be present in most CRMs by default, and most also have something like a “Lost to Competitor” option in the single picklist. While painful for people to input, this field is central to your effort to determine competitive losses, calculate win/loss rates, and understand head-to-head competitive data, so you should ensure that the loss reasons field is required.

It is unfortunately common that these reasons are often not customised to your organisation and marketplace to surface actionable information. Generic options like “bad fit” or “lack of functionality” tend to obscure understanding and demand that you to speak with the salesperson to gain clarity.

Getting this data into the system effectively helps to produce actionable reports for senior management to analyse and possibly adjust the approach.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingX Marks the Spot – Signed Contract Reporting

By integrating ViewPointCRM with your back-office systems it becomes easier to have invoicing, billing and payment data accessible directly from the CRM system allowing commission and end-to-end reporting to be run from within ViewPointCRM. This ensures a clear audit trail from lead to order to bill and beyond ensuring that orders do not get lost within fragmented systems and processes.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingYear on Year (YoY) Sales and Marketing Reporting

By holding historical sales and marketing data within your CRM system, management teams can easily analyse performance against historic activity, whether it be volume and value of products bought or shifts in buying behaviour over time. This can be at a customer level, sales region or even customer segments.

A to Z ViewPoint CRM, CRM Sales and Marketing ReportingZero to Hero using CRM Reporting

Having a CRM is one thing, using the data within to its maximum is another. Reporting can give individuals, managers and the senior leadership team, valuable insights and data to help inform decision making, marketing and sales strategy as well as manage performance internally. ViewPointCRM’s reporting suite can help your organisation move away from time-consuming and largely manual reporting to automated, integrated and targeted reports across the organisation.

We hope you enjoyed the A to Z of CRM Sales and Marketing Reporting and that you are now armed with more information when considering purchasing a new CRM solution.

At StyleTech, we’re here to help our customers with their CRM journey and guide them through the process from A to Z! To find out more why not ask our expert team for a demo of ViewPointCRM? Click here to book a demo.