CRM reporting can play a key role in providing business insights and driving strategic decisions across your entire organization.
For your sales team, a CRM report can provide a deeper analysis of your sales strategies, improved visibility into your pipeline, and more accurate forecasting of future sales.
For your marketing team, a CRM report can provide a better analysis of your lead sources, in-depth tracking of the performance of your marketing campaigns, and a more accurate assessment of the return on investment from your marketing channels.
For your customer service teams, CRM reporting means a better evaluation of the quality of the customer relationship and a better idea of how your customers actually feel about your business, service, and products.
The following are the top 10 CRM reports your business needs to use in 2024 and beyond.
What is CRM?
A CRM system (customer relationship management) is a software toolset that assists businesses with the day-to-day management of their people (customers and employees), work processes, products, and projects.
Once thought of primarily as a tool for the sales team, CRM systems have evolved to address the needs of many different business aspects, including marketing, customer service, and HR.
Through the use of advanced automations tools and data centralization, CRM software can help businesses improve communication (both internal and external), work more efficiently, and track performance.
Must-have CRM sales reports
CRM reports enable sales leaders to identify their most successful (and unsuccessful) strategies and help sales teams better understand the factors that influence deal outcomes.
1. Sales pipeline report
A sales pipeline report tracks sales opportunities as they move through the various stages of the sales journey, from initial contact all the way to the close of the deal.
A sales pipeline is divided into stages such as:
- Lead generation
- Lead qualification
- Proposal / Demo
- Quote / Negotiation
- Close (won / lost)
Each stage represents a step in the sales process, and deals move through these stages until they are either closed won (a successful sale) or closed lost.
A sales pipeline report gives sales leaders clear visibility into the entire sales process, enabling more accurate forecasting of future sales while providing insights that can help refine processes, overcome objections, and measure sales rep performance.
2. Sales activity report
A sales activity report details the various activities carried out by sales representatives during a specific period of time (per day, per week, per quarter).
Within a CRM system, every customer interaction is captured and tracked, including:
- Calls
- Emails
- Meetings
- Messages (SMS, text)
The report provides insights into the efficacy of the sales team’s efforts, allowing sales leaders to assess their communication cadences, refine messaging, and optimize engagement processes.
3. Sales cycle report
A sales cycle report provides an overview of the time a typical sale takes to move through the sales funnel, from initial generation to won or lost — and all the stages in between.
With a modern CRM solution, the duration of each stage of the sales journey is tracked so sales leaders can see:
- Lead to opportunity conversion time
- Opportunity to close duration
- Quote to close duration
- First response time
A sales cycle report can help sales leaders evaluate the efficiency of their sales processes, identify bottlenecks in their workflows, refine their communication cadences, and enhance overall sales performance.
4. Sales forecast report
A sales forecasting report uses historical data, market trends, and other influencing factors to make predictions about future sales revenue.
Typically, a sales forecasting report outlines anticipated sales figures over a specified period — usually a month or a quarter — providing organizations with insights that can inform:
- Budgets and resource allocation
- Inventory management
- Production priorities
- Risk mitigation
Sales forecasting reports can aid in strategic planning and help sales leaders make key business decisions based on data, not best guesses.
Must-have CRM marketing reports
CRM reporting provides marketing leaders with insights that enable them to accurately measure the effectiveness of their leads, marketing campaigns, and strategies.
5. Lead source report
A lead source report tracks incoming leads by channel, such as:
- SEO
- Referrals
- Industry events
- Advertising campaigns
- Social media platforms
Knowing where leads are coming from helps marketing leaders assess the effectiveness of different lead sources so they can allocate budgets more effectively.
6. Lead conversion report
A lead conversion report tracks the number of leads that are converted into qualified opportunities and customers.
Lead conversion rates are typically tracked through each phase of the sales and marketing funnel, providing insights into lead performance across the entire customer journey.
This helps sales and marketing leaders understand how well their engagement strategies are working and provides data that can help inform:
- Lead nurture cadences
- Resource allocation
- Lead distribution
- Lead assignment
A lead conversion report provides marketing leaders with actionable insights that contribute to strategic decision-making and better alignment between sales and marketing teams.
7. Marketing email campaign performance report
A marketing email campaign performance report analyzes the effectiveness of an email marketing campaign. Campaign effectiveness is measured with metrics relating to:
- Email deliverability rates
- Click through rates
- Conversion rates
- Response rates
Marketing leaders use this data to refine and improve their marketing email initiatives and optimize future campaigns.
8. ROI report
An ROI (return on investment) report measures the return on investment of a particular marketing initiative.
A CRM can track data on the different costs associated with a marketing campaign, including:
- Campaign production and development costs (staffing, content creation)
- Technology costs (marketing automation tools, analytics tools)
- Marketing channel costs (SEO, social media)
- Advertising costs
The CRM can then compare these costs to the revenue generated from the marketing campaign to produce an accurate and detailed measure of the ROI.
With this data, marketing leaders can better assess the financial impact of their marketing efforts and demonstrate their team’s contribution to the organization’s bottom line.
9. Customer satisfaction report
A customer satisfaction report analyzes customer data, including feedback collected from surveys, reviews, and social media interactions to determine customer sentiment toward a particular product, service, or interaction.
Customer feedback is often quantified using customer satisfaction ratings such as CSAT (customer satisfaction score) or NPS (net promotor score).
Customer support leaders use customer satisfaction reports to assess customers’ overall satisfaction, identify areas for improvement, and make informed decisions to enhance the customer service experience.
10. Customer churn report
A customer churn report, sometimes called a customer attrition report, details the number of customers who have stopped using a particular product or service over a specific period of time (a month, a quarter, a year).
Customer churn reports can provide insights into trends related to customer attrition and help customer service leaders identify root causes such as:
- Product dissatisfaction
- Market competitiveness factors
- Customer service/support issues
Customer service leaders can use customer data and churn metrics to inform proactive measures and processes that can help reduce customer attrition and then measure the success of those efforts against previous results.
FreeAgent CRM provides the best CRM reporting features on the market
FreeAgent CRM is a modern CRM platform that provides top-of-field software tools for organizations of all sizes and technical proficiency.
FreeAgent is the best healthcare CRM software for clinics because it is:
- Easy to use- FreeAgent’s modern user interface is quick to learn and easy to use, encouraging teams to work within the CRM platform, driving up CRM adoption and aligning your work processes.
- User-configurable- With FreeAgent, the power is in your hands. You can customize and personalize FreeAgent to fit the specific needs of your business and teams without external support.
Plus, FreeAgent offers:
- Robust integration- FreeAgent’s flexible toolset and extensive CRM integration library supports teams and businesses of all types and structures.
- Mobile CRM solution- FreeAgent CRM provides a robust mobile CRM tool with all the functionality, power, and simplicity of the desktop version.
- Generative AI- Uplift your work with Generative AI-powered features. With FreeAgent, you can access AI across any app, allowing you to get the information you need faster.
With FreeAgent, it’s really that simple.
To see FreeAgent in action, get a demo, and discover for yourself how we are leading the way to a better workday.
