How do you report sales metrics?

1 Define your goals and audience

Before you start collecting and analyzing data, you need to define the purpose and scope of your sales report. What are the key questions you want to answer? What are the main objectives you want to achieve? Who are you reporting to and what are their expectations and preferences? By clarifying these aspects, you can focus on the most relevant and actionable metrics for your report.

2 Choose the right metrics and format

Depending on your goals and audience, you may need to report on different types of sales metrics, such as revenue, pipeline, conversion, retention, productivity, or customer satisfaction. You also need to decide on the best format to present your data, such as tables, charts, dashboards, or slides. You should aim for a clear and concise format that highlights the key insights and trends, and avoids unnecessary details and clutter.

3 Use a consistent and reliable data source

To ensure the accuracy and credibility of your sales report, you need to use a consistent and reliable data source that collects and stores your sales data in a standardized and accessible way. You can use a CRM system, a spreadsheet, or a sales analytics tool to manage your data and automate your reporting process. You should also check and clean your data regularly to avoid errors and inconsistencies.

4 Analyze and interpret your data

Reporting sales metrics is not just about showing numbers, but also about explaining what they mean and why they matter. You need to analyze and interpret your data to uncover patterns, correlations, and anomalies, and to provide context and insights. You should also compare your data to your goals, benchmarks, and historical trends, and identify gaps and opportunities for improvement.

5 Provide recommendations and action steps

A good sales report should not only inform, but also inspire and persuade. You need to provide recommendations and action steps based on your data analysis and interpretation, and show how they can help you achieve your goals and overcome your challenges. You should also align your recommendations with your audience's priorities and interests, and use clear and compelling language to convey your message.

6 Solicit feedback and follow up

Reporting sales metrics is not a one-time activity, but an ongoing process that requires feedback and follow-up. You need to solicit feedback from your audience and stakeholders, and use it to improve your reporting methods and outcomes. You should also follow up on your recommendations and action steps, and track and report on their progress and impact.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?