CRM reports

CRM reports live at /app/crm/reports and cover activity, pipeline, conversion, and post-close account health.

Activity

• Calls, emails, meetings per rep per week.
• Touches per account.
• First-touch SLA on new leads.
• Outreach-to-response rates.

Lead funnel

New → Contacted → Qualified → Converted conversion rates and average durations. Source-level breakdown (inbound form vs outbound vs referral).

Pipeline

• Pipeline coverage — pipeline value / quota.
• Stage balance — is the pipeline early-heavy or late-heavy?
• Pipeline velocity — average time per stage, and stage-to-stage conversion.
• Stage decay — opportunities stuck beyond expected duration.

Forecast accuracy

Past forecast vs actual close. Reps with consistent over- or under-forecast need coaching.

Win / loss

• Win rate by segment, mode, lane, competitor.
• Reasons lost (price, service, timing, incumbent preference).
• Revenue impact of top lost opportunities.

Account health (post-close)

Sales cares about post-close metrics too:

• First shipment booked within N days of close.
• Volume ramp vs estimate.
• NPS / CSAT from customer surveys.
• Churn signal (booking volume drop).

Custom reports

Same report builder as finance — see finance reports. Shared across both modules.

Schedules

Reports email weekly / monthly to leadership. Standard pack: pipeline coverage, forecast, top lost, top at-risk accounts.