What is an account manager report?
An account manager report is a document that consolidates data from multiple sources (e.g., CRM systems, sales platforms, customer feedback tools) to track and display key performance indicators (KPIs) (e.g., client retention rate, sales growth, customer satisfaction), enabling account managers to monitor client relationships and performance and create presentations for stakeholders and executives.
Account manager reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.
What to include in an account manager report?
An actionable account manager report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive account manager reports
Executive reports for CEOs, CFOs, and stakeholders show the bottom-line impact of account management. Reviewed weekly, monthly, or quarterly, they include:
- Client profitability analysis: by account, using metrics like revenue per client and cost-to-serve.
- Client lifetime value analysis: LTV, retention rates, and churn analysis.
- Cohort analysis: client retention, expansion, and LTV by client cohort (onboarding period, industry sector).
- Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.
Account manager reports
Manager reports have cross-client views with drill-downs to see performance by client, industry, region, team member, and service level. They help align teams, define strategies, and include:
- Cross-client reporting: overall client satisfaction, revenue, and service level reporting across accounts.
- Goal tracking: compare current performance vs objectives.
- Audits for prioritization and spotting issues
- Competitive analysis for market positioning and client needs mapping.
- Client feedback and satisfaction research
Operational Account Manager Reports
Operational reports for analysts and account managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
- Client interactions: meeting frequency, follow-up actions, response times.
- Sales performance: pipeline status, deal closure rates, upsell opportunities.
- Customer feedback: satisfaction scores, NPS, feedback trends.
- Service delivery: SLA compliance, issue resolution times, service quality metrics.
Operational account manager reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.
How to build an account manager report?
To build an account manager report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email.
Here’s the breakdown:
Connect data sources
Define and connect the data sources to bring to your report. Common sources are CRM systems for client data, sales platforms for revenue tracking, and customer feedback tools for satisfaction metrics.
To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report.
You can follow these tutorials on connecting your data:
Choose a template
Choose from dozens of account manager report templates in Google Sheets or Looker Studio, designed for use cases like client monitoring, sales tracking, and service delivery.
Learn to copy Looker Studio templates.
While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom client interactions, CRM contact data, and all the fields and metrics that you define as "client success" and "revenue".
Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your account management reporting use cases, such as client monitoring, sales tracking, and service delivery.
Select metrics, dimensions, and charts
Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps:
- Select the data source and the account connected to it
- Choose metrics (e.g. Client retention, revenue growth, satisfaction scores, etc.).
- Choose breakdowns to segment your data (e.g. by date, client name, service type, etc.)
You can follow these tutorials on adding data to your reports
Design
To make your account manager reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your account manager reports:
Share
Share your account manager reports via links, PDF, schedule emails, and control permissions.
KPIs to include in an account manager report?
Account manager reports should include a mix of client relationship, sales, service delivery, and satisfaction metrics and KPIs to fully understand the performance of account management towards business goals. They include:
Client relationship KPIs measure the engagement and satisfaction process, regardless of the channel:
- Engagement metrics: meeting frequency, follow-up actions, response times
- Satisfaction metrics: client feedback scores, NPS, satisfaction trends
- Retention metrics: client retention rates, churn rates, renewal rates
Efficiency KPIs compare your account management outputs to the cost, including:
- Engagement: cost per meeting, cost per follow-up
- Retention: cost per retained client, cost per renewal
Effectiveness KPIs compare the input with the output from one relationship stage to another
- Engagement: response rate, follow-up success rate
- Retention: retention rate, renewal rate
Sales and cost KPIs show the bottom-line impact of your account management performance:
- Sales: revenue per client, total revenue
- Cost: service delivery cost, account management cost
- Efficiency: ROI, client profitability
- Effectiveness: average deal size, upsell success rate
To analyze these account management KPIs, segment them by:
- Client: industry, size, region
- Time: Hourly, daily, weekly, monthly
- Service: service level, product type
- Feedback: source, type, sentiment
- Content: communication, format, topic
