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A sales pipeline report is an interface tool that consolidates data from multiple sources (e.g., CRM systems like Salesforce, HubSpot, or Pipedrive) to track and display key performance indicators (KPIs) (e.g., lead conversion rate, sales cycle length, deal value), enabling sales teams to monitor pipeline health and performance and create presentations for stakeholders and executives.
Sales pipeline reports are typically built 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.
An actionable sales pipeline report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive reports for CEOs, Sales VPs, and stakeholders show sales performance and forecast. Reviewed weekly, monthly, or quarterly, they include:
Manager reports have cross-channel views with drill-downs to see performance by client, region, team member, pipeline stage, and deal. They help align teams, define tactics, and include:
Operational reports for analysts and sales managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
Operational sales reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.
To build a sales pipeline 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:
Define and connect the data sources to bring to your report. Common sources are CRM systems like Salesforce and HubSpot for sales performance, and Google Sheets for additional data integration.
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 from dozens of sales pipeline report templates in Google Sheets or Looker Studio, designed for use cases like lead tracking, sales forecasting, pipeline management, and deal analysis.
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 conversions, CRM contact data, and all the fields and metrics that you define as "deals" 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 sales reporting use cases, such as lead tracking, sales forecasting, pipeline management, and deal analysis.
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:
You can follow these tutorials on adding data to your reports
To make your sales reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your sales reports:
Share your sales reports via links, PDF, schedule emails, and control permissions.
Sales pipeline reports should include a mix of funnel—lead generation, opportunity management, deal closure—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of sales activities towards business goals. They include:
Sales funnel KPIs measure the buying process (from the sales perspective), regardless of the channel:
Efficiency KPIs compare your sales outputs to the cost, including:
Effectiveness KPIs compare the input with the output from one funnel stage to another
Sales and cost KPIs show the bottom-line impact of your sales performance:
To analyze these sales KPIs, segment them by:
