Using daily and/or weekly sales reports with your team may be the single most powerful action you can take to increase your team’s performance. Don’t believe us? We’ll convince you with an example from another sector – fitness. Let’s say a friend of yours has a goal of losing 10 pounds of fat or gaining 5 pounds of muscle, over the next 2 months. Your friend excitedly tells you their plan, and all of the actions they plan to take to achieve their goal. “I’m going to cut out carbs, start walking every day, and drink tons of water,” he says with a smile on his face. “I think it’s great that you’re committing to fitness,” you reply. “How are you going to keep track of your goals?”
At this point, if your friend said something like, “Well, I’m not going to until I’m about 6 weeks in. But I’m going to try really hard so I know I’ll hit my goal,” you would probably question your friend’s judgment. You would think – yes, it’s all and well to try hard, but if you can’t keep track of your progress, how will you know if:
- What you’re doing is working at all?
- Whether you’re doing the right things, but you need to do more of them?
- Whether you need to change course radically to hit your goal?
To use another example, one secret that good cooks use is to taste their food constantly as they are preparing it. They know that if you only start tasting the dish near the very end of the cooking process, the food is too far along to change much. So they taste test frequently throughout the whole process.
These personal life examples may seem obvious, but when it comes to building businesses and driving revenue, many teams miss these lessons.
In this post, we will outline the definition and examples of Daily Sales Reports, followed by Weekly Sales Reports, and finishing with Monthly Sales Reports and templates you can use for your reporting practice (click on the link to jump directly to the relevant part of the article). And not just that, we will discuss the purpose and creation process so that you find out exactly what’s the story behind each report.
Without further ado, let’s get started.
What Is A Sales Report?
A sales report, or sales analysis report, gives an overview of the state of the sales activities within a company. It shows the different trends happening in the sales volume over a certain time, but also analyzes the different steps of the sales funnel and the performance of sales executives.
They give a snapshot of the company’s exercise at a specific moment in time to assess the situation and determine the best decision to make and the type of action to undertake. Sales reports help in finding potential new market opportunities where they could improve the results.
They can be of various forms: a daily sales report format will track sales metrics that are relevant on a daily basis: the number of phone calls or meetings set up by a rep, number of leads created. Typically, weekly sales reports templates can monitor the number of deals closed by the team or the revenue generated. A monthly sales report format will provide a bigger picture of the activity of each sales rep or the team as a whole on various tasks.
There are also different types of sales reports that will focus on different aspects: the sales performance in general, detailing the revenue generated, the sales volume evolution, measuring it against the sales target pre-set, the customer lifetime value, etc. There are also reports focusing on the sales representative themselves and their sales cycle performance, from lead generation to closing a deal.
What Is The Purpose Of Sales Reports?
Think of reporting as your “navigational aid” for steering your sales team in the right direction. Modern sales reporting software will help you to get actionable sales insights to drive future revenue and crush quotas. They make things crystal clear for your sales team as far as what’s important and what they should be working on.
If a sales team sets an ambitious quarterly goal of closing six figures in new revenue streams, and then check the progress about two months in… only to realize that they’re way off target from hitting their goal. They were probably busting their butts to make their goal become reality, but just working hard isn’t enough.
You need to work hard, on the right things, at the right time. In other words, you need to work hard with intention and awareness. And that’s what a daily and a weekly sales report sample we will present in this article will help you achieve. They give you indications of how your team is performing on a constant basis so that you can course correct things as needed.
As long as you’re not overloading your team with too many sales KPIs, by using reports you can show your staff, “Hey, these numbers are crucial to our success. So, we’re going to keep track of them on a frequent basis.”. When your team has a set of simple, clear KPI examples they need to execute on, they can invest all of their energy into drumming up revenue – instead of wasting time thinking about what they should focus on next.
For example, let’s say that you’ve been doing an aggressive cold calling campaign to drum up new business. If you use a weekly report, you might find after a week that NOBODY has made any significant progress. Knowing this, you can switch to another strategy in time to still hit your monthly revenue goal.
Granted, all of this information depends in large part on your sales cycles. If you have a massively expensive enterprise software package that often takes half a year to close, then a monthly report would be your version of a weekly report, and your weekly report would be similar to a daily report for other businesses with shorter sales cycles.
Now that we’ve hopefully convinced you of the importance of using daily and weekly reports, let’s move on to some examples – we’ll even finish with some monthly reports!
How To Make A Sales Report?
When you write a report, you need to keep your final objectives in mind. To master the report writing, there are a couple of crucial question that you need to ask yourself: who are you reporting for, and why? Is this a weekly check-up or an assessment of a situation or a campaign project? What is the time period of the report? What is the main message you want to share?
Once these questions have found an answer, you can easily articulate your report accordingly. Here’s how to do it:
- Define your audience: before writing, think about who will read and what they need to know. Consider their background as well and if they are familiar with the jargon you might use. It’s not the same if you write for a sales audience or a general one.
- Define the purpose of your report: sharing monthly advancement with top management, or just having the weekly overview and analysis of the sales objectives with your team. Both reports will have a different structure and the info you will share will also be very different.
- Decide on a time period: that means that you can create a daily as well as a monthly report, or choose to display the data of the last quarter or year. Later in this article, you can see examples of each.
- Gather the right data: since you have set specific KPIs to track, you now just need to compile them all together and analyze them with the help of online BI tools. They are specifically designed to ease your data and create compelling sales analysis reports in no time.
- Visualize and communicate your findings: the most important part, once you have analyzed and dug out insights from your data, is to convey this information to your audience. Using a professional business intelligence dashboard that works with real-time data will always let you up to date when sharing your insights.
- Provide context: an aspect often forgotten, when we are deep in the reporting mindset, is that numbers never tell the full story. Provide some background and a bigger picture to the figures, especially if you are presenting weekly sales report templates for instance: how was the situation been the month, the quarter? Is the general trend going up or down?
- Get creative! When building your report, add a little bit of fun or more personal touch that will catch the attention of your audience and make you more confident while presenting!
How To Write A Sales Report To Your Boss
All of the steps mentioned above apply when writing a daily, weekly or monthly sales report to your boss. However, this time your audience is already defined and specific – you are writing for direct and/or top-management. So here’s what you should additionally consider when writing to your boss:
- Focus on what matters to your boss: choose the right metrics. During the writing, you will have to keep in mind why your boss needs the report and focus on giving the precise information she or he needs to make the best data-driven decisions possible. When gathering the data, select the very metrics that matter to them: sales growth, the targets previously set and the state of achievement, the sales revenue over the month or the year, etc. Remember that data is the centerpiece of your report so spend some time collecting and organizing it clearly.
- Visualize the data to communicate it better. To make it easy to grasp in a simple glance, instead of adding up one after another a succession of graphs, you should opt for the overview that provides a dashboard. To visualize all of your metrics together in an effective way, dashboards are key – and you can take some inspiration from different dashboard examples and templates. The advantage of using such dashboards is that you will always present up-to-date information, as they work with real-time data. No more stress over synchronization and updating files a hundred times!
- Don’t forget the executive summary. To finish with, do not forget to add an executive summary. That summary might be at the beginning of the report before you introduce your data and findings, that will still be the last thing you will write. Indeed, it will summarize the major insights drawn out, but also question the next steps. Top-management does not always have time to go in details, so this is why you need an executive sales summary paragraph that lists the salient points.
1. Daily Sales Reports
Top 11 Daily Sales Report Templates And Examples
A daily sales report is a management tool used by businesses, sales reps, and managers in order to extract the most relevant daily sales data such as the number of closed deals, client conversations, opportunities created, and many other sales related KPIs.
When it comes to daily reports, you don’t want to get too focused on outcome dependent metrics. Instead, you want to focus more on process metrics. What’s the difference?
An outcome metric is something like revenue earned which your sales rep can’t directly control. A process metric is something your sales rep can directly control, like how many calls they’ve made, emails they’ve sent or meetings they’ve set up.
On a daily basis, your reps are simply going to have some bad days and some good days due to reasons beyond their control. So, seeing that a rep has one low earning day, and then calling them into your office, would be a little premature, and arguably an example of micromanagement.
However, if several days in a row are pretty bad, or if a week goes by where your reps aren’t performing at their normal standards, that’s a pretty good sign that you might want to ask them what’s going on. Maybe they need to learn some new skills – or maybe their dog just died and they’re in a bad spot. Either way, it’s your role as a manager to support them. Hereafter are some examples of B2B and retail KPIs you can track in this sales reporting template.
a) B2B Daily Reports To Control Your Operations
As mentioned, each day in a sales department is different and there are many things simply out of human control. But having a closer look at your daily sales operations, the better you can conclude what works in your sales process and what not. Now we will focus on some examples you can track on a daily basis.
1) Number of meetings set up by a rep
While you can’t actually force a potential customer to set up a meeting with you through sheer force of will, you can mostly control how many meetings you set up. Take note that we’re not keeping track of phone calls and/or emails send out explicitly, as while those KPIs can measure effort, they can also be manipulated quite easily.
And this contains an important lesson about KPIs, even daily ones – they have to serve your overall goals. If your daily KPI measures something that doesn’t contribute to your overall goal, it’s not valuable. All in all, it’s hard to have too many sales meetings set up, and that’s what makes this daily sales activity report format useful.
2) Number of opportunities created
An opportunity is basically a lead that gets qualified, because of the good response and interaction it had – meaning, this is no junk email address nor a fake phone number. An opportunity can be a conversation that ends on a meeting, paving the way to further sales interaction.
3) Number of client conversations by rep
This is the equivalent of: “How many phone conversations and in-person meetings is each rep having, each day?”. Again, all else being equal, a rep who spends more time talking to customers is going to generate more results for your business than a rep who isn’t.
This is assuming that you are qualifying your leads properly of course, which at times can be easier said than done.
4) Lead response time by rep
This sales KPI can be tricky and controversial sometimes since it can vary greatly, based on the type of the lead and actual scenario. The optimal response time should be determined after different strategies are tested. That means you should decide when is the right time to react when prospects download a free trial or whitepaper, whereas prospects requesting an offer should be contacted as soon as possible.
After you have your benchmarks, you can track on a daily basis how your sales reps are performing, and what their averages are. That way you can better analyze the effects on your overall strategy.
5) Number of outbound calls by rep
You can track the number of outbound calls made by each of your rep on a daily basis and see how effective they are in their performance and take appropriate measures if there are significant deviations from set targets. That doesn’t mean you should micromanage sales reps on a daily basis, as mentioned earlier, but provide them a helping hand when needed.
6) Number of touch points created by rep
This is a tie-in metric that looks at:
- How many emails were sent to a potential customer that has at least shown interest
- How many phone conversations were had, and/or voice mails left with potential customers who have shown interest
With this metric, we’re trying to provide an overall “effort” KPI for each rep without making things too easy to manipulate. That’s why it can be useful to specify that in order for an email or phone conversation to count, there has to have been prior contact with a customer identifying them as a lead.
7) Number of new leads created by rep
This is a pretty straightforward report. If you’re worried about reps boosting their numbers with low-quality leads, you can identify specific qualifications for leads and base your report off those numbers.
8) Number of sales/closed deals
Quite straightforward, this KPI counts the number of sales performed on the day. This is particularly important for small retailers who have a lot of items with low-added value, and who hence need to close as many deals as possible to make a profitable margin.
b) Retail Sales Reports You Should Track On A Daily Basis
The retail KPIs we will explain next are indispensable in the retail industry. Retailers must track these KPIs since they need to have a daily overview of their operations, costs, and expenses to be able to generate profit. Let’s take a closer look at each of them.
9) The total volume of daily sales
This is one of a clear-cut daily report that focuses on the number of sales achieved on a daily basis. It is quite important to track, especially in the retail industry, since daily volumes can indicate which days of the week perform best, and how you can use this to your advantage.
The goal is to keep your daily sales volumes growing, but don’t panic if it starts to decrease – instead, investigate why, and adjust your strategies.
10) Average transaction size
Another retail KPI that is extremely useful to track since you can conclude a lot about customer behaviors just by looking at the device or payment type.
This KPI certainly varies, depending on the retail store type. But evaluating this KPI can tell you how to adjust your advertising and online shop to correspond with your customers’ needs.
11) Total orders and average units per customers
Order placement must be tracked on a daily basis since retailers need to keep an eye on how many orders they received each day to ensure profitable results. This will enable you to improve your retail analytics and evaluate which weekdays are busy the most to avoid out of stock situations.
The average units per customers evaluates how many items are purchased by customers (on average, of course) which can set the tone of the purchase trends and give you enough data to evaluate your sales even more precisely.
2. Weekly Sales Reports
Top 11 Weekly Sales Report Templates And Examples
A weekly sales report is a measurement tool used by companies and individuals to track sales performance and essential KPIs, such as lead-to-opportunity ratio, lead conversion ratio, sales volume by channel, total sales per region, among many others, on a weekly basis.
A week is arguably the perfect unit of time to measure individual sales rep performance. A month is often too long of a time frame, leading you to miss out on course correction opportunities until after the fact. And a single day is often too short to see any real, meaningful outcome dependent information. Of course, the perfect time to measure sales rep performance depends on your business model, too. You can also check our resource for using a business report template.
Here we will take a look at specific reports and KPIs you can track on a weekly basis based on a B2B and retail perspective.
a) Track Your Weekly B2B Sales With These Reports
As mentioned, the week is a perfect time unit to track your team’s performance and get a more detailed overview of your sales numbers. Let’s go through the top reports you can utilize for your weekly meetings.
1) Number of outbound calls
Telephone cold calling is another invaluable B2B KPI that can tell you which weekdays are the most promising for outbound calls. Usually, Tuesdays, Wednesdays, and Thursdays are particularly valuable for B2B sales, but it might be useful to set your own benchmarks.
You can set daily targets and track the performance during each day of the week, but do consider factors such as mentioned days of the week or local time.
2) Sales volume by channel
This is a bit of a more “strategic” KPI that can also be used effectively on longer time scales. Essentially, this report shows you what physical areas and methods of customer acquisition are pulling in the most revenue.
The total sales volume can make it easy to see where you should be prioritizing your sales efforts so that you can adjust accordingly.
3) Revenue closed by rep
While a week may be slightly too short to get a meaningful revenue metric (depending on the length of your sales cycle), this is still a useful report to run. For shorter sales cycles, you’ll certainly be able to see trends by rep over 2-3 weeks.
For longer sales cycles, this report may provide some insight into what times of the month your reps tend to close sales, increasing the accuracy of your future projections.
4) Upsell and cross-sell rates
As it is well known in the sales industry, it is much easier to sell additionally to your existing customers than acquiring new ones.
This daily sales report sample is useful to track on a weekly basis since tracking it daily is just too short of a time span to evaluate your strongest and weakest points. When you compare the results of each rep, you can see each rate and educate others to implement the same tactics. That way your sales numbers will grow, but there is a high chance that you will also improve customer loyalty and satisfaction.
5) Customer lifetime value
This is one of the most important KPIs you can track in a B2B sales setting, first on a weekly basis, and then expand over the months.
It basically shows how much is expected to earn per customer, and you can monitor it on a weekly basis to see whether the average is rising or decreasing. The goal is, of course, to keep the lifetime value as long as possible.
6) Client meetings attended by rep
This is very good for a weekly sales report format. While in a day, it’s hard to get meaningful conclusions from how many meetings are being attended by each rep, a week timeline shows a different story.
These meetings can either be virtual or in person, but either way, successful sales reps are going to be having them consistently, and this report will show you how they’re doing.
7) Lead-to-opportunity ratio
Tracking this metric weekly will let you evaluate the number of unqualified versus qualified leads. A qualified lead usually is an opportunity, i.e. positive interaction that leads to a face-to-face meeting or a phone call, opening favorable circumstances for a closing a sale. The lead-to-opportunity ratio tells you the number of leads you need to stay on track with your objectives in terms of revenue. Once you have a baseline ratio, you know how many leads you need to create to reach your target growth – and at the same time, you have revenue that is predictable.
This reporting example can be assessed with the MQL (marketing qualified lead) and SQL (sales qualified lead), as it interconnects the departments since you need to define which are the most promising prospects that can turn into customers. Over the weeks you can determine which of your potential customers convert the most, and adjust your sales and marketing strategies accordingly.
8) Opportunity-to-win ratio by rep
This report displays a straightforward sales KPI that shows how effective each of your reps is at closing their opportunities. While some variance is to be expected, if one rep is dramatically better than the others, it’s possible they’re getting the best leads. Or, it’s possible that this rep has some skills they could teach the rest of your reps.
If a rep isn’t closing at the same rate as his or her colleagues, this could just be a fluke – at least on a weekly basis. But if these weekly reports continue to indicate the same trend, it could be time to help this rep out.
9) Lead conversion ratio
As the name states, this report will track the number of leads that end up in a “win”, i.e. that turn into paying customers. This is one of the most important ratios for a sales team, as it gives a baseline to determine the number of leads the team needs to meet business objectives. It will depend on each company and industry, but generally, a low lead-to-conversion ratio will alert you on the weakness of your sales pipeline.
b) Skyrocket Your Retail Sales With These Reporting Practices
As one of the most sales-oriented businesses, retailers must also track, measure and report on important sales values on a weekly basis to be able to get a bigger picture in comparison with daily reports. Let’s see which ones are the most prominent.
10) Rate of return
Whether a big or small business, the rate of return can tell you a lot about what customers think of your merchandise.
No retailer is happy when their products are returned, therefore, tracking and reporting these values on a weekly basis will enable you to decrease this number in the future when you investigate why the goods are being returned, and what can you do to improve these items or your overall offer.
11) Total sales by region
Tracking your sales by region can tell you which of your stores (or customers’ locations if you are an online business) are performing well. That way, you will be able to compare these values and implement various marketing activities based on your results. If you see a specific location outperforming other, see what makes it tick, and invest more resources to grow even further.
Now that we have tackled daily and weekly sales reports, provided examples you can implement in your own business strategies, it’s time to take a look at the even bigger picture through monthly sales reports.
3. Monthly Sales Reports
6 Monthly Sales Report Examples And Templates
A monthly sales report is used to monitor, evaluate, analyze, and determine sales trends on a monthly basis. It includes more long-term measurement of KPIs such as sales cycle length, conversion report, monthly performance report, among many others.
To dig a bit deeper, we will also briefly introduce some monthly sales reports examples that can be of help. A month will provide a broader feeling of how your sales reps are performing in the long run, even though, as we mentioned earlier, it can be too long for you to implement correction to avoid missing out on opportunities before it is too late.
1) Sales KPI report
We will start with a sales report example focused on high-level metrics intended to make C-level executives’ lives much easier. Reporting on these levels should include main metrics such as revenue, churn rate, profit margin, incremental sales, etc.
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These metrics (as we can see also on the example above) are of utmost importance to track on a monthly basis since they can change the course of a company’s sales strategy. Sales VPs, managers, and executives can monitor the most important operational and strategic data to increase the quality and performance of designated sales targets. By utilizing KPI software, this monthly sales report template can be generated within minutes.
2) Sales cycle length report
This monthly sales report sample is covering the totality of your reps’ sales funnel, from the opportunity to a closed deal. It will outline the performance of each rep and point out how good they are at closing deals, and how long it takes them to get there.
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Visualizing these metrics will help you in determining the strengths and weaknesses of each individual, providing you with the information you need to respond accordingly.
3) Sales conversion report
Here’s a monthly sales report template which is complementary to the previous one: you are able to see how effective your reps are at converting the leads into sealed deals, after hitting every step of the funnel to get there.
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By analyzing each stage of this funnel, you have the opportunity to identify where an issue may occur and address it, so as to increase your sales conversions
4) Sales & order report
Another monthly report template that can be helpful for online retailers. With so many orders to handle, it can be sometimes difficult to keep track of everything that is sent out – but mostly returned. Increasing sales volumes is what every retailer aims at, but managing to keep the return process in the loop will help you greatly on many levels. In this retail dashboard below, first, you can see in which quantity your items are returned and secondly analyze why. This is key to figure out where the problem lies and troubleshoot it as fast as possible.
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That way, you can easily increase your customers’ satisfaction, and we all know that a satisfied customer is coming back – better: it can also recommend your products and services to his friends and family. And that’s pretty much what you want to achieve.
5) Outbound calls report
Telephone cold calling is still one of the most important techniques used in sales. That’s why we have chosen to present this report which displays a number of key areas in your outbound processes and potential results.
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In this comprehensive sales analysis example, you can generate invaluable insights referred to outbound calls’ trends, the sales team performance based on the contact rate, contracts closed and average order value, among others. This visual enables you to compare your findings with the previous period, learn which is the most effective time to perform calls to be able to maximize results and profits.
6) Sales performance report
As our final monthly report format, we chose one that displays a broad overview of your performance, combining a lot of different KPIs – which is useful if you decide to create a monthly report. The one displayed here, however, goes further, as it shows data over one year; but you can take data just over one month.
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From the number of customers you have acquired during that time span to the costs it takes to get them, from the average revenue each of them brings you to the lifetime value they have, this sales analysis report sample provides you with at-a-glance information too quickly see if your teams are meeting their goals.
After we have expounded these sales examples, we will now provide some tips for conducting an effective sales reporting practice.
Top 5 Tips For Your Sales Reporting Process
Sales reporting can be a tricky task both for teams and managers. We have already expounded on how to make a report, but to be able to clearly compose your data which you can tell a story with, you should follow these additional tips:
- Identify your goals
There is no point to create a solid sales reporting process if you don’t have a goal in mind. Define specific questions you need an answer to, and tie all the metrics that correspond to your final destination.
- Tell a story
As shown in our examples section, various types of sales reports tell different stories, based on the goals we have predefined. In this area, you also need to take a look at the bigger picture. If your goals aren’t being met, there is a reason behind it – does your customer or client have a rough business patch which resulted in lower sales volumes?
- Take advantage of sales forecasts
One of the most crucial tips we can give you is to utilize sales forecasts to be able to make better and more informed business decisions, predict future performance and give insights on how to manage your sales strategies, like in our example below:
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This example shows an intuitive user interface of a modern business intelligence software like datapine that allows to analyze and visualize sales data with a few clicks, and take advantage of advanced analytics features such as predictions, intelligent alerts, and conditional formatting.
- Create an unforgettable presentation
Humans are visual creatures, and by visualizing all the numbers and correlations on a single screen, you enable faster insights, pattern recognition, easy-to-spot trends, and interactivity with data. A simple sales report presentation with visualized data is much more digestible and effective when it’s done through the power of online data visualization.
- Share your findings
Whether you need to input your colleague, show your sales manager or board of directors achievements and current insights, this kind of reports should be easily sharable. This can be easily done through modern business dashboards. That way you empower collaboration and increase productivity between stakeholders.
In The End, What Should A Sales Report Include?
To sum up this long and rich article, here is a list of what you can find in a sales report:
- An overview of the sales operations and activity of the company
- Specific sales KPIs tracked and analyzed to assess said activity
- A determined time period over which the KPIs are analyzed
- Graphs and charts to visualize all the data collected
- An executive sales summary for top-management
As we’ve said in other posts, it’s important not to overwhelm yourself with new business processes all at once. Instead, choose the KPIs that you think will be the most useful for you and your team, and implement those. Then, after a month or more of using those reports, you can add on to your reporting – or keep it where it is. For more reports, you can have a look at our previous article on sales graphs and charts about it and find some more inspiration!
Knowing where to start with reports is the precondition to creating effective sales dashboards that will enhance your decision-making and bring your business forward. To see by yourself and start building your own reports, give a go to our 14-day free trial!