Given the dynamic nature of the market, understanding sales performance is essential for success. In this sense, an effective sales report provides a clear view of what is working and reveals opportunities for improvement.
With this in mind, we have gathered the main information about this tool, as well as tips on how to implement it to optimize results.
In 2023, 73% of B2B companies fell short of their sales targets , according to the 2024 Marketing and Sales Outlook .
In addition to commercial transformations in an increasingly challenging scenario, it is essential to internally analyze the factors that led to this negative result.
That's where the sales report comes in! This is a fundamental document for in-depth study of the sector. Here, it is possible to evaluate the performance of the team, processes and strategies .
With it, the sales team does not operate only with guesses and “feelings”. Instead, it operates with real data that represents the operations and performance of the sector.
After all, selling is not just a gift; it is also a india whatsapp data technique ! Sales success depends on the combination of skills and intelligent practices, such as a study of results.
No wonder, it generally contains data such as:
Total sales and volume consistent with each channel;
Profit margin, Customer Acquisition Cost (CAC), Return on Investment (ROI) and other indicators;
Comparisons with previous targets and periods;
Performance by product or service;
Analysis of highlights, trends and patterns;
Customer feedback;
And more.
Therefore, the report is a guide for the commercial area, indicating points of opportunities and improvements.
With this document, the commercial director will have a macro view of the area and the entire company. This facilitates strategic decision-making , reviewing good practices, goals and organizational objectives.
Not to mention that the report enables the correct alignment of the entire sales team and other sectors, such as Marketing , for example.
This helps you understand which digital strategies are working and which ones need to be improved to achieve your goals.
In conclusion, the sales report optimizes results by providing a detailed view of performance, promoting business growth.
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6 examples of sales reports
The sales report can be:
A complete document, with all the information necessary for the analysis of the performance generated; or
More direct, based on the objectives and scenarios you want to evaluate.
The best option is to do the second one. This way, you can avoid forgetting some information and focus on what is important for the purpose.
In this case, quantity is not synonymous with quality . In other words, the more irrelevant information there is, the more confusing and ineffective the analysis will be.
It is worth noting that it is not necessary to use all sales report templates. In addition, they can still be combined according to specific needs.
Therefore, we have gathered 6 report examples. Check them out below!
1. Sales report by period
These are sales reports based on performance over a specific period .
Generally, the daily and weekly reports are intended to evaluate the team's actions, identifying points of alignment with the goals.
The monthly and quarterly editions are dedicated to the results of practical actions, containing information related to sales by product and market trends.
All of this provides a clear view of sales evolution.
2. Conversion report
It refers to the study of the effectiveness of sales strategies by measuring the conversion rate of leads into customers.
This analysis allows you to evaluate Marketing actions and the performance of salespeople in converting opportunities.
This can be studied individually or collectively, which, of course, helps to identify bottlenecks and inefficiencies.
3. Sales Funnel Report
This report aims to identify patterns in prospect movement . To do this, it analyzes the stages of the sales funnel , how many leads are in each stage and how long they stay.
In other words, it helps you understand which obstacles have prevented the lead from moving through the funnel . This will allow you to improve your sales strategies and processes based on the most critical area.