CRM Reports
Track pipeline results, demo-to-offer conversion, sales cycles and won deal values
Open Reports
Open CRM → Reports and select a pipeline. Deal figures belong to that pipeline, so you can keep sales separate from onboarding, interviews or case studies. The owner selector also applies. Contact, company and task totals follow the owner selector, rather than the pipeline.
Results for a period
Choose the start and end dates under Sales results for this period. Dates use UTC day boundaries.
- Demo to offer: opportunities whose first completed demo falls in the period. An offer counts if it was first sent on or after that demo and by the period's end. The report shows both counts and the conversion rate.
- Won / lost: currently closed opportunities with a closing date in the period. Win rate is won divided by won plus lost. Open deals are excluded.
- Average sales cycle: days from the recorded opportunity start to its won date, for wins in the period. Missing or invalid start dates are excluded and counted separately.
- Average won deal value: known values on wins in the period, calculated separately for each currency. Numbers in brackets show the sample size. Missing values are excluded; an explicit zero is included.
No data means there is no usable sample. It does not mean that the value is zero. Reopened deals are currently open; this report does not reconstruct their earlier closed state.
Let the dates fill themselves in
Open CRM → Deals → Settings → Stages and set each stage's Sales milestone:
| Milestone | Set it on the stage that means |
|---|---|
| Sales started | The opportunity has actually begun |
| Demo held | A demo has taken place |
| Offer sent | A commercial offer has gone out |
A deal entering that stage gets the date stamped on it. The first date wins, so a deal that comes back round the pipeline keeps the date it already had.
Deals that closed before you set the milestones have no dates. Use Fill in from stage history at the bottom of this report to work them out from where each deal has been. It only ever fills a blank.
You can still record the dates by hand instead. They live on the deal as the custom fields sales_started_at, sales_demo_at and sales_offer_at, and a date you typed is never overwritten.
Record why deals close
Mark deals won or lost when they close, and pick a reason. Both lists are yours to configure in CRM → Deals → Settings → Close reasons: rename them, add your own, and switch on Require a reason when you want nobody closing a deal without one.
The report then shows why deals closed on each side, commonest first, with No reason given counted separately so you can see whether the list is being used. Use the same value convention, such as annual contract value, across the deals you compare.
Read the headline numbers
Below the period report, the pipeline tiles cover all time:
- Total pipeline value: the sum of deal values, including open and closed deals. The open-deal count appears underneath.
- Won / lost deals: all currently won and lost deals in the selected pipeline and owner scope.
- Average deal value: total value divided by all deals in scope, including closed deals.
- Stage breakdown: the selected pipeline's stages, values and counts.
See where the value sits
The stage bars show values and counts for the selected pipeline.
The all-time totals combine numeric values across currencies. Use a consistent currency for these totals, or use the period report's separate currency figures when comparing won deal values.
Find the weighted forecast
The weighted forecast remains on the Deals tab. It multiplies each deal's value by its stage's win probability.
Check relationships, tasks and pipelines
Relationships counts contacts, companies and deals. Task Performance shows completed, pending, due-this-week and overdue tasks. Its completion rate uses all tasks in the selected owner scope. These are record and task counts, not sales conversions.
Change whose numbers you see
The owner filter applies in addition to the pipeline selection.
Choose your actual sales pipeline when measuring revenue performance. A completed onboarding or published case study can use a won stage without representing a new sale.
Troubleshooting
If the period report is unavailable, try a shorter period or a single owner. Reports with more than 10,000 matching records are refused rather than showing incomplete figures. An older API version may also lack this report; contact support if the issue persists.
Reload after updating records if totals look stale. The all-time summary may be cached for a minute.
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