Discover the top 10 Salesforce reports that help sales managers and business owners track leading and lagging indicators, improve forecasting, and boost sales performance.
At Focus CRM, we often hear the same question from sales managers and business owners:
“What reports should I be looking at in Salesforce to actually drive results?”
The truth is, Salesforce is a powerful tool—if you’re looking at the right data. The most effective sales leaders track both leading indicators (which predict future sales) and lagging indicators (which show past performance). You need both to build a healthy, high-performing sales pipeline.
Here are the 10 best Salesforce reports for Sales Teams that strike that perfect balance—so you can stop guessing and start leading with confidence.
Leading Indicators – Predict Future Sales Performance
These reports help you stay proactive. Think of them as your early warning system.
- Activities by Sales Rep Report
Why it matters: More activities = more opportunities. This report shows how many calls, emails, meetings, and tasks each rep completes.
What to look for: Trends in outreach volume. Are reps consistently putting in the work?
- Leads by Status
Why it matters: It helps you forecast potential pipeline growth and assess the effectiveness of your lead follow-up process. If most leads are sitting in “New” or “Open” and not progressing, that’s a red flag for future pipeline problems.
What to look for: Prioritize which leads to focus on and identify where prospects are in the funnel. Picture
- New Leads by Source Report
Why it matters: Track which channels are feeding your pipeline.
What to look for: Are your paid campaigns, referrals, or cold outreach delivering the best leads?
- Opportunity Pipeline by Stage Report
Why it matters: Gives a real-time view of your active pipeline, broken down by stage.
What to look for: Is the pipeline full enough in the early stages to hit your future targets?
- Average Deal Velocity Report
Why it matters: How long does it take to close a deal? If deals are dragging, you’ll miss your targets.
What to look for: Track time in each stage—then remove bottlenecks. Note: Depending on Product, Service or if your business is seasonal this may require additional breakdowns.
Lagging Indicators – Understand Past Results
These reports measure outcomes and help you coach for performance and accuracy.
- Closed Won Deals This Month/Quarter Report
Why it matters: A simple but essential metric for tracking results.
What to look for: Trends by rep, region, or product. Use this to recognize wins and forecast accurately.
- Win Rate by Sales Rep Report
Why it matters: Not all reps close at the same rate.
What to look for: High-volume but low-win reps may need support. High-winners can be mentors.
- Closed Lost Opportunities with Reasons Report
Why it matters: Learning from losses is as important as celebrating wins.
What to look for: Are deals being lost for preventable reasons—like pricing, timing, or poor follow-up?
- Sales Forecast Accuracy Report
Why it matters: Predictability is power. This report compares forecasted vs. actual revenue.
What to look for: Use it to coach reps on better forecasting and improve your own boardroom reporting.
- Revenue by Product or Service Report
Why it matters: Know what’s selling – and what’s not.
What to look for: Focus marketing and sales efforts on your top revenue-generating offerings.
Salesforce Reports Done Right
You don’t need more reports—you need the right ones, set up the right way, for your team’s success. At Focus CRM, we specialize in building custom Salesforce reporting dashboards that bring clarity to your sales data.
Whether you’re struggling with Salesforce adoption or unsure which reports to monitor, the key to success is visibility. As a Salesforce Consulting Partner, we help sales leaders get the most from Salesforce by building powerful dashboards tailored to your sales process.
Our team helps clients:
- Choose the right metrics
- Automate weekly/monthly reports
- Align sales reps, managers, and leadership with shared visibility
Need help setting up these reports? Check out our Salesforce Managed Services for full support.
As a Salesforce Partner based in Toronto, we support businesses across Canada and the U.S. Our clients rely on us for Salesforce CRM setup, ongoing support, and reporting optimization to ensure system adoption and long-term ROI.
Book a Free Salesforce Reporting Review
Ready to turn your data into decisions? Our certified Salesforce Consultants will help you improve your Salesforce dashboards, track KPIs, and increase user adoption—starting with a free Salesforce reporting audit.