Why CRM reports are like gold

Why CRM reports are like gold

Your company data is one of your greatest assets. It’s like gold. Always use the possibilities that the CRM reports have to offer you. It will give you fresh insights into your customers. And how you, as a small business, are performing.

What you will learn in this article

  • Why CRM reports are important
  • 8 great CRM report types
  • What you can do with these data insights
  • Getting started with CRM
  • Who to contact for small business-friendly advice

Why CRM reports are mission-critical

Your business data – usually extensive and not always coherently organized – can be mined for opportunities. However, if the information is scattered over multiple spreadsheets, it’s not easy to get a sense of the big picture.

CRM reports, though, bring business intelligence to your fingertips. These business performance insights make monitoring your business so much easier. Detailed management reports give you the actionable information you need in a few clicks.

8 great CRM reports you need to run immediately

CRM systems include multiple ways to slice up your data and produce reports. You can open reports within the CRM system, download them as data files for further scrutiny, or save reports as a PDF file. You can also create custom widgets for quick, at-a-glance updates on the key metrics you wish to keep as a heads-up display in your dashboard.

Here we take a look at 8 great CRM report types to utilize. These will undoubtedly help you make better, more informed business decisions.

Forecast reports

These focus on forecasting sales and are a great way to keep an eye on running sales and your pipeline management. These reports can be as detailed as you wish and report monthly, quarterly, and so on. There is usually a range of levers to pull to refine further the criteria you apply for your reports. This could include:

  • Sales probability
  • Sales group
  • Weighted or unweighted values, etc.

Listing reports

Many CRM systems have a separate tool for one-off reports or for scheduling and saving regular reports. How this aspect is handled varies by CRM system.

Marketing reports

These reports are an excellent method of maximizing your marketing potential. The marketing insights generated will help you understand your customers and what drives their purchases. The report-building tools enable you to finely analyze your database and create customer profiles and cohorts.

How granular you want your report is up to you. You will want to take a more comprehensive perspective in some circumstances, such as by industry sector or geographic location. Other times you may wish to drill down a bit further. You can interrogate specifics such as product purchases during a particular time frame. Or specify marketing engagement as the metric or create a custom field. Building a report from scratch is easy, and drag and drop simple. It’s really not as daunting as it sounds once you get started.

Customer support

Another area you can scrutinize is customer service. As customer support is integral to your business success, you will inevitably want to keep a close eye on case resolution and team performance.

Running customer support reports will let you track case closures, response times and see your most frequently asked questions. You can then use this latter information to create a FAQ page on your website, for instance. Or help you identify shortcomings in your business processes and take corrective action. A dashboard widget will let you monitor real-time performance to ensure customers are receiving adequate customer support.

KPI customer insights

These are the reports that dig up the gold hidden in your customer data. Sales and marketing reports combine to draw out in-depth insights you might not otherwise be able to gain without CRM. You can run these whenever you like, create a dashboard widget, or set up scheduled reports.

Creating these reports is drag and drop simple, with previews to let you fine-tune and filter the data you wish to include. Scheduled reports are delivered to your inbox. And setting user permissions will let you control who has access to the data.

Custom chart widgets

As mentioned previously, widgets are real-time snapshots of specified metrics. You can create custom widgets for just about anything, from sales targets and team performance to market campaigns or other custom data you capture. The widgets sit in the CRM dashboard and display up to the minute information.

Contact management

This type of report tracks customer interactions to help you better manage team activities. You can query such things as, “How many calls did Sue make this week.” Or, “How many customers do we have in New York/Paris/Hamburg?” But you can go much deeper and ask for the total number of sales and the current value of your pipeline by product, for example.

Advanced reporting

Often, the CRM system will come with an array of advanced reports you can have delivered to your inbox at preset intervals. With your standard reports, you can set the filter options to be edited every time you decide to run them. This functionality enables you to quickly tweak the criteria without having to edit the entire report. Advanced reporting also can provide subtotals, summaries and suppress particular data you don’t need to include this time.

Getting started with CRM

The only way to get a proper grasp on how a CRM solution can assist your business is by getting your hands dirty. A no-obligation, no-risk try-out gives you a sandbox to figure out if CRM is right for you and your company. You can research and read up as much as you can. But it still won’t be as informative as getting your hands dirty with the real thing.


One of CRM’s superpowers is the ability to run reports that generate actionable business intelligence. This ability is as valid for small businesses as it is for multinationals with thousands of employees in several countries. Find out how CRM can help your business by contacting us today!

May 23, 2022

Team Samdock

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