Sales Reports Templates With Examples

Why Sales Reports Matter

Accurate sales reporting is the backbone of any growing business. It helps you:

• Track performance against targets.
• Identify trends before they become problems.
• Make data‑driven decisions on pricing, territories, and staffing.
• Motivate salespeople with transparent metrics.

Core Sales KPIs to Include in Every Report

Each template should surface the most actionable numbers. Below are the essential KPIs and a quick description of why they matter.

KPI	What It Measures	Ideal Frequency
Total Sales (Revenue)	Overall money generated.	Daily/Weekly/Monthly
Units Sold	Quantity of products/services closed.	Daily/Weekly
Average Deal Size	Revenue ÷ Number of closed deals.	Weekly/Monthly
Sales Cycle Length	Days from lead to close.	Monthly
Conversion Rate	Leads that become customers.	Weekly/Monthly
Activities per Rep	Calls, meetings, demos.	Daily/Weekly

Ready‑Made Sales Report Templates

Below are three practical formats you can copy into Excel or Google Sheets. Adjust the columns to match your business language.

1. Daily Sales Activity Tracker

Best for inside sales teams that rely on high‑volume outreach.

• Date
• Rep Name
• Calls Made
• Meetings Scheduled
• Opportunities Created
• Revenue Closed

Use conditional formatting to highlight reps who exceed their daily call goal.

2. Weekly Performance Dashboard

Ideal for managers who need a quick snapshot of team health.

• Week (ISO)
• Total Revenue
• Average Deal Size
• Win Rate (%)
• Top 3 Performing Reps
• Pipeline Value

Link this sheet to a automated Excel reporting solution for real‑time updates.

3. Monthly Sales Funnel Review

Provides a strategic view of the entire sales process.

Stage	Number of Opportunities	Value ($)	Conversion %
Leads	120	—	—
Qualified Leads	80	—	66%
Proposals Sent	45	—	56%
Closed Won	30	$150,000	67%

Combine this view with a financial dashboard to see how pipeline health translates to cash flow.

Industry‑Specific Examples

While the core KPIs stay the same, the way you slice the data can differ by sector.

Retail & E‑commerce

• Include Average Order Value and Units per Transaction.
• Track sales by product category to surface fast‑moving items.
• Use a weekly “Top‑Selling SKU” section.

SaaS / Subscription Business

• Add MRR (Monthly Recurring Revenue) and Churn Rate.
• Show new vs. expansion vs. renewal revenue streams.
• Monitor Customer Lifetime Value (CLV) alongside CAC.

Professional Services

• Track billable hours vs. revenue per hour.
• Include project win‑rate and average project size.
• Highlight pipeline of upcoming contracts.

Step‑by‑Step Recipe to Build Your Own Sales Report

1. Define the audience. Is this for reps, managers, or executives?
2. Select the time frame. Daily for activity tracking, weekly for performance, monthly for strategic review.
3. Choose KPIs. Use the table above as a starting point.
4. Create a raw data sheet. Pull data from your CRM or POS.
5. Build calculations. Use Excel formulas (SUM, AVERAGE, COUNTIF) or Google Sheets ARRAYFORMULA.
6. Design visuals. Add sparklines, bar charts, or conditional formatting to highlight trends.
7. Automate refresh. Connect the sheet to automated Excel reporting so metrics update daily.
8. Review & iterate. Collect feedback after the first month and adjust columns or charts.

Quick Checklist for a Perfect Sales Report

• Clear title and reporting period.
• Relevant KPIs displayed at a glance.
• Separate sections for activity, results, and pipeline.
• Visual cues (colors, icons) for OK/At‑Risk/Excellent.
• Exportable PDF or live dashboard link.

Next Steps

Start with the template that matches your current reporting cadence, plug in your data, and watch the insights flow. When you’re ready to accelerate your sales performance, explore the Sales Conversion Strategy Pack for proven frameworks, playbooks, and advanced analytics tools.

Looking for a full suite of business templates? Check out the Financial Statements Templates and the Business Plan Template to complement your sales reporting system.