Reports
How to Measure Sales Team Performance: KPIs & Reports
What isn't measured doesn't improve
Many managers judge the team by gut feel. Clear KPIs reveal who works hard, where deals leak, and what to change.
The KPIs that actually matter
Focus on a few KPIs that drive decisions instead of dozens of numbers.
- First response time to the customer
- Conversation-to-deal conversion rate
- Conversations and calls per rep
- Loss reasons (why didn't they buy?)
Real-time dashboards
Instead of waiting for a month-end report, track performance live: who's leading, who needs support, and which product sells most.
Turn reports into decisions
A good report suggests action: coach slow responders, redistribute a busy rep's leads, and double down on what works.
Explore the feature: Reports ←
Frequently asked questions
Which KPI should I start with?
First response time and close rate — they most affect revenue.
Do I need a data analyst?
No — dashboards are ready-made and readable without technical skill.
How often should I review reports?
Live for daily tracking, weekly for bigger decisions.