Pipeline reporting
The Reporting module includes pre-built pipeline analytics, but the most valuable views are these few. Check them weekly.
Stage-to-stage conversion rates
Reporting → Pipeline → Conversion
Shows the % of deals that move from each stage to the next
Identifies bottlenecks: if 80% of deals stall at "Quote Sent," your quote process or pricing is the problem — not lead volume
Average time in stage
Reporting → Pipeline → Velocity
Shows the median days deals spend in each stage before moving
Long stages signal where automation or follow-up cadence is missing
Win/Loss analysis
Reporting → Pipeline → Win/Loss
Breakdown of Lost reasons — if you're capturing them on the loss
Filter by source: are Facebook leads losing for a different reason than referrals?
Per-rep performance
Reporting → Pipeline → By User
Deals open, value open, deals won, conversion rate, average deal size, average time to close
Use for 1:1s and quota tracking, not for shaming — the data is more useful as a coaching tool than a stick
Source attribution
Reporting → Pipeline → By Source
Shows which lead sources actually become Won deals — not just leads
Critical for marketing budget decisions: spend more on what closes, less on what doesn't
NOTE — Export for deeper analysis
Every report is exportable as CSV. If your team uses a BI tool (Looker, Metabase, Tableau, even Excel pivot tables), schedule a weekly CSV export and analyze trends over months — the in-app reports are great for the current snapshot but limited for trend analysis.
