Reports & forecasting

Where the numbers live. Sales managers use this area to see what the team closed and what it is on track to close; marketing, support and buying use the same library for campaign, case, order and vendor figures. Everything reads the records the rest of CRM already writes — there is nothing extra to key in.

The report library

Reports in the menu opens a library of sixteen built-in reports. Search by name, filter to a folder, and switch between a card grid and a table listing. You can star the reports you use often; stars and the Last accessed column are kept in your browser rather than on the server, so they are per-device and do not change what the list shows. On a fresh browser three reports — Leads, Pipelines and Sales Performance by User — start out starred, and those three plus Activities carry a placeholder last-accessed time until you open them yourself.

Most report pages are headed with the singular of the library name: Leads Report opens as Lead Report, Deals Report as Deal Report. The one real difference is Pipelines Report, which opens as Deal Pipeline Report. Names on this page are the library’s.

The library is a fixed set. There is no report builder — the shaping you can do happens inside a report and in the export dialog, not by authoring a new one.

What each report shows

How is selling going?

Deals Report — total deals, pipeline value, won revenue and win rate across the top, over a table of the hundred largest deals with their account, stage, amount, close date and owner.
Sales Performance by User — team totals across the top, then one row per rep: deals won, deals closed, revenue won, average deal size and win rate, ranked by revenue.
Quotes Report — total quotes, how many accepted, total value and the conversion rate (accepted quotes as a share of all quotes), over a table of every quote with its status, deal, contact, validity date and total.
Pipelines Report — a stocktake of the pipelines themselves: object type, which is the default, and how many stages each has, split into open and closed.

Where is demand coming from?

Leads Report — total, converted and open leads with the conversion rate, over a table of leads with their company, email, status, source, rating and score. Filter to a source, a status, a rating, or to converted leads only.
Campaigns Report — total and active campaigns, leads generated and an overall conversion rate, over a table of campaigns with type, status, dates, budgeted and actual cost, leads and opportunities. Response and won-revenue figures are not on this report; they live on the campaign’s own Analytics tab. See Campaigns for the per-campaign view.

Who are we selling to?

Accounts Report — total accounts, new this period, how many carry deals and the won deal value behind them, over a table of accounts with type, industry, annual revenue, employees, website and phone. Filter by type or industry.
Contacts Report — total contacts, new this period, how many are attached to deals and how many to activities. The table below is the top ten contacts by won deal value, not the whole contact list.

What are we selling and buying?

Products Report — total and active products, how many appear on deals and total revenue, over every product with its code, category, status, list price, deal count, quantity sold and revenue.
Pricebooks Report — pricebook and entry counts and how many products are covered, over every pricebook with its currency, standard-or-custom type, status, entry count, average list and unit price and total value.
Sales Orders Report — total orders, how many fulfilled, and total and average value, over orders with their account, contact, status, fulfilment and payment status, date and total.
Purchase Orders Report — total purchase orders, how many received, and total and average value, over a table with vendor, PO status, receipt status, payment status, date and total.
Vendors Report — total and active vendors, how many have purchase orders and the value bought through them, over a table of vendors with code, category, contact details and status.

Where is the effort going?

Activities Report — calls, emails, meetings and tasks: total, completed and pending counts with a completion rate, over a table of activities with type, status, priority, owner and due date. Notes are a separate object and are not counted here.
Tasks Report — total, completed, pending and overdue tasks, over a table with status, priority, owner and due date. Filter by any of the three.
Cases Report — total, open and closed cases with a resolution rate, over cases with their subject, status, priority, owner and account. The live service picture belongs to the case dashboard.

Reading a report

Every report opens the same way: a strip of headline figures across the top, then one table of the underlying records. Sort any column, open the Filters panel to narrow the rows on the values that report offers, choose which columns to show, and page through. Refresh re-reads the data.

Two things are worth knowing before you draw conclusions. Report pages always ask for all-time figures — there is no date-range control in the web app, so nothing here is scoped to a quarter or a month (the Android app does offer periods; see below). And the tables are capped. Most record listings stop at a few hundred rows — 500 for leads, accounts, activities, campaigns, sales orders, purchase orders and vendors, 200 for cases, 100 for tasks — while two reports show a leading slice rather than a listing at all: the Deals table is the hundred largest deals by amount, and the Contacts table is the ten contacts carrying the most won deal value. Seven of the sixteen reports re-query the records in full when you export them, so the export is how you get the whole set — but not for the other nine, as below explains.

The Pipelines Report is the odd one out. Its description promises deals across pipeline stages with values, but the screen lists the pipelines and their stage counts instead. The per-stage deal counts and values are in that report’s Excel export, and the same figures are charted on Pipeline Reports, below.

Exporting to Excel

Export to Excel on any report fetches the data, then asks which columns to include — every column is ticked to begin with, and Select All clears or restores the lot. Confirming downloads a real .xlsx workbook named for the report and today’s date, column widths already sized to the content.

The export is not simply what is on screen. For leads, accounts, cases, quotes, deals, activities and products — seven of the sixteen — the server re-queries the records in full, so the workbook holds every record even where the screen was capped. The other nine hand over the rows the report already holds, so the same caps apply, and three of those differ from the screen in their own way. Contacts exports only the top ten contacts. Pricebooks exports the twenty highest-priced pricebook entries, one row per product, rather than the pricebooks the screen lists. Pipelines is the one described above: its export carries the per-stage deal counts and values that the screen does not show at all.

Export follows the reports view right, so anyone who can open a report can download it. Customization covers how those rights are granted.

Dashboards

The home dashboard is the first thing you see after signing in. It opens with record counts for leads, accounts, contacts, deals and cases, then a pipeline strip — pipeline value, expected revenue, win rate and average deal size — and a case overview carrying open cases, created and closed today, pending first response, SLA breaches, escalations and average resolution time.

Below that: your open activities, each with a Done button that completes the activity in place; open pipeline by stage as proportion bars of expected revenue; cases by status and priority; the most recent leads; deals closing soon; and stalled deals that have not moved in fourteen days. Every panel links through to the full list, and New lead and New deal open their forms straight from the header.

Two deeper pipeline views sit alongside it, both scoped by a pipeline picker:

Sales Pipeline — the working dashboard: totals and win rate up top, then pipeline by stage, forecast distribution, a monthly forecast trend, win/loss, recent stage changes, stalled deals and deals closing in thirty days.
Pipeline Reports — the same data laid out for review across five tabs. Overview is an executive summary with win-rate and win/loss charts and the monthly trend; Pipeline Analysis charts the funnel and value by stage and tables every stage with its weighted and expected value; Forecast charts and tables revenue by month; Conversion gives the overall conversion rate, average time to close and every stage-to-stage transition with the average days spent in the previous stage; At-Risk Deals lists stalled deals beside those closing in the next thirty days.

Sales covers the boards and stage rules these dashboards report on.

Forecasting

Forecasting answers a different question from the reports: not what happened, but what the team is committing to. It runs on two things — a forecast category on every deal, and fiscal periods with quotas hung off them.

A deal’s forecast category — Pipeline, Best Case, Commit, Closed or Omitted — comes from the stage it sits in, and can be overridden per deal: on the Opportunities board, click the category badge on a card and pick another (Pipeline, Best Case, Commit or Omitted; Closed follows from actually closing the deal). The deal edit form carries the same field.

The Forecast page

Forecast in the menu has two views over the pipeline you pick.

Forecast projects value by month. Each month shows its deal count, total value and expected revenue, with a bar split by forecast category and the category totals underneath; months come from each deal’s close date, so both open and closed deals appear. Above it sit total pipeline, expected revenue, overall conversion rate and average sales cycle, and below it a stage-conversion table. The Normalize tick converts amounts to your base currency using each deal’s exchange rate, and applies to this view.

Attainment switches to quota performance for a period — the current one unless you choose another. Five figures across the top roll the team up — team quota, closed won, commit, best case and attainment percentage — then a row per rep gives the same breakdown plus that rep’s gap to quota, colour-coded against 100% and 75%. Attainment is calculated per period across the whole tenant, so the pipeline picker does not narrow it.

Attainment compares the quota you set for a rep in that period against the deals they closed and won whose close date falls inside it, and shows their open deals by category alongside. Reps without a quota for the period do not appear.

Periods, quotas and snapshots

Periods and quotas are maintained through the API — the app reads the forecast but has no screen for administering them yet, so an administrator sets them up once a year.

Periods are monthly, quarterly, yearly or custom, each tied to a fiscal year and optionally a quarter. Generate fiscal year creates a whole year of twelve monthly periods in one call, named Mon YYYY, with quarters assigned in blocks of three from whichever month your fiscal year starts — an April start rolls the closing months into the next calendar year automatically. It refuses if that fiscal year already has periods, so it is a one-shot per year rather than a top-up. A period can be renamed, and locked once it is settled; a locked period cannot be deleted or take new quotas.
Quotas are an amount and a currency against a period, for a user or for a territory, with optional notes. Only user quotas appear in attainment.
Snapshots are the historical record: one row per owner per forecast category per period per day, summing the deals whose close date lands inside the period. They are written by a batch job (worker:forecast-snapshot) that an administrator schedules — the API does not start it and nothing in the app triggers it, so out of the box there is no snapshot history. A stored snapshot can be adjusted with a corrected amount and a note. The forecast dashboard also returns a day-by-day trend built from snapshots, but no screen plots it yet.

On Android

The Android app carries a cut-down version of this area: a Reports screen of summary metrics — leads, deals, activities, accounts and contacts, with conversion and win rates — over a period you choose (7 days, 30 days, 90 days, this year or all time), and a read-only Forecast screen listing the fiscal periods with their dates, fiscal year, quarter and type, searchable by name. Locked periods are not listed there. See Mobile.

Who can see what

Reports, dashboards, forecasting and the opportunity dashboards are each gated by their own entry in the permission matrix — reports, dashboards, forecast and opportunities. A role without the view right on reports does not get the Reports menu item. Customization covers the matrix, including what it does not reach.

Connects to

Sales — pipelines, stages and forecast categories are set there; everything on this page reports on them.
Campaigns — campaign spend and attribution feed the Campaigns report.
Service & cases — the case dashboard and SLA analytics live with cases; the Cases report is the historical cut.