CRM reporting fails in two directions: managers who look at nothing, and managers who export everything. The useful middle is five focused views, ten minutes, every Monday, same order. Here they are.
Last week’s new leads, with hours-to-first-contact beside each. This is your leakage alarm — anything over a few hours needs a why, and patterns (weekend enquiries, one overloaded rep) jump out in seconds.
The discipline metric. A rep with 40 overdue follow-ups doesn’t have a motivation problem — they have an impossible list, a hoarding habit, or a pipeline that needs pruning. Each cause has a different Monday conversation.
Deals sorted by days-in-current-stage. The proposal that’s been “in negotiation” for six weeks isn’t negotiating — it’s decaying politely. Ageing views surface the deals that need a push or an honest closure.
Read the pattern, not the individual losses: if “price” suddenly doubles, a competitor moved; if “no response after quote” leads, your quotations may be arriving late or unclear. This report is your market intelligence, free.
Open pipeline value ÷ remaining target. Under 3×, the month-end panic is already booked — the Monday response is prospecting time blocked in calendars now, not a heroic last week.
The habit matters more than the numbers: run the same five, in the same order, from the screen, in the team review. Two Mondays in, your data quality improves by itself — because reps know the reports are actually read.
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