December 30, 2021

Written by

Collective[i] Team

  • Posted in
  • Sales Activity Tracking
  • Sales Metrics Dashboard

Sales activity report

Knowing how to effectively create and use sales activity reports brings many benefits to an organization. Effective sales metrics help managers and teams to make informed, data-backed decisions to improve a selling team’s efficiency and performance.

The data compiled in sales activity reports provides the foundation for more effective sales planning and sales forecasting. Sales tracking goes beyond just building a tracking spreadsheet or even a sales metrics dashboard. Teams that make use of cutting-edge technologies can drastically improve their reporting — which can translate to improved outcomes.

Types of sales reports (by interval)

Sales activity reports may be created on a daily, weekly, or monthly basis. Daily, weekly, and monthly reports each serve a different purpose — and that purpose should inform what data to include or exclude.


A daily sales activity report tracks the day-to-day sales activities of an individual sales rep or the whole sales team. Daily sales reports commonly include items related to the amount of contact made with potential customers, the quantity and quality of leads, and the number of successful sales conversions. Because these reports deal with granular detail and are produced daily, they’re not intended for growth predictions — rather, they are best suited for providing quick, constant updates.

Some popular metrics in daily sales reports include:

  • Number of meetings set up by a seller
  • Number of client conversations by seller
  • Lead response time by seller
  • Number of outbound calls by seller
  • Number of sales opportunities
  • Number of touchpoints created by seller
  • Number of new leads created by seller
  • Number of sales/closed deals


A weekly sales activity report builds off of daily sales reporting but captures metrics on a weekly basis. These reports provide a middle ground of understanding between the daily statistics and overarching, monthly goals. Sales teams can use them to understand trends and course-correct (if needed) by month’s end. Weekly reports may include more interpretation than daily reports to compare results from week to week and predict growth opportunities.

Weekly sales reports may contain several of the same metrics as daily sales reports, but they focus more on trends and how current performance might translate to outcomes for the entire month. Essentially, weekly sales reports bridge the gap between granular, daily snapshots and the bigger-picture monthly reports.


By considering a month’s worth of data at a time, an effective monthly sales report helps organizations better understand how sales are trending on a monthly basis. Monthly sales reports may use one or more of the following as their focus:

  • Key performance indicators for sales (e.g., sales growth vs. sales targets, customer acquisition cost and lifetime value, churn rate, sales cycle length, lead conversion ratio, revenue and profit margins)
  • Number of calls and meetings (e.g., total number of calls made or meetings scheduled, average number of calls made or meetings scheduled per week, average call length)
  • Number of meetings that led to the next sales stage
  • Number of deals and number of closed/won deals
  • Performance ratios (e.g., call-to-meeting, lead-to-opportunity, opportunity-to-win, and lead-conversion ratios)
  • Revenue generated (forecasted vs. actual)

How to make a sales report

The good news is that with the right technology, the process of creating a compelling sales report becomes much easier than it was in days past. Modern platforms that make use of artificial intelligence (AI) and machine learning (ML) will automate much of the data collection and analysis, saving time for human employees. For example, Collective[i]’s Intelligent WriteBackTM automates data capture from CRM systems, giving sales teams a productivity boost of up to 15% to 20% and eliminating the possibility of human error. Better data also leads to more accurate forecasting and outcomes.

In addition to accurate, up-to-date data, the most important considerations when writing a sales report are format and audience, relevant data and time frame, and insights and analysis.

  1. Know the audience and purpose and craft the report accordingly. In sales reporting, more data isn’t always better — just because data can be tracked doesn’t mean it belongs in every sales activity report. Based on the specific organizational goals, selecting pertinent data points (and excluding those that aren’t relevant) helps ensure the report will be credible and actionable. This isn’t a process that needs to be reinvented from scratch every day, week, or month. Simply search online for a daily, weekly, or monthly sales activity report template that can be adjusted as needed, from a simple customer tracking spreadsheet for Excel to more advanced, customizable templates.

  2. Include the right information. Based on a report’s specific purpose and time frame, choose the data accordingly. Again, more data isn’t always better — too much data can overwhelm the results and make it difficult for users to sort out what’s most important.

  3. Develop action items. A sales activity report is really only as useful as it is actionable, making this a crucial activity, and one that can prove to be quite challenging. This, again, is where AI-enabled platforms such as Collective[i] provide immense value, translating data trends into meaningful action.

Better reporting creates better outcomes

Generally, the top 20% of sales professionals generate 80% of revenue. But Collective[i]’s cutting-edge, AI-enabled tools can help sales leaders identify and prioritize the most impactful sales activities for their teams. For example, Intelligent InsightsTM replicates the top performers’ judgment to guide other sellers with the best practices for winning deals. C[i] RecommendsTM similarly provides insights into next and best actions for sellers based on outcomes from across Collective[i]’s larger network of companies.

Click here to learn how Collective[i] simplifies sales activity reports and enable end-to-end digital sales transformation through the application of sophisticated AI/ML capabilities.

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