Tracking your sales pipeline is one thing, but reporting on it regularly is what brings visibility, accountability, and growth. A well-structured sales pipeline report gives you a clear overview of deal progress, revenue potential, team performance, and future sales forecasts. It’s a vital tool for sales managers, marketers, and business leaders alike.
What is a Sales Pipeline Report?
A sales pipeline report is a document or dashboard that shows the current status of deals across various stages of your sales pipeline. It outlines how many deals are active, where they are in the funnel, what they’re worth, and how likely they are to close, helping businesses monitor performance and predict revenue.
This report helps decision-makers spot trends, identify issues, and take action before targets are missed.
What Does a Sales Pipeline Report Include?
| Element | Description |
|---|---|
| Deals by stage | How many deals are at each stage (e.g., discovery, proposal) |
| Pipeline value | Total value of all open opportunities |
| Win/loss rates | Number of deals won vs. lost over a period |
| Average sales cycle | How long does it take, on average, to close a deal |
| Forecasted revenue | Estimated revenue from deals likely to close |
| Rep performance | Pipeline activity and outcomes by sales team or individual rep |
| Source of leads | Where high-converting leads are coming from |
Why is a Sales Pipeline Report Important?
- Gives a snapshot of your sales health
- Highlights slow or stalled deals
- Improves forecasting accuracy
- Helps plan quarterly or monthly targets
- Holds sales teams accountable with measurable data
- Supports alignment between sales and marketing
Common Types of Sales Pipeline Reports
- Weekly pipeline status report – Tracks short-term performance and deal movement
- Monthly revenue forecast report – Projects future revenue based on the current pipeline
- Sales rep performance report – Compares individual output across team members
- Pipeline aging report – Identifies deals that have been stuck too long
- Source analysis report – Shows how different lead sources perform in the pipeline
Tools for Creating Pipeline Reports
- CRM software: HubSpot, Salesforce, Zoho, Pipedrive
- Analytics tools: Looker Studio (formerly Data Studio), Tableau, Power BI
- Manual options: Google Sheets or Excel templates with automated formulas
Real-World Example
A sales manager reviews the monthly pipeline report and sees a large number of deals stuck in the “Proposal Sent” stage. Based on this insight, the team adjusts follow-up strategies and improves proposal templates, boosting conversions the next month.
TL;DR
A sales pipeline report tracks the flow and value of active deals across the funnel. It helps businesses monitor performance, improve sales forecasting, and make better decisions based on real-time pipeline data.
