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What reports and dashboards should you build after a CRM implementation?

Start with five: source, pipeline, conversion by stage, speed to lead, and revenue.

Build five reports first: leads by source, pipeline by stage, conversion rate between stages, speed to first contact, and revenue by source. The more useful exercise is the one most implementations skip, which is working backwards from each report to the fields that have to be maintained for it to be true.

The five, and what each one demands

  • Leads by source. Requires a source field set on every record at creation, from the form or the integration, never typed by a human afterwards, and a short owned picklist.
  • Pipeline by stage. Requires stages applied consistently and deals moved within a few days of reality. Stale stages make this a picture of last month.
  • Conversion rate by stage. Requires that stages only move forward, and that closed lost is actually used instead of deals sitting open forever.
  • Speed to first contact. Requires a creation timestamp and a reliably logged first outbound activity. Connect email and calling so this records itself.
  • Revenue by source. Requires the source to survive from the first touch all the way to the closed deal, which means it lives on the contact and gets carried to the deal.

That is the reverse mapping. A report is a promise about data discipline, and if nothing upstream maintains the field, the chart will be confidently wrong, which is worse than having no chart.

Add a data quality dashboard

The one nobody builds and everybody needs. Deals with no next step. Deals not touched in thirty days. Contacts with no source. Records created this month with no owner. Duplicates found. It is unglamorous and it is the report that keeps the other five honest.

Attribution deserves its own conversation

Source reporting inside the CRM tells you what a lead said or what the last click was. It does not reconcile with ad platform numbers, and it never will exactly, because platforms count conversions their own way. Decide up front which number is the source of truth for budget decisions and use it consistently. Call tracking and form level attribution close a lot of the gap, and WhatConverts is the tool we use for that. For the analytics side, these GA4 use cases cover campaign measurement, and our data and analytics service is where we build the reporting layer.

Then stop

Five reports people read beats thirty nobody opens. Add a report when someone asks the same question twice, and delete any dashboard that has not been opened in a quarter.

Related: What kinds of dashboards can you build? | What data and analytics services do you offer? | Do you provide monthly reporting for paid campaigns?