What is CRM reporting?
CRM reporting collects, analyses, and presents data from your CRM system to track important business metrics using charts, graphs and lists. Instead of spending hours going through thousands of contacts, leads, and interactions manually, CRM reporting does the heavy lifting for you, providing valuable insights into things like sales performance, customer behaviour, and how well your team is doing.
What makes CRM reporting so helpful is its flexibility. You can customise reports with filters that focus on the data that’s most important to you, whether that’s conversion rates, customer engagement, or team performance. These insights are displayed in clear, easy-to-read formats, like charts or tables, so you can quickly spot trends and share them with your team.
By using CRM reporting, businesses can make smarter decisions, uncover key trends, and optimise their processes, all while staying focused on driving growth with data-driven strategies.
What can you report on with CRM?
Reporting within a CRM system empowers you to analyse and extract valuable insights from nearly any module, giving you complete control over the data that matters most to your business. Instead of sifting through endless records manually, CRM reporting pinpoints the exact information you need with just a few clicks.
Customise reports by selecting specific data points, applying filters, and organising the results into an easy-to-read format, such as charts, graphs, or tables. This not only saves time but also provides a clear visual representation of trends, helping you make informed decisions, track performance, and identify opportunities for growth.
For example, you want to run a report showing leads who were last contacted more than 30 days ago to chase them up and see whether they still require your services. Simply add a filter to the report and watch as the information is extracted from your system and displayed in a clear and simple format.
Automated reports within CRM
A CRM makes it easy to stay on top of your data by automatically updating reports on a schedule that works for you. Whether you need updates as often as every 15 minutes or just once a month or quarter, your reports will always be up to date without any manual effort. Many CRM platforms, like SugarCRM, even let you automatically send reports via email to key team members or stakeholders, so everyone stays informed without lifting a finger.
Having real-time reports readily available either in your CRM dashboard or delivered straight into your inbox, comes with plenty of benefits. It keeps teams engaged by adding an element of gamification, encourages productivity, and helps build a results-driven culture.
More importantly, these insights help businesses make smarter decisions by tracking sales trends, understanding customer behaviour, and identifying growth opportunities. With automated reporting, you can spend less time pulling data and more time using it to drive your business forward.
In this example, a report detailing leads that haven’t been contacted in the past 30 days will be automatically emailed to the sales team at the beginning of each week. This ensures that no one misses the task, even with a busy schedule.
Creating reports within your CRM
Creating reports in a CRM can be as simple or detailed as you need. Whether you’re looking for a basic table or something more advanced like line graphs or bar charts, the choice is yours. The beauty of CRM reporting is that it lets you organise and display data in a way that’s most helpful for your business, making it easier to spot trends and make informed decisions.
If you want to find out more about how to create a report within your system, check out our blog – How to create a report in SugarCRM: The complete guide.
Need help getting the most out of your CRM?
At enable.services, we offer tailored and personal support when it comes to CRM and bespoke integrations. To chat with us about what support you require, book a meeting with one of our Solutions Consultants today.
