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CRM reports: lead funnel, win/loss and forecast vs actual

Three reports that show how leads progress, how many deals you win, and how sales compare with targets.

Find these under Accounts > Reports: Lead Funnel, Win / Loss Report and Forecast vs Actual. Each also needs the matching CRM permission (leads, opportunities or targets) and the module switched on, so you may not see all three.

Lead Funnel

Shows how leads move from first contact to customer. Open Reports > Lead Funnel.

1. Optionally set Created from and Created to to limit the leads by the day they were created.
2. Read the three headline boxes: Total leads, Overall conversion rate (converted leads as a share of all leads) and Disqualified.
3. In the Funnel table, see how many leads Reached New, Contacted, Qualified and Converted, and the Conversion from the previous stage.
4. In By Source, compare Total, Converted and Rate for each lead source. Leads with no source are grouped as "Unknown".
5. Disqualified - from which stage shows where lost leads left the funnel.

A lead counts as having "reached" a stage if it is there now, or if its history shows it was moved there at some point. Leads can be moved straight between statuses, so the current status alone would undercount. Disqualified counts leads that are Unqualified now plus any ever moved there.

Win / Loss Report

Shows how many closed deals you won and lost. Open Reports > Win / Loss Report.

1. Optionally set Closed from and Closed to. These use the date the deal was closed, not the expected close date.
2. For each currency you see Won / Lost, Win rate, Avg deal size (won) and Avg deal size (lost).
3. Tables break the results down By owner, By source and By month closed, each with Won, Lost and Win rate.

Only opportunities marked Won or Lost are counted. Win rate is won divided by won plus lost. Each currency is its own block and is never added to another.

Forecast vs Actual

Shows each target next to what was actually sold, using the same figures as the Attainment tab in Forecasting. Open Reports > Forecast vs Actual.

• Use For and Period to filter the targets shown, then read each card: Actual sales, Target, Attainment and how far ahead or behind you are.
• If nothing appears, set targets up under Forecasting > Targets.

Good to know

• Reports follow the rules of the data they read. For example, actual sales in Forecast vs Actual are posted invoices minus credit notes before tax.
• Related: Capture and work your leads and Track deals in the opportunities pipeline.