HubSpot dashboards and reports for sales leaders

Which HubSpot plan your sales reports need

Basic deal reports and dashboards work on every plan. Targets, forecasts and your own reports need Sales Hub Professional.

The ten numbers a sales leader needs in HubSpot

Each number answers one question in the weekly meeting. If a report doesn’t change a decision, leave it off the dashboard.

Three sales dashboards to set up in HubSpot

The leadership meeting needs team totals and the coaching talk needs one rep’s deals, so each gets its own dashboard. A third lists the data to fix before either meeting.

• Sales leadership, weekly. Revenue won against target, weighted pipeline, coverage, new pipeline, win rate and loss reasons, for the whole team. Filter by team and by quarter. Everyone may view it, only the head of sales edits it.
• One per rep. The same reports, filtered by owner: their won revenue against their goal, their open deals, their stage conversion and their stuck deals. In the coaching talk, look at conversion between stages first, then activity.
• Pipeline hygiene, before the meeting. The deals that make the other two wrong: open deals past their close date, open deals without an amount, deals without an owner, lost deals without a reason. Every number here should be zero, and each rep fixes their own deals before Monday.

How to build a sales dashboard in HubSpot

Build the dashboard from the ready-made sales reports first. Turn to the custom report builder only for what they don’t cover.

1. Step 01

   Create the dashboard

   Go to Reporting > Dashboards and click Create dashboard. Pick a template from the library or start with New dashboard. Name it after the meeting it serves, for example “Sales leadership (weekly)”, and choose who may see it. “Allow everyone to view” lets the team look without changing anything.

   

   

2. Step 02

   Add reports from the Sales analytics suite

   Go to Reporting > Reports and open Sales under Analytics suites. Open a report, for example Quota attainment, set the filters and click Save report. Choose “Add to existing dashboard” and pick your dashboard. Repeat for each of the ten numbers.

   

3. Step 03

   Check what each report groups by

   Open each report on the dashboard and look at Dimension in the settings. The ready-made Deals created report groups by who created the deal, so every deal from an import or an integration lands on one person. Switch it to Deal owner and save with “Update existing report”.

   

4. Step 04

   Add quick filters

   Click Quick filters on the dashboard and add Date range, Owners and Teams. Set the team and the period once, and every report that uses deal data follows. Sales analytics reports such as Quota attainment and Weighted pipeline forecast keep their own date range, so set the period in those reports too.

   

5. Step 05

   Send it every Monday

   Click Share > Email this dashboard, choose “Yes, this is a recurring email”, and send it weekly to the people in the meeting. Recurring emails only go to HubSpot users, and they show the data the sender may see. If each rep should get only their own numbers, each rep sets up their own email.

Get the data right before the dashboard

A dashboard only adds up what reps enter. Settle these deal fields and rules before you build it.

• Close date means the expected signing date. While the deal is open, the rep keeps it current. Once the deal closes, the close date is the signing date, even if someone updates the deal weeks later.
• Amount on every deal, net, in one currency rule. Amounts are without VAT. Decide whether they are one-off or annual. Closed won deals keep the exchange rate of the day they closed, open deals use today’s rate.
• Each stage has a written exit rule. “Proposal sent” means the proposal went out, not that the customer asked for one. Make the fields a stage needs required when a deal moves into it, under the pipeline’s stage settings.
• Loss reason as a dropdown. HubSpot’s Closed lost reason is free text by default. A dropdown with five to eight reasons makes the loss report readable.
• Deal owner, always. Assign deals from imports and integrations to a rep the same day, or they drop out of every report per rep.
• One pipeline per sales process. Regions and teams are filters. Separate pipelines only where the stages really differ.

Then make the hygiene list part of the week. A saved deal view with open deals past their close date takes a rep five minutes on Friday, before the Monday meeting.

Why HubSpot reports and the sales team disagree

When a rep says “that number is wrong”, the report usually adds up the data correctly and the deal data is out of date. Check these seven causes.

• Different date property. One report counts by create date, the other by close date. “Deals this quarter” means two different things.
• Contacts instead of deals as the source. A report built on contacts counts a deal once per contact. Revenue numbers always come from deals.
• Weighted or not weighted. The weighted pipeline multiplies each amount by its stage probability. The weighted total is always lower than the sum of open amounts.
• Your own filters. Filters a viewer adds on a dashboard apply only for that viewer, unlike the quick filters its owner sets. A colleague with the same dashboard may see different numbers.
• Permissions. Users who may only see their own or their team’s deals see smaller totals on the same report.
• Lost deals left open, or deleted. An old deal still open inflates the pipeline. A deleted deal disappears from the win rate.
• A definition changed. When a stage or a property gets a new meaning, older deals still carry the old one. Note the date of the change next to the report.

What HubSpot sales reports can’t do, and the workaround

Most HubSpot reports show the pipeline as it is now. Four common requests need a workaround.

Per-rep reports and the works council

A dashboard per rep shows how each person works. In Germany and Austria, agree on it before you switch it on.

• Germany. Software that can monitor how employees work needs the works council’s agreement (section 87(1) no. 6 BetrVG). Reports of activity or results per rep fall under it.
• Austria. Systems that process employees’ personal data beyond the basics need a works agreement (section 96a ArbVG).
• What helps. Agree which reports show individual reps, who sees them and what they are used for. Team totals for the leadership meeting, individual numbers only in the rep’s own dashboard and in coaching.

How we set up sales reporting

We start with the weekly meeting: which decisions it takes and which numbers it needs for them.

1. Step 01

   Agree the definitions

   What counts as pipeline, when a deal counts as won, which date and which amount. One page, signed off by sales and finance.
2. Step 02

   Fix the data

   Required fields per stage, loss reasons as a dropdown, owners on every deal, and a clean-up of old open deals.
3. Step 03

   Build the three dashboards

   Leadership, per rep and hygiene, from the ready-made reports first, with quick filters and a weekly email.
4. Step 04

   Check after four weeks

   Which reports the meeting used, and which numbers still caused arguments.

Frequently asked questions