sales-reporting

name	sales-reporting
description	Canonical RevOps metric rollup — funnel, pipeline coverage, attainment, rep scorecards, board narrative. Trigger: 'funnel report', 'pipeline coverage', 'quota attainment', 'rep scorecard'.
origin	ESCC

Sales Reporting

The canonical RevOps metric rollup for ESCC. Four modes -- Funnel Analysis, Pipeline Coverage, Board Narrative, and Rep Scorecard -- share one skill so definitions stay consistent. Select the mode that fits the request; combine modes when a review needs multiple lenses.

Canonical owner: this skill defines the rep-scorecard scale (distinct from MEDDPICC red/amber/green and ICP 0-100). All other skills cite sales-reporting for the scorecard rubric.

Governing rules: rules/targets.md -- quota, pipeline-coverage target (3-4x), and activity targets. This skill DEFERS to that rule for all threshold numbers; it does not duplicate them inline. rules/lifecycle-stages.md -- canonical funnel (Subscriber/Lead -> MQL -> SAL -> SQL; deal stages 1-5). Stage conversions use exactly these stages. rules/common/forecasting-definitions.md -- Commit / Best case / Pipeline / Omitted/Closed categories. Use exact names. product-knowledge -- any metric, ROI figure, or customer reference cited in a board-narrative mode output must exist in an approved product-knowledge entry. Never fabricate.

Execution: the pipeline-auditor agent pulls stage volumes, activity, and opportunity records from HubSpot (read-only); the forecast-analyst agent pulls forecast-category data from HubSpot (read-only). The metrics-analyst agent performs read-only analysis and rollup on those tool-results -- it does NOT query HubSpot directly. All CRM writes route through crm-operator only.

When to Activate

Activate this skill when:

• A RevOps analyst, Sales Manager, or CRO wants a funnel conversion report -- stage-by-stage conversion rates, volume, and cycle time.
• A manager checks whether the team has enough pipeline-coverage to hit the period quota (pipeline-coverage ratio = open pipeline $ / quota).
• A leader needs a board or executive narrative -- a period performance summary with proof-backed claims for a board deck or investor update.
• A manager reviews a rep scorecard -- attainment, activity, pipeline health, and forecast discipline for a single rep.
• The /report command is invoked (any mode), or /quota is invoked for the self-scoped rep-scorecard attainment view.

Do not use this skill to:

• Forecast a specific deal (that is forecast-rollup).
• Score an individual deal's MEDDPICC health (that is deal-review).
• Review a single account's renewal health (that is renewal-playbook).
• Run a QBR narrative (that is qbr-builder, which consumes this skill's output).

---

Mode 1: Funnel Analysis

Converts the canonical lifecycle stages into a conversion waterfall. Measures volume, conversion rate, and average cycle time at every gate.

Steps

1. Set the period and scope. Confirm: period (quarter, month, custom), segment filter (enterprise / mid-market / SMB per rules/segments/*), and whether to include all reps or a named subset.

2. Pull stage volumes. The pipeline-auditor agent pulls lead/deal counts entering and exiting each lifecycle gate during the period from HubSpot (read-only); metrics-analyst computes the funnel conversion from that tool-result:

   • Lead -> MQL (volume in, volume converted, rate, avg days)
   • MQL -> SAL (volume, accept rate, reject rate, avg response time vs. SLA)
   • SAL -> SQL (volume, conversion rate, avg days)
   • SQL -> Stage 1 Discovery (implicit at opportunity creation)
   • Stage 1 -> 2 -> 3 -> 4 -> Closed Won (volume and rate at each step)
   • Closed Won vs. Closed Lost split and reasons

3. Compute conversion rates and cycle times. Rate = exits / entries per gate. Cycle time = median days between stage entry and exit for won deals. Flag any gate where conversion is below the segment benchmark (benchmarks deferred to rules/targets.md and rules/segments/*).

4. Identify the largest drop-off gate. The gate with the lowest conversion rate is the primary constraint. Surface it explicitly -- this is the first coaching lever.

5. Return the waterfall. Present each stage row: entries, exits, conversion%, median cycle time, delta vs. prior period. Highlight the drop-off gate and any SLA miss at MQL -> SAL.

Example

Request: "Run a Q2 funnel report for the mid-market segment."

metrics-analyst rollup (from pipeline-auditor tool-result):

Funnel: Mid-Market, Q2 2026

Stage gate         | In   | Out  | Rate  | Median days | vs Q1
-------------------|------|------|-------|-------------|-------
Lead -> MQL        | 842  | 312  | 37%   | 4           | -3pp
MQL -> SAL         | 312  | 268  | 86%   | 1.2         | +2pp
SAL -> SQL         | 268  | 104  | 39%   | 9           | -6pp
SQL -> Stage 2     | 104  | 81   | 78%   | 14          | +1pp
Stage 2 -> Stage 3 | 81   | 44   | 54%   | 21          | -8pp
Stage 3 -> Stage 4 | 44   | 31   | 70%   | 18          | flat
Stage 4 -> Won     | 31   | 19   | 61%   | 22          | -4pp

Closed Won: 19  |  Closed Lost: 12  |  Win rate: 61%

Largest drop-off: SAL -> SQL (39%), down 6pp vs Q1.
Primary constraint: qualification gate. Reps accepting leads that do not
reach SQL. Coaching lever: ICP fit at SAL accept decision (icp-profile).
MQL -> SAL SLA: 1.2 days median -- within target.

---

Mode 2: Pipeline Coverage

Checks whether the current open pipeline provides sufficient coverage to hit the period quota. Pipeline-coverage ratio = open pipeline $ / period quota.

Qualified term: always write "pipeline-coverage ratio" in full on first use in any output. Never use bare "coverage" -- that word is reserved and must always be qualified (pipeline-coverage, territory coverage, or committee coverage per CLAUDE.md collision-word reservations).

Steps

1. Pull period quota. Defer to rules/targets.md for the quota number. Use team quota if reporting at team level; rep quota if per-rep.

2. Pull open pipeline. The forecast-analyst agent pulls all open opportunities expected to close in the period from HubSpot (read-only); metrics-analyst computes the coverage figures from that tool-result:

   • Gross pipeline $ (all open deals in period)
   • Forecast-category breakdown: Commit / Best case / Pipeline (exact names from rules/common/forecasting-definitions.md)
   • Stage distribution of the pipeline

3. Compute pipeline-coverage ratio. pipeline-coverage ratio = open pipeline $ / period quota. Compare against the target multiple from rules/targets.md (commonly 3-4x -- defer to that rule; do not hardcode).

4. Compute commit + best-case coverage. Commit $ + Best-case $ / quota. This is the "likely range" view. Surface shortfall if Commit alone does not cover quota.

5. Flag gaps. If pipeline-coverage ratio is below the target multiple, surface the gap amount: quota - (pipeline$ / coverage_target_multiple). Do not hide this -- per rules/targets.md, gaps are surfaced, not papered.

6. Return the coverage summary. Table: quota, pipeline by category, pipeline-coverage ratio, commit coverage, best-case coverage, gap vs. target multiple (if any). Flag segment or rep-level gaps where the data supports it.

Example

Request: "Pipeline coverage check, full team, Q3."

Period quota (rules/targets.md): $4,200,000

Open pipeline by forecast category:
  Commit:     $1,050,000
  Best case:  $  880,000
  Pipeline:   $1,420,000
  Total:      $3,350,000

Pipeline-coverage ratio: $3,350,000 / $4,200,000 = 0.80x
Target multiple (rules/targets.md): 3-4x
GAP: pipeline-coverage ratio is 0.80x vs. 3x minimum target.
     Shortfall to 3x: $9,250,000 of additional qualified pipeline needed.

Commit coverage: $1,050,000 / $4,200,000 = 0.25x (25% of quota in Commit)
Commit + Best-case coverage: $1,930,000 / $4,200,000 = 0.46x

Assessment: Severe pipeline deficit. At current stage-conversion rates
(funnel-analysis mode), close rate from pipeline implies $1.9M--$2.6M of
attainment -- a 38%--62% attainment range. Pipeline generation is the
primary lever this quarter.

---

Mode 3: Board Narrative

Produces an executive-ready period performance summary: attainment, pipeline health, key wins, and forward outlook. Designed for board decks, investor updates, or QBR executive summaries.

Evidence rule (CRITICAL): every metric, ROI claim, and customer reference in a board narrative must be backed by either (a) a HubSpot tool-result (via pipeline-auditor or forecast-analyst) analyzed by metrics-analyst, or (b) an approved product-knowledge entry. Never fabricate a customer name, revenue figure, or benchmark. If proof is missing, mark the claim [UNVERIFIED -- do not include] and surface the gap to the requestor before publishing.

Steps

1. Gather period metrics. Run Mode 1 (funnel) and Mode 2 (coverage) first. Pull attainment: Closed Won $ / quota. Pull net-new logo count. Pull average deal size and cycle time for the period.

2. Select 2-3 key wins. The pipeline-auditor agent pulls Closed Won deals for the period from HubSpot; metrics-analyst identifies the most notable by ACV or strategic segment. Use company name only if the deal is in HubSpot as Closed Won -- do not reference a deal that has not closed. Do not fabricate proof.

3. Draft the narrative sections.

   • Attainment: period quota, Closed Won $, attainment% vs. target.
   • Pipeline health: pipeline-coverage ratio (qualified) and Commit/ Best-case outlook vs. next period quota.
   • Key wins: 2-3 named wins with ACV and segment. Proof-backed only.
   • Leading indicators: MQL volume, SQL creation rate, pipeline added -- forward signal for next period.
   • Risks and actions: top 1-2 gaps (coverage deficit, conversion drop- off, capacity gap) with the action already in flight.

4. Proof-check before returning. Scan every claim: does it have a tool-result or approved product-knowledge citation? Flag any unverified claim. Do not send a board narrative with fabricated numbers.

5. Return in board-ready format. Bullet points under each section header. Keep language plain. Executives read summaries; the detail lives in the appendix (funnel and coverage tables from Modes 1 and 2).

Example

Request: "Board narrative for Q2 2026."

BOARD NARRATIVE -- Q2 2026

Attainment
- Q2 quota: $3,800,000 | Closed Won: $3,230,000 | Attainment: 85%
- Enterprise segment: 102% attainment. Mid-market: 74% (constraint: SAL->SQL
  conversion, down 6pp -- coaching in progress).

Key Wins (Closed Won, verified HubSpot tool-result)
- Example Co Corp: $210,000 ACV, enterprise, closed 2026-06-14
- BetaInc: $88,000 ACV, mid-market, closed 2026-06-28
- [Third win pending -- tool-result shows no other deal >$50k closed this
  quarter. Do not fabricate a third example.]

Pipeline Health (Q3 forward)
- Pipeline-coverage ratio: 2.6x vs. 3-4x target (rules/targets.md) -- deficit.
- Commit: $980,000 | Best case: $740,000 | Combined: $1,720,000 vs.
  $4,000,000 Q3 quota.
- Action: pipeline generation sprint launched week of 2026-06-30; SDR
  activity targets increased 20% for July (rules/targets.md activity model).

Leading Indicators
- MQLs created in Q2: 312 (mid-market) -- flat vs. Q1. SQL creation: 104 --
  down 6% QoQ. Signal: top-of-funnel holding; mid-funnel qualification gap.

Risks
1. Mid-market pipeline-coverage ratio below target -- primary revenue risk.
2. Two enterprise deals slipped from Q2 to Q3 ($380k combined) -- in Commit
   for Q3 with mutual plans in place.

---

Mode 4: Rep Scorecard

A per-rep performance view combining attainment, activity, pipeline health, and forecast discipline. Distinct from MEDDPICC scoring (that is deal-level, red/amber/green) and from ICP scoring (that is 0-100 account fit).

Scale definition (canonical owner): the rep scorecard uses a 1-5 rating scale, defined here. Other skills do not define a competing rep-performance scale.

Rating	Label	Description
5	Exceeds	>= 100% attainment; activity at or above target; pipeline-coverage ratio at or above target; Commit forecast accurate to +/- 10%
4	On track	85-99% attainment; activity within 10% of target; pipeline-coverage ratio >= 2.5x; forecast accuracy +/- 20%
3	Developing	70-84% attainment; activity 75-90% of target or pipeline light; one material gap (coverage or activity)
2	At risk	50-69% attainment or pipeline-coverage ratio below 2x or persistent forecast miss
1	Urgent coaching	Below 50% attainment; activity below 75% of target; pipeline critically thin

Ratings are calibrated inputs for coaching-prep -- they are not punitive labels. A rating-2 or rating-1 rep triggers a coaching-prep workflow.

Steps

1. Set scope. Rep name, period, segment (determines activity targets per rules/segments/* and quota per rules/targets.md).

2. Pull attainment. Closed Won $ for the period vs. rep quota (from rules/targets.md). Compute attainment %.

3. Pull activity metrics. The pipeline-auditor agent reads logged activities from HubSpot: dials, meaningful conversations, meetings held, opportunities created; metrics-analyst computes the attainment against segment activity targets (rules/targets.md, rules/segments/*).

4. Pull pipeline health. Rep's open pipeline $, pipeline-coverage ratio (rep pipeline $ / rep quota), and forecast-category breakdown (Commit / Best case / Pipeline -- exact names).

5. Pull forecast discipline. Compare rep's Commit calls from prior periods against actual Closed Won. Flag if Commit forecast accuracy is outside +/- 20% consistently (see forecast-accuracy skill for deeper analysis).

6. Assign a 1-5 scorecard rating. Apply the scale above. Surface the primary driver of the rating (attainment gap, activity gap, pipeline gap, or forecast miss). Provide the 1-2 top coaching actions.

7. Return the scorecard. Rating, rating label, attainment, activity, pipeline-coverage ratio, forecast accuracy, primary gap, and coaching actions. Route the coaching actions to coaching-prep.

Self-scoped view (/quota command): when a rep invokes /quota, this mode runs scoped to their own HubSpot owner ID. The rep sees their own attainment, pipeline-coverage ratio, and rating -- not other reps' data.

Example

Request: "Scorecard for Jamie Chen, Q2 2026, mid-market segment."

metrics-analyst rollup (from pipeline-auditor tool-result):

Rep: Jamie Chen | Period: Q2 2026 | Segment: Mid-market

Attainment:
  Quota (rules/targets.md): $320,000
  Closed Won: $244,000
  Attainment: 76%

Activity (rules/targets.md + rules/segments/mid-market.md targets):
  Dials: 412 vs. 500 target (82%)
  Meaningful conversations: 61 vs. 75 target (81%)
  Meetings held: 18 vs. 20 target (90%)
  Opportunities created: 7 vs. 8 target (88%)

Pipeline (open, Q3 close):
  Pipeline $: $480,000
  Rep quota Q3: $340,000
  Pipeline-coverage ratio: 1.4x (target: 3-4x per rules/targets.md)
  Commit: $90,000 | Best case: $120,000 | Pipeline: $270,000

Forecast discipline (last 2 periods):
  Commit called: $310,000 | Closed Won: $244,000 | Miss: -21%
  Trend: consistent over-forecasting in Commit category.

SCORECARD RATING: 2 -- At risk
  Primary gap: pipeline-coverage ratio (1.4x vs. 3-4x target) and attainment
  at 76%. Activity is acceptable but pipeline is critically thin.
  Forecast discipline: consistent Commit over-call -- separate coaching input.

Coaching actions (route to coaching-prep):
  1. Pipeline generation sprint: identify 4-6 additional ICP-fit targets this
     week. Activity is near target; pipeline creation is the gap.
  2. Commit calibration conversation: review Commit criteria vs.
     rules/common/forecasting-definitions.md. Commit requires mutual plan,
     confirmed paper path, and economic buyer engaged.

---

Anti-patterns

• Deriving stage names from context. Stage names are canonical: Subscriber/Lead -> MQL -> SAL -> SQL; deal stages 1-5 (Discovery, Qualification, Validation/Proof, Proposal/Negotiation, Closed Won/Lost). Using ad-hoc names ("prospecting", "demo stage") breaks cross-report consistency. Always use rules/lifecycle-stages.md names.
• Bare "coverage". Always qualify: "pipeline-coverage ratio", "territory coverage", or "committee coverage". Bare "coverage" is reserved and ambiguous.
• Hardcoding the coverage multiple. The pipeline-coverage target (3-4x) is in rules/targets.md. Read it; do not embed a number that can drift.
• Fabricating board-narrative claims. Every metric and customer reference in Mode 3 must be a HubSpot tool-result or an approved product-knowledge entry. An unverified claim in a board deck is a trust-destroying error.
• Conflating rep-scorecard ratings with MEDDPICC. MEDDPICC is red/amber/ green at the deal level (deal-review). The rep scorecard is 1-5 at the rep level (this skill). They measure different things; never use MEDDPICC language to describe rep performance or vice versa.
• Using Mode 4 data across reps when /quota is invoked. The self-scoped /quota command shows a rep their own data only. Never surface other reps' attainment or scorecard ratings to a non-manager caller.
• Reporting without a tool-result. If pipeline-auditor or forecast-analyst returns no data for a period (empty HubSpot query), surface the data gap -- do not fabricate plausible numbers to fill the table.

Related

• Quota and target definitions: rules/targets.md (DEFER; do not duplicate).
• Canonical funnel stages: rules/lifecycle-stages.md.
• Forecast categories: rules/common/forecasting-definitions.md.
• Board-narrative proof: product-knowledge (approved claims only).
• Deal-level health: deal-review (MEDDPICC, separate from this skill).
• Portfolio NRR/GRR/churn: retention-rollup (separate; cite by name).
• Forecast accuracy deep-dive: forecast-accuracy.
• Forecast roll-up: forecast-rollup.
• Coaching input from scorecard: coaching-prep (receives rating + gaps).
• QBR executive summary: qbr-builder (consumes Mode 1, 2, and 3 output).
• Segment activity targets: rules/segments/enterprise.md, rules/segments/mid-market.md, rules/segments/smb.md.
• CRM reads: pipeline-auditor (pipeline, activity, and opportunity records), forecast-analyst (forecast-category data). Both are read-only.
• Analytics: metrics-analyst (read-only; analyzes tool-results from the CRM-read agents; does NOT query HubSpot directly; no CRM writes).
• CRM writes: crm-operator (sole writer; all HubSpot updates route here).
• Commands: /report (any mode) and /quota (Mode 4, self-scoped).