| name | sales-metrics-reporter |
| description | Generates executive sales dashboards and monthly/quarterly reports. Tracks ACV, pipeline velocity, win rates, forecast accuracy, rep productivity, and trends. Provides actionable insights and variance analysis for leadership reviews. |
| allowed-tools | Read, Write |
| effort | high |
When to activate
Monthly for sales leadership review and quarterly for board/executive updates. Aggregates data from audit, forecast, and ramp trackers to create comprehensive reporting dashboard.
When NOT to use
Not for tactical deal management — use deal-analyzer instead. Not for new rep ramp — use ramp-tracker. Focus is on high-level metrics and trends, not individual deals.
Key Metrics Definitions
Pipeline Metrics
- Total Pipeline Value: Sum of deals in Prospect through Negotiation stages (excludes closed)
- Weighted Pipeline: Sum of (deal value × stage probability)
- Pipeline Velocity: Average deals per week moving to next stage
- Pipeline Freshness: Avg days since last activity on pipeline deals
Revenue Metrics
- Closed Revenue: Sum of Closed/Won deals in period
- Average Contract Value (ACV): Average deal size closed in period
- Weighted Average Revenue: ACV × close rate × rep count
- Revenue Run Rate: Current quarter revenue annualized
Operational Metrics
- Win Rate: % of Negotiation stage deals closing to Closed/Won
- Conversion Rates: % advancing stage-to-stage (Prospect→Qual, Qual→Design, Design→Neg, Neg→Won)
- Deal Velocity: Days in each stage; total cycle time
- Forecast Accuracy: Actual vs. forecast variance (target <±10%)
- Rep Quota Attainment: % of reps at/above quota by segment
Rep Productivity
- Deals per Rep: Deals closed per rep per month
- Revenue per Rep: Revenue closed per rep per month
- Pipeline per Rep: Total pipeline value per rep
- Activity per Rep: Total outreach activities per rep per week
- Rep Ramp: % of new hires at quota by month 6
Monthly Report Template
Save as reports/sales-metrics-[YYYY-MM].md
# Sales Metrics Report — [Month/Year]
**Report Generated:** [timestamp]
**Reporting Period:** [Month]
**Report Audience:** [Sales leadership, Board, Internal]
---
## Executive Summary
**Period Overview:**
- Closed Revenue: $[X]M ([vs. target: +/-X%, vs. prior month: +/-X%])
- New Pipeline Created: $[X]M
- Active Pipeline: $[X]M (weighted: $[X]M)
- Forecast Accuracy: [+/-X%] (variance from forecast)
- Rep Quota Attainment: [X]% (reps at/above quota)
**Key Highlights:**
1. [Major win: deal size, segment, significance]
2. [Trend improvement: metric, trend, impact]
3. [Alert/opportunity: bottleneck, risk, or opportunity]
---
## Revenue & Bookings Dashboard
| Metric | Prior Month | Current Month | Variance | Target | vs. Target |
|---|---|---|---|---|---|
| **Closed Revenue** | $[X]M | $[X]M | [+/-X%] | $[X]M | [+/-X%] |
| **New Deals Closed** | [X] deals | [X] deals | [+/-X%] | [X] deals | [+/-X%] |
| **Average Deal Value (ACV)** | $[X]K | $[X]K | [+/-X%] | $[X]K | [+/-X%] |
| **Bookings per Rep** | $[X]M avg | $[X]M avg | [+/-X%] | $[X]M | [+/-X%] |
**Revenue Trend (Last 6 Months):**
- [6 months ago]: $[X]M
- [5 months ago]: $[X]M
- [4 months ago]: $[X]M
- [3 months ago]: $[X]M
- [2 months ago]: $[X]M
- [Current month]: $[X]M
- **Trend:** [↑ Growing / → Stable / ↓ Declining] [rate]
**Segment Breakdown (by revenue):**
| Segment | Revenue | % of Total | vs. Prior Month | Trend |
|---|---|---|---|---|
| Enterprise | $[X]M | [X]% | [+/-X%] | [↑/→/↓] |
| Mid-Market | $[X]M | [X]% | [+/-X%] | [↑/→/↓] |
| SMB | $[X]M | [X]% | [+/-X%] | [↑/→/↓] |
---
## Pipeline Health Dashboard
| Metric | Current | Prior Month | Variance | Benchmark | Status |
|---|---|---|---|---|---|
| | $[X]M | $[X]M | [+/-X%] | >2x quarterly target | [✓/✗] |
| | $[X]M | $[X]M | [+/-X%] | >3x quarterly target | [✓/✗] |
| | [X] deals | [X] deals | [+/-X] | [baseline] | [✓/✗] |
| | $[X]K | $[X]K | [+/-X%] | $[X]K | [✓/✗] |
| | [X] days | [X] days | [+/-X] days | <30 days | [✓/✗] |
| | [X] deals / $[X]M | [X] deals / $[X]M | [+/-X%] | <5% of pipeline | [✓/✗] |
| Stage | Deal Count | % of Pipeline | Pipeline Value | vs. Baseline | Trend |
|---|---|---|---|---|---|
| Prospect | [X] | [X]% | $[X]M | [+/-X%] | [↑/→/↓] |
| Qualification | [X] | [X]% | $[X]M | [+/-X%] | [↑/→/↓] |
| Solution Design | [X] | [X]% | $[X]M | [+/-X%] | [↑/→/↓] |
| Negotiation | [X] | [X]% | $[X]M | [+/-X%] | [↑/→/↓] |
| Stage | Average Days | Baseline | vs. Baseline | Alert? |
|---|---|---|---|---|
| Prospect | [X] days | [X] days | [+/-X%] | [if >+20%, yes] |
| Qualification | [X] days | [X] days | [+/-X%] | [if >+20%, yes] |
| Solution Design | [X] days | [X] days | [+/-X%] | [if >+20%, yes] |
| Negotiation | [X] days | [X] days | [+/-X%] | [if >+20%, yes] |
| | [X] days | [X] days | [+/-X%] | — |
---
| Metric | Current | Baseline | Trend | Status |
|---|---|---|---|---|
| | [X]% | [X]% | [+/-X%] | [✓ or Alert if <-10%] |
| | [X]% | [X]% | [+/-X%] | [✓ or Alert if <-10%] |
| | [X]% | [X]% | [+/-X%] | [✓ or Alert if <-10%] |
| | [X]% | [X]% | [+/-X%] | [✓ or Alert if <-10%] |
| | [X]% | [X]% | [+/-X%] | — |
Prospect: 100 deals | $[X]M
↓ [X]% conversion
Qualification: [X] deals | $[X]M
↓ [X]% conversion
Solution Design: [X] deals | $[X]M
↓ [X]% conversion
Negotiation: [X] deals | $[X]M
↓ [X]% conversion
Closed/Won: [X] deals | $[X]M
**Benchmark vs. Historical:**
- Win rate this month: [X]%
- Win rate YTD avg: [X]%
- Historical target: [X]%
- Status: [Outperforming / On target / Underperforming]
---
## Forecast Accuracy & Variance
**Last Month Forecast:** $[X]M
**Actual Closed Revenue:** $[X]M
**Variance:** [+/-X%]
**Variance Status:** [✓ Within tolerance <±10% / ✗ Exceeded tolerance]
**Root Cause Analysis:**
- Lost deals: [X] deals, $[X]M
- Acceleration/early closures: [X] deals, $[X]M
- New deals added: [X] deals, $[X]M
- Stage regression: [X] deals, $[X]M
- Other: [X] deals, $[X]M
**12-Month Forecast Accuracy Trend:**
| Month | Forecast | Actual | Variance | Confidence |
|---|---|---|---|---|
| [12 months ago] | $[X]M | $[X]M | [+/-X%] | [High/Med/Low] |
| [11 months ago] | $[X]M | $[X]M | [+/-X%] | [High/Med/Low] |
| [Current month] | $[X]M | $[X]M | [+/-X%] | [High/Med/Low] |
**Forecast Accuracy Trend:** [Average variance: +/-X%] [Improving / Stable / Declining]
---
## Rep Productivity & Quota Attainment
| Rep | Closed Revenue | Quota | % Attainment | Deals Closed | Pipeline Value | Status |
|---|---|---|---|---|---|---|
| [Name] | $[X]M | $[X]M | [X]% | [X] deals | $[X]M | [✓ At quota / ⚠ At risk / ✗ Off track] |
| [Name] | $[X]M | $[X]M | [X]% | [X] deals | $[X]M | — |
| [Name] | $[X]M | $[X]M | [X]% | [X] deals | $[X]M | — |
**Team Quota Attainment:** [X]% (reps at/above quota)
**Top Performer:**
- Rep: [Name]
- Revenue: $[X]M ([X]% of quota / [X] deals)
- Strength: [e.g., "Highest ACV, strong in Enterprise segment"]
**Support Needed:**
- Rep: [Name]
- Status: [X]% of quota ([X] deals)
- Gap: [X]M to reach quota in [X] weeks
- Action: [Coaching focus, pipeline review, territory adjustment, etc.]
**Rep Activity Metrics:**
| Rep | Activities/Week | Pipeline per Rep | Avg Deal Size | Close Rate | Cycle Time |
|---|---|---|---|---|---|
| [Name] | [X] activities | $[X]M | $[X]K | [X]% | [X] days |
---
## New Rep Ramp Status
| Rep | Start Date | Month on Ramp | Cumulative Quota % | Pipeline Value | Deals Closed | Status |
|---|---|---|---|---|---|---|
| [Name] | [Date] | [Month X] | [X]% | $[X]M | [X] deals | [✓ On track / ⚠ At risk / ✗ Off track] |
| [Name] | [Date] | [Month X] | [X]% | $[X]M | [X] deals | — |
**Ramp Success Rate:** [X]% of new reps reaching quota by month 6
---
## Data Quality Scorecard
| Data Element | Completeness | Accuracy | Timeliness | Overall Score |
|---|---|---|---|---|
| Account Name | [X]% | [X]% | Current | [X]% |
| Deal Value | [X]% | [X]% | Current | [X]% |
| Sales Stage | [X]% | [X]% | Current | [X]% |
| Close Date | [X]% | [X]% | Current | [X]% |
| Probability | [X]% | [X]% | Current | [X]% |
| Deal Owner | [X]% | [X]% | Current | [X]% |
| **Overall Score** | [X]% | [X]% | [X] days avg | **[X]%** |
**Target:** >98% across all metrics
**Status:** [✓ Exceeds target / ✓ Meets target / ⚠ Below target]
---
## Key Risks & Opportunities
### Critical Risks (Address This Month)
1. **[Risk Name]** — [Description] — [Recommended action] — Owner: [VP Sales]
2. **[Risk Name]** — [Description] — [Recommended action] — Owner: [VP Sales]
### Opportunities
1. **[Opportunity Name]** — [Description] — [How to capitalize]
2. **[Opportunity Name]** — [Description] — [How to capitalize]
---
## Recommendations & Next Steps
### Immediate Actions (This Week)
1. [Action] — Owner: [Name] — Deadline: [Date]
2. [Action] — Owner: [Name] — Deadline: [Date]
### Strategic Focus (This Month)
1. [Initiative] — [Goal] — [Owner]
2. [Initiative] — [Goal] — [Owner]
### Forecast Next Month
- **Expected Closed Revenue:** $[X]M ([based on pipeline × conversion rates])
- **Confidence Level:** [High / Medium / Low]
- **Confidence Drivers:** [Pipeline strength, rep ramp progress, seasonal factors, etc.]
---
## Appendix: Detailed Rep Metrics
[Detailed table: one row per rep with all tracked metrics]
---
