If you've ever stared at a pile of dashboards and thought, “So what?”, you're not alone. Most reporting tools drown you in numbers but leave you guessing about what to do next. This guide is for anyone using Quantified who actually wants reporting that helps you make better go-to-market (GTM) decisions—not just look busy in meetings.
We'll walk through configuring advanced reporting in Quantified so you get insights that lead to action, not analysis paralysis. Expect honest advice, a few shortcuts, and a healthy dose of skepticism about what really matters.
Why Advanced Reporting in Quantified Matters (and Where It Goes Wrong)
Quantified promises a lot—custom metrics, dashboards, and shiny charts. But unless you set things up with your real GTM questions in mind, you'll just get pretty noise. Here’s the truth:
- Pre-built reports rarely fit your actual needs. You’ll need to get your hands dirty.
- If you track everything, you learn nothing. Focus on a few questions that matter to your GTM team.
- “Advanced” doesn’t mean complicated. You want actionable, not just impressive.
If you care about pipeline velocity, rep performance, or which campaigns actually move the needle, you’ll need to set up reporting that cuts through the fluff.
Step 1: Get Clear on the GTM Questions You Need Answered
Before you even log in, write down the questions you’re trying to answer. Skip this, and you’ll end up with a dashboard graveyard.
Examples of questions worth answering:
- Where do deals stall most often in our pipeline?
- Which reps consistently beat quota (and how)?
- What’s our conversion rate from demo to closed-won?
- Are certain GTM campaigns generating better leads—or just more noise?
Pro Tip: Ask your sales, marketing, and CS leads what’s actually keeping them up at night. Build reporting for them, not just for the exec slide deck.
Step 2: Map Your Data Sources (and Clean Them Up)
Quantified is only as smart as the data you feed it. Garbage in, garbage out. Here’s what to keep in mind:
- Connect only what you use. If your CRM is a mess, fix that first.
- Standardize fields. “Opportunity Owner” shouldn’t mean three different things across tools.
- De-duplicate records. Multiple contact records for the same person = bad data.
What works: Starting with a minimal, reliable data set and expanding only once you trust the basics.
What doesn’t: Syncing every tool because you “might need it later.” You’ll just get more chaos.
Step 3: Set Up Key Metrics and Custom Fields
Quantified offers plenty of default metrics, but let’s be honest—they’re often too generic. You want reporting that matches your GTM model.
Go Beyond Out-of-the-Box Metrics
- Customize funnel stages. Map these to your actual sales process, not the one Quantified picked for you.
- Create custom fields for things you actually track. E.g., Lead source quality, sales cycle time, average deal size by segment.
- Tag your records consistently. If you want to slice data by region, product line, or rep cohort, tag early.
What to ignore: Vanity metrics like total activities logged. If it doesn’t drive a decision, skip it.
Step 4: Build Reports That Actually Show Change Over Time
Seeing a static number is useless if you can’t spot trends. Here’s how to build reports that help you act:
- Use time series charts. Track metrics like pipeline growth, conversion rates, or campaign impact over weeks/months.
- Compare cohorts. How do new reps perform vs. veterans? How did last quarter’s leads convert compared to this quarter?
- Set up alerts for outliers. Did pipeline velocity suddenly spike or tank? Don’t wait for QBRs to find out.
Pro Tip: Limit each dashboard to 3–5 charts. If you need more, you’re probably trying to answer too many questions at once.
Step 5: Configure Dashboard Views for Different Roles
One dashboard to rule them all? Not a thing. Sales wants different info than marketing or your CEO.
- Sales leaders: Pipeline health, deal velocity, rep performance.
- Marketing: Lead quality, campaign ROI, hand-off effectiveness.
- Execs: High-level trends, forecast vs. actuals, big risks.
In Quantified, set up role-based views so nobody has to wade through irrelevant charts.
What works: Scheduling key dashboards to hit inboxes before weekly standups.
What doesn’t: Forcing everyone to log in and “pull their own numbers.” If it’s not pushed, it’s ignored.
Step 6: Automate Insights (But Don’t Trust Them Blindly)
Quantified likes to tout its AI/automation for surfacing insights. Some of this is helpful—like anomaly detection or simple “what changed?” alerts. But don’t let the tool think for you.
- Set up automated alerts for the few metrics that matter. E.g., deals stuck 30+ days, quota attainment dropping.
- Review “insights” regularly. Sometimes the tool spots patterns that are just noise (seasonality, data errors, etc.).
- Gut check everything. If an insight doesn’t make sense, dig into the raw data.
What works: Using automation as a nudge, not a replacement for judgment.
Step 7: Share, Review, and Iterate—Don’t Set and Forget
Even the best report is only as good as what your team does with it. Schedule regular reviews:
- Monthly or quarterly reviews: What did we learn? What’s noise? What needs tweaking?
- Ask for feedback: Are these reports actually helping frontline teams? If not, cut or change them.
- Iterate relentlessly. Your GTM motion will change. Your reporting should, too.
What works: Killing unused dashboards ruthlessly. There’s no prize for the most charts.
Honest Takes: What Works, What Doesn’t, and What to Watch Out For
- Works: Custom, role-specific dashboards tied to real questions.
- Doesn’t: Overcomplicating things to show off “advanced” features.
- Ignore: Anything that doesn’t drive a decision or action.
Watch out for:
- Data drift: Fields change, integrations break, and suddenly your reports are lying to you.
- Alert fatigue: Too many notifications and people start ignoring everything—including the important stuff.
- Dashboard sprawl: Set a quarterly reminder to clean house.
Keep It Simple—Then Iterate
Advanced reporting in Quantified isn’t about using every feature—it’s about actually answering your team’s most important GTM questions. Start simple, ruthlessly cut what’s not helping, and keep tuning as your business evolves. That’s how you go from dashboards that gather dust to insights that drive action.