If you're running B2B sales and tired of vague pipeline “insights,” you’re in the right place. This guide walks you through building custom pipeline reports in Endgame—not just by pushing buttons, but by thinking about what actually matters to your team. If you want dashboards that help you close deals instead of just filling up slide decks, read on.
Why bother with custom pipeline reports?
Let’s be honest: the default pipeline reports in most sales tools are either too generic or too complicated. You end up wasting time digging for the real story behind your numbers. Custom reports in Endgame let you:
- Focus on the metrics that actually drive your business (not what the vendor thinks should matter).
- Spot bottlenecks, dead deals, and slow reps—fast.
- Give your team a real shot at hitting targets instead of just “managing the pipeline.”
But before you dive in, let’s get clear on what makes a good custom report.
Step 1: Decide what you actually need (not what looks impressive)
Don’t start by building a report. Start by asking: What do we really need to see? Here’s what to sort out first:
- Who’s the audience? Leadership wants different data than a frontline rep.
- What’s the question? Are you trying to unblock stuck deals? Forecast revenue? Coach reps?
- How often will you use this? Daily, weekly, monthly? If it’s just for a quarterly review, don’t overbuild.
Pro tip: The best reports answer a single question well. “How many deals are in each stage?” works. “Everything about our pipeline ever” doesn’t.
What to ignore: Don’t just recreate your old Salesforce or HubSpot dashboard. If it didn’t work there, it won’t work here.
Step 2: Get familiar with Endgame’s reporting basics
Endgame isn’t magic, but it’s actually pretty straightforward once you learn the ropes. Here’s what you should know:
- Pipelines: Each pipeline can be for a product, region, or team—whatever works for you.
- Stages: These are the steps deals move through (e.g., “Demo Scheduled,” “Negotiation”).
- Fields: Endgame tracks standard stuff (deal size, owner, close date), and you can add custom fields.
- Filters: You can slice data by anything—owner, stage, company size, etc.
- Visualizations: Options are there, but don’t get distracted by charts you’ll never use.
If you’re new to Endgame, spend 10 minutes poking around the reporting tab before you try building anything custom.
Step 3: Build your custom report
Now for the hands-on part. Here’s a step-by-step for building a custom pipeline report that’s actually useful.
3.1 Choose your pipeline and scope
- Open the Reports section in Endgame.
- Pick the pipeline you want to report on (e.g., “Enterprise Sales”).
- Decide if you want to look at all deals, or filter by team, rep, or timeframe.
Honest take: Don’t try to report on everything at once. Start with one pipeline, get it right, and expand later.
3.2 Select the right fields and filters
- What fields matter? (e.g., deal stage, value, owner, age)
- Add filters to focus your report. Examples:
- Deals over $50k
- Deals in “Proposal” or “Contract” stage
- Created in the last 90 days
Pro tip: Filters are your friend. The more focused the report, the more actionable it is.
3.3 Decide on the format
- Table: Good for detailed review or exporting.
- Funnel/bar chart: Useful for spotting leaks or stage imbalances.
- Trend line: Only worth it if you’ve got enough data to see a real trend.
Don’t get sucked into fancy visualizations unless they actually help you, not just your slide deck.
3.4 Set up your summary metrics
Endgame lets you add “summary” numbers to the top of a report, like:
- Total pipeline value
- Median deal age
- Win rate by stage
Stick to 2–3 core metrics. More than that is noise.
3.5 Save and share
- Name your report clearly (“Q2 Enterprise Pipeline by Stage” beats “Report 7”)
- Set permissions—who actually needs to see this?
- Schedule automatic emails or Slack alerts if your team wants updates.
What doesn’t work: Sharing every report with everyone. If it’s not actionable for them, don’t clutter their inbox.
Step 4: Test and refine (don’t just set it and forget it)
Here’s where most teams screw up: they build a report, look at it once, and never touch it again. Don’t be that team.
- Review the report with your team. Does it answer the question you started with?
- Are there columns or filters no one cares about? Cut them.
- Is something confusing? Rename it or add a note.
- Are there new questions? Make a new, smaller report—don’t cram more into this one.
Pro tip: If you’re not using a report after 2 weeks, archive it. Don’t let dashboards become graveyards.
Step 5: Use reports to drive action, not just “visibility”
A report is only as good as what you do with it. Here’s what works:
- Use pipeline stage reports in your weekly standup to spot stuck deals.
- Have reps review their own pipeline report before 1:1s, so you’re not reading it to them.
- Set up alerts for deals that have stalled past your average sales cycle.
What to ignore: Don’t waste time debating why a bar is blue or whether to use pie charts. The point is to move deals, not win design awards.
Pro tips and common pitfalls
What works: - Simpler is better. The best reports fit on one screen. - Focus on trends and bottlenecks, not just totals. - Automate delivery—if people have to remember to look, they won’t.
What doesn’t: - Overcomplicating with 10+ filters or custom metrics. - Building reports for leadership that no one else uses (or understands). - Confusing activity for insight—just because you have the data doesn’t mean it matters.
Ignore: - Most “AI-powered” insights. They’re rarely more useful than a good filter and some common sense. - Widgets and charts you don’t understand. If you can’t explain it simply, you won’t act on it.
Keep it simple and iterate
Custom pipeline reports in Endgame can be a real asset—if you keep them focused and actionable. Don’t get lost in endless tweaking. Start small, see what helps your team, and adjust as you go. The goal isn’t “more data”—it’s a clear view of what matters, so you can actually sell more.