If you work in sales ops, manage a team, or just want to understand how your outreach is actually performing, you need more than a gut feeling. Sales engagement reporting is supposed to give you real answers—what works, what flops, and where your pipeline leaks. This guide is for anyone who has Revenuegrid open and wants to get past the default dashboards and actually build reports that matter. No fluff, no silver bullets, just what you need to know.
1. Get Clear on What You Actually Want to Measure
Before you click a single button, ask yourself: what are you hoping to learn? The worst thing you can do is build a fancy report that no one reads or understands.
Start with simple questions: - Are reps sending enough follow-ups? - Which emails get replies, and which get ignored? - Where are deals stalling out? - Is all this activity actually turning into revenue?
Pro tip: Don’t try to track everything. Pick one or two real questions that matter to your team or boss. You can always build more reports later.
2. Find Your Way Around Revenuegrid
If you haven’t used Revenuegrid much, the interface is a mix of dashboards, pre-made reports, and custom report builders. The default stuff is fine for a quick look, but if you want to analyze your process, you’ll need to roll up your sleeves.
Where to look: - Dashboards: These are high-level and mostly for execs. Good for a snapshot, not for digging deep. - Report Builder: This is where you’ll actually make custom reports. It’s not the most intuitive tool in the world, but it gets the job done. - Engagement Data: Look for modules named “Sequences,” “Tasks,” or “Engagement”—these are where your activity details live.
What to skip: Ignore the “trending” graphs unless you know what they’re measuring. They look cool but can be meaningless if you don’t set them up.
3. Build a Basic Sales Engagement Report
Let’s walk through building a simple but useful report: tracking how many touchpoints each rep is making, and what the response rates look like.
Step 1: Open the Report Builder
- Log in, then click into the Report Builder. (It’s usually under the “Reports” tab or in the sidebar.)
- Hit “Create New Report” or similar.
Step 2: Choose Your Data Source
- Pick the “Engagement Activities” or “Sequences” table. This is where email sends, calls, meetings, and tasks get logged.
- Don’t get lost in sub-options—start with “all activities” if you’re not sure.
Step 3: Add Your Key Fields
At minimum, add: - Rep/Owner Name (who did the work) - Activity Type (email, call, meeting, etc.) - Date (when it happened) - Response Status (replied, ignored, etc.)
You can always add more fields later, but keep it simple for now.
Step 4: Set Your Filters
- Date Range: Pick a recent week or month. Don’t do “all time”—it gets messy fast.
- Team or Rep: Filter by team, region, or specific reps if you want.
- Activity Type: If you care only about emails or calls, filter for those.
Step 5: Group and Summarize
- Group by Rep to see individual performance.
- Add a summary—total activities sent, response rate (% replied), maybe meetings booked.
Step 6: Visualize (But Don’t Overdo It)
- Bar charts and tables are your friends. Fancy funnels look cool but usually confuse people.
- If you need a chart, pick one that actually shows your answer (e.g., activities per rep, replies per week).
Step 7: Save and Share
- Give your report a clear, boring name (e.g., “Weekly Rep Engagement & Replies”).
- Save it to a shared folder so your team or manager can find it.
- Set up a recurring email if you want it in your inbox (but honestly, most people ignore these after week two).
Honest take: The first report you build probably won’t be perfect. You’ll find missing fields or confusing numbers. That’s normal—just tweak it and move on.
4. Analyze: What Do the Numbers Mean?
Here’s where most people get tripped up. Just because you see a lot of activity doesn’t mean it’s working.
What actually matters: - Replies or Positive Responses: These are gold. Activity without replies is just noise. - Meetings Booked: The one metric almost everyone cares about. - Stalled Sequences: If lots of prospects drop off after step 2, your content or timing might need work. - Response Rates by Rep: If one person gets way more replies, find out what they’re doing differently. Don’t assume it’s just luck.
What to ignore: - “Total emails sent” as a standalone metric. Anyone can blast emails. - Vanity charts (like “engagement over time” with no context).
Pro tip: Always ask, “So what?” If a number goes up or down, does it matter? If not, move on.
5. Build More Useful Reports (If You Really Need To)
Once you’ve got the basics, you can branch out. But don’t fall into the trap of building reports for every possible metric.
Some ideas worth trying: - Sequence Effectiveness: Compare reply rates across different sequences or templates. Ditch the ones that flop. - Deal Progression: Link engagement activity to actual pipeline movement. Are reps who follow up more moving deals forward? - Response Time: Measure how quickly your team replies to inbound emails. Slow replies = lost deals.
When to stop: If you can’t explain a report in one sentence, it’s probably too complicated.
6. Common Pitfalls and How to Avoid Them
Even seasoned ops folks make these mistakes:
- Tracking too much: You end up with a dashboard no one reads.
- Misreading Data: High activity doesn’t always mean high engagement.
- Ignoring Context: If a rep’s numbers tank, check if they were on vacation. Don’t panic over one bad week.
- Not Acting on Insights: Reports are useless unless you actually change something.
Quick fixes: - Review reports with your team—ask what surprised them. - If a metric isn’t useful after a month, drop it. - Keep a “report graveyard” for stuff you tried that didn’t work. It’s fine to experiment.
7. Tips for Getting Better Results
- Ask reps for feedback on reports—sometimes the best insights come from the people in the trenches.
- Don’t be afraid to delete or combine reports. Less is more.
- Schedule a 10-minute review each week to look at the numbers and decide what (if anything) to change.
Pro tip: If your boss wants “more dashboards,” ask what decision they’re really trying to make. Build for that, not for show.
8. Wrapping Up: Keep It Simple and Iterate
Building and analyzing sales engagement reports in Revenuegrid isn’t rocket science, but it does take a little patience and a lot of common sense. Start small, focus on the numbers that actually change behavior, and don’t be afraid to scrap what doesn’t work. Most importantly, remember: reports are a tool, not the goal. Use them to get answers, make a tweak, and move on. Rinse and repeat.