If you’re tired of canned dashboards and want answers to real sales questions, you’re in the right place. This guide is for sales ops folks, revenue analysts, or anyone who keeps getting asked, “Can you pull a report for that?” We’ll walk through building custom analytics reports in Varicent that actually help track sales performance—without the fluff or buzzwords.
I’ll be honest: Varicent is powerful, but it’s not always intuitive. The reporting tools are flexible, but it’s easy to get lost if you’re new or just don’t have time to poke around. This is the guide I wish I’d had when I started.
Step 1: Know What You Need—and What to Ignore
Before you even log into Varicent, get crystal clear about what you actually want to track. This isn’t just busywork—it saves you hours later.
Ask yourself (and your stakeholders): - What specific sales metrics matter? (e.g., quota attainment, pipeline velocity, win rates) - Who’s going to use this report? (Sales manager? Exec? Rep?) - How often will it be used? (One-off, weekly, monthly?) - What’s the minimum data needed to answer the question?
Pro tip: Don’t try to boil the ocean. Start with one or two key questions and keep it simple. You can always add more later.
What to skip:
Ignore the temptation to include every available field “just in case.” That’s how you end up with reports no one reads.
Step 2: Get Your Data House in Order
Varicent can only report on data it has. If your sales data is a mess, your reports will be too.
Checklist: - Make sure your data sources (CRM, spreadsheets, etc.) are connected and up to date. - Check that fields you care about (like deal value, close date, rep name) are mapped correctly. - Look for missing or inconsistent data—Varicent reports can’t fix garbage inputs.
Honest take:
If your data is a disaster, stop here and fix it first. No tool can magic up good reports from bad data.
Step 3: Navigate to the Analytics Module
Once your data’s ready, head to the Analytics or Reporting section of Varicent. The exact menu name can vary depending on your setup, but you’re looking for the module where you can build or customize reports.
- Log in with a user account that actually has reporting permissions. (This trips up a lot of folks, especially in bigger organizations.)
- If you don’t see the option, check with your Varicent admin. Sometimes it’s hidden behind roles or licenses.
Step 4: Start With a Template—or Go Blank
You usually have two choices: - Start from a template: Good for standard stuff like “Top Sellers This Quarter” or “Quota Attainment.” These get you 80% of the way there fast. - Start from scratch: Necessary if you have unique requirements or want to track something weird (hey, I won’t judge).
What works:
Templates are great time-savers, especially when you’re new. But don’t be afraid to tweak or ditch them if they don’t fit your needs.
Step 5: Pick the Right Data Set
When you start a report, Varicent will ask what data source or set you want to use. This is crucial.
- If you want to track sales performance, you’ll probably start with the “Transactions,” “Credits,” or “Sales Results” data sets.
- Double-check you’re pulling from the right period (current quarter, fiscal year, etc.).
- If you’re not sure, ask someone who set up your Varicent environment—data naming can get confusing fast.
Pro tip:
If the data you want isn’t available, it’s usually a sign you need to adjust your data imports or mappings. Don’t try to hack around it in the report builder.
Step 6: Choose Your Metrics and Dimensions
This is where you decide what shows up in your report.
- Metrics are the numbers: revenue, deals closed, attainment percentage, etc.
- Dimensions are how you break those numbers out: by rep, by region, by product, by month.
How to keep it useful: - Limit to a handful of key metrics. More columns = more confusion. - Only break out by dimensions that actually matter to your audience. (If no one cares about “product family,” skip it.)
Real talk:
It’s easy to get sucked into adding every field “just in case.” Resist it. You can always add more later if someone asks.
Step 7: Filter and Segment for Clarity
Filters are your friend. They focus the report so it answers the question you care about.
- Filter for active reps only (no one needs to see data for people who left last year).
- Set date ranges—don’t just default to “all time.”
- Exclude test or sandbox data (this sneaks in more often than you’d think).
What doesn’t work:
Trying to please everyone with one monster report. If you need different filters for different teams, just make separate reports.
Step 8: Choose the Best Visualization (Or Stick With a Table)
Varicent offers charts, graphs, and tables. Here’s the truth: most “insights” come from well-designed tables, not fancy visuals.
- Use tables for detailed breakdowns or when people want to export data.
- Use bar or column charts for showing comparisons (e.g., rep rankings).
- Use trend lines if you’re tracking changes over time.
Skip:
Pie charts. They rarely help with sales performance data—too many slices, not enough insight.
Step 9: Preview, Tweak, and Sanity-Check
Don’t hit “Save” just yet. Always preview your report with real data.
- Scan for obviously wrong numbers (typos in formulas, filters set backwards, missing data).
- Ask a colleague to take a quick look. Fresh eyes catch a lot.
- Make sure the report answers the original question. If it doesn’t, adjust before rolling it out.
Pro tip:
Test with different users if you can. Permissions or data visibility can change what people see.
Step 10: Share and Schedule (But Don’t Overdo It)
Varicent lets you share reports via email, PDF, or dashboards. You can also schedule reports to go out automatically.
- Send reports only to people who actually need them. More isn’t better.
- Set a realistic schedule. If the data only changes monthly, don’t send daily updates.
- Give clear names and descriptions—no one wants to open “Report 2024-04-17 FINAL FINAL v3.”
Step 11: Iterate Based on Feedback
No report is perfect the first time. Expect questions and requests for tweaks.
- Ask users what’s useful and what’s just noise.
- Drop metrics or columns that no one uses.
- Add new views or filters if a pattern of requests emerges.
Honest take:
If people never open the report, it’s probably too complex—or not answering the right question. Don’t take it personally. Just ask what would help.
What to Watch Out For
- Data Lag: Varicent isn’t always real-time. If your source data updates nightly, so will your reports.
- Access Issues: Not everyone sees the same data. Double-check permissions if someone says, “I can’t see my numbers.”
- Overengineering: Don’t waste days perfecting a one-off report. Start simple; upgrade only if it’s actually used.
Keep It Simple and Iterate
Building custom analytics reports in Varicent isn’t rocket science, but it pays to stay focused. Start with a clear question, keep your first version simple, and let real users tell you what matters. You’ll save yourself—and everyone else—a lot of time and headaches. And remember: a good enough report today beats a perfect report nobody ever gets to see.