Looking to actually see what your sales pipeline is doing, not just hope the numbers are moving in the right direction? If you’re using A-leads and need real answers—not generic charts or dashboards you never look at—this guide is for you.
Forget the endless menu of “analytic solutions.” You need practical, actionable reports and dashboards that don’t waste your time. Here’s how to build exactly what you need, skip what you don’t, and avoid the potholes that trip up most sales teams.
1. Decide What You Really Need to Track
Before you open up the reporting tools, get clear on what actually matters. Most teams overload on data and end up staring at dashboards that don’t drive action.
Ask yourself: - What sales activities actually move the needle? (Think: calls, deals closed, pipeline value.) - Who needs to see this info—and how often? - What’s the one thing you always wish you knew at the end of the week?
Pro tip: Ignore the default dashboards for now. They’re built for “average” teams, which probably isn’t you.
2. Get to Know A-leads’ Reporting Tools (Just Enough)
A-leads has two main ways to slice your data: Reports and Dashboards.
- Reports: Pulls raw numbers or lists (think: deals by stage, calls logged per rep).
- Dashboards: Visualizes those numbers (charts, tables, summaries) so you can spot trends or issues at a glance.
Don’t waste time:
Skip the “advanced” analytics stuff unless you already know what you’re doing. Start with basic filters and summaries—90% of teams never need more.
3. Build Your First Custom Report
Let’s get hands-on. Here’s how to make a report that’s actually useful.
a. Go to the Reports Section
- Log in to A-leads and find the sidebar item for “Reports.”
- Hit “Create New Report.” (If you see a bunch of templates, ignore them for now.)
b. Pick the Right Data Source
- Choose the object you care about: Deals, Contacts, Activities, whatever.
- If you’re not sure, start with Deals—it’s the heartbeat of most sales teams.
c. Set Your Filters
- Need this month’s closed deals? Filter by stage and close date.
- Want to see activity by rep? Filter by owner or team.
Don’t overthink it:
You can always tweak filters later. Start simple.
d. Choose Your Columns
- Only include columns you’ll actually use (Deal Name, Value, Stage, Owner, Date).
- Cut the rest. Less clutter means faster insights.
e. Save and Name Your Report
- Give it a clear, boring name. (“Closed Deals This Month” is better than “Q2 Pipeline Excellence.”)
- Save.
4. Build a Custom Dashboard
Now, let’s pull those reports into a dashboard you’ll actually check.
a. Go to the Dashboards Section
- Find “Dashboards” in the menu.
- Click “Create Dashboard.” Don’t bother with the default ones—they’re usually too generic.
b. Add Widgets (Charts, Tables, Summaries)
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Hit “Add Widget” and pick the type you want:
- Bar/Column charts: Great for comparing reps or stages.
- Pie charts: Fine for quick breakdowns, but honestly, most people can’t read them well.
- Tables: Perfect for lists (like “Deals at Risk”).
- KPI Numbers: For big, single metrics (like “Total Closed Revenue”).
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Link each widget to one of your saved reports.
c. Arrange and Resize
- Drag and drop widgets to put the important stuff up top.
- Don’t overload the dashboard—4-6 solid widgets beats 12 you’ll ignore.
Pro tip:
Ask yourself, “If I looked at this every morning, would I know what to do next?” If not, it needs tweaking.
d. Set Dashboard Permissions
- Decide who needs to see it: just you, the whole team, or leadership.
- If it’s sensitive (like individual rep performance), restrict access.
5. Schedule and Share Reports
A report that never leaves your CRM is just digital dust. Here’s how to make sure people actually see—and use—the data.
- Schedule Email Sends: Most reports can be set to send out automatically (daily, weekly, monthly).
- Share Links: Grab a shareable link or export to PDF for meetings.
- Embed in Team Tools: If your team lives in Slack or Teams, look for integration options (but don’t kill yourself trying to automate everything—manual sending works just fine for most).
What to ignore:
Don’t bother setting up automated reports for metrics nobody cares about. Quality over quantity.
6. Iterate: Review, Kill, and Improve
Set a reminder to review your reports and dashboards every month or quarter. Here’s why:
- What’s being used? If nobody checks a dashboard, delete it.
- What’s missing? Ask your team what they actually wish they could see.
- What’s confusing? If you have to explain a chart every week, simplify it or kill it.
Honest take:
Most teams end up with dashboard bloat. It’s normal. The trick is to prune ruthlessly and only keep what drives action.
7. Gotchas and Common Pitfalls
Let’s be real—custom reporting is easy to overthink. Here’s what to watch out for:
- Analysis Paralysis: Don’t try to answer every possible question with one report.
- Data Garbage In, Garbage Out: If your team isn’t updating deals or activities, your reports will be worthless.
- Over-automation: Automated dashboards are great—until they break or become noise. Keep manual reviews in the loop.
- Chasing Vanity Metrics: Focus on numbers that drive behavior, not just ones that look good in a meeting.
What Works, What Doesn’t, and What to Ignore
What works:
- Clear, simple dashboards everyone understands.
- Direct links between what you see and what you do next (e.g., “We need more calls this week”).
- Regular review and pruning.
What doesn’t:
- Giant dashboards with every metric under the sun.
- Reports nobody reads.
- Overly complex charts.
Ignore:
- Fancy visualizations you can’t explain in one sentence.
- Templates that don’t match your sales process.
- Anything you’re building “just in case.”
Keep It Simple—Iterate As You Go
Custom reports and dashboards should make your life easier, not harder. Don’t let the endless options in A-leads slow you down. Start with the basics, see what actually helps your team, and keep pruning. You’ll get more value from a handful of clear, honest reports than from a flashy dashboard nobody trusts.
Remember: If your dashboards don’t make you take action, they’re just decoration. Build, test, cut, repeat. That’s how you get reporting that actually works.