If you’re in sales, you don’t have time to dig for numbers. You want the right info, in the right format, without jumping through hoops. That’s what custom reports in Sugarcrm are for. But, let’s be honest: report builders can be clunky, and you don’t want to spend all day fiddling with filters. This guide is for sales managers and reps who need real answers, not just pretty charts.
Below, you’ll find a clear, step-by-step approach to building custom reports that actually help your sales team — plus some advice on what’s worth your time (and what isn’t).
Step 1: Get Clear on What You Need (Don’t Skip This)
Before you click a single button, figure out what you actually need to know. This saves hours down the line.
Ask yourself: - What question should this report answer? (e.g., “Who are our top 10 accounts this month?”) - Who’s going to use it? (You? The whole team? The C-suite?) - How often do you need it updated? - Do you really need a chart, or is a simple table enough?
Pro tip: Write down your goal in one sentence. If you can’t, your report will be a mess.
Step 2: Navigate to the Reports Module
Sugarcrm puts reports in a dedicated module, but it’s easy to get lost.
- Log in to your Sugarcrm dashboard.
- Click the Reports tab in the top navigation. If you don’t see it, click “More” or check with your admin — you might not have permission.
- You’ll land in the Reports home screen, which shows existing reports and lets you create new ones.
What to ignore: Don’t get distracted by the dozens of pre-built reports unless they match your goal exactly. Most sales teams outgrow these fast.
Step 3: Pick the Right Report Type
Sugarcrm offers a few report types. Here’s the honest breakdown:
- Rows and Columns: Good old-fashioned tables. Perfect for most sales data.
- Summation: Totals and groupings (think: “total revenue by rep”).
- Summation with Details: Like Summation, but you can drill down into the raw data.
- Matrix: A cross-tab view (e.g., “Revenue by Month and by Region”). Useful, but can get complicated.
For most sales teams: Start with “Rows and Columns” or “Summation.” Only use Matrix if you need to see intersecting categories.
Step 4: Choose Your Module (Where Your Data Lives)
Here’s where your report pulls its data from. For sales, you’ll usually pick:
- Opportunities (pipeline, deals, revenue)
- Leads (new business)
- Accounts (companies)
- Contacts (people)
Pick one main module. You can relate it to others later.
Pro tip: If you want data from multiple areas (like Opportunities and Accounts), start with the one that’s central to your question.
Step 5: Select Fields (What Info Will Show Up)
Now, get specific.
- You’ll see a list/tree of available fields from your chosen module.
- Select only what you need. Too many fields = messy report.
- Typical sales fields: Opportunity Name, Stage, Amount, Close Date, Assigned To.
Related fields: You can usually pull in info from related modules (like Accounts → Industry), but too many “joins” can slow things down.
What to ignore: Don’t add every field “just in case.” It’s a recipe for confusion.
Step 6: Add Filters (So You Don’t Get Junk Data)
Filters are where you cut out the noise. For example:
- Opportunity Stage = ‘Closed Won’ (Show only deals you’ve won)
- Close Date = Last Month (See recent sales)
- Assigned To = [Your Name] (Your pipeline only)
Stack filters to narrow things down. But don’t go overboard — too many filters, and you’ll miss useful data.
Pro tip: Save common filters as templates, so you don’t have to rebuild them every time.
Step 7: Group and Summarize (If Needed)
If you’re using a Summation or Matrix report, you can group data:
- By Sales Rep (see totals by teammate)
- By Month or Quarter (track trends)
- By Account (see which clients bring in the most)
Pick groupings that help you act on the data, not just stare at it.
Caution: Grouping by too many fields can make the report unreadable. Start simple.
Step 8: Add Charts (Only If They’re Useful)
Charts look nice, but don’t force them. In Sugarcrm, you can add:
- Bar and Column charts (good for comparing reps or months)
- Pie charts (sometimes helpful, but often just eye candy)
- Line charts (good for trends)
Honest take: If your team prefers spreadsheets, stick with tables. Fancy visuals don’t close deals.
Step 9: Preview and Save Your Report
Always preview before saving:
- Click Run Report or Preview.
- Scan for weird numbers, missing data, or fields that don’t make sense.
- Adjust filters or fields as needed.
Once it looks right, give your report a clear, specific name: - Good: “Closed Deals by Rep - Q2 2024” - Bad: “Sales Report 1”
Add a description if it’ll help future-you (or your team) remember what this report is for.
Step 10: Schedule, Share, or Export
Now that your report is built, decide how you’ll use it:
- Schedule: Set up automatic emails (daily, weekly, monthly). Saves you having to run it every time.
- Share: Make it visible to your team, leadership, or just yourself. Check permissions so sensitive info doesn’t leak.
- Export: Download as CSV, PDF, or Excel. Useful for people who’d rather work offline or mix this data with other sources.
What to ignore: Don’t bother scheduling a report no one reads. Check who actually uses it before flooding inboxes.
Extra Tips and Pitfalls
- Test with Real Data: Don’t just build reports with dummy/test data. Run it on your live numbers to spot issues.
- Iterate: Your first report probably won’t be perfect. Tweak filters, fields, and groupings as you go.
- Ask for Feedback: If you’re sharing with a team, make sure it’s actually useful to them — not just you.
- Performance: Massive reports can slow things down. If it takes more than a few seconds to load, cut down on fields or filters.
What doesn’t work: - Overly complex reports. If you need three screens to explain it, no one will use it. - Relying on charts for insight. Dig into the numbers — the chart’s just a quick view. - Ignoring permissions. Make sure only the right eyes see sensitive sales data.
Wrapping Up
Custom reports in Sugarcrm aren’t magic, but they’re a lot more useful when you keep things simple and focused. Start with one clear goal, build a report that answers it, and don’t be afraid to iterate as you go. Most importantly, make sure your reports help your team do something — not just stare at pretty graphs.
You’re better off with a few great reports than a dozen nobody understands. Keep it practical, and you’ll save everyone time.