Get Started with Reports and Dashboards for Sales Managers

Learning Objectives

After completing this unit, you’ll be able to:
  • Describe how reports and dashboards help your company.
  • Set up a new custom report from scratch.
  • Modify existing reports to suit new needs.

What Reports and Dashboards Can Do for You

People at Ursa Major Solar have all kinds of questions about their business. The company’s leaders want to know what the big picture looks like. Managers want to know how their people perform. And reps can work harder on their most productive deals if they know where to focus their efforts.

Does that sound familiar? When planning the implementation of Salesforce for Ursa Major, Salesforce admin Maria Jiminez collected a list of questions that execs, managers, and sales reps answer frequently. How much is the company selling? Are the reps doing enough to win more deals? Will sales be up next month? Now she’s getting ready to tackle the answers.

Together, reports and dashboards help sales teams gather and process the data for answering those questions. Maria dips into her company’s data with some custom reports for each type of user. She considered downloading packages of reports and dashboards from Salesforce AppExchange, and maybe she’ll do that in the future. But she completed the Lightning Experience Reports & Dashboards module already so she’s familiar with the Report Builder. And Maria knows Salesforce makes it easy to set up reports and dashboards. She’s going to build her skills on some basic reports and dashboards.

We recommend that you copy Maria and complete Lightning Experience Reports & Dashboards  before going any further in this module. It’s important to understand how reports are created, saved, and shared in Salesforce, and how to use the Report Builder.

In this module, you exercise your knowledge to create a suite of reports for execs, managers, and sales reps. By the end, you can use what you’ve learned to create and modify reports, and set up dashboards.

Reports for Managers

Your company’s managers have a lot riding on Salesforce. They want to understand how well their reps are working, and they also want to tell their bosses what’s going on.

Maria’s decided to start by creating reports for direct sales managers. Fulfilling their requirement for data is critical to the success of her Salesforce implementation. The managers at Ursa Major want to know how much business their reps are closing, and what each rep’s pipeline looks like right now. It would also be good to know how each rep has performed on past deals. Plus, Maria thinks she can create one report, then set up different summary sections, data filters, and formulas to create three more reports. It’s like getting three reports from one, and that’s going to make her life so much easier. Who doesn’t love easy?

Later, she can modify the reports so they’re more useful to other stakeholders, like execs and sales reps. After she completes the reports, she’s going to build a dashboard that lets Ursa Major’s managers see the results of all three in one glance.

But first things first.

Create a Basic Opportunity Report

The first thing Maria needs to do is set up a basic, no-frills report that shows all the opportunities ever created in Ursa Major’s Salesforce org. Creating this report is only going to take a few seconds.

  1. Click the Reports tab.
  2. Click New Report.
  3. In the Choose Report Type list, select Opportunities, then click Continue. Report type based on the Opportunity object
  4. Click Create.

Maria could add some filters, formulas, summary levels, and so on right now. But she’s planning to use this basic report as the basis for several other reports, so instead, she’s just going to save it as it is.

  1. Click Save.
    1. Report Name: Opportunity Pipeline
    2. Report Description: All opportunities in Salesforce
    3. Report Folder: Public Reports
  2. The Save Report dialog box.
  3. Click Save.

Maria’s Salesforce org doesn’t have a lot of data yet, her report will be a bit sparse. The more opportunities reps at Ursa Major create, the more data she’ll be able to get out of each report.

By default, the report’s date range is set to show only data from the current fiscal quarter. If you’re like Maria and don’t have any opportunities that closed in the current fiscal quarter, your report will also be empty.



Have you always wanted to be rich? Well, Trailblazers, this is your opportunity! If you’re following along in your Developer Edition org and creating reports with Maria, you’ll soon notice that the data in your org isn’t ideal for testing our reports with date ranges like Last Month or even This Year .

You can fix this problem and make yourself look like a budding millionaire by setting up a few fake opportunities in your DE org. Just go to the Opportunities tab, click New, and go to town. Don’t forget to add a few products. Or a few thousand products. The more you add, more you look like someone about to strike it rich.

Go ahead: try it. We’ll wait here while you turn yourself into a fictional millionaire. But please, don’t wander off for too long. The elevator music in here is driving us crazy.

Now that Maria’s base report is ready, she’s going to use it to spin off a bunch of reports that are way more handy for her company, starting with making a few more reports that sales managers have requested.

Pipeline by Rep Report

The pipeline shows reps and their managers what deals they’re working on right now. If managers understand what’s in the pipeline, they can make better decisions about where to focus resources and better predict future revenue.

Maria’s managers want to be able to see what each of their reps has in the pipeline. To get that data, Maria is going to start with the basic Opportunity Pipeline report, and modify it to show what each rep’s got cooking.

  1. Locate and run the Opportunity Pipeline report.
    1. Click the Reports tab.
    2. Select the Opportunity Pipeline report.
    3. Click Edit.
  2. To set the scope of the report using the standard filters, click FILTERS. Standard filters
    1. In the Filters pane, set the Opportunity Status to Open. Click Apply.
    2. For Close Date, set the Range to All Time. Click Apply.
  3. To customize the columns as required, click OUTLINE.
    1. Using the Add column...lookup, add these columns:
      • Type
      • Lead Source
      • Next Steps
      • Fiscal Period
      • Age
      • Created Date
      • Owner Role
    2. Hold down CTRL and click the following column headers:
      • Opportunity Owner
      • Account Name
    3. From the Columns list, drag Opportunity Owner and Account Name and drop them just above the Opportunity Name column.
    4. From the Fields pane, drag the Stage Duration field into the preview pane and drop it to the right of the Stage column.
  4. To group rows by Opportunity Owner, select Opportunity Owner from the Add group... lookup.
  5. Add a summary field. From the Amount column heading in the preview pane, click the arrow button and click Sumarize | Sum.
  6. Save a copy the report as Pipeline by Rep (so that the original Opportunity Pipeline report isn’t lost).
    1. Click Run Report.
    2. Click the Action button (down arrow) at the top, select Save As, and then complete the Save Report details.
      • Report Name: Pipeline by Rep Report
      • Click Select Folder | Public Reports | Select Public Reports.
    3. Click Create.

Now she has a report that organizes her company’s opportunities by which rep owns them, and show how much each account is potentially worth.

Sales Rep Win Rate Report

Maria’s on a roll. Her managers also want to know which reps are most likely to close deals. She’s going to help them out by providing information on which reps have the best win rates. She could start with the Opportunity Pipeline report. But the Pipeline by Rep report is closer to what she needs, so she’s going to modify it instead.

  1. To show closed opportunities by sales rep, modify the Pipeline by Rep report.
    1. Click the Reports tab.
    2. Click the Action button (down arrow) next to the Pipeline by Rep report, then select Edit.
    3. In the FILTERS pane, click the Opportunity Status standard filter, select Closed, and click Apply.
  2. From OUTLINE, remove the Amount column by finding it in the Columns list and clicking X.
  3. To show the win rates by sales rep, add a summary formula column.
    1. From the Columns list, click the more actions (downward pointing) arrow and then click Add Summary Formula Column. Then, click Switch to Full Editor.
      • Column Name: Win Rate
      • Description: Ratio of won opportunities to closed opportunities.
      • Format: Percent
      • Decimal Places: 2
      • Where should this formula be applied? All summary levels
      • From FIELDS, select Won and click Insert >. Verify that WON:SUM is inserted into the Formula field.
      • Click or type /.
      • From FIELDS, select Closed and click Insert >. Verify that CLOSED:SUM is inserted into the Formula field.
      • Verify that the formula appears as WON:SUM / CLOSED:SUM.
      • Click Check Syntax. If it is valid, continue. If not, troubleshoot the formula.
      • Click OK.
    2. The WIn Rate formula.
    3. In the Preview pane, click the Detail Rows toggle to hide details. Hide details in the preview pane
  4. Click the More Actions (downward facing) arrow next to Save and select Save As. Save the report as a new report called Sales Rep Win Rate.
  5. Click Run.

The report should look something like this.

A preview of the Sales Rep Win Rates report

It only took Maria a few minutes to whip up a couple reports that her managers are going to love. If there was a win rate report for making winning reports, she’d be on top of the list!