Sales Performance Report
Where your opportunities came from, how the pipeline converts, what is due to close, and how you are closing, alongside your call, email, meeting and proposal performance.
The Sales Performance tab in Reports is where you read the shape of your sales motion - how many calls you're making, how many are answered, what your email response rate is, how many meetings and demos turn into proposals, and how proposals turn into revenue.
It's the report a sales manager opens on Monday morning and a founder opens at the end of a quarter.
For the broader CRM picture - contacts by source, companies by industry, activity trend - see CRM Analytics Report. For the Reports page overall, see Reports Overview.
Sales Performance requires Pro with CRM enabled
The Sales Performance tab appears only when PrimeCRM is enabled for the active Space. See CRM Settings and License Settings.
What you can do
See where your opportunities came from
and what started them.
See how your pipeline converts
stage by stage.
See what is in your pipeline right now
with open value, weighted value and what is due to close.
See how you are closing
won, lost, win rate, loss rate, average time to close and pipeline speed.
Open the opportunities behind any figure
so no number is a claim you cannot check.
Measure calling performance
total calls, answer rate, average duration.
Measure email outreach
total emails, response rate, average response time.
Track meetings and demos
totals, upcoming meetings, demo conversion rate.
Read proposal performance
total proposals, value, proposal win rate.
Chart proposal value by month
the last several months side by side.
Report on your shared CRM or one project's
and on one pipeline or all of them.
Click through
to the matching tracker or pipeline page.
Export
as a spreadsheet or as either of two PDF reports.
How to open the Sales Performance tab
Open Reports from the sidebar, then switch to the Sales Performance tab. If you don't see the tab, CRM needs to be enabled for the Space - see CRM Settings.
What the Sales Performance tab shows
The tab answers four questions about your sales, in order, then reports on the activity behind them.
1. Where did your opportunities came from?
Every opportunity created in the period, split into those that started as an activity and those created directly. Because promoting a call or a proposal records the activity it came from, this is measured rather than assumed.
Alongside it: the biggest source, your top client by wins in the period, and the most active contact on open opportunities right now. Where two are level, the page says so instead of picking one.
2. How is your funnel converting?
Stage by stage counts every opportunity that has reached each stage: on it, past it, or won. Each step contains the one below, which is what makes the percentage between two rows a real conversion rate.
An opportunity counts at the stage it is on now
the funnel assumes work moves forward. One pushed back to an earlier stage counts at the earlier one.
3. What is in your pipeline right now?
These figures ignore the period on purpose, because a forecast cropped to a few weeks is not a forecast.
- Open opportunities and open value
- Weighted value, each one multiplied by its probability. One with no probability contributes nothing
- Closing in this period, the only figure here that follows your period
- Past their close date. One due today is not late
- Gone quiet, open with no recent activity
- Open value by stage
A line underneath says how many of your open opportunities have an expected close date at all, and states plainly that the rest cannot be forecast.
4. How are you closing?
What happened inside the period: won, lost, win rate, loss rate, average time to close, pipeline speed, and won and lost over time.
"No opportunities closed yet" is not 0%
a period with nothing closed has no win rate, and the page says so rather than showing a zero. Zero per cent means you closed opportunities and lost all of them, which is a different situation entirely.
Every figure opens its list
Click any figure on this tab and it opens the opportunities it counted, with their client, stage, state and value, each clickable through to the opportunity itself. See Opportunities.
Calls
- Total calls for the period
- Answer rate - percentage of calls that were answered
- Average call duration for answered calls
Click through to the full Call Tracker to work with the call list itself.
Emails
- Total emails sent
- Response rate - percentage that received a reply
- Average response time on the replies you did get
Click through to the Email Tracker to work with the emails.
Meetings and demos
- Total meetings for the period
- Upcoming meetings counted separately
- Total demos
- Demo conversion rate - percentage of demos that moved forward
Click through to the Meeting Tracker.
Proposals and revenue
- Total proposals for the period
- Proposal value - the total value of proposals in a predominant currency
- Proposal win rate - percentage of proposals accepted
- Proposal value by month - a chart over the last several months
Click through to the Deal Pipeline to manage demos and proposals.
Two win rates, deliberately named apart
Proposal win rate here comes from proposal activities. Win rate in How are you closing comes from opportunities. They measure different things, which is why they are labelled differently.
Activity volume
Each activity type shown as a share of your busiest one.
Activity volume is not a funnel
calls, meetings, demos and proposals happen alongside each other rather than one leading to the next, so these are shares of the biggest bar and not conversions between the rows. The real conversion is Stage by stage above.
Meeting overview
A separate panel summarises meetings - total, upcoming, and completed - with quick progress indicators.
Filters that matter here
The filter control at the top of the Reports page decides what this tab covers:
- CRM scope - your Shared CRM, or one project that runs its own. The whole tab follows it, and a project's figures are never added to your shared totals
- Pipeline - All pipelines, or one
- Time range - the period every figure in Where they came from and How are you closing uses
- The pipeline figures deliberately ignore the time range, because they describe today
- The proposal-value chart always uses the last several months, regardless of the range
Reports only offers the filters that affect the tab you are reading, so this one does not show task or project filters.
See Reports Filters and Export for the full filter suite.
Export the Sales Performance tab
Use Export at the top of the page while this tab is open. Three forms:
| Form | What you get |
|---|---|
| CSV | Every figure, the stage table and the funnel, then every opportunity listed individually so a total can be checked against its rows |
| PDF (Full) | The standard report. A fixed length whatever your pipeline holds |
| PDF (Detailed) | Everything in the standard one, plus every opportunity by name with its client and the people involved. Grows with your pipeline |
All three state the period, the CRM scope and the pipeline they cover, in the same words the screen uses. Where a figure reads "No opportunities closed yet" on screen, the export says the same rather than printing a zero. See Reports Filters and Export.
Things worth knowing
Proposal value uses one predominant currency
If your proposals span multiple currencies, the tab reports the predominant currency so the number reads cleanly. For the deal-by-deal currency detail, use the Deal Pipeline.
The monthly chart counts accepted proposals only
Proposal value by month counts proposals that were accepted. Proposals still in progress appear in the total proposal value instead.
Opportunity money is never combined across currencies
An opportunity is worth what it is worth in the currency you set, and PrimeTask never converts. Where a figure covers more than one currency, each is shown separately, and you can choose which currency the value charts display. If everything is in one currency you simply get one total.
This is different from the proposal value above, which picks a predominant currency because it summarises activities rather than opportunities.
Click-through opens the numbers, not just the page
Every opportunity figure opens the opportunities it counted. The activity cards open the matching tracker.
This tab needs PrimeCRM
Sales Performance reads your CRM, so it is available once PrimeCRM is on for the Space. PrimeCRM is part of the Pro tier. See CRM Settings and License Settings.
Common questions
"Why don't I see Sales Performance?"
The tab needs PrimeCRM switched on for the active Space, and PrimeCRM is part of the Pro tier. See CRM Settings and License Settings.
"My win rate says nothing at all. Is it broken?"
No. Nothing closed in the period you chose, so there is no rate to calculate. Widen the period, or read the won and lost counts directly.
"Why does the pipeline value ignore my date range?"
Because it describes today. Your open pipeline is what you hold now, not what you held during a past window. The closing and period figures follow your range; the pipeline figures do not, and each section says which it is doing.
"Why is my forecast lower than my open value?"
Only opportunities with an expected close date inside your period count towards closing, and the coverage line tells you how many have a date at all. Weighted value also multiplies by probability, so anything without one contributes nothing.
"Where did the sales funnel go?"
It was replaced. The old one compared calls, meetings, demos and proposals as though each led to the next, which they do not, so it could report a conversion above one hundred per cent. The real conversion is now Stage by stage, built from your pipeline stages, where each step genuinely contains the next. The activity counts are still here as Activity volume.
"How is the answer rate calculated?"
Answered calls divided by total calls, as a percentage. The answered status is set on the call activity itself - see Call Tracker.
"Why is my proposal value by month lower than I expected?"
It counts accepted proposals only. Proposals still in progress are in the total proposal value instead. If you want what you actually closed as sales, read Won and Won value in How are you closing, which come from opportunities rather than proposals.
"Why does a stage show zero in the funnel?"
Nothing has reached that stage yet. Because each step counts everything that reached it, a zero there means no opportunity has got that far, not that one was missed on the way.
"Can I see the underlying activities?"
Yes. Use Activities, or jump directly from any card on this tab to the matching tracker.
Where to go next
| If you want to… | Read this |
|---|---|
| Work with calls | Call Tracker |
| Work with emails | Email Tracker |
| Work with meetings | Meeting Tracker |
| Manage the deal pipeline | Deal Pipeline |
| See the sales dashboard | Sales Activity Dashboard |
| Review the broader CRM picture | CRM Analytics Report |
| Customise Reports filters and export | Reports Filters and Export |