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As a sales rep, you shouldn’t be thinking about net-new at first. Your CRM is filled with leads who already know your brand & product offering. So start there.
This all ties back to prioritizing your time correctly as a rep, on the right accounts, and on the right people.
The reason these reports work so well is because of a few different things.
Pain doesn’t just disappear for prospects, it evolves. Companies revisit decisions all the time. Leadership changes.
And most importantly, you aren’t starting from zero, you are just picking up the conversation where it left off.
Reports to Start Building
1. Closed / Lost Opportunities
Filter by:
-last 3 - 24 months
-your territory
-deal size
This is the gold standard as a sales rep. Most of the time these deals were lost because of timing. You now have all the context on their budget, pains, decision makers, etc.
A lot of these opportunities are just one email away from picking up the conversation.
2. Prior Conversations (calls logged, no meetings)
Filter by:
-call logged
-60-120+ days ago
-this will likely be in your dialer (Gong, Orum, Nooks, etc.)
This list is perfect for SDRs. These people picked up the phone, you have context on what was spoken about previously, and it is no longer a cold call. You once again are just picking up where the conversation left off.
3. Stalled Opportunities
Filter by:
-not closed lost
-stalled in stages 0,1,2
-last activity date 45+ days
The idea behind this one is that deals quietly die all the time. It is important to stay on top of the deals that might be losing momentum. I run this report at the beginning of each month to keep track of any deals that are currently stalled to re-engage them.
4. Former Champions
This one can be a little tougher to pull together but it can be a gold mine if done correctly. Keep track of champions in prior opportunities who have switched orgs. They know your brand, your sales cycle, and actively endorse your company. Keep track of those who switch.
5. Prior Trials, Webinars, Events Report
Filter by
-last 2 years
-campaign = trial, webinar, event, etc.
These people have explored your brand before. They know what it is, time to see if now would be a better fit for your product. Once again, this is now no longer cold outreach, you have context.
Your best pipeline as a rep typically isn’t be net-new. I always try to re-engage old conversations because most of the work was already done.
If you have trouble trying to put any of these reports together there are a few options:
1) Try to reverse engineer reports that are already in your CRM from other reps. Just change the filter to the correct account owner, territory, etc.
2) This is what I do most times - but I setup a Claude bot that is specifically setup to help me build out reports in Salesforce. All I need to tell it is what I’m looking to build and it gives me step-by-step instructions on how to do so.
Hope these help reports help.
Until next week.
– Rook ♜
ps… Let me know if there is something you want to see! (I respond to all messages)