How to Use Lead and Deal Reports in CrmLeaf
All editions. CRM is a core feature - no add-on is required for lead and deal reporting. What each reader sees is bound by their ownership-scoped permission on leads and deals and by the organisation they are…
Availability: All editions. CRM is a core feature - no add-on is required for lead and deal reporting. What each reader sees is bound by their ownership-scoped permission on leads and deals and by the organisation they are working in.
Overview
Lead and deal reports tell you whether the sales pipeline is healthy: how many opportunities are open, what they are worth, how they convert, and what an average deal is worth. They read directly from the lead contacts, lead companies and deals your team records, so no separate reporting entry is needed.
This article covers how to read those reports, how the CRM dashboard complements them, and how permission scope affects the numbers.
How It Works
Deals move through configurable pipeline stages, and every action on a deal is logged to its history. Reporting summarises those records by stage, value and period.
Capture lead → Create deal → Move stages → Report on value and conversion → Export
- Because pipeline stages are configurable per pipeline, the stage names in your report are the stages your company defined - there is no fixed won/lost enum.
- Lead and deal reports include average deal size and support Export.
- The CRM dashboard surfaces open deals, won deals, deals needing attention and overdue follow-ups, so day-to-day pipeline hygiene is visible without opening a report.
- The lead board shows per-stage totals, which is the quickest read on where value is sitting.
- Lead agents can be given goals, so individual performance can be reviewed against a target.
- Lead and deal visibility is ownership-scoped plus organisation-filtered, so a representative's report and a manager's report differ by design.
Who Can Use This Feature?
Administrator
- Set the permission scope on leads and deals that decides how much of the pipeline each role can report on.
- Configure pipelines and stages so the report groups deals in a way the business recognises.
- Assign lead agents and set their goals.
User
- Open the lead and deal reports your role includes.
- Filter by period, pipeline or agent where available.
- Read average deal size and stage totals, and Export for sharing.
Access depends on the modules and role assigned by your Administrator.
Prerequisites
- At least one pipeline with stages configured.
- Deals recorded with a value, so value-based figures are meaningful.
- Lead agents assigned, if you want to report by agent.
- A permission scope on leads and deals wide enough for the pipeline you are accountable for.
For Administrators
Step 1: Make the pipeline reportable
What to do: Review pipelines and their stages. Stage names are what the report groups by, so keep them meaningful and stable. Avoid renaming stages mid-period if you compare periods.
What to verify: Every active pipeline has the stages the sales process actually uses.
Step 2: Set the reporting scope per role
What to do: Give representatives owned on leads and deals and managers a
wider scope. This is the control that decides whose deals appear in whose report.
What to verify: A manager's report covers the whole team; a representative's covers only their own deals.
Step 3: Assign agents and goals
What to do: Ensure each lead and deal has an owning lead agent, and set agent goals so performance has a target to be read against.
What to verify: No significant deal is left without an owner.
For Users
Step 1: Check pipeline health on the CRM dashboard
What to do: Review open deals, won deals, deals needing attention and overdue follow-ups before opening a report. Most pipeline questions are answered here.
What to verify: Overdue follow-ups are addressed, so the report is not distorted by stale deals.
Step 2: Read stage totals on the lead board
What to do: Use the board's per-stage totals to see where value is concentrated and where deals are stalling.
What to verify: Deals sit in the stage that reflects reality. Move any that do not.
Step 3: Open the deal report
What to do: Review pipeline value, conversion and stage analysis for the period, including average deal size. Apply Filter to narrow by period, pipeline or agent where those filters are available.
What to verify: The number of deals in the report reconciles with the deals list for the same filters.
Step 4: Compare with revenue where relevant
What to do: Use the sales report for revenue by client, product and period, to see what the pipeline actually converted into.
What to verify: Won deals in the period are reflected in the revenue you expect.
Step 5: Export for a review meeting
What to do: Use Export to take the report out of CrmLeaf for a pipeline review.
What to verify: The export reflects the filters you applied.
Expected Result
You can read pipeline value, conversion and average deal size for a chosen period, reconcile it against the deals list, and export it - with each reader seeing the deals their permission scope allows.
Service Organisation Context
For a services firm, pipeline reporting is also delivery forecasting: the deals in the late stages are the engagements that will need consultants next quarter. Average deal size and stage conversion are the two figures that make that translation possible, and configurable pipeline stages let a firm mirror how it actually sells - qualification, scoping, proposal, contract - rather than a fixed won or lost flag. Because lead and deal visibility is ownership-scoped, a partner and an individual consultant selling their own work legitimately see different totals. The same reports serve a product or manufacturing sales team without change.
Important Notes
- Menu names and their position can differ between product editions and can be customised for your account, so your sidebar may not match these paths exactly. Use Search or your Quick Access items if you cannot find a screen.
- Two users can see different pipeline totals for the same period. Lead and deal visibility is ownership-scoped and organisation-filtered, so this is expected.
- Stage names come from your own pipeline configuration. Renaming or hiding a stage changes how future reports group deals.
- Deals with no value recorded do not contribute to value-based figures such as average deal size.
- Deals belong to a pipeline. If your company runs several pipelines, confirm which pipeline a total covers before comparing figures.
Common Scenarios
Example: reviewing a quarter. The sales manager filters the deal report to the quarter, reads average deal size and stage conversion, then opens the lead board to see which stage is holding the most stalled value - and assigns follow-ups from there.
Example: an agent disputing their numbers. An agent reports a lower
total than their manager quotes. The cause is scope: the agent has owned on deals and a colleague
had been working part of the pipeline. Reassigning the deals, or widening the scope, aligns the figures.
Troubleshooting
| Issue | Possible Cause | Resolution |
|---|---|---|
| A deal is missing from the report | The deal is outside the filtered period, in another pipeline, in another organisation, or outside your permission scope | Widen the filters and confirm your scope on deals with your Administrator. |
| Average deal size looks wrong | Deals were recorded without a value | Add values to the deals so value-based figures are complete. |
| Conversion looks worse than expected | Deals were not moved out of their stage as they progressed | Keep stages current on the lead board; use follow-ups to prompt updates. |
| An agent's figures are empty | No lead agent is assigned on those deals | Assign a lead agent to each deal. |
| Manager and agent totals differ | Different permission scopes | Expected behaviour. Compare scopes rather than treating it as a data error. |
Frequently Asked Questions
Where does average deal size come from?
It is derived from the values recorded on deals, so it depends on deals carrying a value.
Can I report on won and lost deals?
Yes, through the stages your company defined. CrmLeaf uses configurable pipeline stages rather than a fixed won or lost status.
Can I export a deal report?
Yes. Lead and deal reports support export.
Why does the dashboard show overdue follow-ups but the report does not?
The CRM dashboard is designed for pipeline hygiene, surfacing open, won, needs-attention and overdue follow-ups. Reports summarise value and conversion.
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