The Reports I Look at Every Day

Today, I want to give you a quick glimpse into how we look at reporting inside Inscaler.

(You will also get access to all Inscaler data - real data) 😅

Over the years, I've built and rebuilt hundreds of CRMs for early-stage startups - and reporting is always one of the toughest parts to get right.

Here's what I usually find:

1. No reporting at all.
2. Or dashboards so complicated nobody uses them.

Both are equally bad.

So, let's fix that.

I'll show you what my reporting looks like - simple, practical, and effective.

You can replicate the same logic inside your own company.

1. Why Reporting Matters

First things first.

If you're building your first or second sales team, dashboards are not optional.

You and your team need to see what's happening to understand where you're going.

Reports don't just show results - they highlight behaviours.

And behaviours are what really drive growth within your sales machine.

2. The Core Reports You Need

Let's start with the essentials:

Closed Won (by Month)

This is your scoreboard. It shows how much business you're closing - signed contracts, not promises.

Pipeline Creation

Every sales leader should track how many new deals are created each month. No new deals = no new revenue. Simple as that.

Closed Lost

Don't just count them.

Dig into why you lost. Wrong ICP? Poor qualification? Bad timing?

This report often reveals the real health of your process.

3. One-Glance Metrics

Every dashboard should have a "quick view" - one figure per metric, easy to read in 5 seconds.

Here's what I recommend showing:

• Closed Won (this month)
• Current Open Deals (this month)
• Total Active Clients

It sounds basic, but it helps you and your team stay grounded in what truly matters.

4. Conversions & Insights

Once the basics are straightforward, it's time to go deeper.

This is where you start driving behaviour.

What do I mean by that?

A few core habits should guide every sales team:

• Creating a pipeline consistently
• Moving deals between stages
• Increasing deal size

You can't improve what you can't measure — and that's where these reports come in:

• Win Rate → total open deals vs closed won.
• Time in Stage → average days each deal sits in a specific stage.
• ACV (Average Contract Value) → total revenue from won deals divided by the number of deals.
• Funnel Report → shows the entire journey from leads to closed Won, and where deals drop.

5. My 2 Cents

As you can see, these reports aren't complicated.

I built them for my own business, and they work.

If you're under €2M ARR, you don't need fancy analytics - you just need clarity. Start with these dashboards.

Get comfortable reading them every week.

Once that's part of your rhythm, you can layer in more advanced data later.

Because great sales reporting isn't about how many graphs you have, it's about how clearly you can see where to focus next.

Thanks for reading this far - see you all next week.