Most HubSpot sales reports gather dust. Despite hours of setup, executives rarely open them. Why? Because they’re built for sales managers, not CEOs. Your CEO doesn’t want pipeline specifics. They want answers: Are we hitting our numbers? Where’s our growth coming from? What needs fixing now?
Here’s how to build HubSpot sales reporting that gets used daily.
Executives consume data differently than sales teams. While managers track rep activity and follow-up rates, CEOs focus on outcomes and trends that enable quick decisions.
The best HubSpot sales reporting shows outcomes over activities, trends over daily fluctuations, and insights over raw data. At Concept, our CEO relies on many key reports that tell our complete sales story without overwhelming detail.
Your headline metric shows whether sales teams will hit monthly targets. Display this as a single value with goal tracking, showing whether it’s on track, at risk, or behind. Your CEO should understand performance within a few seconds.
Executives think in quarters. Show cumulative progress toward quarterly targets using a line graph. This helps leadership spot problems before quarter-end.
Revenue trends reveal business trajectory. Display at least 12 months of closed won revenue using a bar or line chart. Add a trend line to highlight whether growth is accelerating or stalling, which is a critical insight for strategic planning.
Which investments are paying off? This report shows whether pipeline comes from organic search, paid ads, referrals, or outreach. Use first-touch attribution in your HubSpot sales reporting, not last-touch. Display both deal count and dollar value. Some sources drive volume; others drive revenue.
Pipeline health means knowing where deals stall. Show all opportunities created this year across sales stages using a funnel or horizontal bar chart. If most deals stick at the proposal stage, your CEO knows exactly where to focus resources.
This top-of-funnel view shows which channels generate opportunities before they close. It’s your leading indicator of future revenue. Compare this against closed deals by source. If one channel creates opportunities but few close, you’ve found a conversion problem.
The total value of active proposals reveals potential near-term revenue. A healthy quoted amount should be several times your monthly target. Display this as a single value in your HubSpot sales reports with trend data showing whether it’s growing or shrinking.
While amount shows revenue, deal count reveals customer acquisition momentum. Track this monthly with year-over-year comparisons. Growing deal count with flat average deal size? You’re moving down-market, which is something executives need to know.
Building Your Executive Dashboard: Setup Best Practices
Create a dedicated dashboard for executives; don’t retrofit existing sales dashboards. Use custom date ranges that align with your fiscal calendar and ensure deal stages are clearly defined and consistently used.
Configure automated reporting so that executives receive dashboard snapshots via email weekly or monthly. Even the best HubSpot sales reporting doesn’t help if nobody looks at it.
Add brief annotations providing context, such as expected dips due to holidays or industry seasonality. Set up automated alerts for critical metrics, like deals vs. goals dropping below 80%.
Train new executives on how to interpret your HubSpot sales reporting. A 15-minute walkthrough dramatically increases adoption and engagement.
Effective HubSpot sales reports for executives aren’t about cramming in every metric. They’re about understanding what leadership needs, presenting it clearly, and making it actionable.
The reports we use at Concept, from deals vs goals to closed won deal count, provide complete visibility without overwhelming detail. They answer the three questions every CEO asks: Are we hitting our numbers? Where’s our growth? What needs fixing?
Build your dashboard with these principles, and you’ll create HubSpot sales reporting that doesn’t just exist; it drives decisions.
As a certified HubSpot partner, Concept helps teams with whatever HubSpot challenges you have. Whether you’re new to HubSpot sales reports or want to navigate them better, our HubSpot Consulting & Support team is here—reach out today.