How to Use Hubspot CRM Sales Reports Effectively

Hubspot CRM gives sales teams powerful reporting tools to understand pipeline, revenue, and performance in a single, easy-to-use workspace. This guide walks you through how to use those reports step-by-step so you can make better decisions, forecast accurately, and coach your team with real data.

All steps below are based on the official sales reporting features described in Hubspot's CRM sales reports article, adapted into a practical how-to format.

Why Hubspot CRM Sales Reports Matter

Sales reporting is more than dashboards and charts. When set up correctly, it becomes the heartbeat of your sales organization.

Using Hubspot CRM reports, you can:

See real-time deal progress in your pipeline
Understand which reps are hitting quota and why
Identify bottlenecks in your sales stages
Forecast upcoming revenue with confidence
Align sales, marketing, and leadership around shared data

The key is learning which reports to use and how to interpret them.

Getting Started with Hubspot Sales Dashboards

Dashboards in Hubspot are collections of reports that give you an at-a-glance view of your sales performance.

Step 1: Access Your Hubspot Sales Dashboard

Log in to your Hubspot account.
In the main navigation, go to Reports > Dashboards.
Select a pre-built sales dashboard or create a new one.

Hubspot provides default sales dashboards that include many of the core CRM sales reports, so you can start with those and customize over time.

Step 2: Customize Hubspot Dashboard Filters

Filters determine which records and timeframes appear in your CRM reports.

On any dashboard, you can typically filter by:

Date range (this month, last quarter, year-to-date, custom)
Pipeline or specific deal stages
Deal owner or sales team
Region, segment, or other properties you track

Use broad filters for leadership overviews and more focused filters for individual sales rep coaching.

Core Hubspot Sales Reports You Should Use

Certain CRM reports are foundational for understanding sales performance. Here are the key ones described in the Hubspot documentation and how to use them.

Hubspot Deal Pipeline Report

This report shows every active deal organized by stage so you can see where revenue is building or getting stuck.

Use it to:

Review open deals by stage and owner
Spot stages where deals stall or die
Verify data quality and required fields

In your Hubspot dashboard, look for a report that visualizes deals by pipeline stage, often in a bar or funnel format.

Hubspot Deal Forecast and Revenue Reports

Forecast reports help you predict how much revenue you will close in a specific period based on deal value, close date, and probability.

Typical uses include:

Weekly or monthly revenue forecast calls
Checking whether the team is on pace to hit quota
Planning hiring or investment decisions

Hubspot lets you slice these reports by team, rep, or pipeline so leaders can compare performance across groups.

Hubspot Sales Activity Reports

Activity reports connect top-of-funnel work to closed revenue. They track calls, emails, meetings, and tasks logged in the CRM.

With these reports, sales managers can:

See which reps are generating enough outreach
Compare activities to conversion rates
Identify coaching opportunities around call volume or follow-up

Combine activity reports with pipeline and revenue data in Hubspot to understand not just what happened but why it happened.

Building Custom Hubspot CRM Sales Reports

Pre-built reports cover the basics, but custom reporting lets you match your CRM to your exact sales process.

Step 1: Choose the Right Hubspot Report Type

When creating a custom report, Hubspot typically lets you choose from options such as:

Single object reports (e.g., Deals or Contacts)
Cross-object reports (e.g., Deals + Activities)
Funnel and pipeline reports
Attribution and performance reports in advanced tiers

For most sales reporting, start with Deals or cross-object reports that connect Deals to Activities or Companies.

Step 2: Select Hubspot Data Fields

Next, you choose which CRM properties to display in your custom report. Common fields include:

Deal name and amount
Deal stage and pipeline
Close date and create date
Deal owner and team
Product or line item fields

Hubspot also lets you add custom properties, which is helpful if your sales process tracks unique milestones or data points.

Step 3: Configure Filters and Visualization

Filters narrow your report to the data that matters. For example, you might filter for:

Deals closing this month or quarter
Only open deals above a specific amount
Deals for a particular segment or territory

Then choose how Hubspot displays the data, such as tables, bar charts, line graphs, or funnels. Select the format that makes the insight obvious at a glance.

Using Hubspot Reports for Sales Management

Once your CRM sales reports are configured, the real value comes from how you use them in your weekly and monthly rhythms.

Run Weekly Hubspot Pipeline Reviews

Use pipeline and forecast reports in your one-on-one and team meetings to:

Review new deals created and deals advanced
Confirm next steps and close plans for high-value opportunities
Check if any deals are stuck with no recent activity

Hubspot makes it easy to click directly into a deal from the report, so you can review notes, emails, and tasks in context.

Coach Reps with Hubspot Activity and Outcome Data

Pair activity reports with win rate, average deal size, and sales cycle length to coach more effectively.

For example, you might notice that:

One rep has high activity but low conversion, signaling a need for messaging or qualification coaching.
Another rep has low activity but strong win rates, indicating that scaling their efforts could drive major revenue.

Because Hubspot stores both activity and outcome data, you can connect behavior to results instead of guessing.

Share Hubspot Dashboards with Leadership

Create executive dashboards that summarize:

Total pipeline value and coverage against quota
Forecast by month or quarter
Closed-won vs. closed-lost trends
Top-performing products, segments, or reps

Hubspot dashboards can often be shared via links or scheduled emails, keeping stakeholders informed without manual reporting work.

Best Practices for Clean Hubspot CRM Data

No sales report is better than the data behind it. To keep Hubspot CRM reports reliable, adopt a few simple habits.

Define required fields. Make sure reps cannot move deals forward without key data like amount, close date, and stage.
Standardize your stages. Align your pipeline stages in Hubspot with clear, documented exit criteria.
Automate where possible. Use workflows to update properties, assign owners, and create tasks so the CRM stays accurate.
Audit regularly. Review sample records each month to catch missing or inconsistent data before it affects leadership decisions.

Next Steps: Deepen Your Hubspot Reporting Strategy

When you master CRM reporting, you turn Hubspot from a simple database into a real decision engine for your sales team.

To go further, you can:

Layer marketing and sales data to see full-funnel performance
Experiment with new custom reports focused on specific initiatives
Build role-based dashboards tailored to reps, managers, and executives

If you need help designing advanced reporting frameworks around Hubspot and other go-to-market tools, you can explore consulting resources like Consultevo for strategy and implementation support.

Start by refining one or two key Hubspot CRM sales reports, then expand as your team begins to rely on the insights. Over time, your dashboards will become a core part of how you plan, execute, and improve your entire sales process.

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