Numbers with no comment
A table without a sentence of explanation makes the reader do the analysis.
Free sales template
Sales report template: weekly SDR and monthly sales reports
A sales report template gives every reporting period the same structure: what was planned, what happened, what it means and what changes next. This page has two: a weekly SDR report that takes ten minutes to fill in, and a monthly sales report for founders, boards and leadership teams.
What it is and when to use it
A sales report is a written summary of results for a period, compared with the plan. The weekly SDR report is operational: activity, conversion, meetings booked and held, what was learned and what the next week looks like. The monthly sales report is a management document: revenue against target, pipeline created and moved, wins and losses, the forecast and the decisions leadership needs to make.
The two reports work together. If every SDR fills in the weekly report the same way, the monthly report almost writes itself, because the meeting and pipeline numbers are already there.
The most useful part of either report is not the table. It is the three or four sentences that say what the numbers mean. A report that lists 480 dials and nine meetings without saying whether that is good, bad or why is just a data export.
Who uses it
SDRs
Fill in the weekly report every Friday. It is your record of what worked and your case for changes to the list or the script.
Sales managers
Use weekly reports to coach, and roll them into the monthly report for leadership.
Founders and boards
Read the monthly report to see whether the number is on track and what decisions are needed.
Clients of an outsourced SDR team
Ask your partner for the weekly report in this format so you can see activity, conversion and meetings, not just a meeting count.
The sales report template
Every section and column, with what to write in each. Use the fill-in version below to type straight into it and copy, print or download the result.
1. Weekly SDR report: numbers
Fill in each Friday. Target is the weekly share of the monthly target.
| Measure | Target | Actual | Last week | Comment |
|---|---|---|---|---|
| Dials | Number | Number | Number | Anything unusual, such as a public holiday |
| Connects | Number | Number | Number | Connect rate in brackets |
| Decision-maker conversations | Number | Number | Number | Share of dials |
| Emails and LinkedIn touches | Number | Number | Number | Positive replies |
| Meetings booked | Number | Number | Number | Meeting rate in brackets |
| Meetings held | Number | Number | Number | No-shows and reschedules |
| Qualified meetings held | Number | Number | Number | Against the agreed definition |
2. Weekly SDR report: meetings booked
| Company | Contact and role | Meeting date | Why they took the meeting | Status |
|---|---|---|---|---|
| Company name | Name, job title | Date and time | The need in their words | Booked, confirmed, held, rescheduled, no-show |
| Company name | Name, job title | Date and time | The need in their words | Status |
3. Weekly SDR report: learnings and next week
| Field | What to write |
|---|---|
| What we learned | One or two things from the calls: an objection that keeps coming up, a trigger that works, a segment that is not answering. |
| List and data feedback | Wrong numbers, wrong roles, accounts to remove or add. |
| Next week | Accounts and segments in focus, calling blocks, any test you are running. |
| Help needed | Anything blocking you, from AE availability for meetings to missing case studies. |
4. Monthly sales report: results
| Measure | Target | Actual | Variance | Year to date |
|---|---|---|---|---|
| New business revenue | Dollar value | Dollar value | Difference | Dollar value |
| Deals won | Number | Number | Difference | Number |
| Pipeline created | Dollar value | Dollar value | Difference | Dollar value |
| Qualified meetings held | Number | Number | Difference | Number |
| Win rate | Percentage | Percentage | Points | Percentage |
| Pipeline coverage for next quarter | Ratio | Ratio | Difference | Not applicable |
5. Monthly sales report: wins, losses and big movers
| Deal | Value | Outcome or movement | Reason | Lesson |
|---|---|---|---|---|
| Deal name | Dollar value | Won, lost, or moved stage | Why, in one line | What we would repeat or change |
| Deal name | Dollar value | Outcome | Reason | Lesson |
6. Monthly sales report: summary, forecast and decisions
| Field | What to write |
|---|---|
| Headline | One or two sentences: on track or not, and why. |
| Forecast for the quarter | Commit, best case and the gap to target, from the sales forecast template. |
| Risks | The two or three things most likely to make the quarter miss. |
| Decisions needed | What leadership needs to decide or approve, with a date. |
Fill it in online
Type into the template, or load the worked example and edit it. Nothing you enter is stored or sent anywhere: it stays in this browser tab until you copy, download or print it.
Empty fields copy as {{placeholders}} so you can see what is left to fill in.
Worked example
An Australian B2B company using outsourced SDRs. The company is described, not named, and the figures are illustrative.
Worked example: a Melbourne commercial cleaning company
A Melbourne commercial cleaning and facilities services company uses one outsourced SDR calling facility and property managers at schools, aged care providers and industrial sites in VIC. Below is week three of October, followed by the October monthly report for the managing director.
Numbers are illustrative. Rates are calculated from them.
1. Weekly SDR report: numbers
| Measure | Target | Actual | Last week | Comment |
|---|---|---|---|---|
| Dials | 500 | 480 | 505 | Half a day lost to team training |
| Connects | 70 | 72 | 68 | 15% connect rate |
| Decision-maker conversations | 30 | 31 | 27 | 6.5% of dials |
| Emails and LinkedIn touches | 150 | 160 | 140 | 3 positive replies |
| Meetings booked | 7 | 8 | 6 | 26% meeting rate |
| Meetings held | 6 | 6 | 5 | One reschedule, no no-shows |
| Qualified meetings held | 5 | 6 | 5 | All met the definition |
2. Weekly SDR report: meetings booked
| Company | Contact and role | Meeting date | Why they took the meeting | Status |
|---|---|---|---|---|
| Aged care provider, 4 sites | Facility manager | Tue 2pm | Contract ends in February, unhappy with weekend cover | Confirmed |
| Industrial site, Laverton | Site operations manager | Thu 10am | Audit found cleaning gaps in the warehouse | Booked |
3. Weekly SDR report: learnings and next week
- What we learned
- Aged care facility managers answer best between 2pm and 3pm, after the morning rounds. Schools want a call back in the term break.
- List and data feedback
- Twelve school contacts were business managers, not facility managers. Swapped for the right role.
- Next week
- Industrial sites in the west and north. Testing an opener built around contract end dates.
- Help needed
- The sales lead needs two free slots on Wednesday for site walk meetings.
4. Monthly sales report: results
| Measure | Target | Actual | Variance | Year to date |
|---|---|---|---|---|
| New business revenue | $85,000 | $93,000 | +$8,000 | $311,000 |
| Deals won | 3 | 3 | 0 | 11 |
| Pipeline created | $300,000 | $240,000 | minus $60,000 | $1,120,000 |
| Qualified meetings held | 22 | 21 | minus 1 | 78 |
| Win rate | 30% | 33% | +3 points | 31% |
| Pipeline coverage for next quarter | 3 times | 2.4 times | minus 0.6 | Not applicable |
5. Monthly sales report: wins, losses and big movers
| Deal | Value | Outcome or movement | Reason | Lesson |
|---|---|---|---|---|
| Aged care group, 6 sites | $48,000 | Won | Weekend cover guarantee | Lead with weekend cover for aged care |
| Private school | $36,000 | Lost | Incumbent matched price | Get to the business manager earlier |
6. Monthly sales report: summary, forecast and decisions
- Headline
- On track for revenue, behind on pipeline. Three wins this month came from meetings booked in August, but October pipeline creation was 20% under target.
- Forecast for the quarter
- Commit $210,000 of annual contract value for the quarter, best case $290,000, against a $260,000 target.
- Risks
- Two large tenders decide in December. Pipeline creation needs to recover in November to protect Q3.
- Decisions needed
- Approve a second calling block per day for November. Decide by 5 November.
What to notice
- The weekly report caught the aged care timing insight in week three. By the monthly report, it was already shaping the November calling plan.
- Revenue was on target but pipeline was not. The monthly report puts the decision about extra calling in front of the managing director before it becomes a revenue problem.
How to use it, step by step
- Set the targets first. Weekly targets come from the monthly target. Without them, the report cannot say whether a number is good.
- Fill in the numbers from one source. Use the dialler and CRM, not memory. Same source every week.
- List every meeting booked. With the reason the prospect took it, in their words. AEs read this before the meeting.
- Write the learnings. Two lines on what you heard on the phone. This is where scripts and lists get better.
- Roll weekly into monthly. Add up the weekly meetings and pipeline, then add revenue, wins and losses from the CRM.
- Write the headline and decisions. On track or not, why, and what leadership needs to decide. Send it on the same day every month.
Common mistakes
Only reporting meetings booked
Report held and qualified meetings too, or no-shows hide in the totals.
Leaving out losses
Lost deals and their reasons are the most useful lines in the monthly report.
Reports that arrive late
A monthly report sent on the 20th is history. Agree a send date and keep it.
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Want the meetings, not just the template?
Nousu Collective runs phone-first outbound for B2B companies selling into Australia, New Zealand and Singapore, with Australian callers in-house in Sydney. Our outsourced SDR service builds the list, runs the calling, email and LinkedIn cadence and books qualified meetings into your calendar. If you only need calls made, see cold calling or appointment setting.
In our data from 218,000+ dials into Australian businesses, Australian callers booked 1.3 meetings per 100 dials, against 0.3 for offshore teams. Pricing is starting at $7,000 a month.
FAQ
Sales report template questions
Straight answers from the team that runs outbound for Australian B2B companies.
Still have questions?
Book a 30-minute callActivity against target, conversion at each step, meetings booked and held with the reason each prospect took the meeting, what was learned on the calls, data feedback, next week's focus and any help needed.
Revenue, deals, pipeline created and qualified meetings against target, win rate, pipeline coverage, notable wins and losses with reasons, the forecast for the quarter, risks and the decisions leadership needs to make.
The weekly SDR report should take ten minutes to fill in and two to read. The monthly report should fit on two pages, with detail in the CRM.
Weekly activity, connect rate, decision-maker conversations, meetings booked and held, the reason each prospect took the meeting, list feedback and next week's plan. A meeting count on its own is not enough to manage the program.
The head of sales or the founder, using the weekly reports and the CRM. The person who writes it should be the person accountable for the number.
Both. The dashboard shows the numbers live; the written report explains them and asks for decisions. The sales KPI dashboard template covers the first.
Need a team to run the plan?
Book a 30-minute call. We will map your market and buyers and show you what a phone-first campaign would book.
Starting at $7,000 a month. Exact fee quoted after a 30-minute call.