The playbook
CRM Reporting: Checklist
Use this CRM reporting checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect reports reconciled to underlying records. Check an actual customer or opportunity record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
Define whether a number represents contacts, companies, opportunities, or purchases. Give date filters explicit meanings such as created, qualified, or closed date. Reconcile a small sample so the report does not silently combine different units.
Before you use the checklist
Name the exact item being checked and its purpose. Gather metric, record type, date basis, definition. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Define measures using specific objects fields and dates | A dated observation showing how metric was verified | sales operations lead |
| Reconcile reports with a sample of underlying records | A dated observation showing how record type was verified | record owner |
| Separate activity volume from customer progress | A dated observation showing how date basis was verified | sales manager |
Check the failure path
- Look specifically for this failure: combining contacts opportunities and purchases as if they were one unit.
- Label the record type and denominator for every measure. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check definition.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Define measures using specific objects fields and dates,” a meeting about the subject is not the evidence itself. Retain the relevant metric and record type, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents summarize customer and sales activity using consistent record definitions deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow reports reconciled to underlying records using a consistent definition so later reviews can connect execution quality with useful results.
Use observable customer milestones when assessing progress. A seller sending a message is an activity; a buyer agreeing to a next meeting is a different event. Recording both helps the team locate the actual constraint.
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