The playbook
CRM Reporting: Template and Field Guide
This CRM reporting template turns a broad task into a record another person can use. It captures metric, record type, date basis, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
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.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| metric | Record the metric associated with this customer or opportunity record. Use a stable reference so later updates can be matched. |
| record type | Record the record type associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| date basis | Record the date basis associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| definition | Record the definition associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with metric. Use the same reference throughout the record so notes are not attached to the wrong item. Then define measures using specific objects fields and dates. This establishes the information required before the worksheet becomes a request for action.
Next, reconcile reports with a sample of underlying records. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as combining contacts opportunities and purchases as if they were one unit, rather than a broad instruction to “improve performance.”
Finally, separate activity volume from customer progress. Put label the record type and denominator for every measure in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Combining contacts opportunities and purchases as if they were one unit |
| Action | Label the record type and denominator for every measure |
| First check | Define measures using specific objects fields and dates |
| Follow-up check | Separate activity volume from customer progress |
| Outcome to define | reports reconciled to underlying records |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If record type changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep reports reconciled to underlying records connected to the item so the team can later assess whether the action was useful.
Review a small sample of underlying records before trusting a summary. Duplicates, stale close dates, and missing outcomes can make a dashboard misleading even when the calculation is correct. Correct the record-level cause.
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