Sales Reports

Every signed client started as a lead, and most leads never sign. The Sales reports turn the leads sitting in your pipeline into a picture you can act on: how many are in play right now, where they stall, the real paths they travel from first contact to a funded retainer, and which leads and campaigns are worth your time. They answer the question behind every intake decision, where is my next client coming from, and what is getting in the way.

Three of these reports look at the pipeline itself (Pipeline Stages, Pipeline Funnel, and Pipeline Flow), and three connect the Red Flags on your leads to where those leads came from and how they ended up (Lead Red Flags, Win/Loss, and Win/Loss Detail). Together they tell you not just how busy intake is, but whether it is bringing in the kind of work you want.

Pipeline Stages

Start here when you want the simplest possible read on intake: how many leads are sitting in each stage of your pipeline right now, and where they are piling up. A stage with far more leads than the ones around it is usually a bottleneck, a place where leads arrive but don’t move, and that is where a follow-up call or a faster response earns its keep.

The report shows a bar for each pipeline stage and a table beside it listing each stage and the number of leads in it. A toggle lets you switch the whole report between counting leads and showing their estimated value in dollars, so you can ask either “where are the most people stuck” or “where is the most potential revenue stuck,” which are not always the same place. Across the top, a row of summary figures frames the picture: Active Leads in the pipeline, total Pipeline Value, the overall Pipeline Shape, your count of Qualified Leads, and how many leads are Awaiting Info from you or from them.

You can narrow the report to a date range (it opens on the last six months), sort the table by stage or by value, and export the whole thing to Excel or PDF for a partner meeting or an intake review.

Pipeline Funnel

Pipeline Stages tells you where leads sit; the Pipeline Funnel tells you where they fall away. It lines your pipeline up as a funnel, from first contact at the top down through a funded retainer at the bottom, with each level narrower than the one above it because some leads don’t make it to the next step. The shape of that narrowing is the whole point: a level that drops off sharply is the step in your intake process that is costing you the most clients, and the one most worth fixing.

Below the funnel, a table breaks the same story into numbers: each stage, how many leads are at that stage, how many reached it in total, and what percentage of the total that represents. The summary figures call out the headline conversion numbers directly, your Total Leads, your Consult Booking Rate, your Lead-to-Retainer Rate, and the single Biggest Drop-Off in the funnel so you don’t have to hunt for the leak yourself. The report also surfaces plain-language observations about what the numbers are showing, so a problem stage is called out, not just charted.

Like Pipeline Stages, you can switch between counting leads and their estimated value, choose a date range (defaulting to the last six months), and export to Excel or PDF.

Pipeline Flow

A funnel assumes everyone marches straight down the steps in order. Real intake is messier: leads skip stages, loop back, stall, and exit early. Pipeline Flow shows what actually happened. It draws your pipeline as a flow diagram, where the width of each path between two stages reflects how many leads traveled it, so the common routes are thick and the rare ones are thin.

That lets you see things the funnel hides. You can spot leads that jumped straight to a retainer without a consult, leads that bounced back to an earlier stage, and the points where leads quietly left for good. The summary figures pull out what matters most: your Top Path (the single most-traveled route through the pipeline), how many leads Reached Retainer, and how many were Lost or Refused Exits so you can see how much of your intake ends in a no. A table lists each movement from one stage to another with the number of leads that made it, and, as with the other pipeline reports, an observations section flags the patterns worth your attention.

You can read it by lead count or estimated value, set a date range (again, the last six months by default), and export to Excel or PDF.

Lead Red Flags

This is where the Sales reports start connecting intake to quality, not just quantity. A high lead count means nothing if those leads are the kind that waste your time or never pay. Lead Red Flags ties the Red Flags your team records on a lead, the risk factors that make a matter harder or riskier to take on, back to the campaign that brought the lead in. The point is to find out which of your marketing sources deliver clean, workable leads and which ones flood you with problems dressed up as opportunities.

The report shows a flow diagram mapping campaigns to the red-flag types their leads carry, alongside a table with one row per campaign: the campaign name, its total leads, how many were flagged, how many had no flags, the campaign’s flag rate, and its top flags (the risk factors that show up most). The summary figures give you the overview: total Campaigns, Total Leads, Flagged Leads, and your overall Flag Rate. A campaign with a high flag rate is one to question; you may be paying to attract leads you’ll end up turning away.

Choose a date range (it opens on the last six months), sort the table by any column, and export to Excel or PDF.

Win/Loss

Win/Loss answers the question the red flags are really standing in for: do these warning signs actually predict whether you win the case? It maps each red flag to a simple outcome, Won or Lost, rolling up every positive result as a win and every negative one as a loss, so you can see at a glance whether leads carrying a given flag tend to turn into clients or tend to walk away.

A flow diagram connects each red flag to its won and lost outcomes, and a table lays out the same data: each red flag, how many leads with it were won, how many were lost, the total, and the resulting win rate. Two summary figures frame it, the number of Flag Types in play and your Overall Win Rate. A flag with a low win rate is a real signal to weigh during intake; a flag that barely moves the win rate may not be worth treating as a dealbreaker.

Pick a date range (defaulting to the last six months), sort by any column, and export to Excel or PDF.

Win/Loss Detail

Win/Loss Detail is the same idea as Win/Loss with the outcomes pulled apart, so you can see not just whether a flagged lead converts but how. Instead of collapsing everything into Won or Lost, it tracks four outcomes separately: Retainer Funded (the full win), Consult Sufficient, Refused, and Lost. That granularity matters because “didn’t sign a retainer” covers very different situations, a lead who got the answer they needed in a consult is not the same as one who refused your terms.

A flow diagram maps each red flag to those four outcomes, and the table lists, per red flag, the counts for Retainer Funded, Consult Sufficient, Refused, and Lost, the total, and the win rate (where Retainer Funded counts as the win). As in the simpler report, the summary shows your Flag Types and Overall Win Rate. Use this when a flag’s plain win rate looks bad but you suspect the story is more nuanced, the detail often shows those leads were resolved fairly in a consult rather than truly lost.

Set a date range (the last six months by default), sort by any column, and export to Excel or PDF.

Who Can See These Reports

Sales and pipeline data is sensitive, so access is limited to the people who work intake and marketing. Your Owner and Administrator always have access to every report. Beyond that, all six Sales reports (Pipeline Stages, Pipeline Funnel, Pipeline Flow, Lead Red Flags, Win/Loss, and Win/Loss Detail) are available to your salesperson, your marketing manager, and your office manager.

If one of these reports doesn’t appear for someone, it is almost always because their role isn’t on this list. Pipeline visibility is scoped on purpose to the people responsible for bringing work in.