This article dives into HubSpot Sales Reporting, showcasing 12 powerful, customizable reports designed for sales leaders. Integrated into HubSpot’s Sales Analytics Tool, these reports deliver real-time insights to drive strategic decision-making and accelerate revenue growth.
Three critical elements drive sales success: planning, execution and control.
Many companies struggle with the complexity of managing data across systems, teams, and regions, making it difficult to achieve clear, consistent, and actionable reporting.
Consider a regional sales director managing multiple markets. With AI-powered sales reporting, they gain real-time pipeline visibility across time zones, automatically spotting trends, highlighting underperforming territories, and surfacing recommendations to reallocate resources efficiently.
Meanwhile, a VP of Sales can rely on AI-driven insights to track revenue performance, improve forecast accuracy, and monitor team efficiency at scale—enabling faster, more confident strategic decisions that directly impact business growth.
At the local level, frontline sales managers can use AI to identify coaching opportunities, track individual and team quota attainment, and adjust strategies based on predictive insights, not just past performance.
HubSpot Sales Hub has the capability to deliver the right insights to every stakeholder—from senior leadership to frontline managers—but its true value lies in how it’s configured.
When set up thoughtfully and aligned to your business context, it becomes a powerful enabler: helping teams drive performance, streamline sales operations, and make informed decisions that keep you competitive.
How HubSpot sales reporting empowers real-time decision-making
With hundreds of sales reps operating across multiple regions, time zones, and markets, decisions based on outdated information can quickly lead to missed opportunities, inefficiencies, and costly missteps.
HubSpot Sales Reporting solves this by delivering live, up-to-the-minute data, ensuring that your team has access to the most current and relevant insights, no matter where they are. This real-time visibility allows sales leaders to respond quickly to market shifts, capitalize on emerging opportunities, and mitigate risks before they escalate.
What makes HubSpot unique is its ability to cut through the noise and provide targeted, actionable metrics that are aligned with the goals of each team and region. Whether you’re managing a global team or overseeing a complex multi-territory operation, HubSpot’s data is designed to support the dynamic needs of large organizations.
In the following sections, we’ll explore twelve essential reports available within HubSpot Sales Hub, each designed to streamline your sales strategies and equip your teams with the precise data they need to drive success at scale.
12 HubSpot Sales Reports You Need in 2025
1. Sales Forecasting with AI Tools
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Sales forecasting is essential for managing large, complex sales operations.
In 2025, AI continues to be a critical tool for improving the accuracy and efficiency of sales predictions, helping businesses stay ahead in a competitive landscape.
- AI-powered forecasting:
AI-driven forecasting uses historical sales data to generate accurate future sales projections. By analyzing real-time data, AI continuously refines its predictions, allowing sales teams to make more informed decisions and adjust strategies faster. - Enhanced forecast insights:
Businesses can now gain deeper insights into revenue trends by tracking performance against targets over various timeframes. This real-time visibility helps sales leaders understand current progress, identify challenges, and align their teams with organizational goals. - Forecast accuracy tracking:
This feature helps businesses track the accuracy of their sales forecasts. By assessing forecast reliability and identifying factors that influence performance, teams can adjust their processes to improve future predictions and minimize discrepancies.
- Multi-pipeline forecast management:
For large organizations with multiple regions and sales teams, managing forecasts across different pipelines is crucial. HubSpot’s tools streamline this process, providing a unified approach to forecasting, making it easier to track goals and performance across various markets and teams. - AI integration and deal intelligence:
HubSpot integrates with advanced AI tools like Kluster, which enhances forecasting by combining pipeline data with AI-driven insights. This integration helps sales teams predict revenue more accurately, spot potential risks, and exceed targets with greater confidence.
From tracking revenue trends to enhancing forecast accuracy with AI and simplifying multi-pipeline management, HubSpot equips businesses with the tools they need for informed, data-driven decision-making.
2. Goals reports of Hubspot
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Setting and tracking goals is a fundamental aspect of any successful business strategy, and HubSpot's Sales Reporting offers a comprehensive suite of tools to help you do just that.
The Goals Reports in HubSpot provide a powerful mechanism for aligning your sales team's efforts with your organisation's objectives.
HubSpot allows you to set different types of goals, not just revenue targets. You can define and set goals related to calls, deals, meetings, and more, tailoring them to fit your unique business needs and fine-tuning your strategy.
Here's a closer look at how HubSpot's Goals Reports can be a game-changer for your business:
- Goal setting: HubSpot allows you to define and set specific sales goals, which can range from revenue targets to lead generation quotas and more. These goals can be tailored to fit your unique business needs, enabling you to fine-tune your strategy.
- Progress tracking: The Goals Reports offer visual dashboards and detailed metrics to ensure that you're always in the loop about your team's performance.
- Individual and team objectives: HubSpot's Goals Reports make it easy to assign goals at both the individual and team levels. This flexibility allows you to foster healthy competition within your sales team while also fostering a collaborative environment to work towards common goals.
- Performance insights: By drilling down into the data, you can identify which strategies are driving success and make data-driven decisions on how to improve in areas that need attention.
- Customisation: One size doesn't fit all in business, and HubSpot recognises that. The Goals Reports can be customised to match your specific objectives and KPIs. This level of adaptability ensures that the metrics you track are precisely aligned with your business's unique goals.
Having clear, measurable goals and the tools to track progress is vital. With HubSpot's Goals Reports, you can ensure that your sales team remains focused, motivated, and aligned with your organisation's mission, driving success in every aspect of your business.
3. Sales Waterfall Report
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The Sales Waterfall Report offers a more granular view of your sales pipeline, acting as a magnifying glass into the progression of deals from initial contact to closure. In a dynamic sales environment, it's vital to understand how prospects move through your pipeline.
This report breaks down your sales process into distinct stages, providing insights into where potential customers might get stuck or drop off. Each stage represents an opportunity to fine-tune your sales process, improve conversion rates, and optimise your overall sales funnel.
By analysing the Sales Waterfall Report, your sales team can gain a comprehensive view of your sales pipeline's performance and identify areas for improvement at each stage.
This level of detail is invaluable for making data-driven decisions and ensuring a well-oiled, efficient sales machine.
4. Sales Velocity Report
The Sales Velocity Report provides a comprehensive view of how efficiently your entire sales pipeline generates revenue.
Unlike the Deal Velocity Report, which focuses on the movement of individual deals, this report combines key metrics, such as lead generation, conversion rates, average deal size, and closure times, to calculate the overall speed at which your business is turning leads into revenue.
It helps identify areas of improvement across the entire sales process, giving you the insight needed to optimize performance and drive faster revenue growth.
This report breaks down this velocity into its core components:
- Lead generation: Identifying the sources of leads and how quickly they enter your pipeline. This section of the report scrutinises the effectiveness of your lead generation strategies.
- Deal conversion: This aspect of the report closely examines how well your team converts leads into actual opportunities. It identifies the bottlenecks where leads may drop off, allowing you to optimize your sales funnel.
- Average deal size: Understanding the size of your deals and how it influences the velocity of your sales. This part of the report helps you gauge the impact of deal size on your sales cycle.
- Deal closure time: Time is often a critical factor in sales. This section measures how long it takes to close deals from the moment they enter the pipeline. It's a valuable metric for assessing the efficiency of your sales process.
- Revenue predictability: The Sales Velocity Report also provides insights into your revenue predictability. By analysing historical data and current sales activities, you can gain a more accurate understanding of your future revenue streams.
The Sales Velocity Report's detailed breakdown empowers your team to pinpoint areas where improvements can be made, whether it's streamlining lead generation, shortening the sales cycle, or increasing deal values.
5. Deal Velocity Report
The Deal Velocity Report takes a more focused approach, examining how quickly individual deals move through each specific stage of your pipeline—from initial contact to closure.
Unlike the Sales Velocity Report, which looks at overall pipeline speed, this report helps pinpoint where deals are slowing down and which stages are taking longer than expected. It enables you to identify bottlenecks, optimize each phase, and ensure that opportunities progress more smoothly toward closure.
- Lead contact to qualification: This stage assesses how swiftly leads move from initial contact to being qualified as potential opportunities. A quick transition indicates effective lead qualification processes.
- Qualification to proposal: Once a lead is qualified, the next step is to create a proposal. The Deal Velocity Report tracks how long it takes to go from qualification to proposal, revealing areas for potential acceleration.
- Proposal to closure: The time it takes to close a deal after sending a proposal is critical. A shorter duration in this stage can lead to faster revenue generation.
- Average deal size impact: The report also considers how the average deal size affects deal velocity. Does the size of the deal impact the speed at which it progresses through the pipeline?
Analysing the Deal Velocity Report empowers your sales team to fine-tune processes, allocate resources more effectively, and identify opportunities for acceleration in your sales cycle.
6. Deal Lost Reason Report
Understanding why deals are lost is essential for improving your win rate and fine-tuning your sales strategy. The Deal Lost Reason Report is a vital tool for gaining insights into why potential customers opt not to proceed with a purchase.
This report helps you identify recurring patterns or common themes in lost deals, enabling you to devise strategies to win back potential customers or adjust your sales tactics.
- Common reasons for deal loss: The report lists the most common reasons cited by prospects for not proceeding with a deal. These could include pricing concerns, product fit, or timing issues.
- Identifying trends: By tracking deal loss reasons over time, you can identify trends and seasonal patterns. For example, do certain reasons tend to crop up more during particular quarters or in specific markets?
- Tactics for recovery: Armed with this information, your sales team can develop targeted strategies for winning back lost deals. For instance, if pricing concerns are a common issue, you can explore more flexible pricing options or highlight the value of your solution.
- Improvement of sales tactics: Additionally, understanding the reasons behind deal losses can lead to improved sales tactics. It enables your team to address objections more effectively and create compelling counterarguments.
- Preventing future losses: By identifying recurring reasons for deal losses, you can take proactive measures to prevent similar losses in the future. For example, if product fit is a common issue, you might consider refining your product offerings.
The Deal Lost Reason Report is a critical tool for honing your sales strategy, reducing deal losses, and ensuring that potential customers are not slipping through the cracks due to preventable reasons.
7. Sequence Performance Report
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The Sequence Performance Report is a valuable resource for optimising your email sequences. In the world of sales, email sequences are a powerful tool for engaging leads, nurturing relationships, and driving conversions.
This report evaluates the effectiveness of your email sequences, helping you identify areas for improvement and ensuring that your email communication resonates with your audience.
- Sequence performance metrics: The report tracks key metrics related to your email sequences, including open rates, click-through rates, response rates, and conversion rates. It offers an overview of how each sequence is performing.
- Identification of high-performing sequences: By analysing the data, you can identify which email sequences are most effective in engaging leads and driving conversions. This insight allows you to prioritise high-performing sequences in your strategy.
- Optimisation opportunities: The report also highlights areas where sequences might need improvement. For example, if open rates are lower than desired, it could signal issues with subject lines or timing.
- A/B Testing insights: A/B testing is a powerful method for refining email sequences. The Sequence Efficient Report can provide insights into the impact of A/B tests, helping you make data-driven decisions about sequence optimisation.
- Personalisation and segmentation: This report can also shed light on the impact of personalisation and segmentation in your email sequences. It helps you understand whether tailored messages and segmented audiences are driving better results.
By leveraging the Sequence Performance Report, you can enhance the performance of your email sequences, increase engagement with leads, and drive more conversions.
8. Call Analytics
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Call Analytics is a foundational part of HubSpot’s reporting capabilities, offering a snapshot of your sales team’s call activities through a preset dashboard of prebuilt and automated reports.
- Call volume and frequency: Track how often your team is engaging prospects and customers over the phone. This helps highlight outreach consistency across regions or reps.
- Call duration and outcomes: Monitor the length and result of calls to understand whether conversations are meaningful and leading to desired actions.
- Lead engagement metrics: Gain a view into how engaged leads are during calls—an important signal when assessing deal momentum.
- Team performance: Identify which team members are making the most calls and who is consistently driving positive outcomes.
- Integration with sales sequences: Correlate call activity with your wider sales process to see how calls influence progression through your pipeline.
However, HubSpot’s default Call Analytics is limited to single-object reporting and doesn't yet support more advanced insights, such as multi-touch analysis or in-depth conversation trends.
For businesses looking for deeper visibility, HubSpot offers Conversation Intelligence, a paid add-on, is the recommended upgrade. It uses AI to automatically transcribe and analyze calls, uncovering key themes, rep performance, objection handling, and talk-to-listen ratios.
This helps large sales teams coach at scale, spot patterns, and optimize conversations across time zones and territories.
9. Lead response time report
The Lead Response Time Report is a client favourite for good reason. Quick response times can significantly impact your sales success, as leads are more likely to convert when they receive rapid, personalised attention.
- Response time metrics: This report tracks response times for incoming leads, helping you measure how quickly your sales team engages with new opportunities.
- Lead engagement and conversion: It's essential to understand how lead response times correlate with engagement and conversion rates. Does responding faster lead to higher conversion rates? The report can provide answers.
- Team comparison: The report also facilitates team comparisons. Are certain team members consistently quicker in responding to leads? This insight can guide training and best practice sharing.
- Integration with lead nurturing: Quick lead response is often a critical component of effective lead nurturing. The report can help you understand the relationship between lead response and nurturing outcomes.
The Lead Response Time Report is an indispensable tool for fine-tuning your lead engagement strategies, ensuring that your sales team capitalises on every opportunity.
10. Journey Report
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HubSpot’s Journey Report is purpose-built to help large sales organisations visualise and optimise how contacts or deals move through key sales stages. It’s especially valuable for identifying where drop-offs occur and improving conversion efficiency across markets, teams, and time zones.
- Stage-to-stage conversion tracking: Journey Reports show how deals or contacts progress from one defined stage to the next, helping you identify where prospects fall out of the pipeline and where your team is performing best.
- Custom sales journey views: You can tailor journeys to reflect your actual sales process, enabling region-specific or team-specific insights that reflect your business structure.
- Touchpoint visibility: While Journey Reports don’t break down every lead source, they do allow you to map and visualise the steps in the sales journey—giving you a clearer picture of how prospects are interacting with your pipeline.
- Visual funnel insights: The visual nature of the report makes it easier for leadership to spot bottlenecks and prioritise improvements in a complex, multi-stage sales process.
While Journey Reports are powerful, they’re most effective when used alongside other reporting tools in HubSpot to gain a more complete view of your sales funnel and performance across regions.
11. Historical Snapshot report
The Historical Snapshot Report gives sales leaders a high-level view of how their pipeline has shifted over time. It captures deal count, stages, and value at specific points, helping you track long-term trends and identify shifts in pipeline health.
- Pipeline evolution: This report shows how many deals existed and their total value at given dates in the past, providing a useful benchmark for comparing pipeline growth over time.
- Stage distribution: You can break down snapshots by deal stage to understand how deals were spread across your pipeline at different moments, revealing potential slowdowns or stage-specific bottlenecks.
- Forecast category tracking: By filtering the report by forecast category, you get insight into the confidence levels your team had in closing deals at any given point.
- Context for strategy shifts: These time-stamped snapshots are especially helpful for assessing the impact of changes in sales strategy, territory alignment, or team structure by comparing before-and-after pipeline states.
- Light customization: While the report is mostly preset, you can adjust filters like deal stage or amount to focus on the metrics most relevant to your team.
The Historical Snapshot Report is a valuable tool for large sales teams that need to understand how pipeline dynamics have changed over time. It offers critical context for forecasting accuracy, resource planning, and long-term sales performance evaluation.
12. Sales Pipeline Report
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The Sales Pipeline Report centres on the state of your sales opportunities and deals in progress. It provides visibility into the various stages of the sales pipeline, including the number of deals, total value, and average time spent in each stage.
- Stage-specific metrics: The report breaks down the sales pipeline into distinct stages, allowing you to track the number of deals and total value associated with each stage.
- Average time in stage: Understanding the average time deals spend in each stage is vital for assessing the efficiency of your sales process.
- Conversion rates by stage: This report also offers insights into conversion rates at each stage of the pipeline, helping you pinpoint where improvements can be made.
- Resource allocation: By evaluating the number of deals and their values at various stages, you can make data-driven decisions about resource allocation and sales strategies.
The Sales Pipeline Report is a fundamental tool for ensuring your sales opportunities progress smoothly through the pipeline, maximising their chances of closing.
Streamline your sales strategy with HubSpot sales reports
HubSpot Sales Reporting provides real-time, accurate information, allowing your teams to make decisions based on the most up-to-date insights available. This helps sales teams quickly adapt to market changes, seize new opportunities, and manage risks effectively.
To fully leverage the power of HubSpot Sales Reporting and stay ahead of the competition, partnering with a HubSpot expert like Huble can help.
Our team of professionals will guide you through everything from setup to ongoing support, ensuring you maximize the value of HubSpot Sales Hub to meet your sales goals.
Contact Huble today to learn how we can help your team thrive in a dynamic market.
