The 7 Reports Every VP Sales Should Have on Their Salesforce Dashboard
Why VP Sales Dashboards Matter
Most VP Sales dashboards are cluttered. They have too many reports, too much noise, and not enough signal. They show activity metrics, vanity metrics, and lagging indicators — but they don't show what actually matters for pipeline health, team performance, and execution.
VP Sales dashboards should show:
- Pipeline health — Not just pipeline size, but pipeline quality and risk
- Team performance — Not just activity, but execution and outcomes
- Execution signals — Not just lagging indicators, but leading indicators
Here are the 7 reports every VP Sales should have on their Salesforce dashboard — why they matter, what they show, and how to use them.
1. Pipeline Health Report
What it shows: Pipeline health by stage, deal age, close date, and risk factors.
Why it matters: Pipeline health shows whether pipeline is healthy or at risk. It surfaces deals that are stuck, deals that are aging, and deals that are at risk.
What to look for:
- Deal age by stage — How long deals sit in each stage
- Close date risk — Deals with close dates that don't match stage progression
- Stage progression — Deals that aren't progressing through stages
- Deal size distribution — Whether pipeline is balanced or concentrated
How to use it: Review weekly to identify deals at risk, deals that are stuck, and deals that need attention. Use it to focus coaching and deal inspection.
What good looks like: Pipeline shows healthy stage progression, deals move through stages, close dates match stage progression, deal size is balanced.
What bad looks like: Deals sit in stages too long, close dates don't match stage progression, deals don't progress, pipeline is concentrated in a few large deals.
2. Forecast Accuracy Report
What it shows: Forecast accuracy by rep, by period, and by deal stage.
Why it matters: Forecast accuracy shows whether forecasts are reliable. It surfaces reps who consistently miss forecasts, deals that are forecasted incorrectly, and forecast risk.
What to look for:
- Forecast vs actual — How forecasts compare to actual results
- Forecast accuracy by rep — Which reps are accurate, which aren't
- Forecast accuracy by stage — Which stages are accurate, which aren't
- Forecast risk — Deals that are forecasted but at risk
How to use it: Review weekly to identify forecast risk, reps who need coaching, and deals that need inspection. Use it to improve forecast accuracy.
What good looks like: Forecasts are accurate, reps are consistent, stages are reliable, forecast risk is low.
What bad looks like: Forecasts are inaccurate, reps are inconsistent, stages are unreliable, forecast risk is high.
3. Rep Performance Report
What it shows: Rep performance by activity, conversion, velocity, and outcomes.
Why it matters: Rep performance shows whether reps are performing. It surfaces reps who are struggling, reps who are excelling, and performance patterns.
What to look for:
- Activity metrics — Calls, emails, meetings, engagement
- Conversion metrics — Stage conversion, win rates, close rates
- Velocity metrics — Sales cycle length, time to close, deal velocity
- Outcome metrics — Deals closed, revenue, quota attainment
How to use it: Review weekly to identify reps who need coaching, reps who are excelling, and performance patterns. Use it to focus coaching and recognition.
What good looks like: Reps show consistent activity, healthy conversion, good velocity, strong outcomes.
What bad looks like: Reps show inconsistent activity, poor conversion, slow velocity, weak outcomes.
4. Deal Inspection Report
What it shows: Deals that need inspection — deals at risk, deals that are stuck, deals with inconsistencies.
Why it matters: Deal inspection surfaces deals that need attention. It identifies deals at risk, deals that are stuck, and deals with execution issues.
What to look for:
- Deals at risk — Deals with risk factors, deals that are aging, deals with inconsistencies
- Deals that are stuck — Deals that haven't progressed, deals that are stalled
- Deals with inconsistencies — Deals with data issues, deals with missing information
- Deals with execution issues — Deals with low activity, deals with poor engagement
How to use it: Review weekly to identify deals that need inspection, deals that need attention, and deals that need coaching. Use it to focus deal inspection.
What good looks like: Deals show healthy progression, consistent activity, good engagement, no risk factors.
What bad looks like: Deals show risk factors, inconsistent activity, poor engagement, execution issues.
5. Account Health Report
What it shows: Account health by account, by rep, and by segment.
Why it matters: Account health shows whether accounts are healthy. It surfaces accounts at risk, accounts that need attention, and account performance patterns.
What to look for:
- Account engagement — Activity, meetings, interactions
- Account pipeline — Deals, pipeline, opportunities
- Account health — Health scores, risk factors, signals
- Account performance — Revenue, growth, retention
How to use it: Review weekly to identify accounts at risk, accounts that need attention, and account performance patterns. Use it to focus account management.
What good looks like: Accounts show healthy engagement, strong pipeline, good health scores, strong performance.
What bad looks like: Accounts show low engagement, weak pipeline, poor health scores, weak performance.
6. Activity vs Outcome Report
What it shows: Activity metrics vs outcome metrics — whether activity translates to outcomes.
Why it matters: Activity vs outcome shows whether activity is effective. It surfaces reps who are active but not productive, reps who are productive but not active, and activity patterns.
What to look for:
- Activity metrics — Calls, emails, meetings, engagement
- Outcome metrics — Deals closed, revenue, quota attainment
- Activity vs outcome correlation — Whether activity translates to outcomes
- Activity efficiency — Whether activity is efficient or wasteful
How to use it: Review weekly to identify reps who need activity coaching, reps who need efficiency coaching, and activity patterns. Use it to focus coaching.
What good looks like: Activity translates to outcomes, reps are efficient, activity patterns are healthy.
What bad looks like: Activity doesn't translate to outcomes, reps are inefficient, activity patterns are unhealthy.
7. Execution Risk Report
What it shows: Execution risk by rep, by deal, and by account.
Why it matters: Execution risk shows whether execution is at risk. It surfaces execution issues, execution gaps, and execution patterns.
What to look for:
- Deal execution risk — Deals with execution issues, deals with gaps
- Rep execution risk — Reps with execution issues, reps with gaps
- Account execution risk — Accounts with execution issues, accounts with gaps
- Execution patterns — Common execution issues, common gaps
How to use it: Review weekly to identify execution risk, execution issues, and execution patterns. Use it to focus execution improvement.
What good looks like: Execution is healthy, no execution issues, no execution gaps, execution patterns are positive.
What bad looks like: Execution is at risk, execution issues exist, execution gaps exist, execution patterns are negative.
How to Use These Reports
Weekly review: Review these reports weekly to identify issues, patterns, and opportunities. Use them to focus coaching, deal inspection, and execution improvement.
Monthly analysis: Analyze these reports monthly to identify trends, patterns, and insights. Use them to inform strategy, planning, and execution.
Quarterly planning: Use these reports quarterly to inform planning, goal-setting, and execution. Use them to set priorities, allocate resources, and drive outcomes.
The Bottom Line
These 7 reports show what matters for VP Sales:
- Pipeline health — Pipeline quality and risk
- Forecast accuracy — Forecast reliability
- Rep performance — Rep execution and outcomes
- Deal inspection — Deals that need attention
- Account health — Account engagement and performance
- Activity vs outcome — Activity effectiveness
- Execution risk — Execution health and risk
The challenge: These reports show what's happening, but they don't show why it's happening or what to do about it. They're reactive, not proactive.
The solution: Systems that maintain account context continuously, enable proactive account planning, and provide execution signals — not just lagging indicators, but leading indicators that enable proactive action.
That's the 7 reports every VP Sales should have on their Salesforce dashboard — reports that show pipeline health, team performance, and execution signals, but recognizing that reports alone don't solve execution problems without systems that enable proactive account planning and execution.