Reports don't fix bad data. Keep CRM records aligned with what is happening in the sales process. Re-evaluate key values whenever new information changes them.
KEEP YOUR REPORTS ACCURATE
Record what happened when it happens. Use the same definitions across the team, and update the CRM as soon as the facts change.
FORECAST REPORTS
Forecast reports depend entirely on an accurate deal value and an accurate expected close date. Re-evaluate both whenever new information changes either value.
Deal value triggers: Whenever scope, quantity, pricing, or another value component changes.
Expected close date triggers: Whenever the buyer's timing changes or the sales timeline is delayed.
CONVERSION REPORTS
Record each outcome when it is known, using the same win and loss criteria every time.
Won triggers: When the buyer meets your documented win condition.
Lost triggers: When the buyer meets a documented loss condition, such as declining the opportunity or choosing another provider.
STAGE CONVERSION REPORTS
Stage conversion reports measure movement through your pipeline. Record each stage change as soon as the buyer meets the criteria for the next stage.
Stage change triggers: The buyer meets the documented entry or exit criteria for the next stage.
Update rule: Move the deal immediately when that milestone occurs. Don't reconstruct stage history later from memory.