Which reports should a sales manager have?

Most sales managers have too many reports and look at too few of them. Four cover what actually needs to be managed.

Pipeline vs. target

Is there enough in the pipeline to hit the target for the period? This is the first question that needs to be answered, and it determines whether the rest is relevant.

Deals that aren't moving

Sales opportunities with no activity or stage change in thirty days. The most actionable list available.

Conversion by stage

Where are deals falling through? Is it between the proposal and closing stages—is the issue pricing or the decision-making process? Addressing that requires a completely different effort than generating more leads.

Won vs. lost, with reason

Requires the reason to be recorded when closing. Without it, you have numbers without an explanation, and then you cannot act on them.