Quality leads report

A quality lead is a prospect with a strong likelihood of converting into a customer. Typically, these leads meet a combination of general sales success indicators along with criteria that are unique to your business.

Note

The definition of a quality lead varies by organization. Each company should define its own criteria based on industry, sales process, and target audience.

A quality leads report measures how many high-value leads each salesperson has received over a selected period (for example, the last 30 days). This helps sales managers ensure fair distribution and evaluate lead allocation strategies.

Example

A sales manager generates a quality leads report using internal criteria such as:

• Leads must include both a phone number and email address

• Email must belong to a professional domain

• Lead source must be from live chat or booked meetings

After reviewing the report, the manager notices that some salespeople have received significantly more high-quality leads than others.

Based on these insights, the manager may adjust lead assignments to create a more balanced distribution.

Create a quality leads report

Navigate to:

CRM app ‣ Reporting ‣ Pipeline

This opens the Pipeline Analysis dashboard.

Click the Search… bar and remove any existing filters to start fresh.

Next, click the dropdown icon next to the search bar and select Add Custom Filter.

Add custom filters

To generate a meaningful quality leads report, apply filters based on:

• Time period (when leads were created)

• Assigned salesperson

• Sales team (optional)

• Inclusion of archived leads (optional)

• Custom quality criteria

Set a date range

Start by defining the reporting period:

1. Select Created On

2. Choose one of the following operators:

   • >= to include records from a specific start date

   • is between to define both start and end dates

Use the date picker to select the desired range.

Filter by sales team (optional)

Note

Skip this filter if you want results for the entire organization.

To limit results to specific teams:

1. Add a new rule

2. Select Sales Team

3. Set operator to is in

4. Choose one or more teams

Exclude unassigned leads

Add another rule:

1. Select Salesperson

2. Set operator to is set

This ensures only leads assigned to a team member are included.

Include archived leads (optional)

Tip

Including archived leads provides a more complete dataset, as it captures both active and inactive records.

To enable this:

• Turn on the Include archived toggle in the filter window

Define quality lead criteria

The most important step is defining what qualifies as a high-quality lead for your business.

Common filtering options include:

• Email / Phone: ensures valid contact details are present

• Source: identifies leads from high-performing channels

• Stage: focuses on leads at meaningful pipeline stages

• Medium: evaluates the effectiveness of marketing channels

• Campaign: tracks performance of marketing campaigns

• Tags: filters based on custom labels

• Lost Reason: excludes leads that were disqualified

Tip

Pay attention to the condition at the top of the filter window:

• Match all rules → stricter filtering (recommended)

• Match any rules → broader results

View the report

Important

Make sure the filter condition is set to match all rules to ensure accurate results.

Click Add to apply the filters.

The report will appear as a bar chart, typically grouped by stage.

Adjust grouping

To analyze results by salesperson:

1. Open the dropdown menu next to the search bar

2. Under Group By, select Salesperson

For deeper insights:

• Add a secondary grouping such as Active status

• This separates active and lost leads visually

Understand the results

The report now shows how many qualities leads each salesperson has received within the selected timeframe.

With grouping applied:

• Results are segmented by salesperson

• Additional color indicators highlight lead status (active vs lost)

Save the report

To reuse this report:

1. Open the dropdown menu

2. Under Favorites, click Save current search

3. Rename it (e.g., Quality Leads Report)

4. Click Save

This allows quick access in the future without rebuilding filters.