CRM Reporting
The Activity Report
What the report counts, choosing a period, and reading it by team member or by tribe.
Last updated October 14, 2026
The Activity Report answers how much work is being done, rather than what it is worth. It is the counterweight to the pipeline: a big pipeline with no activity behind it is a list of hopes.
What it counts
| Measure | Counts |
|---|---|
| Calls | Every call a team member made: calls logged on the calling screen of a call list, plus calls logged on a contact with the type Phone Call. The figure in brackets is how many reached someone, which only the calling screen records. |
| Communications | Other conversations logged on a contact — meetings, site visits, SMS and the like. |
| Meetings | Calendar events booked with customers. |
| Tasks completed | Work finished in the period. |
| Open tasks | What is still outstanding. |
| Deals created | New opportunities raised. |
| Deals won | Opportunities closed won. |
| Stage moves | Records advanced through the lifecycle — evidence that things are progressing, not just being touched. |
| Open pipeline | What is still in play, by stage and by type. |
Choosing a period
Last week, last month, last quarter, last year, or your own start and end dates. Compare like with like — a four-week month against a five-week one produces a drop that is nothing but the calendar.
By team member, by tribe, over time
- By team member — who is doing what. Read it alongside results, not on its own.
- By tribe — which tribes are actually using the CRM.
- Over time — the trend, which matters far more than any single week.
IT MEASURES WHAT IS RECORDED
A rep who calls all day and logs nothing shows as inactive; one who logs diligently looks busy. Before drawing conclusions about a person, check whether their mailbox is connected and whether their team logs calls at all. A call logged on a contact only counts under Calls when its type is Phone Call.