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Lead-to-Opportunity reports

Did you ever want to know which of your Leads were converted to Opportunities and provided sales for your company? That's a very common need: You want a report that shows a list of the Leads over the last several months (say), and for each lead, you would like to see what Opportunities and sales resulted from it. You might also want the report grouped by Lead Owner, so that you can assess how well your sales agents are doing.

It turns out that this isn't a very easy report to build with native Salesforce. The Salesforce success website has some examples of common requests relating to such reports. Apsona's multi-step reporting tool offers a solution.

Example 1

Below is an example of a report that shows Leads, the Opportunities to which the converted, and the total sales from all of the line items from those Opportunities. Apsona reports are exportable, sortable in the browser, and allow large numbers of data records (Salesforce native reports are limited to 2,000 records).

This is an example of a multi-step report, and contains three steps, one for each of the Lead, Opportunity and Opportunity Product objects, as in the screen shot below. This is how we get the three blocks of columns when the report is run (in the above screen shot).

Example 2

Each step of a multi-step report can extract fields from an object as well as its parents (i.e., to objects to which it has a lookup). In our example, the Lead object has a lookup field Converted Opportunity that tells us the Opportunity record created when the Lead is converted. We can use this fact to combine the first two steps of the above example into one, as in the screen shot below. We can also apply a filter to that step so that only the converted Leads are retrieved.

You can download both of the above reports, and install them into your org so that you can try them out.