Best Practices for Reports

  • Updated

Demandbase allows you to create custom reports and send them to teams in your organization on a regular basis. For your sales team, creating pipeline and closing deals are two important areas of focus. To help drive their success, consider using the following reports with the recommended Selector criteria and report layout we've provided. See Recommended Reports for Your Sales Teams to find additional reports. 

Tip: Adjust the reports as necessary to incorporate any custom fields you've added for tracking specific activities.

Highly Engaged Executives

CXOs, VPs, and Directors with marketing engagement yesterday and no sales touches this week in Non-Opp Accounts

Member Type



  1. Look for higher level people (CXO, VP, Director). You will have this Role field out-of-the-box with Demandbase, and is a great way of filtering out Leads/Contacts that either don’t have a job title, or have a title that isn’t helpful to sell to. 
  2. Find these Executives that have activity in the past day. Add a Filter, and select Relationship to find People with Activities in order to specifically look for only marketing engagements with an Activity Date in the past day.
  3. Next, filter out any people that have had any sort of Sales Engagement in the past 7 days so the account executives don’t see people in the report that they have already followed up with.
  4. Finally, filter out Open Opportunities by using two Relationships. First, find the People with Accounts Relationship. Inside that Relationship, add a second Relationship, Accounts with Opportunities. Modify the header of the second Relationship to No Opportunities rather than Any Opportunities since we want to find people with accounts that have no opportunities that are open. Demandbase accounts for that last condition by using the standard Salesforce field Is Closed, and set to False.


After you have added your Selectors, make sure to Save your changes.


The Report Layout field displays the Executive’s account Name, Full Name, Title, and (person’s) Engagement Minutes (7 Days and 3 months). Demandbase sorts by default in descending order based on the person’s Engagement Minutes (3 months). In other words, show the person with the most engagement first, the second most engaged person second, and so on. Finally, the system defaults the Max Rows at 10, but you have the option to increase as needed if you get feedback that your sales team would like to see more people directly in the email. Remember that the Max Rows only limit how many records (people in this Report) show inline within the email itself, and by clicking on the see full report... link at the bottom of the email, displays all the people that qualify.


Closed Lost Opp Engagement

Accounts with a Closed Lost Opp more than 3 months ago with recent Engagement but no sales touches

Member Type



This helps ensure that the Accounts that are engaging have a more substantial amount of Engagement

1. Make sure to only surface the accounts that sales hasn’t followed up with recently.

2. Add a Relationship here to find the accounts with Closed Lost Opps. Start by adding the Accounts with Opportunities… Relationship, and then add these filters.

The Type = New Business is specific to Demandbase’s sales process, and your filters to find Closed Lost opps may differ).

3. Finally, make sure to exclude any accounts that have an Open Opportunity, so this list can focus on creating a pipeline.


After you have added your Selectors, make sure to Save your changes.

Cold Opp Report

Open Opportunities with Marketing Engagement Yesterday but No Sales Touches in the last two weeks. 

Member Type



  1. Is Closed? = false is a great way to find Open Opportunities. 
  2. Look here for Marketing Engagement in the past day.
  3. Filter out any Opps with Sales Engagement in the past 14 days.


After you have added your Selectors, make sure to Apply your changes.


The Report Layout field displays the Name, Owner Name, Opportunity Name, Stage, Created Date, SQL Date, Close Date, Sales Touches (14 Days), and Web Page Visits (30 days). The system sorts the Opportunities by default in descending order with the most Account Engagement Minutes (7 Days) and shows a Maximum of 10 rows in the email. 


Warm Opp Report

Marketing Activity yesterday from People in your Open Opportunities with Close Dates in the next 90 days.

Member Type



  1. Only look for engagement that has been tagged as Marketing.
  2. The activity happened yesterday…
  3. The activities came from accounts, those accounts have opportunities that are Open and have a Close Date in the next 3 months.


After you have added your Selectors, make sure to Save your changes.


The Reports Layout field includes the account Name, person’s Full Name, Title, and Engagement Minutes (7 Days and 3 months) for each activity record. Since the same person might have performed multiple activities in a day, the system first sorts by Full Name Ascending (so the same person’s activity is all grouped together.) Then the system sorts by Engagement Minutes Descending so that for each person, the record with the most engagement minute value will show first.



Set up Personalized Subscriptions to send to your sales team. It's a good idea to send yourself a quick sample in order to double-check that everything looks correct before saving the Subscription. Click Send Now, and select one of the Account Owner Lists.

After sending yourself a One-Time Report to check for errors, you are now ready to create the Personalized Subscription for this Report. As a reminder, this creates a subscription for each Owner in Demandbase, and automatically applies their list as a filter so they only see the records (people in this Report) that are most relevant to them.


Was this article helpful?

2 out of 5 found this helpful