# Reports built on the same deals and payments your team works in

Conversion and stage duration, cohorts, sources, weighted forecast, plan vs. actual — from the records your team already keeps. Any number opens the records behind it.

**In short.** Krokul is a B2B CRM with reports on its own data: pipeline stage conversion and duration, deal cohorts by creation month, a report by inquiry source, a weighted forecast based on stage probabilities, plan vs. actual by rep and period, MRR, overdue debtors, and hours and margin by client; the dashboard shows key numbers with drill-down to the underlying records. Reports are calculated from the same deals, payments and hours, so no Excel export is needed.

**Who it’s for:** owners and sales leaders; companies that assemble reports from several systems; teams with per-rep targets.

**Plan:** Available on the free Deals plan; plan vs. actual and margin on Margin

## What it looks like without Krokul

1. Every Friday an analyst exports deals, payments and hours into three files and merges them into a fourth. By Monday the numbers no longer match the CRM.
2. The head of sales knows conversion is “around thirty percent”, but not at which stage deals are lost or how many days they sit there.
3. A rep’s target lives in the manager’s spreadsheet. The rep finds out how they’re tracking at the weekly meeting.

## What Krokul does

### Your pipeline in numbers

Conversion between every pair of stages, average stage duration, stuck deals, loss reasons. By period, pipeline, rep and source.

### Cohorts and sources

Deals created in March: how many have been won so far and how many days it took. Sources: how many inquiries, deals and how much money each channel brought in. The “First touch” report shows where new contacts came from: by source type, by source and by utm_source tag.

### Forecast and plan vs. actual

A weighted forecast from stage probabilities; targets by rep and period against actuals from won deals and payments — visible to the reps themselves too.

### Dashboard with drill-down

Key numbers on one screen; click a number to open the list of records it’s made of. Every number can be checked.

## How it works

1. **Your team works deals as usual** Stages, amounts, sources, payments, hours — that is the input for reports. Nothing is entered separately “for the report”.
2. **Reports calculate themselves** Conversion, duration, cohorts, sources, forecast — for the period and slice you choose. Every report opens in seconds.
3. **Set targets and compare** Targets by rep for a month or quarter; actuals come from won deals or received payments — your choice. Progress is visible every day.
4. **From number to list** Any number on the dashboard or in a report opens the records behind it. A data error is found in a minute, not a quarter.

## Result

- No more Friday roll-up: the report is ready any minute and matches the CRM.
- The head of sales sees at which stage deals are lost and how long they sit there.
- Reps see their own target and actuals before the meeting.

## What’s not included

There is no custom report builder with your own formulas and charts — the set of reports is fixed, and anything non-standard goes through export to Google Sheets or the API. There are no financial reports (P&L, cash flow).

## Questions

### Which reports are included?

Stage conversion, stage duration, cohorts, sources, forecast, plan vs. actual, MRR and movements, debtors by aging, hours and margin by client, and the activity log. The set keeps growing.

### Can I export to a spreadsheet?

Yes, the list behind any report exports to Google Sheets, and the data is available through the API.

### What counts as actual against a target?

Won deals or received payments — you choose when creating the plan.

### How is this different from reports in a typical CRM?

A typical CRM only reports on deals. In Krokul the same reports cover deals, payments, debts, subscriptions, hours and margin because it’s one database, and every number opens its records.

### How much does it cost?

Pipeline, cohort and source reports are included in the free Deals plan; debtors and MRR on Money; plan vs. actual, hours and margin on Margin.

### Can I see when the money will arrive?

Yes, in the Receipts forecast: by week or month — open payment plans shifted by how each client actually pays, won deals without payment plans and the weighted pipeline, next to actuals from past periods. It is a separate report from the revenue forecast: it is about when cash arrives, not about revenue.

## Open last month’s pipeline report

Bring over deals from a spreadsheet with dates and stages — and conversion, stage duration and cohorts are calculated today.

Included in the Deals plan — free.

## Next in the chain

- [Email, tasks and calendar in the deal card](https://krokul.com/en/solutions/communications/index.md)
- [See which stage deals get stuck at and how many days they sit there](https://krokul.com/en/solutions/funnel-analysis/index.md)
- [A pipeline that won’t let a deal move on without the data](https://krokul.com/en/solutions/pipelines/index.md)
- [Client margin — one number for the owner and the engineer](https://krokul.com/en/solutions/margin/index.md)

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App: https://app.krokul.com/ · API: https://app.krokul.com/api/v1/docs