The Three Report Types a Web Agency Team Needs
Before the templates: understanding what each report type is for and who uses it. Generic sales report templates do not distinguish between report audience or frequency — they present a single comprehensive template that covers everything. For a web agency cold calling team, three distinct report types serve three different purposes, and conflating them produces documents that are too large for their intended use.
Daily
5-Minute Ritual
Not a document. A morning leaderboard check with 4 signals. Covered in the daily sales report guide. The daily review is a habit, not a template.
Owner only — not shared
Weekly
10-Min Document
A structured performance review of the week across all SDRs. Covers close count, activity, warm pipeline entering next week, and one specific coaching note per SDR.
Owner + SDR (individual section shared back)
Monthly
Commission Statement
The commission-and-performance statement combining payment record (verified closes × commission rates) with monthly performance summary. Signed by both parties.
Owner + SDR — both sign off
The templates below solve the right problems at the right frequency. The weekly template is designed to complete in 10 minutes, produce one specific action per SDR, and inform the following week's management approach — not to analyse last week exhaustively. The monthly template is designed to eliminate commission disputes by producing a signed record both parties agree to before payment is made. Both templates assume a live leaderboard is providing real-time data throughout the period — the templates are not replacements for real-time tracking, they are the periodic structured review that the tracking data feeds into.
The Weekly Sales Report Template
The weekly template covers Monday–Sunday for a cold calling web agency team. It is completed by the agency owner on Monday morning using the previous week's leaderboard data. The output is two things: a summary of last week's performance for the owner's record, and a brief individual feedback note that can be shared back to each SDR as a Monday morning acknowledgement.
Weekly Sales Report — Web Agency SDR Team
Complete Monday morning · ~10 minutes · Data from leaderboard
Section 1
Report Header
Week:
[Monday date] – [Sunday date, e.g. 21 Apr – 27 Apr 2026]
Campaign / Niche:
[e.g. Plumbers — Yorkshire · Roofers — West Midlands]
List all active campaigns this week
Active SDRs this week:
[Names · Number of SDRs active]
Note any SDRs who were absent, on reduced schedule, or new to the campaign this week
Week contest result:
[Metric · Winner · Score · Prize paid: Yes/No]
If no contest ran this week, note why
Section 2
Team Performance Summary — Week
Total verified closes this week:
[Number] closes · [Total commission earned across team]
Total sessions run this week:
[Number] sessions across [N] SDRs · avg [X] dials/session
Warm pipeline entering next week:
[Total warm contacts across team] · [N] callbacks scheduled
Count all Interested + Callback Scheduled contacts in the leaderboard as of Sunday evening
vs Last week:
[Up / Down / Same] · [N] closes this week vs [N] last week
Note trend without over-interpreting week-to-week variation — cold calling naturally fluctuates
Section 3
Per-SDR Performance — Repeat for Each SDR
SDR name:
[Name] · [Niche · Territory]
Verified closes this week:
[N] closes · [commission earned this week]
Month-to-date closes:
[N] closes · Quota zone: [Below Floor / Ramp / On Target / Elite]
Quota zone must reflect where they are at today's date in the month, not where they ended the week
Sessions this week:
[N] sessions · avg [X] dials/session · [adequate / below minimum]
Warm pipeline entering next week:
[N] warm contacts · [N] callbacks scheduled
This week's note:
[One sentence: what happened this week that is worth noting]
Best close, a strong callback conversion, a script improvement noticed, a slow session that had an explained reason. One observation. Not a full performance review.
Action for next week:
[One specific action: none required / specific coaching note / accountability message sent / niche rotation scheduled]
If no action is required, write "None — on pace." Do not manufacture observations just to fill the field.
Section 4
Campaign Health — List / Niche Status
List exhaustion estimate:
[Approximate % of assigned territory called · weeks of calling remaining at current pace]
Prevents campaign dropping off a cliff when the list runs out without warning
90-day recycle leads ready:
[N] Not Interested contacts crossing the 90-day mark this week · assigned to [SDR names]
New list needed?
[Yes (within N weeks) / No · Next niche to pull: [niche name]]
Section 5
Week Summary — One Paragraph Owner Note
Summary:
[2–3 sentences maximum: what was the character of this week, what is the single most important thing heading into next week]
Example: "Strong week — 7 closes across the team, best since launch. Warm pipeline is thin entering Monday which is the key risk. Prioritising 2 extra sessions each before Wednesday to rebuild before callbacks."
The Monthly Commission-and-Performance Statement Template
The monthly template serves two simultaneous purposes: it is the commission payment record (producing the figure both parties sign off on before payment) and the performance review document (producing the month's summary that informs the following month's management approach). Combining them into one document reduces the number of monthly conversations required and ensures the commission discussion happens in the context of the full performance picture.
Monthly Commission and Performance Statement
Complete day 28–30 · Data from verified close record · Both parties sign off
Section 1
Statement Header
Month:
[Month] [Year] · [Statement date: e.g. 30 April 2026]
SDR name:
[Full name] · [Niche / Campaign]
Commission structure in effect:
[Rate structure: e.g. 10% under £1,000 / 15% £1,000–£2,500 / 18% above £2,500]
Must match the structure agreed at hire or most recent documented update. Do not calculate at a rate not written here.
Payment due date:
[Date — e.g. 5 working days after statement sign-off]
Agreed payment timing from commission plan — not negotiated each month
Section 2
Verified Close Record — This Month
Close 1:
[Business name] · Verified [date] · [invoiced amount] · [Rate %] · Commission: [amount]
Every line comes from the verified close record — not from the SDR's own log or the owner's memory
Close 2:
[Business name] · Verified [date] · [invoiced amount] · [Rate %] · Commission: [amount]
Close 3:
[Business name] · Verified [date] · [invoiced amount] · [Rate %] · Commission: [amount]
[Closes 4–N]:
Repeat one line per verified close for the month
Close commission subtotal:
[sum of all per-close commission amounts]
Section 3
Bonuses and Adjustments
Weekly contest bonuses:
[Week 1: amount (metric: N closes · winner) + Week 2: amount + Week 3: amount + Week 4: amount] = [total]
List each contest week individually — do not aggregate without showing the breakdown
Quota attainment bonus:
[Did SDR hit monthly quota? If yes: [bonus amount as per commission plan]. If no: 0]
Chargebacks (if any):
[Business name · Original close date · Cancellation date · Reason · Deduction: −[amount] · Commission plan reference: clause X]
Leave blank if no chargebacks. Only deduct if chargeback clause was in the commission plan before the original close was verified.
Bonus/adjustment subtotal:
[total bonuses] − [total chargebacks] = [net adjustment]
Section 4
Monthly Commission Total
Close commission subtotal:
[amount from Section 2]
Net bonuses/adjustments:
[amount from Section 3]
TOTAL COMMISSION PAYABLE:
[TOTAL AMOUNT]
This figure should match what both parties have been watching on the leaderboard all month. If it does not — resolve before signing, not after.
Section 5
Monthly Performance Summary
Verified closes this month:
[N] closes · Quota: [N] · Attainment zone: [Below Floor / Ramp / On Target / Elite]
vs previous month:
[N] closes last month · [Direction and difference]
Best close this month:
[Business name · deal value · what made it notable]
Sessions completed:
[N] sessions · avg [X] dials/session
One observation from the owner:
[One specific, concrete observation — not a performance judgement. What did this SDR do particularly well or what is the one thing to focus on next month?]
This is not a performance review. It is one sentence that makes the SDR feel seen for something specific, not evaluated against a rubric. Keep it short and genuine.
Section 6
Sign-Off — Both Parties
Agency owner sign-off:
"I confirm the above statement accurately reflects all verified closes, bonuses, and adjustments for [Month] [Year]. Commission of [TOTAL] to be paid by [date]." — [Signature/typed name] [Date]
SDR sign-off:
"I confirm the above figures match my records for [Month] [Year]." — [Signature/typed name] [Date]
If the SDR has a discrepancy — they note it before signing, not after payment is made. The sign-off process is the dispute prevention mechanism.
What Generic Sales Report Templates Include That You Should Remove
| Template Section | Why It Doesn't Belong in Web Agency Reports | What Replaces It |
|---|---|---|
| Revenue pipeline by stage | Your close cycle is 2–7 days. A pipeline stage value chart requires weeks of data to be meaningful. You have close count and warm pipeline count — that is sufficient. | Warm pipeline count per SDR in the weekly template (Section 2) |
| Win rate and conversion % | Useful for monthly trend analysis — not for weekly reports where single-week variation is too high to interpret meaningfully. Adding it weekly creates false precision. | Monthly performance summary includes closes vs quota — the relevant attainment signal |
| Revenue vs target gauge | A revenue number for a cold calling team requires deal value aggregation across verified closes — the same number as commission total, just formatted differently. Redundant with Section 4. | Commission total in monthly statement is the revenue signal |
| Activity log narrative | A written description of what calls were made, what responses were received, and what was said — produced by the SDR. Subjective, time-consuming, and does not produce the objective data dial count provides. | Sessions completed + avg dials/session from activity log (objective, no writing required) |
| Goals for next period | Goal-setting in the report template creates a planning document rather than a review document. Monthly quota already defines the goal. Next-period planning belongs in a separate conversation, not in the statement both parties sign. | Owner's observation (weekly) and one-sentence focus for next month (monthly) provide forward direction without inflating the document |
Who Receives Which Report
Daily Review
Owner only — internal check ritual
The daily review is a management tool, not a communication. SDRs learn about their performance from the leaderboard directly — they do not receive a daily report summary. Sending a daily summary adds communication overhead without adding information the SDR cannot already see on the leaderboard.
Weekly Report
Owner keeps full document · SDR receives their individual section only
Sharing the full team report with individual SDRs creates a political dynamic — SDRs compare their section to other SDRs' sections rather than reading their own objectively. Share Section 3 (per-SDR performance) with the relevant SDR only, prefaced with a brief message. Owner keeps the full report as their management record.
Monthly Statement
Both parties — full document, both sign
The monthly statement must be shared in full with the SDR for the sign-off to be valid. The SDR cannot confirm figures they have not seen. Share the complete document, invite the SDR to review against their leaderboard records, and obtain sign-off before payment is made. If the figures match what both have been watching on the leaderboard, sign-off takes under 5 minutes.
Agency Plan — The Data Behind Both Templates
Get Map Leads Agency
$249/month
- Weekly template data: close count per SDR, session count, dial averages, warm pipeline count — all in one leaderboard view, extractable in 5 minutes
- Monthly statement data: verified close record per SDR (business name, invoiced amount, verification date, commission per close) — the exact fields in Section 2 of the monthly template
- Commission calculation automated — close commission subtotal calculated at the correct tier rate, running total matches the leaderboard figure both parties have been watching all month
- Both parties see the same figures throughout the month — monthly sign-off produces zero surprises because both parties are confirming numbers they already know
Frequently Asked Questions
What should be in a weekly sales report for a web agency?
A weekly sales report for a web agency SDR team has five sections: (1) report header — week dates, active campaigns, contest result; (2) team performance summary — total verified closes, total sessions, warm pipeline entering next week; (3) per-SDR performance — close count, month-to-date quota zone, dial average, warm pipeline, and one specific action for next week per SDR; (4) campaign health — list exhaustion estimate, 90-day recycles available, new list needed; (5) owner summary note — 2–3 sentences covering the week's character and one key priority entering next week. Total completion time: approximately 10 minutes with live leaderboard data available.
What should a monthly sales commission statement include for SDRs?
A monthly commission statement for a web agency SDR team includes six sections: (1) header — month, SDR name, commission structure in effect, payment due date; (2) verified close record — every close by business name, verification date, invoiced amount, rate applied, and commission per close; (3) bonuses and adjustments — weekly contest bonuses by week, quota attainment bonus, chargebacks with clause reference; (4) commission total — close subtotal plus bonuses minus chargebacks; (5) monthly performance summary — closes vs quota, vs previous month, sessions, best close, one owner observation; (6) sign-off — both parties confirm the figures and the payment date. Both parties receive the full document and sign before payment is made.
How do you write a sales report that prevents commission disputes?
A commission statement prevents disputes through three structural elements: (1) the figures in the statement match what both parties have been watching on the leaderboard all month — the statement confirms, never reveals; (2) every close line item comes from the verified close record, not from the SDR's self-report or the owner's memory — both parties can trace every line to the same authoritative data source; (3) both parties sign off before payment is made — any discrepancy is resolved at sign-off, not after payment when the dispute has already hardened. If the monthly figure is previewed with the SDR on day 28 and they confirm, the formal statement produces zero dispute because both parties already agreed the number before it was formatted.
Templates Ready. Data Behind Them — Always Live.
Weekly template data and monthly statement data generated from the same verified close record both parties watch all month. No data entry, no reconciliation, no disputes. $249/month.
Start Free Trial — No Credit Card →