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Excel for Sales and Marketing Teams: Targets, Leads and Revenue Reports (With Templates)

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This guide is for people in the sales profession who use Excel every day. You will see every common file, the formulas people actually type, and downloadable templates with made-up Indian ₹ data. Related short lessons are linked — we do not re-teach them here.

What you'll learn

  • Which roles use Excel in sales
  • Every common Excel file type for this profession
  • Sample tables with realistic ₹ examples (made-up names)
  • Formulas: Achievement %, Conversion %, ROI %, SUMIF by rep and more
  • Ready templates you can download and reuse

Downloads: sales-marketing-leads-targets.xlsx (Leads + pipeline + sales vs target + revenue by city + campaign ROI)

Example data only

All names, amounts, rates and dates are made up for practice. They are not real client or employer records. Follow your organisation's own rules and software for live work.

In short

One profession → many Excel files. Each file is one clear list. Yellow cells are inputs; green cells are formulas. Start with the Roles table, then open the matching template.

Why

Some topics already have a focused lesson. Use those for depth; use this guide for the full profession picture.

What

Chapter What it covers
Sales Dashboard with PivotTables Slicers and timeline on sales.
22. KPI in All Industries (Sales) Sales KPIs.
Excel Dashboards gallery Brand and industry dashboards.

How

  1. Skim the link if you need that one skill.
  2. Come back here for the full file list and templates.

1. Who uses Excel

Why

CRM helps, but weekly reviews still open in Excel.

What

Role Typical Excel work
Sales executive Daily leads, follow-ups, order booking.
Sales manager Team target vs actual, pipeline review.
Marketing executive Campaign list, spend, leads from campaign.
Revenue ops Clean bookings file for finance handover.

How

  1. Pick your role.
  2. Download sales-marketing-leads-targets.xlsx.

2. Every common Excel file

Why

If you only learn one dashboard, you miss the daily registers that feed it.

What

File What one row / sheet holds
Lead tracker Lead ID, source, stage, owner, next action, value.
Pipeline by stage Counts and ₹ by stage (New → Won/Lost).
Sales vs target Rep, target, actual, achievement %.
Revenue by city/product Month, city, product, revenue, margin.
Campaign ROI Spend, leads, customers, revenue, ROI %.

How

  1. Pick the file that matches your role.
  2. Download the template that contains that sheet.
  3. Replace yellow sample rows with your practice data (still made-up if you share screenshots).

3. Formulas people use

Why

Typed numbers go stale. Formulas update when inputs change.

What

Name Formula What it does
Achievement % =actual/target Rep performance.
Conversion % =won/leads Lead to won.
ROI % =(revenue-spend)/spend Campaign return teaching.
SUMIF by rep =SUMIF(rep_range,rep,amount) One rep’s bookings.
Weighted pipeline =value*probability Simple forecast weight.
Days in stage =TODAY()-stage_date Stuck deal signal.

How

  1. Open the Formulas used sheet inside each template.
  2. Change only yellow cells.
  3. Watch green cells recalculate.

3. Leads and pipeline

Why

A lead without next action dies quietly.

What

Lead tracker with stage and days-in-stage.

How

  1. Add a lead for Zoya in Pune (yellow).
  2. Set Stage = Proposal; days-in-stage calculates.
  3. Filter Stage = Won for this week’s bookings.
Campaign ROI

Figure. Campaign ROI

4. Targets and revenue

Why

Target without actual is a poster.

What

Sales vs target plus revenue by city.

How

  1. Open Sales vs target. Achievement % is green.
  2. Open Revenue by city. SUMIF totals by city.
  3. Build charts in the Sales Dashboard chapter (Related).

5. Campaign ROI

Why

Spend without revenue learning wastes next month’s budget.

What

Campaign sheet with ROI %.

How

  1. Enter Spend and Revenue (yellow).
  2. ROI % = (Revenue − Spend) ÷ Spend.
  3. Negative ROI → review that channel.

6. Sheet previews

Why

See the layout before you open Excel.

What

Screenshots of the main sheets in the downloadable templates.

How

Scroll the figures, then download the matching .xlsx.

Sales vs target — Achievement %

Figure. Sales vs target — Achievement %

Campaign ROI

Figure. Campaign ROI

7. Common mistakes

Mistake What goes wrong Fix
Counting every open lead as revenue Forecast lies. Only Won (or booked) goes to revenue.
Targets in email only Achievement % cannot update. Keep Target column in the sheet.

8. FAQ

CRM or Excel?

Use CRM as system of record; Excel for weekly pack and what-if.

ROI formula exact for GST?

This ROI ignores tax for teaching. Finance may use net revenue.

9. Try at home

Try at home

  1. Which rep is Behind on Sales vs target?
  2. What is ROI % for Campaign C1?
  3. How many leads are in Stage = Proposal?

Recap

In short

  1. 4 roles use Excel in this profession.
  2. 5 common file types are listed above.
  3. 1 downloadable templates with yellow inputs and green formulas.
  4. Rates and rules here are teaching examples only.
  5. Use Related chapters for focused skills.

Quick revision cards

Quick revision

1 interview card, 1 comparison card and 1 revision card. Save on your phone or download as PNG. Numbers are made up for practice.

Interview card: How do you show sales achievement % in Excel?
Card 1 of 3: Interview card – How do you show sales achievement % in Excel? · Download PNG
Comparison card: Lead tracker vs Revenue report
Card 2 of 3: Comparison card – Lead tracker vs Revenue report · Download PNG
Revision card: Campaign ROI %
Card 3 of 3: Revision card – Campaign ROI % · Download PNG