The 9 best sales tracking software tools of 2021

Jacob Thomas
Contributor, Sell to Win
Jacob Thomas
Contributor, Sell to Win

Improving your sales numbers requires a healthy helping of cold hard data—the kind of data that only sales tracking software can provide.

With a quality sales tracking platform, you can easily tell which of your sales strategies are working and which should be kicked to the curb.

Keep reading to learn what sales tracking software is, what a proper sales tracker tool looks like, and the nine best sales tracking software options available to you in 2021.

What is Sales Tracking Software?

Sales tracking software refers to any software tool that enables sales teams to quickly and accurately track their sales activities.

Sales tracking software helps you better understand your target buyers, identify potential pipeline issues before they become massive problems, and improve individual sales rep performance via detailed analytics that quickly pinpoint what works and what doesn't.

What Does a Good Sales Tracking Software Platform Include?

Sales tracking software sounds pretty handy, right? But with dozens of options available, how do you choose the right solution for you and your company? You can start by making sure that the tool you invest in has the following eight features:

1. New Lead Tracking

As a salesperson, acquiring new leads is always a top priority. Because of this, the sales tracking software you choose should allow you to easily source important information for each of the leads in your pipeline. Specifically, you'll want to know:

  • Who Your Leads Are: What are their names, what companies do they work for, and what industries are they in? Do you know which of your products they're interested in or how big their budget is? The more you know about your leads, the better.
  • How They Discovered Your Company: Did you find them on LinkedIn and make first contact via a cold email? Did they discover your company via an inbound marketing strategy then call your sales department for more details? When you know how your relationship with a lead began, you can devise a more effective sales strategy.
  • What Stage of the Sales Pipeline They're In: Knowing which pipeline stage each lead is in at any given moment lets you focus your energy on the leads that are closest to a sale, while nurturing not-yet-ready to buy prospects.

When selecting sales tracking software, make sure it will allow you to keep detailed records on each of your leads so that you have the tools you need to close deals.

Related: Growth software: What it is and why your team needs it

2. Sales Forecasting

Sales forecasting is the act of predicting future sales numbers. Many companies use sales forecasts to make important business decisions, predict upcoming performance, and properly allocate organizational resources.

But it's not an exact science and companies get into hot water when they forecast incorrectly. You don't want this to happen to your business!

To help guard against inaccurate sales forecasting, invest in a sales tracking tool that will allow you to see past and current sales data for your entire sales team, and predict future sales based on those numbers with relative precision.

Sales forecasting also involves knowing your customers, including how much of a broad customer base you can reach. Using a Total Addressable market or TAM Calculator can help you identify new revenue opportunities and generate new leads.

3. Activity Reports

The best sales tracking software will tell you a lot about your leads. But it should also track what you're doing to reach your leads on a daily, weekly, or monthly basis. In other words, your sales tracking tool of choice should also catalog your sales activities.

This software feature is beneficial for sales reps because it will allow you to easily see when you last contacted a lead, the communication channel (phone, email, text, etc.) you used, whether you get a response or not, the total number of times you've contacted them, and more. This information can then be used to fine-tune a sales approach that closes the deal.

Activity monitoring is also great for sales managers, as it will allow them to better evaluate their sales reps, be a more effective coach, and craft more effective sales strategies based on data.


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4. Loss Reports

It's important for you to keep a record of potential deals that fall through, i.e. your losses. While it may be painful to look at and study these numbers, knowing the specific reasons you’re losing deals (or the main competitors you’re losing deals to) helps you improve your selling approach and ensure that you don’t repeat the same mistakes in the future.

Analyzing your losses will also allow you to better forecast your sales numbers for a given month, quarter, or year. Speaking of forecasting...

5. Funnel Reports

Do you struggle to keep your sales pipeline flowing? Do your leads consistently get stuck in specific points of your funnel? If so, sales tracking software could be a life-saver.

Many sales tracker tools will allow you to view each section of your funnel in real time to see how close your leads are to a sale, what's keeping prospects from traveling farther down your pipeline, and which sales tactics prove the most effective.

If you're a visual learner, you might consider investing in a sales tracking software that will allow you to track opportunities in a visual pipeline. We'll talk more about specific sales tracking solutions later in this guide.

6. Conversion Rate

Generating new leads takes time. If you're able to convert more of the leads you already have into paying buyers, you can drive more revenue without working unrealistic hours.

One of the most productive ways to increase sales is to boost your conversion rate. A quality sales tracking software will automatically tally conversion rates for each individual sales rep on your team, or by lead source or other attributes. You can then study these metrics to learn how you can improve.

Additionally, sales managers can view which sellers have the highest conversion rates, analyze their tactics, and discover how top team members consistently close deals. This information can then be passed along to struggling reps.

7. Won Opportunities

Do you know how many deals you've closed this year? What about this quarter? When investing in sales tracking software, make sure the solution you choose will allow you to quickly view information regarding won opportunities and new sales.

As we mentioned above, knowing which deals you were able to close and the sales strategies you used to do so is valuable information, as it shows you the impact of your sales activities and the contributions of individual sales reps.

Just as professional football coaches watch tape of previous games to discover which plays worked best for them in the past, you should view your won opportunities so that you can pinpoint the most effective sales tactics available to you and deploy them more often.

8. Average Sale Price

The revenue per sale metric measures the average amount of revenue you make your company every time you close a deal. In general, the higher this number is, the better—as long as you can still close deals at a consistent clip.

Revenue per sale is especially useful if you sell different product tiers or offer multiple product upgrades. By assessing revenue per sale, you can discover how effective you (or your team, if you're a sales manager) are at upselling your customers or pursuing the most valuable accounts.

8 Sales Tracking Software Recommendations

Now that we know what to look for in a top-notch sales tracking software, we can discuss the eight best software solutions in this category.

The options below aren't listed in any particular order. Each has its own benefits and drawbacks that you'll need to assess for yourself. But all seven tools will help you better track your sales activities and improve as a seller.

Let's take a look!

1. Nutshell

nutshell new leads report sales tracking software

We may be biased, but Nutshell really is an amazing sales tracking software platform! It's both easy to use and incredibly powerful, which means you'll be able to quickly view your leads and their current place in your pipeline, assess important metrics like conversion rate and revenue per sale, and analyze your sales activities without needing a degree in rocket science.

Nutshell is loaded with high-end sales reporting features like:

  • Sales Report: Instantly know how your current efforts stack up against quota. You can even drill down by product, rep, and lead source to see what’s moving the needle.
  • Forecast Report: Easily see team and individual revenue numbers for each product and/or service you sell by day, week, month, quarter, or year.
  • Loss Report: View every deal you and your team have lost over any given timeframe to learn which factors or competitors are taking away your business and improve your sales strategy.
  • Sales Funnel: Get a view of your company's sales funnel to determine where deals get stuck and how you can boost conversion rates.
  • Activity Report: See how your team is spending their time, and which efforts correlate with won leads.
  • Downloadable Charts: Creating sales charts from scratch wastes time. Nutshell lets you easily generate reports to share with the C-suite and present in board meetings.

These sales reporting features are in addition to the other sales tools Nutshell gives users access to, such as sales process automation, intuitive contact management, and in-app email capability complete with automated sales email sequences.

2. Salesflare

salesflare sales tracking crm

If you want to track your sales and don't want to spend your time keeping track of it all manually, then you should definitely have a look at Salesflare.

Salesflare is a sales CRM that is built to keep track of your sales leads and customers automatically by gathering all the data about them from your emails, calendar, phone, social media, company databases, email, and web tracking.

Based on that, Salesflare can nudge you automatically to follow up, plus provide you with all of the handy metrics, dashboards, and overviews covering everything we mentioned above.

There are three features that will especially come in handy:

1. Integrated web tracking: Salesflare doesn't only track when people open your emails and click on them. It also shows you which pages these people visit on your site, when and for how long.

2. Automated email sequences: Want to reach out to people with a series of emails until they reply? Or just trigger an email when something happens? All of this is possible with Salesflare's "Workflows" feature.

3. Email signature sync: Find yourself manually inputting phone numbers and addresses? Salesflare detects this information in email signatures and automatically adds it to the CRM database.

In addition, Salesflare offers visual drag-and-drop pipelines with customizable stages as well as custom fields, and it integrates neatly with Gmail, Office 365, and 3000+ other software tools.

3. EngageBay

engagebay crm

EngageBay comes packed with a lot of cool features designed with small business owners in mind. This tool offers a smart, intuitive UI which makes it easy to give your sales strategy a shot in the arm.

EngageBay can integrate easily with Gmail or Office365 for two-way sync, and also with other sales tools you may be trying. The software lets you automate your sales funnel easily, create and track multiple deal pipelines, assign and track specific sales tasks, score your leads based on customer action triggers, and manage all your revenue updates from one simple dashboard.

EngageBay also offers in-built telephony, SMS broadcasts, email autoresponders, automated email sequences for lead nurturing, auto-dialing, call scripts, business proposal analytics, and a raft of awesome features.

You can also integrate this tool with your other calendar apps and schedule all appointments from one place, with auto-reminders for the user and the customer.

What EngageBay stands out for is the feature-rich package that’s free for 15 users per account, forever! Of course, if you need to scale beyond the 1,000-contact limit of the free version, you’ll need to pay up, but it’s a great platform to try out for no cost at first.

4. Pipedrive


Pipedrive is a tool that's been "designed to keep you selling." To help with this mission, Pipedrive gives users access to lead management, communications tracking, pipeline automation, and detailed reporting features.

It also has a few handy sales tracking solutions that you should be aware of. For example, Pipedrive gives users access to a "deal rotting" tool, which notifies sales reps when a potential deal stays idle for too long. That way they can change their sales approach and attempt to rescue deals before they become missed opportunities.

In addition, Pipedrive offers contact management, visual pipelines with customizable stages, automation for repetitive administration tasks, and an AI powered sales mentor that will offer personalized tips to help sellers improve their sales performance.

5. Zoho CRM

zoho sales tracking software

More than 150,000 businesses use Zoho CRM because of its rich feature set. The software comes with a wide variety of sales tracking tools including customizable dashboards, contact management, funnel charts, sales forecasting, and detailed analytics.

There are three features we especially like about Zoho CRM:

  • Automated Workflows: Data entry is a pain. Fortunately, the Zoho sales tracking software automates this administrative task so that every action taken on a lead is automatically cataloged for future reference.
  • Sales Trends: The detailed analytics dashboard available in Zoho CRM allows users to create in-depth reports and pinpoint sales trends. With this kind of knowledge, you can optimize your sales strategies and processes.
  • Gamification: Need to motivate your sales team? Zoho's gamification feature allows sales managers to turn routine tasks into fun contests and have their sales reps compete to reach specific sales targets.

Zoho CRM is a solid tool for most sales teams, though companies that already use Zoho's other software tools may find it the most enticing.

6. Bitrix24


Bitrix24 is a powerful app that provides a wide range of collaboration, communication, project management, and sales tools to small businesses everywhere. Because its offerings are so extensive, some companies may prefer to use a simpler, more streamlined option.

That doesn't mean Bitrix24 isn't suitable for sales tracking purposes, though. In fact, the software has many features that can benefit sales professionals.

Bitrix24 offers users a quality CRM solution that they can use to generate leads, manage an infinite number of visual pipelines, automate sales processes and email communications, and analyze sales metrics like sales rep activity and total revenue.

The best part? Bitrix24 can be used for free, forever! The software company makes money when its customers use its built-in telephony, order more than 5GB of document storage, or design tasks with more than five dependencies. Because of this, Bitrix24 is a solid option for cash-strapped businesses looking for a quality sales tracking software.

7. Copper

copper sales tracking software

Copper is a popular CRM tool that's specifically designed for G Suite users. When the power of Copper and Google are combined, sales reps can easily manage their contacts, deals, emails, files, and more from a single location.

In regard to sales tracking, Copper allows its users to monitor new leads through each stage of the sales funnel, while analyzing important metrics like sales revenue per month.

One area where Copper really shines is in its use of automation. Entire sales processes can be automated, which increases productivity for users. For example, when a new lead emails a sales rep, contact information and sales rep activity can be automatically cataloged.

Copper also includes contact management, a visual pipeline, sales forecasting tools, a detailed analytics dashboard, goal setting, and an iOS and Android app so that sales reps always have access to their sales data.

8. FreshSales

freshsales reports dashboard

FreshSales is another free CRM tool that's well-loved by users. It's not as fully-featured as some of the other solutions on this list, but it won't cost you a dime to use so there really isn't much to complain about!

For sales tracking purposes, FreshSales provides its customers with a 360 degree view of their leads from a single screen, which is very convenient. From lead demographic information to conversion rates, users can quickly find what they need in FreshSales.

Beyond contact management, the software also features lead scoring, sales task management, and a handy iOS and Android app.

If you want access to a more detailed sales reporting dashboard, more storage, automation capabilities, and customization options, you'll need to upgrade to FreshSales' paid plan. But for simple sales tracking, FreshSales for free might do the trick.

9. Close CRM

close crm sales tracking and reporting

Lastly, we have Close CRM, a sales tool that's designed to help sellers close more deals. It does this via detailed reporting features that track individual sales rep and team performance, giving high-level pipeline overviews, analyzing call, email, and text success rates, and more.

Close CRM also features won and lost opportunities tracking, generated revenue metrics, and a sales rep leaderboard to inspire friendly competition.

Like some of the other sales tracking software mentioned above, Close does more than simply track sales pipelines. It also gives users access to email and SMS messaging tools and in-app phone and video calling so that all sales activities happen in the same interface.

Find the right sales tracking software

A career in sales can often feel like a rollercoaster ride. But there are things you can do to make sure the highs are more frequent and the lows are less devastating. Namely, you can invest in sales tracking software.

Quality sales tracking software will help you better organize your leads, track sales rep activities, forecast future sales, and optimize important sales metrics like revenue per sale. But before you can enjoy these perks, you have to choose the right tool for your team.

While each of the nine sales tracking solutions above have the ability to benefit your organization, we definitely feel like Nutshell is the best option in this category.

Try Nutshell for free for 14 days to learn if it's the right sales tracking app for your company.


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