Avatar reports analyze the contact and opportunity fields of your deals. They surface the shared characteristics of your best leads: the industries, financial profiles, ownership types, and other data points that your converted customers have in common. That means you can stop guessing at your ideal customer profile and start building it from real data.
Use Avatar reports to:
Identify what your best leads actually look like
Sharpen inbound lead scoring and qualification criteria
Focus marketing and outreach on the profiles most likely to convert
Detect gaps in your contact and opportunity data that are limiting your insights
The more structured data you track on contacts and opportunities, the more precise your Avatar reports become.
How to Create an Avatar Report
Click Reports in the left navigation.
Click Avatars under Sales and Pipeline.
Click New Avatar Report.
The report builder walks you through four steps.
Step 1: Name Your Report
Enter a name for your report.
Step 2: Select Pipeline Stages
Choose the pipeline stage or stages whose opportunities you want to analyze. Your pipelines and their stages are listed here.
When in doubt, select your Won stage. Opportunities in that stage represent your most impactful data.
Click Next when done.
Step 3: Choose Contact Scope
Select how many contacts per opportunity will have their data analyzed.
Primary contact only - analyzes only the primary contact on each opportunity. This is the right choice for most accounts.
All associated contacts - includes every contact linked to each opportunity. Choose this if you regularly associate multiple contacts to a single opportunity and want their data factored into the report.
Click Next when done.
Step 4: Select Fields
Choose the contact and opportunity fields you want analyzed. Pick fields where the data is meaningful and actionable - things like credit score, cash available, ownership type, or industries interested. You can select multiple fields. When in doubt, include it.
Click Save and Run.
Viewing and Managing Saved Reports
Saved reports appear as cards on the Avatar Reports page. You can rerun any report at any time or view results from previous runs.
Use the dropdown on a report card to edit or archive it.
Under Run History, you can access all previous result sets for that report.
Key Notes
Running Avatar reports often reveals gaps in your contact and opportunity data. If you find yourself wanting to analyze fields that don't exist yet, see the Custom Fields article to add them.
The Won stage is almost always the most valuable stage to analyze. It reflects the deals you actually closed, not just deals that progressed.
Avatar reports are only as good as the data behind them. The more consistently your team fills in contact and opportunity fields, the more reliable your results will be.