Operational reporting belongs in the CRM where the work happens; analytical and cross-system reporting belongs in a BI layer over the warehouse. The split is decided by whether someone acts on the number inside the record, not by how pretty the chart needs to be.
The mistake is moving operational reports into BI for aesthetics and losing the click-through to the record — reps stop using them. The opposite mistake is trying to join billing, product usage and CRM data inside the CRM. Keep one definition layer feeding both so they cannot diverge.
Every claim above comes from work LeanScale published. These are the sources.