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Conversion Funnel Report

Visualize how leads progress through your sales process from initial contact to closed deal.

Accessing the Report​

Reports > Sales > Conversion Funnel

Funnel Stages​

The report tracks leads through standard sales stages:

StageDescription
LeadsInitial inquiries received
QualifiedLeads confirmed as opportunities
AppointmentsMeetings scheduled
Appointments HeldMeetings completed
ProposalsEstimates delivered
WonContracts signed

Key Metrics​

For each stage, the report shows:

MetricDescription
CountNumber at this stage
Conversion Rate% advancing to next stage
Drop-off% lost at this stage
Cumulative %Overall conversion from lead

Available Filters​

FilterDescription
Date RangeLead creation date
SalespersonIndividual or team
Lead SourceMarketing channel
Opportunity TypeProject category

Reading the Funnel​

Example Funnel​

Leads:          100  (100%)
Qualified:       80  (80% conversion)
Appointments:    60  (75% conversion)
Proposals:       40  (67% conversion)
Won:             16  (40% conversion)

Overall: 16% lead-to-close

Stage Conversion Rates​

From → ToHealthy Rate
Lead → Qualified70-90%
Qualified → Appointment60-80%
Appointment → Proposal50-70%
Proposal → Won25-45%

Rates vary by industry and lead quality.

Identifying Problems​

High Drop-off at Qualification​

  • Lead quality issues
  • Qualification criteria too strict
  • Response time too slow

High Drop-off at Appointment​

  • Poor follow-up
  • Scheduling difficulties
  • Lead not ready to meet

High Drop-off at Proposal​

  • Presentations not compelling
  • Pricing issues discovered
  • Competition entering late

Low Close Rate​

  • Proposal quality
  • Pricing competitiveness
  • Sales skills gap
  • Wrong target market

Using the Data​

Calculate Sales Capacity​

To hit $1M in sales at $50K average and 20% close rate:
Need: $1M ÷ $50K = 20 deals
Proposals needed: 20 ÷ 0.40 = 50
Appointments needed: 50 ÷ 0.67 = 75
Leads needed: 75 ÷ 0.75 ÷ 0.80 = 125

Improvement Focus​

Compare your rates to identify the stage with biggest opportunity:

  • 5% improvement at bottom of funnel = more impact than 20% at top
  • Focus improvement efforts where drop-off is unusual

Export Options​

Click Export CSV to download funnel data for:

  • Management presentations
  • Process improvement analysis
  • Historical comparison

Common Use Cases​

  1. Pipeline planning: Calculate lead requirements
  2. Process improvement: Find conversion bottlenecks
  3. Marketing evaluation: Compare lead source quality
  4. Sales training: Focus coaching on weak stages

Tips​

  • Compare funnels by lead source to find quality leads
  • Track funnel changes after process improvements
  • Look at individual salespeople to identify coaching needs
  • Review monthly to catch trends early