Pipeline Funnel Analysis gives insight into your business’ effectiveness at engaging and converting leads (based on your sales stages) as well as the effectiveness of your go-to-market model.
Use the analysis to answer questions like:
- How do your business’ sales-led efforts compare to your self-service model?
- How many leads and opportunities do you need to hit your sales targets?
- How much pipeline coverage do you need?
- How healthy is your go-to-market strategy? (For example, if the average won opportunity size is larger in your self-serve segment, and cost of acquisition is lower, then you might want to consider increasing leads at the top of the funnel.)
Pipeline Funnel Analysis is an overview of your sales funnel and gives insight into how effectively your business is converting leads. It helps sales and marketing leaders understand the health of their sales models and go-to-market strategy.
Before you begin
- This analysis uses the
Lead created atdate. Learn more about tracking leads.
- To view opportunities, you’ll need to have at least one sales pipeline. Learn more about setting up sales pipelines.
Only customers with a
Lead created at date contribute to this chart. If a lead does not have a
Lead created at date they will not contribute to this chart, though they will have a lead status. Learn more about customer and subscription statuses in ChartMogul.
Reading a Pipeline Funnel Analysis
A customer is included in the analysis as long as their
Lead created at date is within the range of the reporting period.
ChartMogul provides the following insights:
- Converted to paid (self service) — leads who have a New Business MRR movement but no opportunities
- Lost — opportunities moved to Closed Lost from the current stage
- Opportunity created — leads who had an opportunity created
- Progressed — qualified to a later stage in the pipeline
- Still here — have not qualified to a later stage in the pipeline
- Unqualified — leads who have been classified as Unqualified Lead from the current stage
ChartMogul breaks the funnel down into three sections:
ChartMogul uses a customer’s lead status to report the following:
- New — total number of leads created during the reporting period.
- Working — total number of leads created during the reporting period that are classified as Working or have qualified to a later stage.
- Qualified — total number of leads created during the reporting period that are classified as Qualified or have qualified to a later stage.
A lead progresses in the funnel when they have an opportunity.
ChartMogul breaks down the Opportunities funnel by each deal stage in your sales pipeline. For example, if you’re using the default New Business pipeline:
- Discovery — total number of opportunities created during the reporting period.
- Evaluation — total number of opportunities belonging to leads that were created during the reporting period that are classified as Evaluation or have qualified to a later stage.
- Negotiation — total number of opportunities belonging to leads that were created during the reporting period that are classified as Negotiation or have qualified to a later stage.
- Won — total number of opportunities belonging to leads that were created during the reporting period that are classified as Won. ChartMogul reports the average MRR of all won opportunities below the Opportunities funnel.
Self-service New Business
Total number of customers who have a New Business MRR movement but do not have an opportunity in the reporting period.
Configuring your analysis
By default, ChartMogul allows you to view your entire funnel. View a specific section by selecting Leads created within or Opportunities created within.
Select a predefined reporting period such as Last 90 days, Last quarter, or This month.
Use the Sales pipeline drop-down to select the pipeline funnel you’d like to view.
Forecast the amount of new MRR in a given month with Deal Stage Probability Forecast.