Report: Pipeline Funnel Analysis
The Pipeline Funnel Analysis report tracks how effectively your business converts leads into paying customers — stage by stage, across both sales-led and self-service funnels.
For SaaS businesses, it's a direct way to understand the health of your go-to-market motion — showing where leads are progressing, stalling, or dropping out. Use it to assess pipeline coverage, set conversion targets, and identify where to focus your effort.
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 your self-serve segment has a larger average won opportunity size and lower acquisition cost, consider increasing top-of-funnel leads.)
Sales Lifecycle
Leads don’t always move neatly through every funnel stage. A customer’s sales journey is rarely linear. The Pipeline Funnel Analysis report shows where leads progress, where they drop off, and how many subscribers you gain through self-service purchases.
Before you begin
- ChartMogul automatically imports lead and trial data from a number of our integrations. If your Pipeline Funnel Analysis appears empty, you may need to set up lead tracking.
- To view opportunities, you’ll need to have at least one sales pipeline. Learn more about setting up sales pipelines.
- Review our ChartMogul sales workflow guide to understand a typical sales representative workflow in ChartMogul.
What to Know About This Report
Only customers with a Lead created at date — the timestamp ChartMogul records when a lead is first created — contribute to this report. If a lead doesn't have a Lead created at date, they won't appear here, though they'll still have a lead status. Learn more about customer and subscription statuses.
How to read the Pipeline Funnel Analysis report
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 — moved forward (qualified) to a later deal stage in the pipeline
- Still here — remain at the current deal stage and haven't moved forward yet
- Unqualified — leads who have been classified as Unqualified Lead from the current stage
ChartMogul breaks the funnel down into three sections:
Leads
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 Lead or have qualified to a later stage.
- Qualified — total number of leads created during the reporting period that are classified as Qualified Lead or have qualified to a later stage.
Opportunities
A lead progresses in the funnel when they have an opportunity — a tracked deal linked to that lead inside a sales pipeline (a structured sequence of deal stages your team uses to manage prospects).
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.
How to configure your Pipeline Funnel 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.
Next Steps
- Forecast new MRR for a given month using the Deal Stage Probability Forecast report.