Lead-to-close funnel reporting

Best for

• Businesses spending on more than one lead source
• Sales teams where deals stall and nobody can say at which step
• Owners deciding where next quarter's marketing budget goes

Trigger

A weekly schedule, with an on-demand refresh when the owner asks.

Inputs

• CRM stage history with timestamps
• Lead source and assigned rep
• Estimate amounts and outcomes
• Closed job revenue

Actions

• Reconstruct each lead's path through the stages
• Compute conversion and time between stages by source, rep, and job type
• List deals stalled in each stage past the set age
• Send the report and refresh the page
• Flag records missing a source or a stage

Outputs

• A funnel report by source, rep, and job type
• A stalled-deal list with the stage and the owner
• A data hygiene list of records missing fields

Human handoff

The owner and sales lead decide what changes. The report flags; it does not recommend cutting a source or moving a rep.

Exceptions

• Leads with no source are reported in an unknown bucket, not dropped
• A skipped stage is inferred from the timestamps and flagged
• Reopened deals are counted once, on their final outcome
• Jobs with several estimates are grouped under the job, not counted as several deals

Required access

• CRM access with stage history, or the ability to start recording it
• Agreed stage definitions
• The revenue source: the accounting system or the CRM

Important limitations

• Many CRMs do not keep stage history, so tracking starts on install and the first report is thin
• The report depends on reps moving deals through stages consistently
• Small volumes swing percentages, so the report shows counts alongside rates