Sales Funnel Reports

We begin by writing down your actual sales process as the team lives it. We ask what happens to an enquiry: who contacts it, how soon, what counts as qualified, when a quote is sent, how follow-ups work, when a deal is won or lost. We compare this with the stages in your CRM or spreadsheet, and often find stages that nobody uses or that mean different things to different people. Together we define a short set of stages with clear entry rules, for example new lead, contacted, qualified, quote sent, negotiation, won and lost. Each needs a rule such as “contacted means a two-way conversation took place”. Next we audit the data. We check how many records have a source, a stage history with dates, a value and a loss reason, and how many are duplicates or test entries. Funnel reports need stage dates, so if the CRM only stores the current stage, we set up history tracking or an export that captures changes; see CRM setup. We clean the data and agree on rules for old open deals. Then we build the report. The core is a funnel for a chosen period, showing the number of leads that entered, how many reached each later stage and the percentage conversion between stages. We use cohorts, grouping leads by the month they arrived and following them forward, because looking only at what happened this month mixes old and new leads and distorts the picture. We add time measures: average and median days from enquiry to first contact, to quote, and to win, and the share of leads still open after set periods. We show results by source, service, city, value band and owner, flagging groups with enough data to be meaningful and warning where numbers are small. We analyse loss reasons and, where they are blank, encourage a short dropdown that staff must complete. We highlight leaks, such as a large drop between quote and negotiation, many leads never contacted, or a source that produces plenty of leads but few wins; see marketing ROI analysis. We compare actual conversion with your targets and with previous periods. For forecasting, we apply your historical stage conversion rates to current open deals to produce a range, not a single promise. Each report ends with a short list of actions, such as faster first response, a standard follow-up schedule, a revised quote format or more focus on a high-converting channel; see lead conversion analysis. We deliver monthly, with a weekly pipeline snapshot if useful, as a document or dashboard; see lead generation dashboards. We train managers to read the report in a short meeting and to keep stage data accurate. We cannot report on activity that is not recorded, and small samples can mislead, but a clear funnel view shows where effort will pay off.