Sales Funnel Analysis

We start by drawing your funnel as it truly works. We talk to marketing and sales, and trace some recent customers from their first contact to their purchase. We name the stages in plain terms: visitor, enquiry, contacted, qualified, proposal, negotiation, won, lost and repeat. For service and B2B firms this follows the pipeline in the CRM; for shops it follows visit, product view, cart, checkout and order. Next, we gather data for a recent period, usually six to twelve months: website analytics, ad platform data, form and call records, CRM stages, quotes, invoices and repeat orders. We combine them into one table by lead, using identifiers such as email, phone or order number. We calculate counts and conversion at each stage, overall and by source, campaign, product and sales owner. We calculate time spent in each stage and the share of leads never contacted. We then convert these into value, using average deal size and margin: if the stage from proposal to won converts at twenty percent, what would raising it by five points mean in revenue compared with raising leads by the same effort? This turns percentages into priorities. We look for patterns. Is one source filling the top but not closing? Do leads contacted within an hour convert far better? Do proposals above a certain size stall? Are repeat purchases ignored? We examine lost deals for reasons: price, timing, trust, lack of fit or competitor. We review samples of enquiries, call recordings if available and follow-up emails, to see the sales conversation itself. Where the top of the funnel is the leak, we examine site experience and traffic quality; see conversion strategy. Where follow-up is the leak, we propose process changes such as response targets, scripts and automation, as in automated lead follow-up. Where retention is weak, we suggest campaigns like those in repeat-purchase campaigns. The output is a report with a funnel diagram, stage metrics, the biggest leaks ranked by value, root-cause findings, and a prioritised action plan with owners and timing. We can also set up a simple dashboard for ongoing tracking. We cannot guarantee revenue increases, since execution, pricing and market conditions matter, but a funnel view tells you where effort is most likely to repay and prevents spending on the wrong stage.