Sales Funnel Report

A sales funnel report is an essential data visualization tool used by sales operations professionals to track the health and performance of their sales pipeline over time. As leads progress through the stages of the sales funnel from initial contact to closed deal, this report provides key insights into conversion rates between stages and where prospects are falling out of the pipeline.

For sales ops, having a clear picture of the sales funnel is critical for identifying inefficiencies in the sales process and working cross-functionally to improve. Some key metrics provided in a sales funnel report include:

• Lead volume – The number of new leads entering the top of the funnel over a given period
• Lead quality – Scoring leads on criteria like demographics, engagement, fit, etc.
• Conversion rate – The percentage of leads that move from one stage to the next
• Sales velocity – The pace at which deals are progressing through the funnel
• Win rate – The percentage of proposals/quotes that convert to closed deals

By segmenting the funnel into distinct stages and tracking conversion between them, sales ops can pinpoint where prospects are churning and work with sales management to diagnose issues. For example, a low conversion rate from demo to proposal may indicate ineffective demo best practices.

The sales funnel report empowers sales ops to take targeted action – whether improving data quality, adjusting outbound messaging, or simply reallocating resources to funnel stages in need. Monitoring the health of the funnel over time shows whether initiatives are moving the needle and driving greater sales efficiency. With clear visibility into this core sales process, sales operations can enable data-driven decisions across the revenue organization.