[en] Reading the Stage Conversion report
[en] The FunnelCake Stage Conversion report can be read in a few ways, depending on what you're looking for:
[en] Top-to-bottom for each cohort (i.e. created month). This shows you progression from stage-to-stage within your funnel for that time period.
[en] Left-to-right for each stage. This shows you if there is consistent performance across your funnel over time.
[en] Date fields for Cohorts
[en] The different date fields will drastically change how you should interpret the data you're looking at in Stage Conversions. You can change the date field in the filter bar at the top of the application.
[en] Cohort by Salesforce Close Date
[en] Each cohort (i.e. month) shows the opportunities with a Salesforce close date of that month.
[en] The count at the top of each column is the total number of opportunities with a Salesforce close date that month.
[en] The count at the bottom of each column is the total number of opportunities that were won in each month.
[en] In each cell, you'll see up to three numbers: the opps that moved forward (converted) to the next stage; the opps that were lost in that stage; and opps that stayed in that stage – meaning they are still open. You can see the exact opportunities by clicking on any of these numbers.
[en] When looking at stage conversion by Salesforce close date, you can easily see opps with close dates in the past – these should be fixed.
[en] What should I look for?
[en] You want to see very consistent performance left-to-right.
[en] You don't want to see any close dates in the past.
[en] If you have any poorly performing stages (red/orange), particularly at bottom of funnel, these should be the areas you focus on fixing first.
[en] Try filtering this by rep, segment, or other criteria to determine how different factors impact performance.
[en] Cohort by Created Date
[en] Each cohort (i.e. month) shows the opportunities that were created in that month.
[en] The count at the top of each column is the total number of opportunities created that month.
[en] The count at the bottom of each column is the total number of opportunities that have been won so far, created in that month (they could be won in a future month).
[en] In each cell, you'll see up to three numbers: the opps that moved forward (converted) to the next stage; the opps that were lost in that stage; and opps that stayed in that stage – meaning they are still open. You can see the exact opportunities by clicking on any of these numbers.
[en] When looking at stage conversion by created date, you can easily see if newer opportunities are moving at a better pace than previous months. You will need to way for some time to pass to accurately judge this.
[en] What should I look for?
[en] You want to see very consistent performance left-to-right, or improvements left-to-right.
[en] You want to see very few opportunities staying in top of funnel stages in early months, i.e. you shouldn't have 20% of opportunities created 6 months ago still in stage 1. If you see this, click into these opportunities and determine what's happening with rep ownership and activities.
[en] If you have any poorly performing stages (red/orange), particularly at bottom of funnel, these should be the areas you focus on fixing first. To double-check this, you want to compare how many opportunities are still open – this gives you a sense of if these stages can even be improved at this point in time.
[en] Try filtering this by campaign, segment, or other criteria to determine how different factors impact performance
[en] This is a great way to measure BDR/SDR sourced opps converting to closed won if you are storing the BDR/SDR name in a field on the opp.