Sales funnels are CRM analytics reports that show where customers drop off in your sales process. They cover every stage, from a new lead to a closed deal.
Go to CRM > Analytics > Sales funnels and select a report.
Work with a classic sales funnel
A classic sales funnel shows only the stages that leads and deals actually passed through. Use it to spot gaps in your process and find stages that are often skipped.
- Go to Sales in CRM Analytics.
- Select Sales Funnel.
- Review the chart to see which stages leads or deals most often skip.
Work with a conversion funnel
A conversion funnel shows all stages, even if a lead or deal skipped some of them on the way to a successful outcome.
If a deal is lost, the report shows only the stages it actually passed. This helps you identify where deals most often fail.
To open the report:
- Go to Sales in CRM Analytics.
- Select Sales funnel (with conversions).
- Review the chart to see where leads are most often closed as unsuccessful.
Notes on report logic:
- If a deal moves from a failed stage to a successful one, it does not appear in the report.
- If a deal moves from a successful stage to a failed one, it appears in the report.
Example: Analyze a sales process
Imagine you run an electronics store and want to find weak points in your sales process.
Your deal stages:
- New — initial stage for new customers
- Prepare documents — manager prepares an estimate
- Contact customer — manager sends the estimate and follows up
- Waiting for payment — manager sends an invoice
- Paid — customer completes the purchase
- Refusal — customer declines the purchase
Classic funnel insight
The report shows that Prepare documents is often skipped.
This may mean managers contact customers without preparing estimates. Use this insight to enforce the correct process and improve consistency.
Conversion funnel insight
The report shows that deals often stop after Contact customer and do not reach Waiting for payment.
This may indicate issues with communication or sales skills. Focus on improving performance at the Contact customer stage.
The "Wait for payment" stage is highlighted in orange and has the fewest deals.
In brief
- Sales funnels show where customers drop off in your sales process.
- There are two types: classic and conversion funnels.
- A classic funnel shows only actual stages passed. It helps you find skipped steps.
- A conversion funnel includes all stages and highlights where deals are most often lost.