“Sales are low” is a symptom, not a diagnosis. Until you know which stage of the funnel is losing you the most contacts, you can’t know what to actually fix.

An overall conversion rate from first contact to closed deal hides more than it reveals. The problem could be at any stage — too few qualified contacts, weak initial calls, proposals that take too long, or a weak close.

How to break the funnel down by stage

• Conversion rate between each pair of adjacent stages, not just the overall number
• Comparison over time — is a specific stage performing worse this quarter than last
• Segmentation by rep or channel, to see whether the problem is systemic or local

When you see that, say, only 15% of proposals turn into deals while the industry average is 35%, you know exactly where to focus attention — instead of guessing from an overall number.

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