Understanding your funnel

Who's it for: Frontline Manager, Manager of Managers, Revenue Ops

Where to go: Deals > Analytics

Plan: Working with Gong Forecast requires a Forecast seat.

The Funnel report gives you a comprehensive view of how your deals progress through various stages of the sales process, over a selected period for a selected team. You can use it to compare the conversion rates between two periods or two teams, identify bottlenecks in the sales process, understand where and why you're losing potential sales and adjust your sales strategies accordingly.

Making sense of the report

The report illustrates how deals move through different stages of the sales funnel, showing the total deal amount and deal count at each stage and the conversion rates.

Funnel metrics

The following metrics are displayed at the top of the report:

• Deals total and Deal count: the total value of all deals that entered the funnel, alongside the total number of individual deals.

  Note: A deal is included in the report as long as it passed through at least one stage (not including closed-won). If it were ingested into the pipeline in a later stage rather than the first one, we consider it as though it had passed through the early stages, but exclude the time it spent in each stage from the calculation to prevent misinformation and maintain pipeline hygiene.

• Overall win rate: the percentage of closed-won deals out of the total deal count.

• Avg time to convert: the average amount of time it took for a deal to move from the first stage in the funnel to the Won.

• Avg deal size: the average monetary value of closed-won deals.

Per-stage metrics

The bar chart

The bar chart shows deal amounts/deal count at each stage, segmented into:

• Converted (light blue): Deals that have moved to the next stage.

• Open (blue): Deals left open at the stage.

• Lost (red): Deals lost at that stage.

The table

• Deals total: the total value of all deals in the stage.

• Deal count: the number of individual deals in the stage.

• Stage conversion: the percentage of deals that converted to the next stage.

• Top-of-funnel conversion: the percentage of deals that made it to the current stage out of the funnel’s initial deal count.

• Win rate: the percentage of deals that made it to the last stage in the funnel out of the stage’s total deal count.

• Avg days in stage: the average monetary value of each deal, calculated by dividing deals total by the deal count.

In the following example:

1. The amount in Discovery stage was $142.2M with a deal count of 4213.

2. 92.8% of the deals converted to the next stage in the funnel.

3. 80.4% of the deals were eventually won.

4. The average time a deal spent on the stage was 10 days.

313 deals (worth $10.19M) were lost in the stage.

Customizing the report

Filters

Above the chart, you can pick the team and period to view, and determine the data units by which the deals are displayed - amount or deal count. You can also apply additional filters, such as Opportunity type or deal score.

To add filters:

1. Click Add filter

2. Set your filter and click Apply

Editing the report

You can change the funnel report so it draws the deal amount, date and owner from specific CRM fields and includes specific stages (derived from your deal board settings).

To customize your funnel report:

1. Click Edit report

2. Select the CRM fields which indicate the deals’ amount, date and owner.

3. Select the stages to include in the report and click Save.