Funnel Conversion Waterfall
Where is the funnel leaking, what is fixing each stage worth, and how many leads do you actually need for the number?
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Your funnel
Enter volumes per stage for a period. Rename, add, or remove stages to match your funnel.
Funnel with conversion between stages, biggest leak in red
| Step | Conversion | Drop-off | Value of +5 pts |
|---|---|---|---|
| Leads → MQL | 30% | 1,400 (70%) | $0 |
| MQL → SQL | 40% | 360 (60%) | $0 |
| SQL → Opportunity | 50% | 120 (50%) | $0 |
| Opportunity → Closed Wonbiggest leak | 25% | 90 (75%) | $0 |
Overall conversion
1.5%
Leads to Closed Won
Final-stage volume / first-stage volume
Biggest leak
Opportunity → Closed Won
25% conversion, 90 lost at this step
Best fix is worth
$240K
+5 points at Opportunity → Closed Won, holding all else constant
Fix Opportunity → Closed Won first
HealthyA 5-point improvement at this step is worth $240K at your current volume and $40K average deal, more than any other single fix.
$240K per period
Why it mattersFunnel fixes compound downstream: every future cohort flows through the same step.
Do thisPull the last 20 records that stalled between Opportunity and Closed Won and find the shared cause. Usually one of: definition mismatch between teams, slow follow-up, or no owner.
Funnel conversion
1.5%
Our leads-to-close conversion is 1.5%.
Biggest leak: Opportunity → Closed Won at 25%
Top-of-funnel implications
The volumes here set your SDR team's activity math. Model headcount and meeting targets from these conversion rates in the SDR Capacity tool.
Open SDR Capacity & Meeting Math →Funnel fixes fail without owners and definitions. At Pace installs the stage definitions, SLAs, and weekly inspection that make the conversion move.
METRIC DEFINITIONS: FUNNEL CONVERSION · PIPELINE VELOCITY · WIN RATE