Case Study
Commercial Analytics
Sales Funnel & Conversion
Where is conversion lost in the sales funnel, and which improvements should be prioritised?
Download PDF
A complementary visual resource for a deeper view of the case.
The business challenge
Which stages of the commercial process constrain conversion, for which segments and under what conditions?
A shared funnel locates friction and aligns teams. Without consistent definitions and maturation periods, rates can change because of customer mix.
Key business questions
- What does progression mean at each stage?
- Where do volume, time and value loss concentrate?
- Which frictions can be addressed measurably?
Data & evidence
- Events or states with timestamps.
- Source, campaign, channel, product and segment.
- Activity, time and loss reasons.
- Revenue, margin and later quality.
How I would approach it
- Define population, stages and window.
- Validate instrumentation across systems.
- Analyse rates, times and paths by cohort.
- Prioritise bottlenecks by volume and value.
What you would get
- Consistent funnel definition and view.
- Conversion, time and loss by stage and cohort.
- Bottleneck prioritisation.
- Action and experimentation plan.
From analysis to action
Illustrative example: A drop does not identify its cause by itself. Channel differences may reflect selection and should be validated.
- Simplify friction points.
- Adjust prioritisation and follow-up.
- Experiment at priority stages.
How success should be measured
- Conversion and time by stage.
- Value and margin per opportunity.
- Incremental effect of changes.
Other approaches to consider
Funnels, path analysis, multi-state and survival models address linear processes or alternative paths.