Your Funnel Is Talking — Are You Listening?

Your Funnel Is Talking — Are You Listening?

How smart CROs turn KPIs into diagnostics and action.

🧩 Introduction

Most companies track KPIs.

Few actually listen to what they’re saying.

Your funnel isn't just a reporting machine — it's a diagnostic engine. If you know how to read it, it reveals where your GTM motion thrives, stalls, or breaks.

🔑 Key KPIs & What They Reveal

  1. Average Selling Price (ASP)

    2. → Dropping ASP may mean you're chasing small, unscalable wins or over-discounting.

  2. Deal Aging

    3. → Compare aging of Closed Won vs. active pipeline. Is your sales velocity improving?

  3. Win Rate

    4. → Flat or falling? Likely an ICP or positioning issue — not just a rep problem.

  4. Conversion Rate by Stage

    5. → Where are you losing most deals? Early = poor qualification. Late = value not proven.

  5. Lost Rate by Stage

    6. → Most ignored, yet full of gold. Know where and why you lose.

  6. Pipeline Creation

    7. → Do reps create enough pipe, from the right sources, consistently?

  7. Pipeline Distribution

    8. → Too much in “discovery”? That’s forecasting fiction, not truth.

  8. Deal Skew

    9. → If 20% of deals = 80% of revenue, you’re over-reliant on a few whales.

  9. Qualification Ratio

    10. → What % of early-stage opps become qualified pipe? Weak = waste.

  10. Funnel Movement Report

      11. → Track monthly flow:

    1. ✅ Moved to Closed Won
    2. ❌ Moved to Lost
    3. 🔼 Advanced
    4. ➖ Stalled
    5. 🗑️ Dropped

      6. Visualize using:

    6. Sankey diagrams for flow
    7. Bar charts for stage velocity
    8. Month-over-month trends

📊 KPI Dashboard (Visual Tile Format)

A dark-themed visual was generated showing 5 key KPIs: ASP, Win Rate, Deal Aging, Pipeline Coverage, Qualification Rate.

You can overlay your logo in your preferred design tool.

💬 CRO Playbook Insight

KPI dashboards aren't just for reporting.

They're for evolving.

The question isn’t “What’s the number?”

It’s: “What’s the story it tells — and what will we do about it?”

✅ Action Steps

  • Build your Funnel Movement Report
  • Visualize KPI trends month-over-month
  • Align Sales, Marketing, Product & CS on what the numbers mean
  • Turn lagging metrics into leading actions

📥 Want a template?

➡️ [Book a session with Uri @ Value8]

➡️ [Download the GTM KPI Scorecard Template] (link to Notion or Substack form)