topic Re: Sales Funnel Metrics - Best Practics in Dashboards & Reporting

Sales Funnel Metrics - Best Practics

JSchmitz2 — Fri, 10 Oct 2025 19:38:24 GMT

My boss is asking for reports and charts that track sales funnel metrics. We are in the early stages of launching a new product line and he would like to track the growth, health and velocity of our sales funnel. Can someone recomend some reports (preferably canned or easy, I'm not a report expert) that I can use to generate metrics and charts?

Also, our funnel is very top heavy and things are not moving. Our sales people tend to populate the funnel with unqualfied (or light qualified) Deals. Any suggestions on how to minimize this behaviour would be much appreciated!

Thanks in advance!!

Jeff

Re: Sales Funnel Metrics - Best Practics

STierney — Fri, 10 Oct 2025 20:04:37 GMT

Hey @JSchmitz2 - thanks for posting in the Community!

I'd like to tag in some reporting experts here to see if they have any recommendations on best practices! @danmoyle, @franksteiner79, and @Mike_Eastwood - any thoughts for @JSchmitz2?

Shane, Senior Community Moderator

Re: Sales Funnel Metrics - Best Practics

karstenkoehler — Fri, 10 Oct 2025 20:10:45 GMT

Hi @JSchmitz2,

If you're on a Sales Hub Professional subscription, then the best starting point would be the sales analytics: https://knowledge.hubspot.com/reports/create-sales-reports-in-the-sales-analytics-suite

These include reports like deal velocity, sales velocity, average deal size, pipeline waterfall and more.

Best regards!

Re: Sales Funnel Metrics - Best Practics

danmoyle — Thu, 16 Oct 2025 12:21:20 GMT

Hey there @JSchmitz2. Like @karstenkoehler I'd start with the Sales Analytics for the reporting.

Here's what I'd be looking at for the core metrics to measure growth, health, and speed as you asked.

Stage conversion rate: % moving from one stage to the next (the most important health metric).

Average deal velocity: Time from initial engagement to close — divide total deals by sales cycle days.

Funnel volume by stage: Total count and value in each stage to assess balance.

Lead-to-customer conversion rate: Overall funnel efficiency across the full journey.

Win rate: Closed-won deals over total closed.

Deal age and stagnation: Tracks deals stuck beyond typical duration averages.

According to best practices, a healthy funnel generally shows steady conversion at each stage (15–30%) and steady velocity, not excessive time logged in early stages.

Then there's also the question about filling the funnel with less-than-optimal leads. Have you put any lead scoring into place? It might help to first define strict entry criteria. If it were me, I'd think about requiring a qualifying framework like BANT (Budget, Authority, Need, Timeline) or MEDDIC before moving leads into the sales pipeline. Then I'd try to score or gate deals by qualification properties. You could use HubSpot Lifecycle or Deal Properties (“Qualified By,” “Pain Identified”) as workflow requirements.

Hopefully that helps!

Re: Sales Funnel Metrics - Best Practics

JSchmitz2 — Thu, 16 Oct 2025 21:10:12 GMT

@danmoyle those are some great suggestions. I would like to start with Stage Conversion Rate and Deal/Age Stagnation. Are these reports available as standard templates or do I need to create them? I'm about a 5 on a 1 to 10 scale when it comes to HubSpot Reports/Charting.

Thanks again for your great suggestions!

Jeff

Re: Sales Funnel Metrics - Best Practics

danmoyle — Tue, 28 Oct 2025 12:33:44 GMT

Hey Jeff @JSchmitz2! For Deal stage conversions, I'd start with a basic funnel report. That will show you conversion rates along the Deal stages. For a report on stagnation, it's not a template but something you could build. Honestly, I'd probably use HubSpot's AI or another AI tool to get the specifics, but here's what I'd personally start with.

You'll want a custom property for something like Deal Age if you want to monitor total days since a deal was created. It's not a property HubSpot includes by default. This could be a calculated property I think, or you can add it and use workflows to keep it updated.

For true stagnation, use the built-in properties “Time in Current Stage” or “Date Entered Current Stage” (available for most paid tiers) to filter deals stuck longer than a set threshold in any stage.

Then if you go in and create a custom report in HubSpot reports, choose “Single object” and select “Deals.” Then add a filter for “Time in Current Stage” = greater than the number of days you want to measure (maybe it's 14 days, or 30 days).

To analyze where deals get stuck, add the “Deal Stage” property as a grouping or visualization axis. Save and add this report to your dashboard for ongoing monitoring.

Hopefully that helps!