Conversion rates between deal stages

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Occasional Contributor

Hi, 

 

I'm not sure if i'm just interpreting this wrong, but I'm having difficulty calculating the actual conversion rates between each deal stage. 

I.e 100 deals get created, and 70 of them move to the next stage = 70% conversion rate.  

50 of those remaining 70 deals move to the next stage = 71% conversion.  And so on, until Deal won or deal lost. 

 

I can pull a report that just takes two astages, and select deals that have been in ALL stages, which although a bit manual, I thought would give me the correct conversion rates.  But! This does not take into account any deals that skip stages.

 

What I really need, is All opportunities that have been in "Deal stage 1" AND, ANY of all following stages, except Lost.  Then "Deal stage 2", AND, ANY of all following stages, except LOST.  and so on.  

 

Has anybody else done this?  Or is there another way to look at it that I'm missing?  

 

Best, 

Alice

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Accepted Solutions
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Esteemed Contributor

Just incase you want to give this a try...

 

-Go to Reports (Select reports)

-Click Create Custom Report

-Select the funnel report

-Select Deals, and click Next

-Pick the pipeline you wish to leverage for this report.

-Add all the related pipeline stages you wish to track however the difference between this as the conversion report is that you adjust as shown below to Any stage. This won't have conversions but will give you totals of deals to move into this stage over the period of time you have filters.

 

Screenshot_5.jpg

 

Hope this helps a bit,

JP

Justin Perkins
Solutions Engineer
JPerkins@contractlogix.com
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7 Replies 7
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Esteemed Contributor

So conversion rates are a bit difficult on its own report, the reason being from my own experience reps always bump things a step (As you have seen). Internally we do leverage this when possible but we also have a report which shows us each deal to change status over a period of time. A deal can appear in this report multiple times as it progresses but it gives you a good idea of the pipeline movement over a period of time. 

 

Do you think this would be useful to you? If so I can dig up the steps I used to create this. 

 

Justin Perkins
Solutions Engineer
JPerkins@contractlogix.com
Contract LogixLinkedin
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Esteemed Contributor

Just incase you want to give this a try...

 

-Go to Reports (Select reports)

-Click Create Custom Report

-Select the funnel report

-Select Deals, and click Next

-Pick the pipeline you wish to leverage for this report.

-Add all the related pipeline stages you wish to track however the difference between this as the conversion report is that you adjust as shown below to Any stage. This won't have conversions but will give you totals of deals to move into this stage over the period of time you have filters.

 

Screenshot_5.jpg

 

Hope this helps a bit,

JP

Justin Perkins
Solutions Engineer
JPerkins@contractlogix.com
Contract LogixLinkedin
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Regular Contributor

Thank you for the help Justin - I have this built (and actually used the template version Hubspot provides) but it's not showing the conversion percentages, only the "Count of Deals" at each stage. Any idea why it's not showing them? Is it because it's pulling in Deals from Salesforce Opps?

 

This is what it's supposed to look like, but the Next Step Conversion and Cumulative Conversion aren't showing.Screen Shot 2020-05-11 at 4.51.54 PM.png

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Occasional Contributor

Do you know of any way of identifying deals that have skipped a stage? I'm dealing with the same issues and already understand the ANY/ALL difference on the OOB report. Just wish I could see conversions for all stages regardless of skipped stages... at the end of the day, I just want to easily understand our win rate (i honestly dont care if a deal went through all stages, just what went to closed-won - maybe I'm going down the wrong path trying to use the conversion report)... 

 

Thanks in advance.

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Occasional Contributor

 

That would be amazing!  Yes please - I also wasn't sure if it's possible to export the "entered into stage date" field that you can see all deal stages a deal  has been in?

 

 

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Esteemed Contributor

@AliceZen I posted the steps to create the main report above! Give it a try I am rather a fan of it. I actually had the same talk with our rep yesterday. As in for exporting this I am not sure, I actually just attempted this on my report and it isn't giving me correct data. Missing a ton of information I might need to look and see what might be happening here. 

Justin Perkins
Solutions Engineer
JPerkins@contractlogix.com
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Occasional Contributor

Grappling with the same issue. My understanding on talkint to Hubspot support is that unless Reps move the deals through all the stages (without skipping any), the conversion rate report in which you have select "All" stages instead of "Any" as indicated by @JustinPerkinsC won't work. And getting reps to adhere to that is a challenge. As @JustinPerkinsC rightly pointed out, using the "Any" option might result in some duplication of deals showing in multiple stages, but it does the job of showing deal movement over a period of time. If anyone figures a more elegant way of doing this, please do let me know.