Building Company funnel based on Contact properties

[kate12]

I'm trying to create a funnel that tracks from contact created to deal closed won, using contact lifecycle stages for the first half and company deal stages for the second part. The issue is I want to keep the reporting at company level through the first stage (i.e. company associated with a contact created on...) but I'm struggling to connect those dots in the funnel report. Any suggestions? 

[ArisudanTiwari]

Hi @kate12,

Currently, HubSpot doesn’t support funnel reports that combine Contact lifecycle stages with Deal or Company stages in one view. Each report is limited to a single object type.

Here’s what you can do:

1. Create two separate funnels — one for Contacts (e.g., Contact Created → MQL → SQL) and one for Deals (e.g., Deal Created → Closed Won). Viewing them together gives you the full picture.

2. Use workflows to sync data — You can create a custom Company property (like “Latest Contact Lifecycle Stage”) and update it via workflow when a contact’s stage changes. This lets you build a funnel at the Company level using both contact and deal insights.

3. Go external for more flexibility — For more complex funnels, export your data to Looker Studio, Power BI, or Google Sheets to join Contacts, Companies, and Deals in one report.

Helpful links:

• HubSpot guide on funnel reports

• Video: How to create funnel reports in HubSpot

[karstenkoehler]

Hi @kate12,

When clicking "Add new stage" in the funnel / journey report builder, you can select company lifecycle stages as well as contact lifecycle stages – have you tried this? If it's not working for you, could you specify why it's not? What do you mean by "struggling to connect those dots"?

Best regards

[kate12]

We have numerous contacts for each company in our CRM but only 1-2 of them will carry us through closing a deal, so the company lifecycle stages aren't useful when what we want to do is understand the journey (at company stage) for the specific contact that closed the deal. For that I use the lifecycle stage of the contact, plus the deal stages, but I'd like to report that journey at a company level. Otherwise we end up with inflated numbers in the first half of the funnel where we're tracking multiple contacts for the same company.

[karstenkoehler · Accepted solution]

@kate12 if you want to understand the journey at the company level, why can't you use the company lifecycle stage? Can you give an example?

If you don't want inflated numbers, you'll have to either make sure a contact lifecycle stage report just pulls in one contact per company (through filters) or you have to go by company lifecycle stages. I don't see a way that you build a contact funnel that deduplicates by company. There aren't any corresponding settings.