Funnel lifecycle reporting
Lifecycle stages built into your CRM turn every lead into a tracked path from first touch to closed-won revenue.
Contact usLead to revenue dashboard
Stage-to-stage conversion · last 90 days
Lead → MQL
Last 90 days
MQL → SAL
Last 90 days
SAL → SQL
Last 90 days
SQL → Opp
Last 90 days
Opp → Closed Won
Last 90 days
Lead → Closed Won
Last 90 days
Largest volume drop
69% of leads never reach MQL. That's about 1,890 leads a month stalling at the first stage.
What you get
Each one reads from the same stage fields and timestamps. Build those once and all three stay current.
01
What share of records move from each stage to the next, over a rolling 90 days.
See the dashboard02
Counts at every stage by create month, with closed-won dollars at the end of each row.
See the bowtie03
Leads, MQLs, SQLs, opportunities and ARR rolled up by the channel that created the record.
See attributionReport 02 · Bowtie model
Records are counted by create month at each stage. Switch to rates to see how each cohort converted.
Lead
27,290
10-month total
MQL
8,392
30.8% of Lead
SAL
3,780
45.0% of MQL
SQL
2,332
61.7% of SAL
Opp
1,633
70.0% of SQL
Closed Won
404
24.7% of Opp
Bowtie model · June 2022 to March 2023 · $7.94M closed won
Show:
| Create month | Lead | MQL | SAL | SQL | Opp | Closed Won | Closed Won $ |
|---|---|---|---|---|---|---|---|
| June 2022 | 2,140 | 641 | 277 | 175 | 120 | 32 | $576K |
| July 2022 | 2,480 | 781 | 385 | 230 | 158 | 40 | $680K |
| August 2022 | 3,320 | 948 | 430 | 278 | 192 | 46 | $966K |
| September 2022 | 2,690 | 847 | 360 | 226 | 155 | 37 | $740K |
| October 2022 | 3,050 | 1,011 | 448 | 265 | 183 | 45 | $990K |
| November 2022 | 2,810 | 902 | 386 | 242 | 168 | 38 | $798K |
| December 2022 | 1,960 | 556 | 236 | 141 | 104 | 26 | $468K |
| January 2023Best month | 3,410 | 1,050 | 519 | 316 | 221 | 52 | $1.1M |
| February 2023 | 2,870 | 846 | 394 | 245 | 184 | 51 | $918K |
| March 2023 | 2,560 | 810 | 345 | 214 | 148 | 37 | $703K |
| Create month | Lead → MQL | MQL → SAL | SAL → SQL | SQL → Opp | Opp → Won | Lead → Won |
|---|---|---|---|---|---|---|
| June 2022 | 30.0% | 43.2% | 63.2% | 68.6% | 26.7% | 1.5% |
| July 2022 | 31.5% | 49.3% | 59.7% | 68.7% | 25.3% | 1.6% |
| August 2022 | 28.6% | 45.4% | 64.7% | 69.1% | 24.0% | 1.4% |
| September 2022 | 31.5% | 42.5% | 62.8% | 68.6% | 23.9% | 1.4% |
| October 2022 | 33.1% | 44.3% | 59.2% | 69.1% | 24.6% | 1.5% |
| November 2022 | 32.1% | 42.8% | 62.7% | 69.4% | 22.6% | 1.4% |
| December 2022 | 28.4% | 42.4% | 59.7% | 73.8% | 25.0% | 1.3% |
| January 2023 | 30.8% | 49.4% | 60.9% | 69.9% | 23.5% | 1.5% |
| February 2023 | 29.5% | 46.6% | 62.2% | 75.1% | 27.7% | 1.8% |
| March 2023 | 31.6% | 42.6% | 62.0% | 69.2% | 25.0% | 1.4% |
January 2023: 52 closed-won deals worth $1.1M
Best month for that stage
Below the 10-month average
Report 03 · Attribution
Original source is set when the record is created and carried through every stage, so revenue rolls up by channel.
$6.39M
ARR attributed across 182 leads and 8 sources
$44.8K
ARR per Outbound lead, the highest of any source
2
Leads with no source value, flagged so they get fixed
Enhanced original source · sorted by ARR
| Source | Leads | MQLs | SQLs | Opps | Annual recurring revenue | ARR / lead |
|---|---|---|---|---|---|---|
| Outbound | 58 | 58 | 58 | 57 | $44.8K | |
| Paid Search | 53 | 53 | 53 | 45 | $31.8K | |
| Organic Search | 34 | 34 | 34 | 33 | $32.4K | |
| Direct Traffic | 23 | 23 | 23 | 21 | $30.7K | |
| Webinar | 7 | 7 | 7 | 7 | $28.4K | |
| Events | 4 | 4 | 4 | 4 | $20.4K | |
| (No value)Missing source | 2 | 2 | 2 | 2 | $9.4K | |
| Paid Social | 1 | 1 | 1 | 1 | $0 |
See it in Salesforce
These are standard Salesforce report components reading the lifecycle fields we build. Your team opens them where they already work.
Bowtie Model Volume Metrics [Counts]
⛶
| Create Date | Lead | MQL | SAL | SQL | Opp | Closed Won | Closed Won $ |
|---|---|---|---|---|---|---|---|
| June 2022 | 2,140 | 641 | 277 | 175 | 120 | 32 | $576K |
| July 2022 | 2,480 | 781 | 385 | 230 | 158 | 40 | $680K |
| August 2022 | 3,320 | 948 | 430 | 278 | 192 | 46 | $966K |
| September 2022 | 2,690 | 847 | 360 | 226 | 155 | 37 | $740K |
| October 2022 | 3,050 | 1,011 | 448 | 265 | 183 | 45 | $990K |
| November 2022 | 2,810 | 902 | 386 | 242 | 168 | 38 | $798K |
| December 2022 | 1,960 | 556 | 236 | 141 | 104 | 26 | $468K |
| January 2023 | 3,410 | 1,050 | 519 | 316 | 221 | 52 | $1.1M |
| February 2023 | 2,870 | 846 | 394 | 245 | 184 | 51 | $918K |
| March 2023 | 2,560 | 810 | 345 | 214 | 148 | 37 | $703K |
Bowtie Model Conversion Rates [%]
⛶
| Create Date | Lead → MQL | MQL → SAL | SAL → SQL | SQL → Opp | Opp → Closed Won | Lead → Closed Won |
|---|---|---|---|---|---|---|
| June 2022 | 30.0% | 43.2% | 63.2% | 68.6% | 26.7% | 1.5% |
| July 2022 | 31.5% | 49.3% | 59.7% | 68.7% | 25.3% | 1.6% |
| August 2022 | 28.6% | 45.4% | 64.7% | 69.1% | 24.0% | 1.4% |
| September 2022 | 31.5% | 42.5% | 62.8% | 68.6% | 23.9% | 1.4% |
| October 2022 | 33.1% | 44.3% | 59.2% | 69.1% | 24.6% | 1.5% |
| November 2022 | 32.1% | 42.8% | 62.7% | 69.4% | 22.6% | 1.4% |
| December 2022 | 28.4% | 42.4% | 59.7% | 73.8% | 25.0% | 1.3% |
| January 2023 | 30.8% | 49.4% | 60.9% | 69.9% | 23.5% | 1.5% |
| February 2023 | 29.5% | 46.6% | 62.2% | 75.1% | 27.7% | 1.8% |
| March 2023 | 31.6% | 42.6% | 62.0% | 69.2% | 25.0% | 1.4% |
Example dashboard built in Salesforce. Gauges, volume and rates all read from the same stage timestamps.
See it in HubSpot
Source attribution, stage-by-stage funnels and paid ads revenue, built in HubSpot's report builder on your lifecycle properties.
Leads to ARR by Enhanced Original Source
| Enhanced Original Source | Measures | ||||
|---|---|---|---|---|---|
| (Sum) Lead Count | (Sum) MQL count | (Sum) SQL count | (Sum) Opportunity count | (Sum) Annual recurring revenue | |
| (No value) | 2 | 2 | 2 | 2 | 18,720 |
| Organic Search | 34 | 34 | 34 | 33 | 1,103,040 |
| Paid Search | 53 | 53 | 53 | 45 | 1,683,072 |
| Direct Traffic | 23 | 23 | 23 | 21 | 705,456.12 |
| Paid Social | 1 | 1 | 1 | 1 | 0 |
| Outbound | 58 | 58 | 58 | 57 | 2,598,480 |
| Events | 4 | 4 | 4 | 4 | 81,420 |
| Webinar | 7 | 7 | 7 | 7 | 198,900 |
Paid Ads Funnel Report
Paid Ads Performance & Deals Created MoM
Example dashboard built in HubSpot. Every chart filters on the same lifecycle stage and original source fields.
Run your numbers
Rates start at the dashboard's 90-day values. Pick a stage, add points, and see the revenue it moves.
Stage to improve
Lead → MQL moves from 30.6% to 35.6%.
$1.68M
Added closed-won revenue per year
Wins / month now
42.8
Wins / month after
49.7
Added revenue / month
$139.7K
The arithmetic
2,700 leads×35.6%×46.5%×61.6%×71.4%×25.3%= 49.7 wins × $20.0KWhat we build
We build them in Salesforce or HubSpot in sprints, then keep them accurate as your process changes.
Step 1
Written entry and exit criteria for Lead, MQL, SAL, SQL, Opp and Closed Won, agreed by marketing and sales.
Step 2
A date stamp the moment a record enters each stage, so conversion and velocity are measured, not estimated.
Step 3
Original source set on create and protected from overwrite, so ARR rolls back to the channel that earned it.
Step 4
Gauges, bowtie tables and source reports in your CRM, refreshed as records move between stages.
Next step
Lifecycle stages turn it into a funnel you can read. We'll map your stages and show you where revenue stalls.
One call to review your current stage setup.
We engineer growth systems. JayOh builds the RevOps architecture, GTM execution and data infrastructure that turn messy revenue operations into predictable pipeline for B2B SaaS and PE-backed teams.
