Defining your funnel KPIs

A dashboard is only as good as the metrics under it. This lesson pins down the KPIs before we build anything.

The core funnel KPIs

• Stage conversion rate — % of opportunities that move from one stage to the next
• Overall win rate — Closed Won ÷ all closed opportunities
• Pipeline velocity — how fast value moves through the funnel
• Average stage duration — days spent in each stage
• Funnel value & count — amount and number of opps per stage

Write the definitions down

For each KPI, agree the exact formula, the objects and fields it comes from, and the filters (for example, exclude Closed Lost from velocity). Ambiguity here is what kills trust later.

Pipeline velocity, defined

Velocity = (Qualified Opps × Win Rate × Avg Deal Size) ÷ Avg Sales Cycle Length

If two people can't compute a KPI the same way, it isn't defined yet.