The Conversion Trends widget in RevSure’s Cohort Intelligence module helps you track how leads/opportunities progress (or regress) through your funnel stages over time. By mapping each cohort’s movement from its creation quarter into subsequent stages, you can uncover hidden bottlenecks, evaluate stage-level velocity, and calibrate your strategy.
Metric Definitions:
Created: It tells you for a particular stage selected, how many leads/opportunity(depending on the stage selected,here Lead is selected) was created in that particular quarter.
Progressed: It tells you from that cohort of created leads/opportunities how many progressed to the subsequent stages as of today or end of quarter (as per your selection in Analysis as on filter above)
Open: It tells you from the cohort how many are still open in that stage
Leaked: It tells you how many leads/opportunities leaked from the funnel in the cohort
Regressed: It tells you how many leads/opportunities created in the cohort had a regression in the funnel.
How to read the widget?
.png)
In this above module, based on the filter selections:
You can see that in the previous fiscal year, which then divides the year into a quarterly view, you can see that for Q1 FY25, in the lead stage 781 leads were created in the quarter, 21 progressed to the subsequent stages, 620 are still open , 2 leaked from the funnel and there is no regression .
Here, if you add up all the leads from (Progressed+Open+Leaked+Regressed) ,you get only 643, which is 138 less than the created leads. You can wonder what happened to those leads? Those 138 leads must have progressed to stages which is not mapped to Revsure funnel but present in the CRM
Similarly, if you look for a cohort in Pipeline stages , you will rarely see the sum of Progressed+Open+Leaked+Regressed not adding upto Created, that is because in Pipeline stages, businesses usually map all of their Pipeline stages to the Revsure funnel.
Refer to the above image for same.
In the above image, you can see that the Value in Progressed stages > Created stages. This usually happens in cohorts where the Created Stage is in Lead stages, as the value of the leads further away from closed won stages is conservative and it increases as it progresses in the funnel.
You can also choose to look at the Cohort performance at the End of quarter as well by changiong the “Analysis as on” selection to “End of Quarter”
Once selected, you will be able to see how the cohort performed as of the end of the quarter in which it was created
For eg: In Q1 FY25, 157 MQL`s were created , out of which only 7 progressed to subsequent stages , 33 are still in open and no leakage and regression happened as of 30th April,2024.
You can also choose Custom to see how the cohort performed as of a particular date by changing the selection in “Analysis as on”
Insights & Use Cases
Bottleneck Detection: Identify quarters or segments where a high percentage of opportunities leak or regress, signaling process or qualification issues.
Velocity Benchmarking: Compare Progressed rates quarter-over-quarter to measure improvement in sales execution or campaign effectiveness.
Segment Analysis: Use dimensions to isolate high-performing customer sizes or industries and double down on growth levers.
Forecast Refinement: Align your pipeline-to-close assumptions by calibrating to actual progression and leak rates observed in past cohorts.