A sales funnel report is an indispensable tool for your sales team that can help you figure out where and how to refine your sales processes. Sales funnel reports are a crucial part of business analytics because they provide valuable insights into your sales success.
Read on to learn what a sales funnel report can tell you, the difference between a sales funnel and a marketing funnel, and how to use customer relationship management (CRM) reporting tools to optimize your funnel.
I en salgsorganisation repræsenterer en tragt antallet af kundeemner, du har i hvertpipeline-stadie, og konverteringsraten for kundeemner gennem disse stad ier. Det ser nogenlunde sådan her ud:
Salgstragte er nyttige, fordi de viser dig de stadier af din pipeline, der konverterer godt (hurra!) og hjælper dig med at identificere de knap så succesfulde dele af din pipeline, hvor leads bliver hængende eller flyder væk.
De er også en stor hjælp til salgsprognoser; ved at kende dine gennemsnitlige konverteringsrater i hvert pipeline-stadie, kan du estimere, hvor meget omsætning dit nuværende sæt af aktive leads sandsynligvis vil generere.
Stadierne i en salgstragt afspejler din organisations eksisterende pipeline-stadier. Salgstragtens faser ser typisk sådan her ud:
Igen måler din salgstragt dine potentielle kunders konverteringer gennem disse faser, hvilket er afgørende for at hjælpe dit team med at afgøre, hvilke salgstaktikker der virker, og hvilke der skal revideres.
What is a sales funnel report?
A sales funnel report is an analysis of your company’s sales funnel. These reports may track a wide variety of metrics, including:
The volume and value of leads in your pipeline
A lead’s likelihood of being won at each pipeline stage
Where your leads are getting stuck
How effective your sales team is at advancing leads
If your sales reps are meeting their goals
Creating a sales funnel report involves deciding which metrics to track and gathering and synthesizing the data to reach the right conclusions. Some CRM platforms create sales funnel reports automatically, dynamically updating your conversion rates at each funnel stage over time.
Benefits of using a sales funnel report
What are the benefits of using a sales funnel report? Take a look at some of the most common advantages a sales funnel report can bring to your company:
See into the health of your sales pipeline: Knowing what’s cooking in your pipeline can help you develop an action plan to turn more of those leads into customers. And a sales funnel report provides the visualization you need to understand what’s working and what isn’t.
Track each stage in the sales journey: Another benefit of using a sales funnel report is the ability to track every step your leads take as they move through your pipeline, from qualify to pitch to close.
Gain insights into team member performance: Each member of your sales team plays an important role in your business success. With a sales funnel report, you can drill down into the areas where each rep excels and where there’s room for improvement.
Optimize your sales process with funnel report insights: With the insights you’ve gained from your sales funnel report, you’ll be able to develop solutions to help you have a more effective sales process. For example, you might find that launching a targeted email drip campaign to prospects at a certain stage in your pipeline helps them convert more quickly.
Solving issues in your sales funnel report
With a sales funnel report, you can identify the weak points in your pipeline and make targeted improvements in the right stages. There are many sales process issues your sales funnel report might help you identify. Here’s a breakdown of some of the most common, along with tips to help you resolve them:
1. Your leads aren’t converting past the qualification stage
Spørg dig selv: "Er det her virkelig et lead?" Det kan være en god idé at justere din leadgenereringsproces, eller hvordan du kvalificerer leads i første omgang. Retter du dig mod de rigtige virksomheder? Er dine forventninger til buyer-fit rimelige? En lille smule analyse vil gøre meget for at sikre, at du virkelig fylder pipelinen med salgskvalificerede leads.
2. Your leads aren’t converting past the meeting stage
Du har beskrevet dit produkt og dit tilbud, og folk køber ikke. Den største mulighed for forbedring i denne fase er at forfine dit tilbud for at sikre, at det er fokuseret på køberen. Lad være med at skræmme dem væk ved at forsøge at indsætte din løsning i alle deres smertepunkter, som om du er den magiske løsning, de har ventet på. Lær dem og deres unikke problemer at kende, før du taler om din løsning. Det kan også være en god idé at genopfriske din salgstale.
3. Your leads aren’t converting past the proposal stage
You thought your sales pitch generated interest, but when you followed up with a proposal and tried to get a commitment, they went silent on you. What happened?
There could be many reasons why you’re struggling to convert at the proposal stage. It’s important to get as much feedback from your prospects as possible and tailor your processes to make your proposal more acceptable.
Hvordan adskiller en marketingtragt sig fra en salgstragt?
"Marketing funnel" (eller "purchase funnel") er et udtryk, der ofte bruges af marketingteams til visuelt at repræsentere køberens rejse, når en kunde får kendskab til dit tilbud, sammenligner dit produkt eller din service med andre løsninger på markedet og til sidst træffer en beslutning om at købe.
Betegnelserne TOFU, MOFU og BOFU henviser til toppen af tragten, midten af tragten og bunden af tragten. Hvert trin i marketingtragten repræsenterer et andet trin i køberens rejse baseret på deres overordnede kendskab til dit produkt eller din løsning og påvirkes af det marketingindhold, de har interageret med.
TOFU:
Den øverste del af marketingtragten består af købere, der lige er blevet opmærksomme på dit produkt. De har måske lige besøgt din hjemmeside, læst et stykke indhold eller engageret sig i et opslag på de sociale medier. De er ikke klar til at købe endnu, men de er i gang med at lære mere om din virksomhed. SEO-taktikker og onlineannoncering sikrer, at dit top-of-funnel-indhold er let at finde, så flere potentielle købere kan støde på det.
MOFU:
Den midterste del af marketingtragten består af konverteringer fra den øverste del af tragten. Det er mennesker, der har engageret sig i dit marketingindhold - måske ved at udfylde en undersøgelse, deltage i et webinar eller downloade et stykke uddannelsesindhold - og som nu evaluerer din virksomhed i forhold til konkurrenterne. På dette tidspunkt begynder du at målrette dem med indhold og information, der positionerer dit produkt eller din service som den bedste løsning på deres smertepunkter.
BOFU:
Bunden af marketingtragten er der, hvor magien (salget) sker. Det er passende at henvende sig til folk i denne fase med anmodninger om en demo, men du skal ikke være for ivrig efter at lukke aftalen, så du begynder at spamme dem. Værdifulde marketingaktiver i denne fase omfatter kundesucceshistorier og sammenligningsark, som gør køberen helt fortrolig med din løsning, før dit salgsteam går ind for at lukke aftalen.
How to get the most out of your sales funnel report
Whether you create your own sales funnel report or use software to generate one from your sales data, there are a few things you can do to make sure it’s serving its purpose. Here are three tips for getting the most value from your sales funnel report:
Use high-quality data: Sales reporting and analytics is only as helpful as the data you use, so make sure it’s high-quality. Get rid of any redundant, inaccurate, or irrelevant data that could muddy the water and keep you from drawing the most accurate conclusions.
Use visualization: One of the best benefits of a sales funnel report is its visualization of your sales metrics. You can use a sales funnel report’s bar graph or pie chart visualization to quickly analyze your data instead of sifting through a pile of numbers.
Use the right tools: Gathering, filtering, and organizing all your sales data yourself can be a lot of work — and there’s an easier way to generate a sales funnel report. Find a CRM with powerful reporting tools that will generate a sales funnel report for you. Look for one that will let you drill down by sales rep, product, lead source, and more so you get exactly the information you need to make improvements.
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A sales funnel report plays a key role in any sales strategy by helping you figure out where to re-focus your efforts in order to close the most deals. And using the right tools makes all the difference.
At Nutshell, we’ve designed our CRM to give you insight into your most important sales and marketing processes — including your sales funnel. With features like reporting and analytics, pipeline management, and sales automation, Nutshell has the tools you need to make more sales.
