Reading charts and reports
Funnel chart
- Reading charts and reports
Definition
A chart that shows how many items remain at each stage of a sequential process, with stages stacked from first to last, so drop-off between stages is visible.
Why it matters
It shows where people or deals drop out of a process, which tells you where to improve.
Where it is used
Sales pipeline, marketing and website reports. Used by sales operations, marketing analysts and BI developers.
How to calculate it
Stage conversion % = items at stage ÷ items at previous stage × 100
Worked example
Raket Parts B.V. enquiries in 2025: 328 received, 192 qualified (59%), 159 quoted (83% of qualified), 101 ordered (64% of quoted). Overall 31% of enquiries became orders. The biggest loss is at qualification.
Raket Parts B.V. is a fictional company created for Insyt.