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Conversion analysis shows where deals are lost. This guide shows how to turn the numbers into action.
For each transition: how many entered, how many moved on. The ratio is the conversion rate for that stage.
A stage with a high conversion rate but a long time spent in the stage is also a problem. Together, the two figures tell you more than either one on its own.
Where the leakage is greatest, the potential gain is greatest. One percentage point there is worth more than five in a stage that most people pass through anyway.
A low quote-to-win rate may be due to pricing, competition, or quotes being sent too early. Talk to three salespeople before drawing any conclusions—the figure tells you where, not why.
Implement one measure, not five. That way, you’ll know what worked.
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Published 9/29/2025
Jets Group was looking to modernize its business systems and planned to start with ERP. Along the way, it became clear that the foundation for growth lay not in the technology, but in understanding and improving customer processes.
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