How to Calculate Stage Conversion Rate

Stage Conversion Rate measures the percentage of opportunities or deals that move from one stage to the next. For example if a rep made had 100 opportunities that moved to Stage 1 in the sales process, and 75 of those moved to Stage 2, then the Stage Conversion Rate for Stage 1 to Stage 2 would be 75%.

To measure Stage Conversion Rate with Salesforce data,

you need to use both Opportunity and Opportunity History data. For each Opportunity, you want to determine all of the stages it's made it to, which will be indicated by an Opportunity History record existing in the stage in question.  Meaning, if you are trying to see whether an opp has made it to Stage 2, then there should be an Opportunity History record in Stage 2 for that opp.  You need to track how many opps have made it to each stage. Then you can divide the number of opps in the downstream stage, by the number of opps that made it to the initial stage (ie, Stage 2 opps divided by Stage 1 opps). Generally, you want to cohort all of this by the Opportunity Created Date.  So, for all the opps that were created in a particular time period, you would divide the number of those that made it to Stage 2, by the ones that made it to Stage 1.

To measure Stage Conversion Rate with HubSpot CRM data,

you need to use data from the Deal object with DealStage History data. For each Deal, you want to determine all of the stages it's made it to, which will be indicated in the DealStage History.  Meaning, if you are trying to see whether a deal has made it to Stage 2, then there will be an entry in the DealStage History table for Stage 2 for that deal.  You need to track how many deals have made it to each stage. Then you can divide the number of deals in the downstream stage, by the number of deals that made it to the initial stage (ie, Stage 2 opps divided by Stage 1 opps). Generally, you want to cohort all of this by the Deal Created Date.  So, for all the deals that were created in a particular time period, you would divide the number of those that made it to Stage 2, by the ones that made it to Stage 1.

Rekener can calculate Stage Conversion Rates automatically,

and can measure it by sales rep, by account, or any other breakdown.  Check out our Sales Rep Scorecard app to see how Rekener can track Stage Conversion Rate by sales rep automatically.  Rekener calculates the conversion rate from stage to stage for all of your stages, as well as stage to close for all your stages.

Calculate conversion rate from stage to stage for Salesforce opportunities and HubSpot deals

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Gregory Keshian

Greg is COO and Co-Founder at Rekener. Greg’s entire career has been focused on using BizOps to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its BizOps practice and team. He did the same for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start in BizOps for recurring revenue businesses while at AppNeta.

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