Stage-to-Stage Conversion Rate
Percentage of deals that advance from one pipeline stage to the next
What is Stage-to-Stage Conversion Rate?
Stage-to-stage conversion rate is the percentage of deals that move from one pipeline stage to the next. It shows where deals are lost in the sales process.
It helps find the weakest step in the funnel so effort can be focused where it will help most.
How this KPI is measured
- Function
- Sales
- Sub-function
- Deal Management
- Industry
- All Industries
- Type
- Leading
- Impact
- Efficiency
- Unit
- %
- Measurement frequency
- Weekly / Monthly
- Formula
- (Deals advancing to next stage / Deals entering current stage) × 100
How to calculate it
For a given stage, divide deals advancing to the next stage by deals entering the current stage, and multiply by 100.
For example, if 100 deals entered the demo stage and 60 moved to proposal, the rate is 60%.
Measure each stage separately and follow a cohort of deals through a fixed time window.
Where it is used
Finding bottlenecks
Locate the stage with the largest drop.
Improving sales process
Focus training on weak stages.
Forecasting
Predict outcomes from stage counts.
How to improve it
Tips and common mistakes
- Inconsistent stage use makes the numbers unreliable.
- Allow enough time for deals to move.
- Compare by deal size and source.
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