As per the data, it appears that this is a snapshot of the sales funnel where leads are

generated, approached and converted. These leads come from a variety of sources,
customer profiles and customer needs. As in any cycle, there seems to be drops at various
stages of the sales funnel which might look like something below:

Fig. 1

While the end goal is to get every lead to the converted stage, it is also important to ensure
that they remain in the pipeline so that they can be converted later. If a lead moves to “Not
interested” stage, we assume that the lead has moved out of the pipeline. We will try to
evaluate the different characteristics of a lead (source, profile, needs etc.) on 3 metrics:

1. Conversion rate - what percentage of leads have eventually been converted

2. In pipeline rate - What percentage of leads are still in piepline
3. Salience - what percentage of total leads are in that bucket
● Insight 1
Out of the 71 leads, most of the leads are in the “No response - Email” stage at 39%
followed by “Not interested” at 24%. Only 8% of leads have been in “Converted”
stage”. In pipeline rate stands at 100-24 = 76%

● Insight 2
As per fig 1, the ideal movement of lead must be Lead -> Contact established ->
Demo scheduled -> Demo given -> Free trial given -> Pricing requested ->
Converted. Note that we are assuming a lead here cannot jump to 2 or more stages
at once.
Lets look at what is the success rate of each of these stages for a lead for moving
forward from the subsequent stage:

We can see that the movement from Lead -> Contact established sees a 75% drop.
The next biggest drop of 30% is when pricing is requested after availing free trial.

● Insight 3
Lets look at leads by “type”.
 We can see that the majority (55%) of leads come from accessing the “create
account” section but their conversion rate is the lowest at only 5% whereas the
highest conversion rate comes from leads that accessed “request-quote” but only 6%
of leads are generated from that.

● Insight 4
Let's look at leads by “Started Free trial?”.

Only 23% of customers opt for free trial but of them 38% eventually get converted
which is a very high conversion rate. So efforts need to be put to make customer take
a free trial.

● Insight 5
Let's look at leads by “Decision maker”.

63% of customers are the decision makers and but of them 13% eventually get
converted wheres there is no conversion for customers who are not the decision
makers for their organisation showing it is easier to convert decision makers.
● Insight 6
Let's look at leads by “Employee size”.

54% of the leads work in orgs with employee size of 1-100 and has a conversion rate
of 8%. There is scope to increase leads from larger organisations to reduce such a
high dependency on small orgs for leads.

● Insight 7
Let's look at leads by “Country”.
 Majority of leads are being generated from the USA (48%) and India (17%) but India
has a higher conversion rate of 17% vs 9% of USA. Also, there are very almost no
leads converted from other countries. So spending on these countries needs to be
evaluated.

● Insight 8
Let’s look at leads by “Acquisition source”.

Majority of leads are generated from Blogs specifically by Blog - Redshift - X to Y

which also seems to have a healthy conversion rate of 22%. Leads from quora are
low but all of them seem to get converted eventually.
● Insight 9
Let's look at leads by “When do you need to Solution”

30% of customers have immediate needs and they have a healthy conversion rate of
10%.

● Insight 10
Let’s look at leads by “Visit data”

Highest conversion comes from making the customers visit pricing and integrations.
Efforts should be made to put to increase leads in these stages for eventual
conversion. Almost equal leads have visited or not visited platform but double
conversion rate conversion comes for those customers who visit platform.
● Insight 10
Let’s look at leads by “Blog data”

We see that most blog visits are on weekdays (89%) but when we compare it with
conversion data, we see that conversion happens only on Monday, Tuesday and
Thursday for blogs.

● Insight 11
Blog visits was almost flat from August to September but increased by more than
25% from September to October

● Insight 12
While most leads were generated in October, there was no conversion but a lot of
them are still in pipeline. Conversion rates were highest in September of 20%
followed by 12% in August