Card in Atrium: Opportunity Conversion Rate Card
Atrium calculates the conversion rate for this card as a percentage of total opportunities that progressed from the stage selected to the next down-funnel stage in the sales process.
The default view of this card will show you all sales stages along the X axis, where each data point is the conversion rate from that stage to the next. You can also select a specific stage from the "Any Stage" drop down to look at a specific stage and trend it over time.
Opportunities will show on this card if they exited the stage during the time period shown. (Learn more about how Atrium Actions & Objects work to calculate metrics.)
Why It’s Important
Conversion rate from stage is an important metric to better understand a team or rep's win rate. This card will help teams to understand what stages reps struggle to move deals out of and where a manager should focus their time on helping a rep improve their sales skills.
How Do I Use It
The Conversion Rate from Stage card works well with your Forecasting Dashboards and Alert Feeds to help inform your team forecast by knowing how many deals you can expect to convert down the sales funnel.
This card pairs well with the Stage Reached - Opp Owned By and Time in Stage to inspect mid-funnel performance and efficiency.
Set Goals on for this card on stages where your team is experiencing lower conversion rates from a particular stage than you'd like, to keep track of who is making improvements and who might need help moving deals along!
Examples of How to Use in Practice
Diagnose where reps are struggling to advance deals down the funnel.
For this particular team, they seem to struggle to convert deals down-funnel. The manager of this team may want to inspect the meetings reps are having in the time before these stages to understand how reps are setting the stage for down-funnel conversations and why deals seem to be falling out in the final stretch.
You can also isolate those down-funnel stages to trend the conversion rates out over time to inspect if trends are improving or not. In the image below, it appears the team has a declining conversion rate over the past few months. This would be a good card to set goals on or add to your dashboard to consistently monitor and coach to improve this metric.