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However there is a common way to measure each step, and the overall funnel, regardless of your sales process. That involves measuring two things for each step: the number of leads that went into the top of that step, and the conversion rate to the next step in the funnel.

Another key value of having these conversion rates is the ability to understand the implications of future forecasts. For example, lets say your company wants to do $4m in the next quarter. You can work backwards to figure out how many demos/trials that means, and given the sales productivity numbers – how many salespeople are required, and going back a stage earlier, how many leads are going to be required. These are crucial planning numbers that can change staffing levels, marketing program spend levels, etc.

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Negative Churn and Expansion Revenue

Japanese company Hitachi accounted for three percent of the world’s market for diagnostic imaging in 2017.

Customer’s lifetime value (LTV)= average revenue per user (ARPU) / monthly churn rate

High-growth companies generate 60% fewer sales opportunities than low-growth companies

Analysed by contract value, field sales are primarily evident for companies with median deals over $25K. Inside sales strategies are most popular for companies with $1K-$25K median deal sizes

The average company gets 16% of new ACV sales from up-sells and expansions, though companies with revenue between $10MM-$40MM are relying more heavily on up-sell and expansions

80% of venture capital investments take place in the enterprise

The top 50% of the fastest growing SaaS businesses generate much higher upsells than their competitors. The larger the business, the greater the impact of upselling

Less than 20% of new revenue came from existing customers in the form of up-sell and expansion sales

Gross dollar churn among companies with an internet go-to-market strategy saw a meaningful increase, up from 8% in 2015

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Customer Segmentation analysis will help point out which are your most profitable segments