Read the lead funnel
Where contacts stop moving, stage by stage, with each conversion shown against the stage above it.
The funnel on Home shows New, Contacted, Qualified and Won, with each stage's conversion expressed against the one above it — "75% of New", "67% of Contacted". The card names its own purpose: where contacts stop moving.
Reading it as ratios rather than counts is the entire skill. Counts tell you how busy you were; the ratio between two adjacent stages tells you which specific part of your process is failing, and each ratio has a different cause and a different fix.
Steps
Read New to Contacted first
This is a speed and effort ratio. A low number means leads are arriving and nobody is calling them — usually because they have no owner, or because nobody is working the calling list.
It is also the easiest ratio to fix, which makes it the right place to start.
Read Contacted to Qualified
A targeting and script ratio. Low means either you are reaching the wrong people, or the conversation is not doing its job.
Separate the two by listening to three calls. Wrong people sound different from a bad script.
Read Qualified to Won
A sales ratio. If this is low while the others are healthy, the problem is downstream of everything Convarza does, and no configuration change will fix it.
Find the biggest drop, not the lowest number
The largest fall between two adjacent stages is your constraint. Improving any other stage moves the final number less.
Check the shape against your stage definitions
If Qualified means something different to each person on your team, this whole card is measuring inconsistency rather than performance.
Watch it over weeks, not days
Contacts move through stages over time, so a single day's funnel is mostly noise.
Check it worked
Write down the three conversion percentages. Change one thing that affects the weakest, and check again in two weeks. That is the whole discipline — and changing two things at once teaches you nothing.
The parts people get wrong
- The funnel reads lead stages, so it is only as meaningful as your team's agreement about what those stages mean.
- Campaign outcomes move stages automatically, so campaign performance appears here without any reconciliation.