Lead Journey Breakdown by Channel and Stage

This report visualizes how leads move across your entire go-to-market funnel in one connected view. It captures:

• Lead Type: Initial source of the lead (e.g., Website Direct, SEM, Events, Chat)
• Lead Category: Whether the lead originated via Marketing, Sales, or Referral
• Territory Category: SMB, Mid-Market, Enterprise, etc.
• Opportunity Type: New Business vs Existing Business
• Sales Stages: From Demo/Discovery to Nurture, Negotiation, Docusign, Commit, and eventually to Closed Won or Closed Lost

Each line represents the volume of flow from one stage or type to another, making it easy to track how much demand progresses or drops at each step.

This isn’t just a lead volume report, it’s a conversion map that uncovers bottlenecks, inefficiencies, and underperforming sources. It helps teams understand:

• Which lead sources actually convert: Not all traffic is created equal. This report highlights high-intent vs low-intent channels.
• Where drop-offs happen: You can see if leads from Events disappear before the demo stage, or if SEM leads convert but churn later.
• Marketing vs Sales contribution: Quickly measure who owns what stage and how each function contributes to pipeline velocity.
• Territory-based performance: Understand which segments convert faster, which ones stall, and where to double down.
• Deal type segmentation: Get a split view of how much of your pipeline is net-new business vs expansion.

This Sankey view brings GTM teams together with one shared narrative that shows how demand turns into revenue or where it falls short.