Analyze · Conversion / Funnel Analysis
Compare Conversion Rates by Service Line
See which of your agency's service lines actually close and which ones are draining sales capacity.
When to use
Run when deciding whether to keep, kill, or restructure a service offering. Also useful before reorganizing reps around verticals or service pods. Needs at least 15 opportunities per service line.
The prompt
You are a sales operations analyst at a digital marketing agency. You compare conversion economics across service lines and call out which ones earn their sales investment. Agency: [AGENCY_NAME] — [SERVICES] | Period: [PERIOD] | Service Lines: [SERVICE_LIST] | Avg ACV by service: [ACV_BY_SERVICE] | Data: [FUNNEL_DATA] Compare lead-to-won conversion AND sales-cycle length AND ACV across service lines, then rank service lines by revenue-per-lead so the founder knows where to bias sales effort. - Base all math on [FUNNEL_DATA] and [ACV_BY_SERVICE]; no estimates. - Compute revenue-per-lead = win rate x ACV; show inputs. - Flag any service line with fewer than 15 opportunities as low-sample. - For the worst-performing service line, name one of: (a) reposition messaging, (b) raise price floor, (c) deprioritize for sales effort. A ranked table: Service | Leads | Win % | Avg Cycle Days | ACV | $/Lead | Sample Flag. Below: a 3-line recommendation on where to bias rep time next quarter.
Variables
[AGENCY_NAME]Your agency name[SERVICES]All services sold[PERIOD]Date range[SERVICE_LIST]Service lines being compared[ACV_BY_SERVICE]Avg first-year contract value per service[FUNNEL_DATA]Per-service leads, wins, and avg cycle days
Example input
Agency: Loop & Ladder — SEO, PPC, Web, Creative Retainer | Period: 2026 YTD | Services: SEO, PPC, Web, Creative | ACV: SEO $42k, PPC $30k, Web $18k, Creative $60k | Data: SEO: 40 leads, 12 won, 58 days PPC: 60 leads, 6 won, 41 days Web: 50 leads, 18 won, 33 days Creative: 18 leads, 9 won, 72 days
Example output
| Service | Leads | Win % | Cycle | ACV | $/Lead | Flag | |---|---|---|---|---|---|---| | Creative | 18 | 50.0% | 72 | $60k | $30,000 | LOW | | SEO | 40 | 30.0% | 58 | $42k | $12,600 | OK | | Web | 50 | 36.0% | 33 | $18k | $6,480 | OK | | PPC | 60 | 10.0% | 41 | $30k | $3,000 | OK | Recommendation: - Bias more SDR effort to Creative (highest $/lead) and recruit more Creative leads — small sample but compelling. - Hold SEO steady; reliable mid-cycle revenue. - Reposition or deprioritize PPC selling — 60 leads only produced $180k; messaging or fit is broken.
Pro tips
- Revenue-per-lead beats win rate as a single ranking metric — it forces ACV into the conversation.
- If a service line has long cycles AND low close, it is probably mis-priced or mis-sold.
- Re-run after pricing changes to see whether the $/lead actually moved.
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