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.

foundermanagerIntermediate⏱ 3-4 hours of cross-tab analysis
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.
Works with
ClaudeChatGPTGemini
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