Understanding the health of your sales pipeline is crucial for accurate forecasting and resource allocation. One effective way to assess your pipeline is by performing a cohort analysis to evaluate close rates based on the age of your deals.
This analysis helps identify if a “zombie pipeline”—deals that are unlikely to close but still remain open—is affecting your sales metrics.
In this guide, I’ll walk you through setting up a cohort analysis in HubSpot CRM to analyse your close rates based on deal age. We’ll cover creating calculated properties, setting up reports, and interpreting the results to make data-driven decisions.
By the end of this guide, you’ll have a clear understanding of how deal age impacts your close rates and what actions you can take to optimise your sales process.
The challenge
Companies often face challenges in accurately assessing their pipeline due to:
- Zombie pipelines: Accumulation of stagnant deals that inflate the pipeline value and skew close rates.
- Artificially high close rates: Only closing deals that are won while leaving lost deals open can misrepresent your actual performance.
- Ineffective forecasting: Inability to predict sales accurately due...
