Sales pipeline health check for your agency
The tool
The question it answers: Where does our pipeline get stuck, and which leads are waiting with no response?
Runs in your browser, and the numbers you enter are not sent to a server.
How it's calculated
- Each stage is capped by the stage before it, so there cannot be more meetings than calls. If you raise a stage above the one before, the tool caps it.
- Step conversion between two stages = count at the stage ÷ count at the previous stage.
- Bottleneck: the stage with the lowest step conversion, and only if it is at or below 85% of the average of the step conversions. Otherwise the tool flags no stage.
- Open leads = new leads minus signed leads. That means a lead closed without a deal also counts as open, so this is a rough estimate. How many of the open ones were not touched is your input.
- The warning about forgotten leads appears when they are at least 25% of the open leads.
Starting values: The tool opens with 120 new leads, 78 calls, 40 meetings, 14 proposals, 8 signed and 18 open leads not touched. These are illustrative starting values.
How to use the result
Take from last quarter how many leads reached each stage, and enter them. If your working stages differ, map them to the five closest ones.
If the tool flags a bottleneck, first check what actually happens there, in calls or in logging, before drawing conclusions.
For the open leads that are waiting: set them a response this week, and set a follow-up rule so the list does not build up again.
What the result does not say
- The tool is based on a count for one quarter and five fixed stages. It does not replace the data in your own system.
- A sharp drop between stages is not necessarily a problem: sometimes it filters out enquiries that are not a fit. The tool points to a place to check, not to a diagnosis.
- The tool does not compare you with other agencies and shows no industry measure.
The tool illustrates a result from the numbers you enter. It is not an industry measure, a comparison with other agencies or a promise of savings or results.
Frequently asked questions
What is the difference between a funnel and a pipeline?
A funnel answers what happened, so it is looked at over a period. A pipeline answers what is happening now, so it shows which open processes are not moving.
Can I use the tool without a CRM?
Yes. The tool takes numbers you enter yourself, so you can count from a spreadsheet. When counting is manual it is hard to keep one definition, so as volume grows it helps if the numbers come from the system itself.
Further reading
The article that explains the topic in depth:
Further reading
More articles related to this tool:
The 360° Client View: An Agent's Playbook
One client card joining pension, insurance, investments and real estate: what to check before every meeting, and which triggers justify reaching out first.
When an Insurance and Pension Agency Outgrows Spreadsheets and WhatsApp
Spreadsheets and WhatsApp work until they don't. Signs your agency has outgrown them, what staying costs, how to move to one system without stopping work.
Terms used in the tool
Short definitions in the glossary:
More tools
- Agency admin hours-saved calculator
- Sales funnel calculator for insurance agencies
- Lead response time model: what a faster reply could change
- CRM and automation readiness check for your agency
Want to see which processes are cooling in your agency?
We will show how handling stages and open processes are counted in one system, and how you spot leads with no owner.
