Funnel analysis

Work with the right context

Review outcomes by source, assignment and policy version. A score can be useful without predicting every eventual result, and an unanswered lead should remain distinguishable from a rejected one. Review evidence gaps before drawing conclusions about a channel or a rep.

Keep the next action clear

Use the same source records when discussing response time, qualification and conversion. Keep personal contact details masked for readers who only need aggregate trends. Improvements to scoring or routing become new reviewed policy versions, preserving the earlier decision context.

Coordinate the workflow

Calculate lead priority. Evaluate the approved policy against an exact lead revision. Count each source event once within its version and time window; expiry and reversals recompute the score. Commit a run only if its input revision is current. Optional model output is recorded with version and explanation, bounded by the approved contribution policy. Emit a threshold alert once per qualifying transition.

Reconcile conversion. Investigate failed or unknown requests through their original command key and provider reference. A retry reuses that intent. If the target object already exists, reconcile its identity instead of creating another. An unresolved mismatch remains visible to the AE and Sales Manager.

Review funnel quality. Compare qualification and acknowledged conversion outcomes with the policy version that prioritized each lead. Distinguish missing outcomes from rejected leads. Marketing Operations proposes a new rule version rather than changing historic score explanations; validate it against representative records before approval.

Explainable lead scoring. A scored lead displays the rules and evidence contributing to its rank. Repeated, expired or reversed evidence cannot inflate the score.

CRM handoff. Pending intent retains RequestedAt without invented success facts; verified target acknowledgement supplies all target IDs and permits Succeeded. Unknown cannot invent ConvertedAt or AccountAction; reject a success callback missing target IDs and a retry creating another opportunity.

Priority alerts. The owner receives one actionable alert for the threshold crossing. A replay cannot create another alert or silently reassign the lead.

Compare sources with meaningful outcomes

An event can produce many names while a smaller referral source produces more accepted handoffs. Read source counts alongside qualification decisions and acknowledged conversions. A lead waiting for a CRM response belongs in an unresolved category; counting it as converted would exaggerate the source’s performance.

Use the recorded scoring-policy version when comparing priority bands. Otherwise, a change in the scoring rules can appear to be a change in lead quality. The explanation report connects the result to the evidence and policy that produced it, helping Marketing Operations decide whether to refine a rule or investigate an input problem.