The Agency Sales Funnel

Every agency has the same funnel. Track each stage to find bottlenecks.

Prospects → Outreach → Replies → Calls → Proposals → Closed

Key Metrics to Track Weekly

Metric	Target	Good	Problem If...
Outreach sent	500/week	300+	< 200
Open rate	50%+	40%+	< 30%
Reply rate	5%+	3%+	< 2%
Calls booked	5/week	3+	< 2
Proposals sent	3/week	2+	< 1
Close rate	30%+	25%+	< 20%
Deals closed	1/week	2-4/month	< 1/month

Diagnosing Problems

Low opens (< 30%): Subject lines or deliverability issue
Low replies (< 2%): Message content or targeting issue
Low call booking (< 10% of replies): Follow-up or CTA issue
Low proposal rate (< 50% of calls): Qualification or discovery call issue
Low close rate (< 20%): Proposal, pricing, or objection handling

Simple Dashboard (Google Sheets)

Weekly Tracking Sheet

Columns: • Week (Monday date) • Outreach Sent • Opens • Replies • Positive Replies • Calls Booked • Calls Completed • Proposals Sent • Deals Closed • Revenue Closed Formulas: • Open Rate = Opens / Outreach • Reply Rate = Replies / Outreach • Call Rate = Calls / Positive Replies • Close Rate = Closed / Proposals

Monthly Revenue Math

Work backwards from your revenue goal: