Waterfall Metrics

Example “waterfall” metrics. What are your conversion rates along each step of your lead generation and sales process? What do you want them to be?

It’s easier and more cost-effective to first increase conversion rates along the chain before trying to increase the number of people coming into the top of the funnel. Also, if your conversion rates are too low, spending more money to increase the number of suspects entering the front of the funnel is like trying to scoop more water with a colander – most of your effort is wasted.