← All dashboards/Sales & RevOps

Your funnel dashboard, every stage reconciled from lead to close.

Lead volume, MQLs, SQLs, pipeline, win rate, and booked revenue in one view, reconciled from ad platforms, CRM, and billing, so the full funnel tells one story from first touch to closed deal.

See how to build one in Definite

What’s in a funnel dashboard?

A funnel dashboard is the single governed view of the full revenue funnel: how leads enter, how they qualify, how they become pipeline, and how pipeline converts to revenue. The version worth forecasting from reconciles marketing and sales systems, so every stage conversion from ad click to closed deal is one number.

Marketing tracks one funnel, sales tracks another, and RevOps spends half the week reconciling them. When lead volume, MQL-to-SQL, pipeline, and win rate all live in one set of governed definitions, the funnel is one artifact, and you find the bottleneck instead of arguing about whose data is right.

Who it’s forRevOps leads and CROs who own the full revenue funnel from marketing through sales.

CadenceRefreshed daily; reviewed in the weekly revenue review and at marketing-sales alignment.

Built fromHubspot, Salesforce, Google Ads, Facebook Ads, Stripe

§ How it works

Describe your dashboard. Fi builds it.

Fi is the AI agent inside Definite. Tell it what you’re trying to understand, and it connects your sources, defines the metrics, and builds the dashboard. One conversation, not a project.

You

I need the full funnel in one place: leads, MQLs, SQLs, pipeline, win rate, and booked revenue, with every handoff reconciled between marketing and sales systems.

✦ Fi

Here's your funnel dashboard, on your Hubspot, Salesforce, Google Ads, Facebook Ads and Stripe data.

Here’s what’s in it

The top row leads with the 4 numbers that matter most: Lead volume, MQL → SQL rate, Win rate, Booked revenue. Each shows a delta versus the prior period so you can see direction at a glance. Below that, 2 trend charts (Lead volume over time, Win rate trend) show how the headline numbers have moved over time. A breakdown (SQLs by channel) splits the metric by dimension so you can see what's driving the total. A detail table (Full funnel conversion) rounds it out with the secondary metrics and their deltas. Every number is computed from the exact formulas shown in the metric table below. Composites are derived from their components, not pasted in, so the KPI tiles, breakdowns, and totals all reconcile to each other.

Illustrative data

Lead volume

6.1K▲ 5.0%

Data ▾

Period	Lead Volume
Jan	3.7K
Feb	3.9K
Mar	3.8K
Apr	3.1K
May	3.7K
Jun	3.2K
Jul	4.4K
Aug	3.7K
Sep	4.5K
Oct	5.5K
Nov	5.8K
Dec	6.1K

MQL → SQL rate

34.0%▲ 17.9%

Data ▾

Period	MQL → SQL Rate
Jan	37.5%
Feb	35.2%
Mar	23.0%
Apr	30.9%
May	26.6%
Jun	27.0%
Jul	27.6%
Aug	23.4%
Sep	32.3%
Oct	35.2%
Nov	28.8%
Dec	34.0%

Win rate

59.2%▼ 4.4%

Data ▾

Period	Win Rate
Jan	46.7%
Feb	47.3%
Mar	53.1%
Apr	46.3%
May	54.4%
Jun	49.6%
Jul	50.2%
Aug	55.6%
Sep	51.5%
Oct	51.6%
Nov	62.0%
Dec	59.2%

Booked revenue

$1.29M▼ 2.2%

Data ▾

Period	Booked Revenue (Closed Won)
Jan	$630K
Feb	$895K
Mar	$670K
Apr	$714K
May	$776K
Jun	$754K
Jul	$991K
Aug	$1.06M
Sep	$1.09M
Oct	$1.34M
Nov	$1.32M
Dec	$1.29M

Lead volume over time

Data ▾

Period	Lead Volume
Jan	3.7K
Feb	3.9K
Mar	3.8K
Apr	3.1K
May	3.7K
Jun	3.2K
Jul	4.4K
Aug	3.7K
Sep	4.5K
Oct	5.5K
Nov	5.8K
Dec	6.1K

SQLs by channel

Data ▾

Channel	SQLs
Paid Search	189
Paid Social	182
Organic	160
Email	73
Referral	111

Win rate trend

Data ▾

Period	Win Rate
Jan	46.7%
Feb	47.3%
Mar	53.1%
Apr	46.3%
May	54.4%
Jun	49.6%
Jul	50.2%
Aug	55.6%
Sep	51.5%
Oct	51.6%
Nov	62.0%
Dec	59.2%

Full funnel conversion

Lead → MQL Rate34.6%▼ 6.2%

MQL → SQL Rate34.0%▲ 17.9%

SQL → Close Rate13.9%▼ 28.3%

✦ Fi

Anything else I can do for you?

You

Where is the biggest stage-over-stage drop-off in the funnel?Which channel produces leads that close fastest?Show me MQL-to-SQL by channel and SQL-to-close by segment.What would booked revenue look like if win rate improved by 5 points?Break the funnel by segment instead of stage.Trace this month's booked revenue back to the leads that entered the funnel.Break conversion rate by stage to see where the biggest drop-off is.Add a velocity metric: average days from lead to close.Show me funnel conversion by segment.

Schedule a demo →Start this conversation with your data →

First version in a dayFree to start, flat pricingNo infrastructure to set up

§ Why the numbers tie out

Every metric traces back to your systems

This is the part a BI tool can’t fake. Each metric is defined once, in your warehouse, from a specific object in a specific source. Change the definition in one place and every tile, report, and answer moves with it. So the number on the screen is the number in the source.

Salesforce

◆ LeadLead VolumeMQL → SQL RateSQLsLead → MQL RateSQL → Close Rate

◆ ContactLead VolumeMQL → SQL RateLead → MQL Rate

◆ DealMQL → SQL RateWin RateBooked Revenue (Closed Won)SQLsSQL → Close Rate

Hubspot

◆ ContactLead VolumeMQL → SQL RateLead → MQL Rate

◆ DealMQL → SQL RateWin RateBooked Revenue (Closed Won)SQLsSQL → Close Rate

Metric	What it measures	How it's calculated	Sources
MQL → SQL Rate	The share of marketing-qualified leads that sales accepts as qualified, the handoff health check between the two teams.	SQLs ÷ MQLs	Salesforce, Hubspot
Win Rate	The cleanest read on sales effectiveness: the share of decided deals you win, won divided by won-plus-lost.	Won Deals ÷ (Won Deals + Lost Deals)	Hubspot, Salesforce
Lead → MQL Rate	—	MQLs ÷ Lead Volume	Hubspot, Salesforce
SQL → Close Rate	—	Won Deals ÷ SQLs	Hubspot, Salesforce

§ Then do something about it

Have our agent watch for you

A funnel dashboard tells you what happened, and Fi tells you why. The last step is not having to remember to check. Point Definite at the one number you can’t afford to miss, and it watches that number for you off the same definitions as your dashboard. When it moves, you hear about it before the next review instead of during it. One metric, one action, always reversible.

See how autonomous agents work →

Agents for this stack

Autonomous agent · watch churn

Watch

A metric you choose

net revenue churn

→

Judge

One condition

> 5% week-over-week

→

Act

One action

alert #revenue + open doc

◄──── then waits · cooldown 24h before it can act again ────

Scoped to a single metric and a single action. You arm it; you can disarm it anytime.

§ The data that powers it

Built from whatever you already run on

Connect the systems you already use. Any source of these types works, and you don’t move data into a warehouse, because Definite is the warehouse.

CRM15

Microsoft Dynamics Business Central

Advertising16

Billing & Subscriptions7

No warehouse to stand up or connect. See how the platform models your data →

§ Get started

Build your funnel dashboard

From signup to a working dashboard in one sitting. No data team required.

Sign up

Free to start. No credit card, no infrastructure to set up.

Create your account →

Connect your sources

Stripe, your CRM, accounting. Definite syncs and models them automatically.

Decide your metrics

Pick the numbers that matter or let Fi propose them from your data. Every metric gets one definition, governed in one place.

Ask Fi to build it

Describe what you need in plain language. Fi builds the dashboard, and you refine by asking follow-ups.

§ FAQ

Common questions

Usually because marketing and sales define stages differently and track them in different systems. An MQL in HubSpot and a qualified opportunity in Salesforce may use different criteria and dates. The reconciliation map above shows which object each metric comes from, so there is one funnel with one set of stage definitions.

The marketing funnel dashboard focuses on top-of-funnel through MQL-to-SQL. This funnel dashboard extends through pipeline, win rate, and booked revenue — the full revenue funnel from first touch to closed deal. Both use the same governed definitions.

Ad platforms (Google Ads, Meta) for lead generation, CRM (HubSpot, Salesforce) for qualification and pipeline, and billing (Stripe) for revenue. Definite syncs and models all stages into one governed funnel.

It is a live ECharts dashboard running on a deterministic synthetic dataset, labeled illustrative. Win rate is computed from won and lost deals, conversion rates from the formulas in the metric table. Connect your systems and Fi builds the same view from your data.

A BI tool charts the funnel each team reports separately and inherits the disagreement. This reconciles marketing and sales systems to one set of stage definitions, so every conversion from lead to close is one number — and Fi traces any closed deal back to the lead that started it.

Tell Fi what you need, the way the prompt above reads. Fi connects your CRM, ad platforms, and billing, proposes the funnel metrics, and you refine by asking follow-ups. The first version reconciles every stage without a spreadsheet.