If you’re in B2B sales and trying to figure out why deals seem to stall—or worse, vanish—you’re not alone. The B2B sales funnel is messy and full of dead ends. This guide is for sales leaders, founders, and anyone tired of guessing what’s working and what isn’t. We’ll walk through how to analyze your funnel using Bhuman analytics tools, cut through the noise, and make changes that actually move the needle.
Let’s get to it.
Step 1: Get Real About Your Funnel
Before you start plugging in analytics tools, you need a clear picture of your sales funnel. Not what you wish it was, but how it actually works.
Map your stages.
Write down each step—from first contact to closed deal. Typical B2B stages look like:
- Lead captured
- Qualified
- Discovery/Needs analysis
- Proposal sent
- Negotiation
- Closed (won or lost)
Pro tip:
If your team’s arguing about what counts as a “qualified lead,” sort that out now. Analytics won’t help if everyone’s on a different page.
What to ignore:
Don’t obsess over having the “perfect” funnel model. Just get something down that matches how your sales actually happen.
Step 2: Set Up Bhuman Analytics (and Only What You Need)
Bhuman has a lot of features, but you don’t need them all on day one. Focus on what gives you real insight.
Start with the basics:
- Connect your CRM. Bhuman integrates with big names like Salesforce, HubSpot, and Pipedrive. This gives you live funnel data without manual entry.
- Define your funnel stages in Bhuman. Match these to the steps you wrote down in Step 1.
- Turn on event tracking. Track key actions like “qualified,” “demo booked,” “proposal sent,” etc.
What works:
Automated CRM sync. No one wants to chase down reps for updates.
What doesn’t:
Chasing every micro-metric. If you’re tracking “number of email opens” but not seeing any change in outcomes, skip it.
Step 3: Analyze Drop-Offs (Where Are You Losing People?)
This is where Bhuman’s funnel analytics start to earn their keep.
Check your conversion rates at each stage.
Look for places where a big chunk of leads disappear. For example:
- 70% of leads get qualified, but only 20% move to proposal sent? That’s a red flag.
- Are deals dying after the proposal? Maybe your pricing or value prop is off.
Dig deeper:
- Use Bhuman’s segmentation to break down data by lead source, industry, or rep.
- Spot patterns—maybe leads from webinars convert, but cold calls don’t.
Pro tip:
Don’t fall for “vanity metrics.” It’s easy to get excited if you’re generating more leads, but if none of them close, you’re just spinning your wheels.
What to ignore:
Average stage duration—unless you’re dealing with huge delays, focus on conversion rates first. Time in stage is less useful unless you already have a healthy funnel.
Step 4: Diagnose the Real Problems
Analytics are only half the battle. Now, use what you see to figure out why things are breaking down.
Ask honest questions:
- Are we qualifying leads too early (or too late)?
- Are reps following up fast enough?
- Is our messaging clear, especially around pricing or ROI?
- Are there bottlenecks with legal or procurement?
How Bhuman helps:
You can set up custom fields and notes, and even tag deals that get stuck. Use this to track common objections or reasons for stalled deals.
What works:
Regular “deal review” sessions—pull the Bhuman funnel up in your sales meeting and go through stuck deals together.
What doesn’t:
Trying to fix everything at once. Pick one or two big problems and focus there.
Step 5: Make Changes (and Track Them)
Here’s where things get real. Take the top issue you found and make a change.
Examples:
- If demos aren’t converting to proposals, tweak your demo scripts or follow-up process.
- If a rep is crushing it, dig into what they’re doing differently and share it with the team.
- If certain lead sources never close, cut them—or nurture them differently.
Set up simple experiments:
Change one thing at a time. Use Bhuman’s annotation feature to mark when you made a change, so you can see if the metrics move.
Pro tip:
Don’t expect instant results. Give changes a few weeks to play out—B2B cycles take time.
What to ignore:
Over-automating. Tools are great, but don’t lose the human touch, especially in B2B.
Step 6: Rinse, Repeat, and Don’t Overthink It
Sales optimization isn’t a one-and-done thing. Keep checking your funnel every couple of weeks.
What actually works:
- Reviewing your funnel as a team—keeps everyone honest.
- Iterating on what’s working, and killing what isn’t.
- Using Bhuman’s dashboards to spot trends before they become problems.
What doesn’t:
Getting stuck in “analysis paralysis.” At some point, you have to act.
What About All the Fancy Stuff? (AI, Predictive, etc.)
Bhuman and other analytics tools love to tout AI-powered predictions and “next best action” features. Some of this is helpful, but don’t let it distract you from the basics.
Reality check:
- AI can surface patterns you might miss—but it’s only as good as your data.
- Predictive scores are guesses, not gospel. Use them as a guide, not a rulebook.
- If your team isn’t following up or updating deals, AI can’t save you.
Bottom line:
Get your fundamentals right before adding bells and whistles.
Keep It Simple, Iterate, and Trust Your Gut
Optimizing your B2B sales funnel with Bhuman analytics isn’t magic. It’s about actually looking at what’s happening, fixing the obvious stuff, and not getting distracted by shiny features.
Start with basics, focus on what’s broken, and tweak as you go. Tools like Bhuman are there to help—but you still have to do the hard work. Don’t wait for perfect data or perfect dashboards; just keep improving, one step at a time.