If you’re running B2B sales and feel like your funnel is leaking somewhere, but you’re drowning in “insights” and still not sure what to fix, this guide is for you. I’ll walk through how to actually use Supergrow Analytics to make your sales funnel work better—minus the marketing-speak. This isn’t a magic bullet, but if you want to see where deals get stuck and what to do about it, let’s get into it.
Step 1: Set Up Tracking—But Don’t Overcomplicate It
Before you can optimize anything, you need to know what’s happening. Supergrow will want you to tag every event under the sun. Don’t do that. Focus on the basics first:
- Lead captured: When someone fills out a form or signs up for a demo.
- Qualified lead: However your team defines this (e.g., meets ICP, responds to outreach).
- Opportunity created: The point where sales starts real conversations.
- Deal won/lost: Self-explanatory.
Pro tip:
Map these stages to your actual sales process. Don’t just use whatever Supergrow suggests. If your team skips the “qualified lead” stage, don’t force it.
To set this up in Supergrow:
- In the admin panel, go to “Events” and create a custom event for each stage above.
- Use their integrations for CRM (like Salesforce or HubSpot) to auto-sync stages. Manual uploads are a pain—automate what you can.
- Test your events by running through the funnel yourself or with a fake lead. Make sure everything fires as expected.
What to ignore:
You’ll see options for “micro-conversions” like page scrolls or email opens. For B2B sales, these don’t matter much until you’ve nailed the basics.
Step 2: Build a Funnel Report That Makes Sense
Supergrow loves dashboards. Resist the urge to track everything. The only funnel you need for now is:
- Leads captured
- Qualified leads
- Opportunities
- Deals won
How to set this up: - Go to “Funnels” and start a new funnel report. - Drag in your custom events from Step 1. - Set the time window based on your sales cycle (30, 60, or 90 days—don’t use their default if it’s wrong for your business).
What actually matters: - Conversion rate at each stage (not just the overall “win rate”). - Where the biggest drop-offs happen.
What doesn’t matter: - Vanity metrics like “average time on site.” If it doesn’t move deals forward, skip it.
Pro tip:
Bookmark this funnel report. You’ll come back to it a lot. No need for 10 different views—just focus on this one until you spot a real problem.
Step 3: Find the Bottlenecks—Follow the Data, Not Your Gut
Here’s where most teams get stuck: staring at dashboards but not knowing what’s broken. With your funnel report, do this:
- Look for the biggest percentage drop between stages. That’s usually your bottleneck.
- For example: If you have 300 leads, but only 30 become qualified, you have a qualification problem—not a closing problem.
Questions to ask: - Are we getting enough leads, but not enough are qualified? - Are sales-qualified leads not turning into real opportunities? - Are opportunities stalling out before closing?
What to watch out for:
- Data lag: If your CRM syncs are slow, Supergrow might show outdated numbers. Double-check before panicking.
- False positives: If you see a sudden spike or drop, check if someone changed the definitions or tracking setup.
Ignore:
- “Industry benchmarks” unless they’re B2B and match your deal size. Comparing yourself to SaaS unicorns or random B2C data is a waste of time.
Step 4: Dig Into Stage Details—Don’t Settle for Surface-Level Metrics
Once you know where deals get stuck, zoom in. Supergrow lets you break down each funnel stage by:
- Source: Where leads came from (LinkedIn, Google Ads, referrals, etc.)
- Rep: Who worked the deal.
- Industry or company size: Useful if you serve multiple verticals.
How to use this: - Go to the funnel stage with the worst drop-off, and filter by source or rep. - See if one channel (or person) is underperforming. Sometimes it’s just one bad fit, not a system-wide issue.
Pro tip:
If one rep converts way better than others, have them walk the team through their process. No amount of analytics replaces learning from your own people.
What not to do:
Don’t get stuck slicing data a million ways. Pick one filter at a time. Otherwise, you’ll find “trends” that are just noise.
Step 5: Test Small Changes—Then Measure, Don’t Guess
Now you know where things break down, fix one thing at a time:
- If leads aren’t getting qualified, tighten your forms or clarify your ICP.
- If qualified leads aren’t turning into opportunities, maybe your outreach needs work.
- If deals stall at the end, look at your proposal process or follow-up timing.
How to test in Supergrow: - Make your change. - Mark the date in Supergrow (use the “annotations” feature). - Watch your funnel report for the next few weeks. Did conversion rates improve at that stage?
What doesn’t work:
Changing five things at once. You won’t know what actually helped.
Ignore:
Supergrow’s “AI suggestions.” Useful sometimes, but don’t treat them as gospel—they’re often based on generic patterns, not your context.
Step 6: Set Up Alerts—But Only for Big Swings
Supergrow will let you set up alerts for every tiny change. Don’t do it. Here’s what’s actually useful:
- Alerts for major drops or spikes in conversion rates (say, 10%+).
- Alerts for zero activity—if leads suddenly stop at any stage, you want to know.
Why not more?
Too many alerts = alert fatigue = you ignore them all.
Set it up: - Go to “Alerts” and pick thresholds that actually mean something. - Send alerts to your sales ops Slack channel or email, not your whole team.
Step 7: Rinse, Repeat, and Don’t Chase Shiny Objects
The real secret to optimizing your B2B sales funnel? Relentless, boring iteration. Here’s what to do over time:
- Check your funnel report weekly. Don’t obsess—just look for real changes.
- When you make a change, give it time. B2B sales cycles are long.
- Ignore new Supergrow features unless you have a clear use case. More tools won’t fix a broken process.
Pro tip:
Document what you try and what happens. Even a simple Google Doc is fine. That way, when something works, you can double down.
Summary: Keep It Simple and Stick With It
Supergrow Analytics can help you fix your B2B sales funnel, but only if you focus on the basics: track the right stages, spot real bottlenecks, and test one thing at a time. Ignore the noise, don’t overcomplicate, and keep coming back to the numbers that actually matter. The best teams aren’t chasing the latest tool—they’re just relentless about fixing what’s broken. Stick with it, and your funnel will get better.