Let’s be honest: most B2B funnels have at least one spot where leads just seem to disappear. If you’re running sales or revops and you’ve ever wondered, “Why do so many good leads stall out right there?”, this guide is for you. We’ll look at how to use Verse analytics to spot real bottlenecks—without drowning in dashboards or chasing “insights” that don’t actually help.
Here’s a step-by-step playbook to find and fix what’s holding your funnel back. No magic, no hype—just a practical process you can actually use.
1. Get Clear on What You’re Really Measuring
Before you even open Verse, take a breath. Funnels get messy when no one agrees on what each stage means or how to track movement. Define these up front:
- What counts as a lead? (Demo requested, form filled, cold outreach?)
- What are your funnel stages? (Be specific—don’t use vague “qualified” buckets.)
- What’s your actual goal? (More meetings? Pipeline? Revenue?)
Pro tip: Write this down. Share it with your team. If you skip this, your analytics will just show you what’s broken in your definitions—not your process.
2. Connect the Right Data Sources to Verse
Verse can pull in data from your CRM, marketing automation, and other tools. But it’ll only be as good as the data you feed it.
- Sync your CRM (Salesforce, HubSpot, etc.)
- Hook up marketing sources (if you’re tracking lead source attribution)
- Check that fields match your funnel definitions (see Step 1!)
What to ignore: Don’t bother wiring up every data source “just in case.” More noise isn’t better. Start with what feeds your main funnel stages.
3. Map Your Funnel in Verse
Once Verse is pulling in clean data, set up your funnel stages in the tool. Most B2B funnels look something like:
- Lead captured
- Sales qualified lead (SQL)
- Discovery call booked
- Proposal sent
- Closed/won
But don’t just use defaults—use the stages your team actually works with.
- Double-check that each stage is defined by a single, reliable field.
- Avoid “misc” or “other” stages. If it’s not clear, clarify or drop it.
- Set up time stamps so you can track how long leads sit in each stage.
Pro tip: If you can’t map a stage cleanly, that’s a sign your process needs fixing—not just your analytics.
4. Visualize the Funnel and Spot Drop-Offs
Here’s where Verse shines: it’ll show you, step by step, how many leads make it from one stage to the next—and where they stall.
- Look for “cliffs” where lots of leads vanish.
- Don’t just look at percentages—check the raw counts.
- Watch for stages where leads stall for days or weeks.
What works: Verse’s funnel visualization is great for quickly spotting obvious leaks. Don’t overthink it—look for the biggest drop or bottleneck and start there.
What doesn’t: Don’t get hung up on tiny conversion drops between stages. Focus on big, ugly gaps where progress grinds to a halt.
5. Dig Into the Bottleneck with Filters and Segments
Found a trouble spot? Now use Verse’s filters to get specific.
- Break down by lead source. Is this only happening with leads from LinkedIn? Events?
- Look at rep performance. Is everyone stuck, or just some reps?
- Filter by company size, industry, or any custom field.
You’re looking for patterns—anything that makes the bottleneck more or less severe.
Pro tip: If there’s no pattern, the problem might be your process (e.g., unclear handoffs), not the leads themselves.
6. Check Time-in-Stage Metrics
Numbers are good, but time tells you where things really stall.
- Verse will show you the average (and median) time leads spend in each stage.
- Look for stages where time-in-stage is way higher than others.
- Compare old vs. new leads—are things improving or getting worse?
What works: Long time-in-stage often means leads are getting ignored, questions aren’t being answered, or handoffs are messy.
What doesn’t: Don’t chase every outlier. Some deals just take longer—focus on the stages where most stuck leads pile up.
7. (Optional) Layer in Qualitative Signals
Numbers only tell you so much. If Verse shows a bottleneck, talk to the people closest to it.
- Ask reps: “What usually trips you up at this stage?”
- Review a few stuck deals. Any common themes?
- Check if marketing and sales actually agree on qualification.
Pro tip: Sometimes, the problem is as simple as “nobody follows up on Fridays” or “we’re sending too many forms.” Don’t overcomplicate it.
8. Take Action and Track Results
Don’t fall into the “analysis paralysis” trap. Once you’ve found a clear bottleneck, pick one small thing to try:
- Rewrite handoff emails
- Tighten qualification criteria
- Train reps on objection handling at that stage
- Automate reminders for stuck leads
Then, use Verse to track the same funnel over the next few weeks. Did the bottleneck shift? Are more leads moving forward?
What works: Simple changes, tracked over time. Don’t try to fix everything at once.
What doesn’t: Big “transformation” projects. The funnel’s always changing—pick your battles.
A Few Things to Ignore (and Why)
- Flashy dashboards: If it looks impressive but doesn’t help you decide what to do next, skip it.
- Benchmarks from other companies: Your funnel is unique. Focus on your own data.
- “AI insights” with no explanation: If you can’t see why it’s a bottleneck, don’t take action just because a tool said so.
Wrapping Up: Keep It Simple, Iterate Often
Verse is a solid analytics tool, but it won’t magically fix a messy funnel. The real value comes from clear definitions, focusing on the biggest leaks, and making small, real-world changes. Don’t chase perfect numbers—just make your funnel a little better each month, and you’ll leave most folks in the dust.
Got a bottleneck? Map it, measure it, talk to people, and try a fix. Then do it again. That’s how you actually move the needle.