How Do I Measure Pipeline Velocity?
Quantify how fast opportunities turn into revenue: capture stage timestamps, calculate revenue/day and time-in-stage, and build HubSpot dashboards by segment to diagnose bottlenecks and drive lift.
Use two levels of measurement. Top-line velocity (revenue/day) = # qualified opps × win rate × average deal size ÷ average sales cycle (days). Stage velocity tracks time-in-stage and stage-to-stage conversion. In HubSpot, standardize stage definitions, record date entered stage, compute cycle length and velocity properties, and visualize by segment, owner, source, and product. Add alerts/SLAs when deals stall beyond thresholds.
Pipeline Velocity Plays
Instrument Velocity in HubSpot
Add properties: Deal Created Date, Stage Entered Dates, Stage Exit Dates, Time in Current Stage, Total Cycle Days, and a calculated Velocity (Rev/Day) using Amount × Probability ÷ Total Cycle Days for closed-won cohorts. For in-flight pipeline, monitor snapshot velocity with # open opps × win rate × ASP ÷ avg cycle.
Report both cohort velocity (deals created in a period) and snapshot velocity (today’s pipeline). Slice by tier/segment, source, owner, product, deal size. Use funnels for stage-to-stage conversion and aging boards to flag stuck deals. Tie interventions (exec assist, pricing review, enablement) to the slowest stages.
Improve velocity by attacking the four levers: create rate (more qualified opps), win rate (proof, references), deal size (packaging, expansion), and cycle length (mutual close plans, faster legal/security). Track changes weekly and verify impact on revenue/day.
30-Day Pipeline Velocity Sprint
- Days 1–5: Finalize stage definitions & entry/exit rules; enable required fields; audit historical data.
- Days 6–10: Ensure all “Date entered stage” properties populate; backfill where possible; add “Time in stage.”
- Days 11–15: Create calculated fields: Cycle Days, Win Rate (rolling), ASP, Velocity (Rev/Day).
- Days 16–22: Build dashboards: stage aging heatmap, conversion funnel, velocity by segment/rep/source.
- Days 23–27: Add workflows & SLAs to alert on aging thresholds; route help (SE/legal/pricing) automatically.
- Days 28–30: Weekly review ritual; pick two bottlenecks; ship counterplays; measure lift week over week.
Frequently Asked Questions
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We’ll instrument timestamps, build velocity formulas and dashboards in HubSpot, and help you remove bottlenecks so revenue flows sooner.
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