Most leaders want better visibility into what is working and what is slowing growth. But when they look for answers, they usually turn to their CRM. The challenge is that CRM data only shows the middle of the buying journey. It does not capture the full funnel, and it rarely reflects the activity and signals that predict future revenue.
That is why the first step in building a reliable growth system is understanding what data you currently have, where it lives, and where the gaps are. You cannot fix what you cannot see.
Our questionnaire gives you a simple way to gather the data needed for your setup meeting, evaluate the health of each stage of the funnel, and prepare for your monthly results meeting. It is short, practical, and designed for business leaders and their teams to complete together.
Use it to get a clear picture of your visibility across the entire funnel.
The Funnel Visibility Questionnaire
This should take fifteen to twenty minutes to complete. Some questions you can answer yourself. Others may require input from sales or marketing.
Choose one business line or service area where you want clear visibility. You do not need to complete this for the entire company.
1. Awareness: Are people seeing us?
Answer with your marketing lead.
- Do we track total website traffic?
- Do we know how people are finding our website?
- Do we track email list growth or database health?
- Do we track social impressions or engagement?
- Do we track networking and presentation activity?
- Do we have a simple way to see trends over time?
2. Interest: Are people engaging with us?
Answer with marketing and sales together.
- Do we track inquiries, form fills, or resource downloads?
- Do we track early engagement such as email opens or repeat website visits?
- Do we track which topics get the most attention?
- Do we have a way to see month over month engagement trends?
- Do we document who reaches out and why?
3. Commitment: Are real sales conversations happening?
Answer with your sales lead.
- Do we track the number of qualified conversations each month?
- Do we have agreed definitions for a lead and a qualified lead?
- Do we track the number of active opportunities?
- Do we track close rate consistently?
- Do we know where opportunities slow down?
- Do we record closed lost reasons?
4. Relationship: Are customers staying engaged with us?
Answer with sales or account management.
- Do we know our current retention rate?
- Do we know which customers may be at risk?
- Do we track customer communication or check-ins?
- Do we know which customers expanded or returned?
- Do we track customer satisfaction signals?
- Do we have a shared definition of an active, dormant, or lapsed customer?
5. Data Location: Where does our information live?
Answer as a group.
- CRM
- Website analytics
- Email platform
- Social platforms
- Project management tools
- Spreadsheets
- People’s inboxes
- Not tracked at all
Circle all that apply. It is common for data to exist in many places at first.
6. Data Gaps: Which stages have the least visibility?
Answer as a group.
Circle the stage where visibility is lowest. This should be your first priority.
7. Confidence Check: How confident are we in the data we have?
Rate each stage from 1 to 5.
1 = little or no confidence
5 = high confidence
Record the score next to each stage.
8. Meeting Readiness: Do we have enough visibility to start monthly results meetings?
Choose one.
- Yes, we have enough to begin
- Yes, but we need a few basics
- Not yet, but we know what is missing
- No, we need more structure first
Most companies fall in the middle. That is normal.
How to Use This Questionnaire
After completing it:
- Bring it to your setup meeting
- Identify the stage with the largest visibility gap
- Assign owners for gathering missing data
- Agree on where data will live going forward
- Begin with the visibility you have and build from there
Your goal is not perfect data. Your goal is a clear starting point and a shared understanding of the full funnel.
Once you have that, your CRM will start to make more sense. Your monthly results meeting will run more smoothly. And your team will finally be looking at the same picture.
Download our questionnaire below to get started today.