Funnel Report

skill

Pull cross-funnel data via API, compute stage conversion, and share a report file with RevOps.

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Funnel Report

Pull cross-funnel data via API, compute stage-to-stage conversion rates, and share a report file with the RevOps (Revenue Operations) team.

When to use

  • A scheduled or ad hoc request to report on funnel performance (leads to MQL to SQL to closed-won) arrives.
  • RevOps asks for updated conversion rates or wants to see where the funnel is leaking.
  • Before a pipeline review meeting, when a fresh snapshot of stage counts is needed.
  • A stakeholder asks how a specific channel or campaign is converting through the funnel.

Tools

  • http-get — read stage-level data (leads, MQLs, SQLs, opportunities, closed-won) from the CRM (Customer Relationship Management system) and any connected marketing/analytics API.
  • shell-execute — run a small script to aggregate stage counts and compute conversion rates and period-over-period deltas.
  • write-file — save the finished funnel report (counts, conversion rates, commentary) to a file.
  • send-message — notify RevOps that the report is ready, or escalate blockers.

Playbook

  1. Confirm the reporting window (e.g. last 30 days) and which funnel stages are in scope.
  2. Call the CRM REST API with http-get (e.g. GET https://api.hubapi.com/crm/v3/objects/contacts) to pull lead and MQL (Marketing Qualified Lead) counts. Authentication is injected by the org's Integration row for this host — never ask for, echo, or hardcode credentials. If the call returns 401/403 or no Integration row exists, stop and message a human via send-message asking them to create the Integration, naming the service and required scopes.
  3. Call the CRM REST API with http-get again for SQL (Sales Qualified Lead), opportunity, and closed-won counts, using the same Integration-based authentication.
  4. If a separate marketing or ads platform feeds the top of funnel, call that service's REST API with http-get under the same Integration rule to pull channel/campaign-level lead volume.
  5. Use shell-execute to run a short script that joins the pulled data by stage, computes stage-to-stage conversion rates, and flags the largest drop-off point.
  6. Use shell-execute to compute period-over-period change versus the prior comparable window, if historical data is available.
  7. Use write-file to save the report (stage counts, conversion rates, biggest leak, notable channel trends) as a clearly named file.
  8. If any stage's data looks incomplete or a required record needs correcting (not just reporting), do not attempt to write it back — compile the change list to a file with write-file and hand off to a human via send-message, since updating CRM records requires PATCH/PUT/DELETE access this skill does not have.
  9. Use send-message to notify RevOps that the funnel report is ready, including the file location and a one-line summary of the key finding.

Failure modes

  • 401/403 response from any API call -> missing Integration; stop and escalate via send-message naming the service and required scopes.
  • Empty or zero-count result for a stage -> verify the endpoint and query parameters before concluding the funnel is genuinely empty.
  • Rate limit (429) response -> back off and retry later; note the limiting in memory so future runs pace requests accordingly.
  • Source data schema or dashboard layout changed unexpectedly -> fall back to browser-search to confirm the current API structure before continuing.

Done when

  • A report file exists (via write-file) containing stage counts and computed conversion rates for the requested window.
  • RevOps has been notified via send-message with the report location and headline finding.
  • Any records needing correction were compiled into a handoff file rather than silently left inconsistent.