The Commercial view: pipeline and conversion

Track confirmed revenue dated at signing, your open pipeline, your conversion rate and performance by venue, channel and salesperson.

The Commercial view: conversion and signed revenue

Receiving inquiries is good. Turning them into bookings is the goal. The Commercial view measures your sales at the moment they're won: signed revenue, open pipeline, conversion rate and team performance.

This article details every metric, analysis section and action in this view. The goal is to give you a complete reference for reading your commercial performance and turning it into concrete actions.

Keep in mind: the Commercial view dates revenue at signing (when the deal is won). For revenue dated at delivery, see the Accounting view.

Prerequisites

For the figures to be meaningful, you must have files created, quotes sent and deals signed over the analyzed period. Without closed quotes, the conversion rate has no basis to compute; without signing dates, the confirmed revenue stays empty.

Filling in venues, salespeople, acquisition channels and loss reasons on your files is essential: these feed the benchmarks and rankings in this view.

What you'll learn

Read the 4 key sales-performance metrics
Compare your venues and acquisition channels
Identify your loss reasons and your best salespeople

The 4 headline metrics

Four metrics summarize your commercial performance at the top of the view. Together, they answer three questions: how much you have won, how much is left to win, and how efficiently.

Confirmed net revenue: the sum of signed net amounts, dated by their signing date.
Open pipeline: the value of events still in option — your potential in progress.
Conversion rate: the share of accepted quotes among closed quotes (confirmed + lost + cancelled), excluding open options.
Average time to confirmation: the average time between file creation and signing.

Understanding confirmed net revenue

Confirmed net revenue adds up the net amounts of quotes signed over the period, dating them at signing. It measures what your team actually won during the period, regardless of when the events will take place.

Understanding open pipeline

Open pipeline values events still in option, that is deals neither won nor lost. It represents your remaining potential: a high pipeline points to revenue to come if conversion follows.

Understanding conversion rate

The conversion rate only considers closed quotes. It compares accepted quotes to all closed quotes — confirmed, lost and cancelled — deliberately excluding options still in progress, which are not yet decided.

Understanding average time to confirmation

Average time to confirmation measures the mean time between file creation and signing. A short time reflects a responsive team; a long time often signals a bottleneck in sending or following up on quotes.

The analysis sections

Below the metrics, several sections break performance down by venue, by channel, over time and by salesperson.

Venue benchmark: confirmed, net revenue, average ticket, conversion rate, time and cancellation rate by venue.
Conversion by channel: from incoming inquiry to confirmed event, by source.
Sales funnel: the monthly breakdown of opportunities (confirmed, in progress, lost, cancelled) with the revenue line.
Loss reasons: why opportunities don’t close.
Top salespeople: ranking by confirmed events and conversion rate.

Reading the venue benchmark

The venue benchmark lines up each venue on its confirmed deals, net revenue, average ticket, conversion rate, time and cancellation rate. It reveals at a glance which venue outperforms and which deserves particular attention.

Reading conversion by channel and the funnel

Conversion by channel tracks each source, from incoming inquiry to confirmed event, to spot the most profitable channels. The sales funnel breaks opportunities down month by month (confirmed, in progress, lost, cancelled) and overlays the revenue line.

Metrics reference

A recap of every metric and section in the Commercial view, with a one-line definition explaining how it is obtained.

Confirmed net revenue — sum of signed net amounts, dated at signing.
Open pipeline — value of events still in option.
Conversion rate — accepted quotes over closed quotes (confirmed + lost + cancelled).
Average time to confirmation — mean time between file creation and signing.
Venue benchmark — confirmed, net revenue, average ticket, conversion, time and cancellation rate by venue.
Conversion by channel — from incoming inquiry to confirmed event, by source.
Sales funnel — monthly breakdown of opportunities with the revenue line.
Loss reasons — reasons opportunities don't close.
Top salespeople — ranking of members by confirmed events and conversion rate.
Average ticket — average amount per confirmed deal, shown in the venue benchmark.
Cancellation rate — share of cancelled deals by venue, in the venue benchmark.

View the report

Open Reports, then the Commercial tab.
Choose the period to analyze.
Read the 4 metrics, then explore the Venues & channels, Funnel and Team sections.

How it works

The view aggregates your quotes and files over the chosen period. Each signed quote feeds confirmed revenue at its signing date; each event still in option feeds the open pipeline. The conversion rate is computed only on closed quotes.

The benchmarks and rankings rely on the fields filled in on the files: venue, channel, salesperson and loss reason. Changing the period recomputes all the metrics and sections.

Edge cases

Options still in progress are excluded from the conversion rate: as long as a deal is neither won nor lost, it only weighs on the open pipeline. A pipeline spike with no rise in confirmed revenue simply means deals are not yet decided.

The same event is dated at signing here, but at delivery in the Accounting view: the two views can therefore show different monthly totals for the same deal. If loss reasons are not filled in, the matching section stays empty.

💡 Tip: if conversion drops, cross-check it with the average time to confirmation — a long delay is often the cause.

Best practices

Track conversion month over month to measure progress.
Link drops to concrete actions (follow-ups, response times).
Compare your channels to invest where conversion is best.
Always fill in loss reasons to make that section actionable.
Watch the open pipeline as much as confirmed revenue: it signals tomorrow's revenue.

Troubleshooting

My conversion rate looks too low.

Cause: the rate only counts closed quotes; a high average time to confirmation often loses deals before signing. Solution: cross-check the rate with the average time and speed up sending and following up on quotes.

Confirmed revenue doesn't match the Accounting view.

Cause: the Commercial view dates revenue at signing, the Accounting view at delivery. Solution: this is expected; use the Commercial view to steer sales and the Accounting view for delivery.

The Loss reasons section is empty.

Cause: loss reasons are not filled in on lost files. Solution: get into the habit of entering a reason on each loss to feed this analysis.

Real-world example

A venue sees a 35% conversion rate and a 12-day average time to confirmation. Reading loss reasons, "price" and "delay" dominate. The team speeds up sending quotes: time drops to 5 days and conversion rises.

Another example

A manager compares her channels in the Conversion by channel section. Instagram brings many inquiries but converts poorly, while referrals convert nearly twice as well. She shifts her budget toward the channel that transforms, and her confirmed net revenue grows the following quarter.

FAQ

What is the difference with the Accounting view?

The Commercial view dates revenue at signing (when the deal is won); the Accounting view dates it at delivery (when the event takes place).

Can I see performance per salesperson?

Yes, via the Top salespeople section that ranks members by confirmed events and conversion rate.

Is open pipeline counted in confirmed revenue?

No. Open pipeline values events still in option; only a signed quote feeds confirmed net revenue.

Do open options count in the conversion rate?

No. The conversion rate excludes open options and only covers closed quotes (confirmed, lost, cancelled).

Is revenue net or gross?

Confirmed revenue and the venue benchmark are expressed in net amounts (excluding tax).

How do I know which channel to invest in?

Use the Conversion by channel section: it tracks each source from incoming inquiry to confirmed event to spot the ones that transform best.