The Commercial view: pipeline and conversion

The Commercial view: conversion and confirmed revenue

Receiving inquiries is good. Turning them into bookings is the goal. The Commercial view measures your sales at the moment they're won: confirmed 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 the event's confirmation (when the deal is won). For revenue dated at delivery, see the Accounting view.

Prerequisites

For the figures to be meaningful, you must have events created, confirmed, lost or cancelled over the analyzed period. Without closed opportunities, the conversion rate has no basis to compute; without confirmed events, revenue stays empty.

Fill in the venue, the source and, when a deal is lost, the loss reason on your events: these feed the benchmarks and rankings in this view. The salesperson counted is the person who created the event.

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.

• « Total Revenue Excl. Tax »: the sum of the « Revenue » (excl. tax) of confirmed events, dated to the month the event became confirmed.
• « Open pipeline »: the sum of estimated budgets of events still on hold, created in the period. With no estimated budget, the card shows the number of opportunities in progress.
• « Conversion Rate »: the share of confirmed events among closed opportunities (confirmed, lost, cancelled) created in the period, excluding open holds.
• « Avg. confirmation time »: the average time between the event's creation and its confirmation.

Understanding confirmed net revenue

Confirmed net revenue adds up the « Revenue » (excl. tax) of events confirmed over the period, dated to the month of their confirmation. It measures what your team actually won during the period, regardless of when the events will take place.

Understanding open pipeline

The open pipeline adds up the estimated budget of events still on hold, that is neither won nor lost, created in the period. If no estimated budget is entered, the card shows the number of open holds. A high pipeline points to revenue to come if conversion follows.

Understanding conversion rate

The conversion rate only considers closed opportunities. It compares confirmed events with all events created in the period that are now confirmed, lost or cancelled. Holds still in progress are excluded until they are decided.

Understanding average time to confirmation

Average time to confirmation measures the mean time between the event's creation and its confirmation. 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, three buttons show one section at a time: « Venues & channels » (venue benchmark and conversion by channel), « Funnel » (commercial funnel) and « Team » (loss reasons and top performers).

• 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 performers: 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. The « Global » tab aggregates all venues and one tab per venue filters the rest; clicking a row in the venue benchmark applies the same filter. The « Lost (slot) » column isolates inquiries lost because another event was already confirmed that day at the same venue. The commercial funnel, under « Funnel », breaks opportunities down month by month 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.

• Total Revenue Excl. Tax: sum of « Revenue » (excl. tax), dated at the event's confirmation.
• Open pipeline: estimated budget of events still on hold, or their count when no budget is entered.
• Conversion Rate: confirmed events over closed opportunities (confirmed + lost + cancelled).
• Avg. confirmation time: mean time between the event's creation and its confirmation.
• 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 performers: members ranked by confirmed events. The salesperson is the event's creator; their conversion compares confirmed events with the events they created in the period.
• 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

1. Open « Reports », click « Events », then « Commercial ».
2. Choose the period to analyze.
3. Read the 4 metrics, then explore the Venues & channels, Funnel and Team sections.

How it works

The view aggregates your events over the chosen period. Each confirmed event feeds « Total Revenue Excl. Tax » in the month of its confirmation; each hold created in the period feeds the « Open pipeline ». The conversion rate only covers closed opportunities.

The benchmarks and rankings rely on the events' fields: venue, source, the event's creator and loss reason. Changing the period recomputes all the metrics and sections.

Edge cases

Holds 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 confirmation here, but at delivery in the « Accounting » view: the two views can show different monthly totals for the same deal. Loss reasons cover lost or cancelled events created in the last 12 months, whatever the period; if no reason is entered, the card stays empty. History is limited to the current month and the previous 11 months.

Tip: if conversion drops, cross-check it with the average confirmation time. 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 opportunities (confirmed, lost, cancelled); a high average confirmation time often loses deals along the way. 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 the event's confirmation, 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 confirmation time. In « Loss reasons », « Competitor selected » and « Client unresponsive » dominate. The team speeds up sending quotes: time drops to 5 days and conversion rises.

Another example

A manager compares her channels in « Conversion by channel ». One platform brings many inquiries but converts poorly, while « Direct » inquiries convert nearly twice as well. She shifts her budget toward the channel that transforms, and her « Total Revenue Excl. Tax » grows the following quarter.

FAQ

What is the difference with the Accounting view?

The Commercial view dates revenue at the event's confirmation (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 performers section that ranks members by confirmed events and conversion rate.

Is open pipeline counted in confirmed revenue?

No. Open pipeline values events still on hold; only a confirmed event feeds confirmed net revenue.

Do open holds count in the conversion rate?

No. The conversion rate excludes open holds and only covers closed opportunities (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.

See also

• Reports dashboard
• The Accounting view: your revenue
• The Inquiries view: volume and responsiveness