Fixing Funnel Blind Spots with RevSure’s Cohort Intelligence

For years, funnel analysis has helped GTM and marketing teams measure lead progression through the pipeline. It’s familiar, easy to track, and useful for high-level reporting.

But as buying behavior becomes more nonlinear, attribution becomes more complex, and motions become more varied- product-led, outbound, ABM, and partner, traditional funnel views are losing their relevance. They show progression, but rarely explain performance. They surface metrics, but often obscure meaning.

What GTM teams need today isn’t just stage-based reporting. They need visibility into how leads move, which groups are underperforming, and where revenue is leaking. That’s what RevSure’s Cohort Intelligence delivers.

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A More Actionable View of the Funnel

Most funnel dashboards treat every lead the same, regardless of how they entered, when they came in, or what campaign brought them there. This creates blind spots. You might know that conversions dipped last quarter, but not that your Q2 paid campaigns stalled after the demo stage. Or that your outbound leads from May never progressed past SQL.

Cohort Intelligence introduces structure to that chaos.

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Instead of aggregating leads into a single pipeline view, it allows teams to group them into cohorts based on shared characteristics, such as time of entry, campaign source, region, or persona, and track each group’s journey through the funnel. This shift from static to behavioral analysis gives you the context needed to understand progression, stagnation, and leakage clearly and at scale.

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Built for B2B Teams Operating Across Complex Motions

Cohort Intelligence supports multiple starting points across the funnel. Whether leads originate at the top (like MQLs) or mid-funnel (such as direct pipeline adds), the system tracks their progression from that point forward.

For example, if your outbound motion generated a spike in SQLs in June, you can select that cohort, analyze its performance as of today, and see exactly what’s still active, what converted, and what leaked.

The platform supports both multi-start and single-start stage analysis, making it possible to zoom in on granular motions or step back to review larger patterns across timeframes, teams, or territories. This level of configurability is especially useful for enterprise teams with overlapping campaigns, segmented audiences, and region-specific go-to-market strategies.

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Practical Insights for GTM Execution

What sets this capability apart is its depth of insight across the revenue funnel. In addition to showing what’s been created and where it stands today, Cohort Intelligence provides full-funnel metrics such as:

• Conversion rates from one stage to the next
• Time spent in each stage (velocity and median velocity)
• Open vs. leaked volume and value
• Regressions and stuck deals by cohort

Visualizations, both trendlines and funnel flows, make it easy to compare performance over time or across campaigns. Teams can toggle between volume and value views, filter by lead source or sales region, and isolate at-risk pipeline with a few clicks.

This enables faster, more confident decision-making across functions:

• Marketing teams can evaluate campaign effectiveness based on progression and deal value
• Sales and RevOps can identify pipeline friction points and optimize handoffs.
• Leadership gets real-time visibility into what’s working and what’s not, without relying on retrospective analysis.

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Closing the Loop Between Visibility and Action

The goal isn’t just better reporting; it’s better execution. By giving GTM teams a clear, cohort-level view of performance, RevSure enables faster intervention when things aren’t moving, sharper allocation of resources, and improved forecasting grounded in actual buyer behavior.

For organizations navigating complex buyer journeys and running multi-channel, multi-touch campaigns, this level of clarity can drive significant improvements in pipeline health and revenue outcomes. To explore how Cohort Intelligence can help you track, manage, and improve funnel performance across motions and markets, book a demo today.