Cohort Analysis for Pipeline

Cohort analysis groups deals by a shared characteristic — usually creation date — and tracks their outcomes over time. Instead of looking at all deals in the pipeline simultaneously (which mixes deals from different time periods with different characteristics), cohort analysis lets you compare the January cohort against the February cohort against the March cohort. If the March cohort has a 20% lower conversion rate than January, something changed in March — and you know exactly when to look.

Pipeline Cohort Analysis — Q1 2026

Cohort    Deals   → Qualified   → Discovery   → Proposal   → Won     Win Rate
────────  ──────  ───────────   ──────────    ─────────    ──────   ────────
Jan W1    48      38 (79%)      28 (74%)      18 (64%)     11       22.9%
Jan W2    52      41 (79%)      30 (73%)      20 (67%)     13       25.0%
Jan W3    55      43 (78%)      31 (72%)      21 (68%)     14       25.5%
Jan W4    61      47 (77%)      34 (72%)      22 (65%)     13       21.3%
Feb W1    58      42 (72%) ⚠   29 (69%)      16 (55%) ⚠  8        13.8% ⚠
Feb W2    63      44 (70%) ⚠   28 (64%) ⚠   14 (50%) ⚠  6        9.5%  ⚠

Signal: Feb cohorts show declining L→Q and D→P rates.
Investigate: What changed in lead source mix and discovery process in February.