FunnelForge: Sales Funnel Analytics
Building Clarity into the Modern Sales Pipeline
Most revenue teams sit on a flood of CRM activity that never turns into useful signal. FunnelForge was built to fix that — an analytics surface that ingests pipeline events from existing CRMs, normalises them across stages, and surfaces the bottlenecks, drop-offs and conversion windows that matter. We led the engagement end-to-end, owning architecture, data modelling, ingestion, the analytics engine and the front-end. The platform combines a streaming event pipeline with a query layer designed for ad-hoc cohort analysis, so operators can answer "what changed last week" without writing SQL.
An Engine Tuned for Real-Time Funnel Intelligence
Under the hood: a typed ingestion layer that maps any CRM schema into a canonical funnel model; a Postgres + Redis storage tier optimised for windowed aggregations; and a front-end built for fast iteration with charts that stay readable on dense datasets. Outcomes for early customers include a 40–60% reduction in time spent stitching reports together, faster feedback loops on stage definitions, and clearer attribution between activity and conversion. The product now supports multi-team rollouts with role-based access, custom funnel definitions per segment, and exports back into existing BI tools.
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