Pipeline value is the total potential revenue across all active deals. Weighted forecast multiplies each deal's value by its stage probability (e.g., a $10K deal at 50% probability = $5K weighted).

Deal stages: Discovery (10%) → Qualification (25%) → Proposal (50%) → Negotiation (75%) → Closed Won (100%) / Closed Lost (0%). Probability reflects historical close rates at each stage.

Win rate is won deals divided by total closed (won + lost). Industry benchmark for agency services is 20-30%. Below 20% suggests qualification issues; above 40% suggests you're not reaching enough prospects.

Funnel visualization shows deal count and value at each stage. A healthy funnel is wider at the top (many prospects) and narrows toward close. A funnel that's flat or inverted needs more top-of-funnel activity.