Verified on release 3.4.5.21 "Trade Management for Kazakhstan" (edition 3.4).
The sales department head comes to you and asks: "Why is the revenue plan burning? The managers are working, calling, meeting clients." You open 1C, look — many deals have been created, but few are paid. Where exactly are clients "dropping off"? At the proposal preparation stage? At contract approval? At payment? The report "Sales Funnel" answers this question in a minute. It shows how many deals reached each stage and what share was lost between them. Below is how to use this report in practice.
1. Purpose
The "Sales Funnel" report shows the movement of customer deals through the sales process stages: how many deals at each stage, what the conversion rate is from stage to stage and to a win. It helps find the funnel's "bottleneck" and evaluate managers' performance. This is an analytical report — it does not post anything and does not change data, it only reads already created deals.
2. Where to find it
Menu path: CRM and Marketing → Reports (section report panel) → Sales Funnel. If the "CRM and Marketing" section is not visible — enable it: Master Data and Administration → CRM and Marketing → "Customer Deals" checkbox and "Manage Deals by Stages". Without deal tracking enabled, the report will be empty — there's nothing to count.
To open the report directly, copy the navigation link and paste it via Tools (main menu, ▾ icon) → Show Navigation Link → Go to Navigation Link:
e1cib/list/Отчет.ВоронкаПродаж
2a. How to find out your release
Click the ? (Help) → About the Program icon. The opened window shows the platform version (e.g., 8.3.24) and the configuration release — the line "Trade Management for Kazakhstan, edition 3.4 (3.4.5.21)". The instructions below are valid exactly for this release; in other versions the names of stages and settings may differ.
3. How to fill in (configure) the report
The report is built based on the parameters in the header. Fill them in and click "Generate".
| Field | Why it's needed | What happens if set incorrectly |
|---|---|---|
| Period (REQUIRED) | Sets the interval for which deals are taken. Default is the current month. | Too narrow a period — the funnel is empty or "ragged". Too wide — you'll mix seasons and the picture will be blurred. |
| Deal Type | Filter by deal type: "Standard Sale", "Deal with Manual Stage Transition", "Other Non-Process Interactions". | If left blank — everything will be included, including "non-process" ones that have no stages, and the funnel will be distorted. For a clean funnel, choose sales by stages. |
| Responsible (Manager) | Filter by a specific employee or department. | Blank — report for everyone. To evaluate an individual manager, be sure to set a filter, otherwise you won't be able to compare people. |
| Indicator / Funnel Type | What to plot by stage: number of deals or deal amount. Switched in the report variant settings. | By quantity you see where clients are lost; by amount — where money is lost. These are different conclusions, don't confuse them. |
| Partner / Customer | Filter by a specific buyer or segment. | Blank — for all customers. Useful for analyzing the funnel for a major customer. |
| Indicator Currency | Default is tenge (₸). | With multi-currency deals without a single currency, amounts will add up incorrectly. |
Additionally, via "Settings" ("More" button → "Change Variant") you can add groupings: by manager, by deal type, by acquisition channel (primary demand), by item group. It is the grouping by manager that turns the report into a staff evaluation tool.
Stages of a standard sales funnel in TM (the set depends on the configured "Sales Process Stages"):
- Initial contact (interest);
- Customer qualification / needs identification;
- Commercial proposal preparation;
- Presentation and negotiation;
- Contract / document execution;
- Payment and shipment — won deal.
4. Worked example with numbers
Manager Ivanova A. created 40 new deals of type "Standard Sale" in September 2026. We build the funnel by quantity and by amount.
| Stage | Deals | Conversion to start | Amount in progress, ₸ |
|---|---|---|---|
| Initial contact | 40 | 100 % | 24,000,000 |
| Customer qualification | 34 | 85 % | 20,400,000 |
| Proposal preparation | 28 | 70 % | 16,800,000 |
| Presentation, negotiation | 20 | 50 % | 12,000,000 |
| Contract execution | 12 | 30 % | 7,200,000 |
| Won (payment/shipment) | 9 | 22.5 % | 6,200,000 |
What we read: the biggest drop is between "Presentation" (20) and "Contract Execution" (12): 40% of the remaining deals are lost. This means the bottleneck is agreeing on terms and signing the contract, not finding clients. The overall funnel conversion is 22.5%.
Link to accounting. The funnel itself does not create postings. But behind the "Won" line are real sales documents. Take one won deal for 1,160,000 ₸ with 16% VAT. When its "Sales of Goods and Services" document is posted, the following entries will be generated (standard chart of accounts of the RK):
| Dr | Cr | Amount, ₸ | Description |
|---|---|---|---|
| 1210 | 6010 | 1,000,000 | Sales revenue (excluding VAT) |
| 1210 | 3130 | 160,000 | VAT payable (16%) |
| 7010 | 1330 | 620,000 | Cost of goods written off |
VAT check: 1,160,000 × 16 / 116 = 160,000 ₸ — matches. It is exactly such "won" deals that end up in the bottom line of the funnel.
5. Operation types (report variants)
The report is not a document, it has no "operation types", but there are ready-made presentation variants:
- Funnel by number of deals — how many at each stage;
- Funnel by deal amount — how much money is "stuck" at a stage;
- Grouped by managers — comparison of employees;
- By deal type / acquisition channel — where leads come from and how they convert.
Variants are switched with the "Select Variant" button on the report panel.
6. What is generated when building the report
Key point: the "Sales Funnel" report does not create any postings, does not create ESF, CNT, and does not generate register movements. This is read-only analytics. It reads data from the information register on deal stages and from the "Customer Deal" documents, and builds a funnel diagram and a table. The report does not send any electronic documents (ESF in the ESF IS, CNT) — they are generated later, at the sales stage, from sales documents, not from the report.
7. Printed forms
The report has no separate regulated printed form — the generated report itself is printed. Available:
- Print the report's spreadsheet document (Ctrl+P) — table and funnel diagram;
- Save As — export to Excel (.xlsx), .mxl, PDF;
- "Funnel" diagram — visual display, copied into a report to management or a presentation.
8. Common mistakes
"No data to build the report" / the report is empty. Reason: there are no deals in the selected period, or deal tracking by stages is not enabled. Check Master Data and Administration → CRM and Marketing → Deal Management, widen the period and remove unnecessary filters.
The funnel is "inverted" — the top stage has fewer deals than the bottom. Reason: some deals were created directly at a later stage (import, manual creation "in the middle"). This is normal for "manual stage transition", but distorts the conversion rate. Build the funnel separately by the "Standard Sale" type.
"Non-process" deals got into the funnel and ruined everything. The "Other Non-Process Interactions" type has no stages. Set the filter Deal Type = Standard Sale in the header.
Amounts don't match the sales plan. The report counts the deal amount (potential), not the actual revenue from "Sales". For actuals, look at sales reports; the funnel is about conversion, not accounting income.
100% conversion at all stages. This means managers move the deal through all stages at once at the moment of closing, without recording the actual path. This is an organizational, not a software, problem — the funnel loses its meaning.
9. FAQ
Does the "Sales Funnel" create accounting entries? No. It is an analytical report, it only reads deal data. Entries (Dr 1210 Cr 6010, Dr 1210 Cr 3130 for 16% VAT, Dr 7010 Cr 1330) are made by the sales document for the won deal.
Where does the report get its data from? From "Customer Deal" documents and the register that stores the sales process stages and dates of transition between them. Therefore it is important that managers actually move deals through the stages.
How does the quantity funnel differ from the amount funnel? By quantity you see at which stage more clients are lost. By amount — where the most expensive deals are lost. Small deals may "fall off" en masse, while money is lost on a couple of large ones.
Why are there fewer clients at the first stage than expected? Only deals created in 1C get into the funnel. Calls and leads without a created deal will not be included in the report. Check whether all inquiries are being registered as deals.
Can I build a funnel for one manager? Yes. Set the "Responsible" filter in the header to the desired employee, or add a grouping by manager via "Change Variant".
Does the report send ESF or CNT? No. Electronic documents (ESF in the ESF IS, CNT) are generated from sales documents, not from the report. The funnel has nothing to do with electronic document flow.
How to calculate the overall funnel conversion? Divide the number of won deals by the number of deals at the first stage. In the example: 9 / 40 = 22.5%. The report shows this share automatically.
Why doesn't the amount in the funnel match the revenue in the declaration? The funnel shows the deal potential (amount in progress), not the actual taxable income. For VAT and income, look at sales documents and sales registers; there the amount is already calculated with the 16% rate.
Can I export the funnel to Excel for management? Yes. Generate the report, then "More → Save As → Excel 2007 Sheet (.xlsx)" or simply copy the diagram.
What period is best for building the funnel? For operational control — a month. To evaluate the deal cycle, take a period no shorter than the average deal duration, otherwise "unclosed" deals will distort the conversion rate.
10. Related documents
- Based on what it is built: "Customer Deal" documents and configured "Sales Process Stages" (CRM and Marketing → Settings and Catalogs).
- What comes "before" the funnel: "Interactions" (calls, letters, meetings), "Commercial Proposal to Customer".
- What comes "after" a won deal: "Customer Order", "Sales of Goods and Services" (this is what generates postings and ESF), "Non-Cash/Cash Receipt" (payment).
- Related reports: "Deal Stage Completion", "Manager Efficiency", sales reports in the CRM and Marketing section.
How to find out your release
? (Help) → About the Program — the window shows the "1C:Enterprise" platform version and the configuration release. If you don't have "Trade Management for Kazakhstan 3.4.5.21", individual names of stages and menu items may differ.
The manual was prepared for "1C:Trade Management for Kazakhstan", edition 3.4, release 3.4.5.21. RK data for 2026: VAT 16%, MCI 4,325 ₸, minimum wage 85,000 ₸.