Every prospect whose story ended in 2026, split three ways: became a client, got a contract and declined, or stopped responding. Prospects screened out as not a good fit are held out entirely and never count against an advisor.
Three outcomes are tracked. Colour here is categorical, not a verdict: the hatched green marks a different kind of ending, one where no decision was ever reached.
Two rates follow from that. Conversion is 27.8%, clients as a share of everything that ended. Close rate is 44.1%, clients as a share of the 517 prospects who actually reached a decision. The gap between the two is the cost of going dark.
Reach back out is a count, not a rate, and it is a live figure rather than a 2026 total. It is how many prospects are sitting in that stage right now, limited to ones that arrived there this year. 212 tickets passed through the stage during 2026 but only 81 are still in it, and the other 131 have already resolved one way or another. It stays out of the conversion and close rate denominators, because Reach Back Out is a holding state rather than a settled outcome, which is also why there is no honest percentage to show for it.
Counted by when the outcome happened, not by when the prospect first qualified. Someone who booked a call in December and signed in January is a 2026 win. Prospects screened out as not a good fit are excluded entirely and never count against an advisor.
Bar length is total outcomes, so volume and mix are both visible. The current quarter is still running, so read its rates as provisional.
Bar length is total outcomes. A long bar with a large hatched-green share means the team is losing prospects to silence rather than to a decision, which is a very different problem from losing on the contract.
Rates on fewer than 10 total outcomes are shown in grey, because at that size a single outcome moves the number by several points.
These two groups are still excluded from all three metrics above, for different reasons.
Settled after a line-by-line audit against HubSpot on 20 August 2026. Two rules, both deliberate.
| Rule | Why |
|---|---|
| Counted when the outcome happened, regardless of when the ticket was created | A prospect who first came in during 2024 and signed in March 2026 is a 2026 client. 44 of this year's clients are revived older tickets, and they are genuine wins. |
| One prospect, one outcome, the last one | 19 tickets hit more than one outcome this year, going silent and later signing. Counting both inflated the totals. Someone who went dark and then signed is a client. |
So a HubSpot list filtered on create date will show lower numbers than this page, because it drops those revived tickets. That is the discrepancy that surfaced during the audit, and this page is the intended definition, not the list view.
One earlier error worth recording: the first version of this page keyed the cohort on the Qualified stage and reported 95 clients against a true 171. It missed 79 wins that skipped that stage entirely and 11 that qualified in 2025. The rule that came out of it: never key a performance metric on a stage advisors can skip.