Important company (or account) metrics are located at the bottom of each stage of the Lifecycle Map: Companies (%), Conversion Rate, Average Duration.
Companies indicates the number of companies in the stage, also knowns as the percentage of the total number of companies in all stages. Percentage is determined by companies in a stage divided by total number of companies in all stages. For example, if there are 61 (.26%) companies in the New Customer stage that equates to 234 total companies in all stages (61/.26).
Conversion rate equals the percentage of the number of companies that moved on to another stage in the last 90 days, divided by the average number of companies that were in that stage over the last 90 days. For example, if there was an average of eight companies in a stage over the last 90 days, and two companies moved to a different stage in the last 90 days, the conversion rate is 25% (2/8).
The average number of companies equals the sum over 90 days (per stage) divided 90 days. The system adds up all of the companies per day over the last 90 days, then divides that total by 90 days. For example, on day 90 there are 28 companies in the New Customer stage, but on day 89 there were 80 companies and on day 88 there were 76 companies. All of the companies per day from the last 90 days are added up and divided by 90 (sum of the companies per day over the last 90 days/90).
Duration measures how long, on average, you may expect a company to stay in a stage. Your goal as a marketer is to reduce duration over time as you want to move companies through the Lifecycle. ROI maintains a snapshot of every Lifecycle refresh for 365 days. Using the snapshot history the system determines the date a company moved in or out of a specific stage and therefore can calculate the days a company has been in a stage.
To elaborate, it's the total number of days a company was in a stage, averaged out across the number of contacts that moved stages. The number is recalculated each Lifecycle refresh. For example, there are 50 total companies in the Initiate stage, but only 5 of the 50 moved stages at Lifecycle refresh. Three moved to the Advance stage and two moved to the Other stage. The companies that moved to the Advance stage did so after spending 24 days, 103 days and 93 days in the Initiate stage respectively. The companies that moved to the Other stage did so after 10 and 22 days each in the Initiate stage.
(24+103+93+10+22) Total days of all Companies in the Initiate Stage / 5 Total number of Companies that moved up or down Stages = 50.4 or 50 days duration for Initiate stage since the last Lifecycle refresh. The system rounds down.