How to Show Average Time to Close Deals by Pipeline

Why It's Useful

This report is ideal for companies with:

Multiple sales pipelines (e.g., sector-based like pharmaceutical, defense, or functional like sales vs. lettings)
Large volumes of deal data
A need to identify performance trends between different teams or sales strategies

A client asked: “Can we show average time to close deals by pipeline?”
The answer: Yes — and it’s easier than you might think using HubSpot’s standard reporting tools.

How to Implement It

Go to the Report Builder
- Navigate to Reports > Custom Report Builder
- Select Deal-based report
Add Key Properties as Filters & Data Points
Use the following properties:
- Days to Close (calculated property)
- Pipeline
- Time in Deal Stage
- Create Date

3. Group by Pipeline
Group deals by pipeline to compare the average time to close across different sales workflows.

4. Choose a Time Frequency

- Select a time interval for viewing deal data over time (e.g., quarterly)
- Avoid overly granular views like daily, unless working with large datasets

5. Use Averages (not Sum)

- When using the Days to Close property, ensure you’re displaying the average, not the sum
- This gives a clearer view of how long it typically takes to close deals per pipeline

Interpreting the Report

The report can help highlight performance differences:

Pipelines with longer average close times may signal issues like:
- Poor lead quality
- Lack of follow-up
- Decision-makers going cold
- Gaps in communication or sales enablement

This opens opportunities for sales training, process refinement, or better lead qualification.

Final Tip

Always double-check that “Days to Close” is set to Average in your visualisation — this ensures you're getting actionable insights, not misleading totals.

By Carl Griffiths