Two areas in Setup concern the whole company rather than just you: [**Company** ↗](https://app.indeal.ai/settings/company) and [**Performance & conversion** ↗](https://app.indeal.ai/settings/performance). Both are reserved for the **Admin** role.

**Contents**
- [Company](#company)
- [Performance & conversion](#performance-and-conversion)
- [The example calculation below](#the-example-calculation-below)
- [What these values actually affect](#what-these-values-actually-affect)
- [A good starting point](#a-good-starting-point)
- [Next](#next)


## Company

**Company profile** holds three fields:

- **Company name**
- **Website**
- **LinkedIn profile**

The **Company name** appears at the bottom left of the sidebar and in your legal texts. It cannot be empty; otherwise you see **The company name cannot be empty.**

Without the permission you get a note saying only customer admins can change the company name; the same applies to the web fields.

## Performance & conversion

The section carries the subtitle **Default values for forecast and funnel calculations. Adjustable anytime.** There are six benchmarks:

| Field | Meaning |
|---|---|
| **Lead → meeting booked** | Share of leads that lead to a booked meeting. |
| **Show rate** | Share of booked meetings that actually happen. |
| **Pipeline conversion** | From completed discovery to sent offer. |
| **Deal conversion** | From sent offer to won deal. |
| **Sales cycle** | Average time from offer to close, in **days**. |
| **Customer lifetime value** | Average value of a won customer. |

After changing something you save with **Save changes**; **Saved.** then appears.

## The example calculation below

Below the fields sits the heading **What these values do** with the note **example on 100 leads**. It runs your own values through the chain **Leads** → **Meetings** → **Discoveries** → **Offers** → **Customers** and ends at **Revenue**.

![Performance & conversion with the example on 100 leads](https://avhmrgajilnfyuvkhect.supabase.co/storage/v1/object/public/helpcenter/setup/setup-performance.png)

Use it as a sanity check: change a value and see what comes out at the end. If the result looks unrealistic, the benchmarks are too optimistic.

## What these values actually affect

Two things, and it matters to keep them apart:

**Sales cycle affects the forecast.** If a deal has no date under **Expected close**, inDeal takes the moment it entered the stage and adds this benchmark. If the value is too short, deals appear in the forecast a month too early - and the monthly bucket looks fuller than it is.

**The rates do not affect your analyses.** The **Conversion funnel** on [**Home** ↗](https://app.indeal.ai/) works with your real numbers from the past 30 days, not with these benchmarks. A wishful value entered here makes no number there any better.

So the benchmarks are planning inputs, not results.

## A good starting point

At the beginning, enter what you estimate from experience. After about three months, compare with the **Conversion funnel** on **Home** and adjust. From then on the forecast works with your reality.

## Next

- [Forecast, confidence and weighted value](https://success.indeal.ai/hc/indeal/articles/forecast-confidence-and-weighted-value)
- [Conversion funnel and business outcome](https://success.indeal.ai/hc/indeal/articles/conversion-funnel-and-business-results)