Results
We report on qualified pipeline, win rate, CAC payback and forecast accuracy, measured against your own baseline. Here's what you'll see every week, how we keep it honest, and the situations we're usually brought in to fix.
Your Monday scorecard
Pulled from your CRMQualified pipeline created
On trackMeetings held
On trackCost per qualified opportunity
WatchWin rate, priority segment
On trackForecast against commit
Off trackEvery line has an owner and a next step. The ones in amber and red get discussed first.
Use cases
Six situations we see again and again, what we do about each one, and the numbers that tell us it's working.
We score segments on win rate and cycle length, tighten the ICP and move spend toward the accounts that actually close.
We watch
Best-fit share of pipeline → win rate
We map every onboarding step, remove the friction you control, and test first-deposit offers and early nudges.
We watch
Verification completion → funded accounts
We turn won deals into an ICP and a talk track, then stand up outbound and paid programs the reps can run.
We watch
Meetings per rep → pipeline per rep
We rebuild targeting around best-fit segments, fix the demo request path and judge every campaign on qualified opportunities.
We watch
Cost per qualified opportunity → CAC payback
We size the segments, test three messages in market in the first month and scale the one that books meetings.
We watch
Meeting rate by message → qualified pipeline
We rewrite stage definitions with sales, set coverage targets and review the pipeline every week against them.
We watch
Stage conversion → forecast accuracy
Keeping it honest
1
A baseline before we start
The diagnostic sets the starting point for every number we report, built from your data.
2
Qualified means your team agreed
Pipeline counts only once sales accepts it. Volume that doesn't convert isn't growth.
3
Holdouts when it's unclear
If a channel's impact is disputed, we test it with a holdout region or time period.
4
Early signals and revenue together
Leading indicators show progress in weeks. Revenue proves it in quarters. You see both.
Definitions
Everyone on your team should read them the same way, so we write the definitions down on day one.
Qualified pipeline
Open opportunities your sales team has accepted, valued at expected contract size. Not leads, not form fills.
Win rate
Qualified opportunities won, divided by qualified opportunities closed, tracked by segment.
CAC payback
Months until gross margin from a new customer covers what it cost to win them.
Forecast accuracy
How close the quarter lands to the number sales committed at the start of it.
Next step
Bring last quarter's pipeline and bookings. We'll show you what we'd measure and where we'd start.
