01
Possible 90-day leading indicator
- Conversion of one named funnel stage
- Cycle time between two defined stages
- Share of fully qualified opportunities
Lever 01 · Acquisition
Which funnel stage loses your qualified demand?
We measure the path from signal to close, prioritize one stage and change its process, ownership and measurement.
Discuss where to startThirty minutes. Bring the starting point, most important number and suspected constraint. We assess whether an audit or 90-day scope makes sense.
Signs of a constraint before the close
- More leads increase activity but barely change qualified pipeline.
- Marketing, SDR and sales use different stage definitions.
- Cycle time and conversion are only reviewed across the entire funnel.
- CRM data show status but no reliable cause of loss.
Measurement logic
One stage instead of a complete funnel redesign
First, stage definitions, entry criteria and data sources are aligned. We then address the transition with relevant economic loss and an observable project-period response.
02
Economic target metric
- CAC payback as the preferred outcome measure
- Or another acquisition-cost measure justified in advance
Limited implementation
What a 90-day scope puts into operation
The exact scope follows from the scaling audit or an existing reliable baseline. Investment and scope are agreed before the start.
Deliverables
- Shared funnel definition with entry and exit criteria
- Baseline for the prioritized stage
- Revised process, playbook and ownership
- Measurement routine for leading and economic metrics
- Documentation and handover to the accountable team
What we need from you
- Access to CRM and campaign data in scope
- An accountable executive or sales leader
- Available people from the affected funnel stages
- Weekly decisions inside the limited scope
Limits of influence
- No guarantee of pipeline, close or revenue outcomes
- No parallel redesign of all marketing and sales processes
- Data gaps may limit cause analysis
Methods behind the work
Common questions
Do we need more leads?
Stage analysis comes first. The economic loss often sits in qualification, handover or cycle time.
Must we replace the CRM?
No. Existing systems remain when they support the agreed measurement reliably.
Is outbound included?
Only when outbound is part of the prioritized stage. Other channels are not added automatically.
At which funnel stage do the economics deteriorate?
We review stage definitions, data and the economic target. You then know whether an audit or limited scope fits.
Discuss where to startThirty minutes. Bring the starting point, most important number and suspected constraint. We assess whether an audit or 90-day scope makes sense.
No engagement is agreed during the call. A possible scope states investment, ownership, measurement and acceptance in writing.