Results
We report on qualified pipeline, win rate, CAC payback and forecast accuracy: the numbers your board already tracks. This page shows how we measure them and what typical engagements look like.
How we report
Frequency
Weekly
Primary metric
Qualified pipeline
Baseline
Set in the diagnostic
Attribution
CRM, self-reported, holdouts
01 — The numbers
Typical movement across a year-long engagement. Every engagement is scoped to move at least one of these, reported against your own baseline.
3.2×
Qualified pipeline in four quarters
Illustrative
27%
Higher win rate in the prioritized segment
Illustrative
9 mo
CAC payback, down from 14 months
Illustrative
±5%
Forecast variance at quarter close, from ±22%
Illustrative
02 — How we measure
Results only count if your team would recognize them. These four rules make sure they would.
01
The diagnostic sets the baseline for every metric we report on, built from your own data.
02
Pipeline counts only once your sales team accepts it. Volume that does not convert is not reported as growth.
03
When a channel's contribution is disputed, we test it with a holdout region or period.
04
Leading indicators show progress in weeks. Lagging indicators prove it in quarters.
03 — Example engagements
These examples are illustrative. They show how we scope, run and report an engagement, not the results of a named client.
Situation
A workflow software company spending most of its budget chasing enterprise accounts that rarely closed.
Constraint
Enterprise won 11% of qualified opportunities against 29% in mid-market, with twice the cycle length.
What we did
Rebuilt the ICP around mid-market operations teams, rewrote messaging from win interviews, moved 60% of paid spend and launched a calculator offer with weekly tests.
3.2×
Qualified pipeline
−38%
Cost per qualified opportunity
+27%
Win rate in the new ICP
Situation
A lending platform selling to regional banks and credit unions.
Constraint
Deals stalled for months in risk and security review after successful demos.
What we did
Built a security and compliance pack, standard pilot criteria agreed up front, a bank partnership channel and per-application pricing that fit the buyer's budget line.
−34%
Time to signed contract
2.1×
Pilot-to-contract conversion
41%
Pipeline sourced through partners
Situation
A wealth manager launching a digital investing product.
Constraint
54% of started applications were abandoned, most of them at identity verification.
What we did
Moved verification later, added save and return, pre-filled known fields, tested disclosure placement with compliance and moved search budget to high-value segments.
+31%
Application completion
−24%
Cost per funded account
6 wk
Campaign approval, down from 14
Next step
Start with a three-week diagnostic. Every result we report afterwards is measured against it.
