Services — 01
A fixed-scope diagnostic of your funnel, segments, messaging, pricing and forecast. You get the constraint, the evidence behind it and a 90-day plan to remove it, whether or not we do the work.
At a glance
Duration
3 weeks
Scope
Fixed, agreed up front
Your time
About 10 hours
Output
Memo, model, 90-day plan
Ends with
A leadership readout
01 — What we examine
We look at all six, briefly or in depth, because the constraint is often one step away from where the symptom shows up.
01
Stage-by-stage conversion from first touch to closed-won, by segment and channel, rebuilt from raw CRM data rather than dashboards.
Data: leads and opportunities, 24 months
02
Win rate, cycle length, ACV and payback by segment, so you can see where you actually win and where you only hope to.
Data: closed deals, billing and renewals
03
How you describe the problem, the category and the proof, compared with how buyers and competitors describe them.
Data: site, decks, call recordings, interviews
04
Discount depth, deal-desk exceptions and the point in the cycle where price becomes the objection.
Data: quotes, discounts, loss reasons
05
Cost per qualified opportunity and payback by channel, including what the last dollar spent actually bought.
Data: ad platforms, analytics, monthly spend
06
Stage definitions, coverage ratios and slippage, how far the forecast has missed and the reasons behind each miss.
Data: forecast snapshots, stage history
02 — How it runs
The diagnostic is built to end in a decision your leadership team can make in one meeting: what to fix first, and what to stop funding.
Week 1
Days 1–5
Data access and exports, then six to eight interviews with sales, marketing, customers and prospects who chose someone else.
Output: a clean dataset and interview notes
Week 2
Days 6–10
Rebuild the funnel, score segments, audit messaging and pricing, and model channel economics at the margin.
Output: funnel model and segment scorecard
Week 3
Days 11–15
Name the constraint, size the opportunity and draft the 90-day plan with targets, owners and the first tests.
Output: constraint memo and 90-day plan
Readout
90 minutes
A working session with your leadership team to test the findings and agree what to fix first.
Output: a decision and named owners
03 — What you get
Everything is written for your team to use without us. The model and scorecard are yours to update every week.
Six to ten pages: the constraint, the evidence, the size of the prize and what we would not do.
A working model of your funnel by segment and channel that your team keeps and updates.
Every segment scored on win rate, cycle, ACV, payback and expansion, with the evidence for each score.
Where your messaging matches how buyers describe the problem, and where it does not, with their words side by side with yours.
Targets, owners and the first three tests, sequenced by impact and effort.
The weekly scorecard: the leading indicators that tell you early whether the plan is working.
04 — A sample finding
Each finding states the claim first, then the evidence, the size of the prize and a recommendation you can approve or reject in the room.
Constraint memo — finding 01
IllustrativeOver 24 months, mid-market opportunities closed at 31% against 14% for enterprise, in 74 days against 160. Enterprise absorbs 64% of paid spend and most SDR time. Moving half of that capacity to mid-market adds an estimated $2.1M in qualified pipeline a quarter at current conversion.
Segment
Win rate
Cycle
Share of spend
Mid-market
31%
74 days
18%
Enterprise
14%
160 days
64%
Small business
22%
41 days
18%
Recommendation
Shift half of enterprise paid budget to mid-market for one quarter, with a holdout region to measure the effect. Re-score enterprise after the next product release.
Illustrative. Figures are representative, not from a client.
05 — What we need
Access in the first week, a few hours of your team's time, and a sponsor who can decide at the readout.
Salesforce or HubSpot. We can work from exports if direct access is not possible.
Billing or finance data, so we can see payback and expansion, not just bookings.
Read-only access to ad platforms and web analytics.
Sales, marketing and customer success, plus customers and prospects who chose someone else.
Someone at the readout with the authority to approve the plan or change it.
06 — Questions
If yours is not here, bring it to the first call.
Book a diagnostic →What if our CRM data is messy?
It usually is. Part of week one is cleaning and reconciling it, and the memo says plainly where the data is too thin to trust.
Do we have to hire you afterwards?
No. The plan is written so your team can run it. A large part of the value is knowing what not to fund.
How much of our team's time does it take?
About ten hours in total across interviews, data access and the readout.
Can you diagnose only one area, such as pricing?
Yes, but we still look at the whole funnel briefly. The constraint is often one step away from where the symptom shows up.
How is it priced?
As a fixed fee, agreed before we start and based on the size of your data and team. We share it on the first call.
Next step
A diagnostic takes three weeks and ends with a plan you can act on, whether or not we do the work.
