The problems revenue teams are trying to fix.

Event leads usually arrive days after the event, as a spreadsheet from the organiser or the badge-scan app. By then the team has moved on to the next event.

List imports also skip the routing that inbound forms get. Leads land unassigned, or assigned to a queue nobody watches, and the CRM shows them as created but never worked.

CHECK THIS WEEK

• Pull every event and webinar lead from the last two quarters
• Count the ones with no logged activity
• Split them into no owner, and an owner who never touched them

Attribution decides who gets credit for pipeline that exists. It can't tell you whether the work created any pipeline at all.

A holdout can. Before anyone is contacted, set aside a random share of accounts and leave them untouched. At day 90, compare pipeline per account for worked and held-out accounts. The difference is what the work added.

CHECK THIS WEEK

• Pick the accounts before contact starts, at random
• Keep the held-out accounts out of every sequence
• Compare the same metrics for both groups at day 90

Every source sends its own columns, job-title spellings and country formats. Someone has to clean, dedupe and map each file before import, and that work waits behind everything else.

Each day a file waits, the leads in it go colder. The delay rarely shows up in any report, because the clock starts at import, not when the file arrived.

CHECK THIS WEEK

• Log when each file arrives and when it is imported
• Measure the gap by source
• Set one import template and a deadline per source

What you can send depends on what the attendee was told when their details were collected: the registration notice, whether sponsors were named, and the privacy law where they are. Singapore's PDPA, the EU's GDPR and Australia's Privacy and Spam Acts each set different bars.

Record the consent basis on every lead at import, so sales knows who can be emailed, who can be called, and who needs a fresh opt-in. This is a process point, not legal advice: check the rules with your counsel.

CHECK THIS WEEK

• Get the exact notice wording for each event
• Map it to what each region allows
• Tag each lead with its consent basis before import

Divide the net new target by your serviceable market: ICP accounts that aren't customers yet, times your median first-year deal. That gives the share of the market you need to win this year.

Compare it with the share you won last year, using the same ICP. A target that needs three times your historical share is not a stretch. It needs a reset, a new segment, or a new market.

CHECK THIS WEEK

• Count ICP accounts from your closed-won profile
• Calculate required share and historical share
• Show both numbers to the board side by side

The coverage you need is roughly one divided by your win rate. At a 33% win rate, 3× works. At 20% you need about 5×, and at 11% about 9×.

Win rates differ by segment, region and source, so one company-wide ratio hides the gaps. Set coverage per segment from your own last four quarters.

CHECK THIS WEEK

• Calculate win rate by segment for the last four quarters
• Set each segment's coverage as one divided by that rate
• Track coverage weekly against the new ratios

A strong region can cover for a weak one until it slows down. Then the miss arrives all at once, with no warning in the global numbers.

Audit each market on its own: its own deal size, cycle, win rate and maturity. Mature markets should be judged on efficiency, emerging ones on leading indicators like meetings and opportunities created.

CHECK THIS WEEK

• Split the target and the pipeline by market
• Benchmark each market against its own history
• Report a gap bridge per market, not just the total

More buyers now start research by asking an AI assistant for options in a category. If you aren't in the answer, you may never make the shortlist, and you won't see that in your own analytics.

The only way to know is to ask the questions your buyers ask, across the assistants they use, and record who gets named. Ask the same questions each time so the trend means something.

CHECK THIS WEEK

• Write 20 questions your buyers actually ask
• Run them across the main assistants each month
• Record who is named and which sources are cited

Assistants tend to lean on sources that answer a buyer's question directly: third-party reviews, comparison pages, community threads, and documentation that is specific about what a product does and for whom.

Content written for brand awareness rarely answers those questions. Pages that compare options plainly, and listings on the sites assistants already cite, matter more.

CHECK THIS WEEK

• Note which sources assistants cite for your category
• Check whether you appear on them
• Write pages that answer comparison questions directly

Renewals arrive one at a time, often on auto-renew, and nobody checks usage before signing. Seat counts only ever go up.

Most tools report active users. Check them a quarter before each renewal and renew at the seats people use, not the seats you bought.

CHECK THIS WEEK

• List every tool with its renewal date
• Pull active users for the last 90 days
• Flag any tool under 60% active before it renews

Rules, text and reporting work is where builds do well: lead routing, import cleaning, weekly summaries, brand-voice drafting. Your CRM, marketing automation and website stay where they are.

Replace a tool only when its licence costs at least twice what a build costs to run, and run the build alongside the old tool for one renewal cycle before you cancel.

CHECK THIS WEEK

• Pick one rules-based tool coming up for renewal
• Price a build: one-off cost and monthly running cost
• Run both for a cycle, then decide