AE Sales & BD Scorecard

Weekly Metrics — Click any tile to see trend

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Conversion — Won / Stage Entries

Project Kickoff Forecast — Probability-Weighted, Next 3 Months

Less likely

More likely Cell intensity = sum of (deal $ × probability) for deals with that estimated kickoff date

Bottom of Funnel Deals

Open: — Forecast (prob-weighted): —

Est. KO Date	Deal	Stage	$	% Bill-Start	Bill-Start × $

Top of Funnel — Staging & BANT

Top of Funnel Deals

Open: —

Deal	Stage	Est. KO Date	$

Active BD Initiatives

Hover any event for details · greyed = past · Source: BD Events & Marketing Tracker + Daily Sync

Notes for This Week click to view ▼

METRICS (per team scorecard)
• Top of funnel BIG week: Intros 9/4 · SAL 9/2 · BANT 5/1 (all 2-5× target)
• Won All: 2 — CG Alignment ($5.52M, Won New + Won Alignment, closed 5/19 🎉) + Momentus Agents Extension (Won Ext/Exp)
• Late Stage Lost: 1 — Maestro Tech (moved to nurture)
• Late Stage Open: 12/14 ⚠ — still below target despite the closes; BoF dropping as deals KO

9 INTROS (= 9 SAL)
Vision Ridge (Sugarworks) · Summit Spine (Kristy Khoury) · The Arena Group (clutch.co) · Princess Cruises (Ryan, family referral) · Sidekick (Ryan linkedin; AA) · Tyton Partners 2026 (Pandontic) · The Novelry (Organic, claude?) · JetSMART (AWS) · ICR Inc. (Website)

5 BANT — Summit Spine · Princess Cruises · The Novelry · ICR Inc. · Vision Ridge

WON ALIGNMENT — CG $5.52M
• Massive — closed-won 5/19; KO 6/1
• Reshape from $10.35M @ 50% to $5.52M @ 90% landed; converted in 2 weeks

IN-FLIGHT BoF (~30 days)
• Momentus Onboarding Extension $130K @ 90% — KO 5/20 (this week!)
• Hybrid Apparel $150K @ 70% — KO 5/25
• All Brands $50K @ 30% — Contract Review, KO 5/25
• Sessionary $85K @ 5% — KO 5/25
• Air Canada $250K @ 70% — Contract Review, KO pushed 6/1 → 6/29 (legal redline cycle)
• Summit Spine $70K @ 5% — Solution Design, KO 6/1 (NEW in BoF)
• Princess Cruises $15K @ 5% — KO 6/8
• Avvra $25K · PortCo Workshops $25K — KO 6/9
• Amodo · Protocol Labs $229K — KO 6/15
• ARG $400K @ 60% — KO 6/16
• Peak Corp $200K · AmAir $350K @ 40% — late June
• Gulf Air $200K @ 10% — KO 7/15

METHODOLOGY NOTES (from team)
• Maestro Tech (late-stage lost) was moved to Nurture pipeline — team counts nurture-moves as late-stage lost.
• Momentus Agents Extension (Won Ext/Exp this week) and Momentus Onboarding Optimization Extension ($130K, KO 5/20, still in BoF) are SEPARATE projects with the same client.

METHODOLOGY RESOLVED — Late Stage definition
• Team's "Late Stage" = SDR Delivered + Contract Review only (excludes Solution Design). Sheet 12 = 8 SDR Delivered + 4 Contract Review.
• Solution Design (5 deals: SEEN, Etihad, Summit Spine, Princess Cruises, Gulf Air) is still in the qualification phase per team methodology.
• Dashboard BoF table still shows all 17 deals across all 3 stages for operational visibility; metric tile shows the team's 12.

[Add ICP / demand gen / pipeline review issues for this week]

Action Items from Last L10 — ▼

NOTES FROM LAST WEEK (5/13 L10— reviewed week of 5/6)
METRICS recap
• Hit all TOF goals: Intros 6/4 · SAL 6/2 · BANT 2/1
• Won: Griffith R&D Agents $610K (Griffith Foods extension) — validated smaller discovery phase
• Lost: 1 late stage (NSA CCC)
• Late Stage 11/14 ⚠ — May heavy top + bottom, middle thin

What's working (carry-forward themes)
• Verticalization landing — strategist/tech lead in intros speeds process
• eMerge leads in motion: Q-Branch, Nokia, UMiami/UHealth, Intel
• Website refresh driving solid inbound
• Pitch: "scientists that ship" / frontier research lab resonating
• Send-on-behalf-of email > direct for event targets
• Pivot: builders → business outcomes; tagline "We figure out where to start"

ICP reassessment in progress
• Direction: larger deals w/ second-band budget; smaller OK if lead to larger
• Experiment mode — filter open; tested AI Operator with Exquisite Rugs
• Need more trust-building / framework on first call

Bottleneck = demand gen
• Marketing = events today; expanding to ads/podcasts/newsletters
• Open Q: how do we communicate research + client wins out?

ISSUES carried over
• Air Canada legal: "million red lines", multi-month delay risk. Francisco + Greg + Lake on flex terms; outside counsel engaged. Per Jed: roll back non-critical
• Artist & the Machine — Ryan + team there last Wed; "last try" after BasePoint stalled; Rafael booth app

Q3 rock themes
• Hand off marketing/events → Ryan + Julia
• Forecasting model + L10 scorecards (revenue → leads/person)
• Automate sales ops (Providence prep) · V2 sales monitoring on Providence

Advisor Army recap
• Swell Capital KO (Felipe Cusnir) · Scott Farber → retainer · Met Stéphane Gervais / ApexTransform · Anuj contract nearly finalized · Natalie ramping down (May full → June half → off, recoverable) · Ryan @ A&M · AA process iterated

Wins & Losses Breakdown — Last 12 Months

47 won · 81 lost · 37% raw win rate · $15,605,514 won · Pipeline 72715353 · Trailing 12mo to 2026-05-20 · Hover the big numbers below for deal lists · Every deal name traceable to a HubSpot ID.

Delta-merged 2026-05-20 (CG Alignment $5.52M + Griffith R&D Agents $610K + Momentus Agents Ext $165K added; 4 new losses incl. Maestro late-stage; Survival/SFF, Stroke DX, Thumbprint, Transformative rolled out of window).

Wins (12mo)

$15,605,514 closed-won total · hover number for deals

Last 3mo: 17 wins · $8,409,714 · driven by CG Alignment $5.52M

Late-stage losses (post-BANT, 12mo)

$4,659,000 where amount was quoted · +1 (Maestro, no $ quoted) · excludes Cove Hill Partners (PE-firm setup quirk)

Last 3mo: 3 · raw lost (incl. admin closures): 81

Real engagement win rate

60%

Won ÷ (Won + Late-stage lost, excl. Cove Hill). Excludes ghosting / no-intro / partnership-only auto-closures.

Last 3mo: 85% (17W / 3L) · 12mo raw: 37%

⚠ Where we lose late — post-BANT engagement losses

31 deals lost after entering BANT or later — the most expensive misses, where the team invested real cycles. Excludes pre-BANT auto-closures, Ghosting, "Selling Services," "Advisor Army / Partnerships," and Cove Hill Partners (PE-firm setup quirk where deals are logged under each portfolio company). $4,659,000 across the 24 with quoted amounts. Added 2026-05-20: Maestro (no $ quoted, "Didn't Have Sufficient Budget"), team-flagged late-stage via nurture move.

By reason

Reason	Count	$ Quoted
Project Deprioritized by Client	8	$1,300,000
Client Not Ready to Start	6	$780,000
Client Didn't Really Have Sufficient Budget	8	$744,000
Chose Competitor	4	$950,000
Wanted a cheaper option	4	$835,000
Client did not believe we were right team	1	$50,000

By stage at loss

Stage	Count	$ Quoted
Contract Review lost	6	$1,075,000
SDR Delivered lost	10	$1,849,000
Solution Design lost	8	$1,260,000
BANT/SDW lost	6	$475,000

Deal-level detail (most recent first)

Closed	Stage	Industry	Deal	$	Reason
2026-05-19	Late-stage (team-flagged)	Tech/SaaS	Maestro	n/a	Didn't Have Sufficient Budget
2026-04-15	SDR Delivered	Education	SEN Support Hub	$50K	Client Not Ready to Start
2026-03-23	Contract Review	Financial Services/Fintech	Doug Duchon - AI for Risk Management	$25K	Client Not Ready to Start
2026-03-19	Solution Design	Unknown	Hillel Ofek	n/a	Chose Competitor
2026-03-19	BANT/SDW	Unknown	Species IQ	$25K	Client Not Ready to Start
2026-03-04	BANT/SDW	Marketing/Agencies	Ayzenberg Phase 1	$150K	Client Not Ready to Start
2026-03-02	Solution Design	Aviation/Aerospace	euroAtlantic Airways	n/a	Client Didn't Really Have Sufficient Budget
2026-02-03	BANT/SDW	Government/Defense	Kevin Law - House Intelligence	$150K	Project Deprioritized by Client
2026-02-03	Solution Design	Healthcare/MedTech	Head & Neck Cancer Outcomes Acceleration Program	$200K	Project Deprioritized by Client
2026-02-03	Solution Design	Tech/SaaS	Succinct GTM Demo	$50K	Client did not believe we were right team
2025-12-30	SDR Delivered	Government/Defense	Groq - Saudi Ministry	$500K	Project Deprioritized by Client
2025-12-26	Contract Review	Education	AmericanGirl StoryBooks PoC - Project Quill	$50K	Chose Competitor
2025-11-26	SDR Delivered	Tech/SaaS	Material	$25K	Wanted a cheaper option
2025-11-19	Contract Review	Healthcare/MedTech	LabReady	$400K	Client Didn't Really Have Sufficient Budget
2025-11-12	BANT/SDW	Education	ReSkillMe Limited	n/a	Client Didn't Really Have Sufficient Budget
2025-11-12	SDR Delivered	Tech/SaaS	Aurelius	$50K	Client Didn't Really Have Sufficient Budget
2025-11-11	SDR Delivered	Tech/SaaS	MotionERP	$44K	Client Didn't Really Have Sufficient Budget
2025-10-28	Contract Review	Travel/Hospitality	inKind Data + Chat	$250K	Project Deprioritized by Client
2025-10-28	BANT/SDW	Healthcare/MedTech	Converge Medical Technology	n/a	Client Didn't Really Have Sufficient Budget
2025-10-23	Contract Review	Tech/SaaS	Noctal - MVP Staff Aug	$50K	Project Deprioritized by Client
2025-10-21	Contract Review	Retail/CPG	Queen of Clubs	$300K	Wanted a cheaper option
2025-10-08	Solution Design	Logistics/Industrial	Astreya	$360K	Wanted a cheaper option
2025-09-30	BANT/SDW	Healthcare/MedTech	Bond (Pharma AI)	$150K	Client Not Ready to Start
2025-09-30	Solution Design	Unknown	DKL (Antisemitism Tracking)	n/a	Project Deprioritized by Client
2025-09-30	SDR Delivered	Government/Defense	HUD Project Dwelios	n/a	Project Deprioritized by Client
2025-08-12	SDR Delivered	Marketing/Agencies	Weather Company AI Ad Builder Collaboration	$250K	Client Didn't Really Have Sufficient Budget
2025-07-24	Solution Design	Education	Center for Expanding Leadership and Opportunity (CELO)	$150K	Project Deprioritized by Client
2025-07-02	Solution Design	Logistics/Industrial	Jindal Steel	$500K	Chose Competitor
2025-06-05	SDR Delivered	Tech/SaaS	Unidas	$400K	Chose Competitor
2025-05-30	SDR Delivered	Travel/Hospitality	inKind Optimization	$380K	Client Not Ready to Start
2025-05-30	SDR Delivered	Financial Services/Fintech	Mployer	$150K	Wanted a cheaper option

Pattern: SDR Delivered is the bleeding stage — 11 losses ($1.95M) where prospects had a proposal in hand but didn't proceed. The dominant reasons are Project Deprioritized (often champion-driven, hard to recover) and Client Not Ready to Start (timing). Contract Review losses are rarer (6) but the most painful per-deal — these include Queen of Clubs ($300K, "Wanted a cheaper option") and inKind Data + Chat ($250K, "Project Deprioritized"). Cheaper-option and budget-shortfall losses cluster at SDR/Contract Review — worth investigating whether earlier price discovery would surface mismatches sooner. 5/20 add: Maestro Tech (no $ quoted, "Didn't Have Sufficient Budget") — team-flagged as late-stage lost via nurture move; another budget signal in the same cluster.

Where we win — industry × deal size Last 12 months · 2025-05-20 → 2026-05-20 · 47 wins · $15.6M flip → 6mo ⤴

Each cell shows wins (count, $). Hover any cell for the list of deals. AI Safety/Alignment is the standout motion — now $7.8M won (86% win rate), anchored by CG Alignment $5.52M (closed 5/19). Tech/SaaS dominates volume; Retail/CPG climbs with Griffith R&D Agents ($610K).

Industry	Total	POC/<$50K	Small ($50K-$150K)	Mid ($150K-$500K)	Large ($500K-$1M)	Enterprise ($1M+)	No-amount
AI Safety/Alignment	6 · $7.8M	1 · $25K	1 · $100K	2 · $478K	1 · $500K	2 · $6.7M
Healthcare/MedTech	3 · $570K	1 · $10K		2 · $560K
Government/Defense	1 · $350K			1 · $350K
Financial Services/Fintech	3 · $471K		2 · $171K	1 · $300K
Education	2 · $215K	1 · $15K		1 · $200K
Retail/CPG	5 · $1.2M	1 · $25K	1 · $50K	2 · $550K	1 · $610K
Travel/Hospitality	1 · $180K			1 · $180K
Aviation/Aerospace	1 · $10K	1 · $10K
Marketing/Agencies	1 · $150K			1 · $150K
Logistics/Industrial	2 · $223K	1 · $25K		1 · $198K
Tech/SaaS	20 · $4.5M	8 · $178K	3 · $240K	6 · $1.5M	1 · $500K	1 · $2.0M
Internal/Partnership	2 · n/a						2

Where we win — industry × deal size Last 6 months · 2025-11-07 → 2026-05-07 · 28 wins ⤴ back to 12mo

Last 6 months only. Hover any cell for the list of deals. The 6mo view captures the recent momentum — Xenter ($2M) and Amaranth FFF ($500K) anchor the heavy quadrants.

Industry	Total	POC/ <$50K	Small ($50K-$150K)	Mid ($150K-$500K)	Large ($500K-$1M)	Enterprise ($1M+)
AI Safety/Alignment	6 · $2.3M	1 · $25K	1 · $100K	2 · $478K	1 · $500K	1 · $1.2M
Healthcare/MedTech	3 · $570K	1 · $10K		2 · $560K
Financial Services/Fintech	1 · $121K		1 · $121K
Education	2 · $215K	1 · $15K		1 · $200K
Retail/CPG	4 · $625K	1 · $25K	1 · $50K	2 · $550K
Travel/Hospitality	1 · $180K			1 · $180K
Aviation/Aerospace	1 · $10K	1 · $10K
Logistics/Industrial	1 · $198K			1 · $198K
Tech/SaaS	9 · $3.3M	3 · $85K	2 · $150K	2 · $555K	1 · $500K	1 · $2.0M

By industry (12mo, all closed)

"Unknown" = name didn't clearly signal industry. Kept honest rather than guessed.

Industry	W	L	Win %	$ Won
AI Safety/Alignment	6	1	86%	$7.8M
Healthcare/MedTech	3	8	27%	$570K
Government/Defense	1	3	25%	$350K
Financial Services/Fintech	3	4	43%	$471K
Education	2	8	20%	$215K
Retail/CPG	5	1	83%	$1.2M
Travel/Hospitality	1	2	33%	$180K
Aviation/Aerospace	1	2	33%	$10K
Marketing/Agencies	1	4	20%	$150K
Logistics/Industrial	2	2	50%	$223K
Real Estate	0	1	0%	n/a
Tech/SaaS	20	15	57%	$4.5M
Internal/Partnership	2	0	100%	n/a
Unknown	0	29	0%	n/a

By deal size

"No-amount" deals are mostly intro-stage/admin closures with no quote yet — losses dominate that bucket and shouldn't be read as a real conversion signal.

Size bucket	W	L	Win %	$ Won
POC/<$50K	14	5	74%	$288K
Small ($50K-$150K)	7	7	50%	$561K
Mid ($150K-$500K)	18	17	51%	$4.5M
Large ($500K-$1M)	3	2	60%	$1.6M
Enterprise ($1M+)	3	1	75%	$8.7M
No-amount	2	49	4%	n/a

Lead source — closed deals (12mo) 125 deals · combines deal-level + contact-level signal flip → open pipeline ⤴

Source attribution from deal-level referral, advisor_army_deal_, lead_source, utm_source, hs_analytics_source, plus contact-level utm_source as fallback.
41 of 125 closed deals (33%) are referrals. 27 via Advisor Army (Natalie Monbiot, AIL, Ryan Kieffer, Stijn Servaes etc.); 14 other named referrals.

By bucket — hover row for deal list

Bucket	Deals	% of total
🤝 Referral — Advisor Army	27	22%
👋 Referral — named	14	11%
🌐 Inbound — website form	19	15%
🔍 Inbound — organic search	4	3%
➡️ Inbound — direct	2	2%
🌐 Inbound — website	1	1%
🔗 Inbound — referrer site	1	1%
📰 Newsletter	1	1%
🎯 Outbound — Apollo/extension	20	16%
👤 Outbound — CRM-entered	19	15%
📥 Outbound — list import	13	10%
⚙️ Outbound — integration	3	2%
? Unknown	1	1%

Roll-up: Referrals 41 (33%) · Inbound 28 (22%) · Outbound 55 (44%) · Other 1 (1%)

Top referrers (closed + open)

Referrer	Deals
Natalie Monbiot	8
AIL	4
Natalie	4
Ryan Kieffer	2
Ajay Shah	2
Stijn Servaes	2
Judd	2
John Price	2

Self-reported "How did you meet us?": Graham Yennie → LinkedIn · shuhang feng → Podcast (still very thin)

Lead source — open pipeline (current) 37 active deals (Staging through Contract Review) ⤴ back to closed

Same classifier applied to current open pipeline. 7 of 37 (19%) are referrals; 22 of 37 (59%) are outbound-prospected. Notable: 3 deals tagged Event (CAPA 2025 / Routes — Air Canada, Gulf Air, DFW Airport).

By bucket — hover row for deal list

Bucket	Deals	% of total
🤝 Referral — Advisor Army	5	14%
👋 Referral — named	2	5%
🌐 Inbound — website form	4	11%
🔍 Inbound — organic search	1	3%
🎤 Event	3	8%
🎯 Outbound — Apollo/extension	6	16%
👤 Outbound — CRM-entered	12	32%
📥 Outbound — list import	2	5%
⚙️ Outbound — integration	2	5%

Roll-up: Referrals 7 (19%) · Inbound 8 (22%) · Outbound 22 (59%) · Other 0 (0%)

Compared to closed-deals mix

Bucket	Closed	Open
Referrals	33%	19%
Inbound	22%	22%
Outbound	44%	59%

Open pipeline has more outbound (32% CRM-entered vs 15% on closed) — the BD team is feeding the funnel with manually added prospects, but referrals close at a higher rate.

Last 3 months · industry mix

2026-02-20 → 2026-05-20 · 17 wins · $8.4M. CG Alignment ($5.52M) and Griffith R&D Agents ($610K) are the headline closes.

Industry	W	L	Win %
AI Safety/Alignment	6	1	86%
Tech/SaaS	4	4	50%
Education	1	3	25%
Retail/CPG	1	0	100%
Healthcare/MedTech	3	0	100%
Financial Services/Fintech	1	3	25%
Aviation/Aerospace	1	2	33%
Marketing/Agencies	0	1	0%
Unknown	0	10	0%

Hover lists for the 3mo window reflect the prior 5/7 snapshot; row counts updated with 5/7→5/20 deltas.