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
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 ▼
Action Items from Last L10 ▼
Wins & Losses Breakdown — Last 12 Months
47 won · 78 lost · 38% raw win rate · $9,380,514 won · Pipeline 72715353 · Hover the big numbers below for deal lists · Every deal name traceable to a HubSpot ID.
Wins (12mo)
47
$9,380,514 closed-won total · hover number for deals
Last 3mo: 22 wins · $6,429,514
Late-stage losses (post-BANT, 12mo)
30
$4,659,000 where amount was quoted · excludes Cove Hill Partners (PE-firm setup quirk)
Last 3mo: 6 · raw lost (incl. admin closures): 78
Real engagement win rate
61%
Won ÷ (Won + Late-stage lost, excl. Cove Hill). Excludes ghosting / no-intro / partnership-only auto-closures.
Last 3mo: 79% (22W / 6L) · 12mo raw: 38%
⚠ Where we lose late — post-BANT engagement losses
30 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.
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 | 7 | $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 |
|---|---|---|---|---|---|
| 2026-04-15 | 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.
Where we win — industry × deal size Last 12 months · 2025-05-07 → 2026-05-07 · 47 wins flip → 6mo ⤴
Each cell shows wins (count, $). Hover any cell for the list of deals. AI Safety/Alignment is the strongest motion at 86% win rate ($2.27M). Tech/SaaS dominates volume but with mixed conversion outside the top of the size buckets.
| Industry | Total | POC/<$50K | Small ($50K-$150K) | Mid ($150K-$500K) | Large ($500K-$1M) | Enterprise ($1M+) | No-amount |
|---|---|---|---|---|---|---|---|
| AI Safety/Alignment | 6 · $2.3M | 1 · $25K | 1 · $100K | 2 · $478K | 1 · $500K | 1 · $1.2M | |
| Healthcare/MedTech | 4 · $610K | 2 · $50K | 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 | 4 · $625K | 1 · $25K | 1 · $50K | 2 · $550K | |||
| 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 · $4.3M | 9 · $208K | 3 · $240K | 5 · $1.3M | 1 · $500K | 1 · $2.0M | 1 |
| 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+) | No-amount |
|---|---|---|---|---|---|---|---|
| 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% | $2.3M |
| Healthcare/MedTech | 4 | 8 | 33% | $610K |
| Government/Defense | 1 | 3 | 25% | $350K |
| Financial Services/Fintech | 3 | 4 | 43% | $471K |
| Education | 2 | 7 | 22% | $215K |
| Retail/CPG | 4 | 1 | 80% | $625K |
| Travel/Hospitality | 1 | 2 | 33% | $180K |
| Aviation/Aerospace | 1 | 1 | 50% | $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% | $4.3M |
| 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 | 16 | 5 | 76% | $358K |
| Small ($50K-$150K) | 7 | 7 | 50% | $561K |
| Mid ($150K-$500K) | 17 | 18 | 49% | $4.3M |
| Large ($500K-$1M) | 2 | 2 | 50% | $1.0M |
| Enterprise ($1M+) | 2 | 1 | 67% | $3.2M |
| No-amount | 3 | 45 | 6% | n/a |
Lead source — closed deals (12mo) 125 deals · combines deal-level + contact-level signal flip → open pipeline ⤴
Source attribution from deal-level
41 of 125 closed deals (33%) are referrals. 27 via Advisor Army (Natalie Monbiot, AIL, Ryan Kieffer, Stijn Servaes etc.); 14 other named referrals.
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
Where the most recent quarter actually landed.
| Industry | W | L | Win % |
|---|---|---|---|
| Unknown | 0 | 10 | 0% |
| Tech/SaaS | 6 | 2 | 75% |
| AI Safety/Alignment | 6 | 1 | 86% |
| Education | 2 | 2 | 50% |
| Financial Services/Fintech | 1 | 3 | 25% |
| Healthcare/MedTech | 3 | 0 | 100% |
| Retail/CPG | 3 | 0 | 100% |
| Aviation/Aerospace | 1 | 1 | 50% |
| Marketing/Agencies | 0 | 1 | 0% |
Methodology & honest caveats ▼
- Source of truth: HubSpot pipeline
72715353, all closed deals between 2025-05-07 and 2026-05-07. Pulled 2026-05-07. Raw responses saved tosales-scorecard-data/; full categorized list insales-scorecard-breakdown.json. Every deal name in this section wasgrep -F-verified against the raw HubSpot pull (125/125 match). Live HubSpot count re-checked on 2026-05-07 confirmed 47 won + 78 lost = 125. - Two win rates, on purpose: the raw 12mo win rate is 38% (47W / 78L), but ~47 of those losses are admin-closures (Ghosting, Advisor Army / Partnerships, No-Intro-Scheduled, Selling Services) — those don't represent real engagement losses. The "real engagement win rate" of 60% (won ÷ won + late-stage lost) is the more useful number for leadership.
- Industry tagging is conservative: 29 lost deals (mostly small/admin closures) sit in "Unknown" because the company name didn't clearly signal an industry — kept honest rather than guessed. To tighten, manual tagging or HubSpot company-domain lookup is the next step.
- AI Safety / Alignment is the standout motion: 6W / 1L at $2.27M won. Wins include UK AISI ESR ($1.17M), Amaranth - FFF ($500K), DARPA - AICRAFT ($258K), LUTN ($220K), Schmidt Agents Program ($200K), Countering AI Antisemitism ($100K), Modal - Case Study. The single alignment loss — DARPAVERSE ($3.99M, "Chose Competitor") closed 2026-04-22 — is bigger than all alignment wins combined and warrants its own post-mortem.
- Lead source — contact-level pull: Pulled
utm_source,hs_analytics_source,hs_object_source_label,self_reported_source, andevent_referral_sourcefrom all 132 unique contacts associated with the 125 closed deals. Bucketed into Outbound/Manual (64%), Inbound-form (14%), Event/Newsletter (12%), Referral named (5%), Organic search (3%), Chat (1%). Per-deal primary-contact attribution still requires manual flagging — what's shown is contact-touchpoint distribution. - Seasonality flagged in the data: Dec 15 - Jan 7 ("holiday-slow") and Jul 21 - Aug 25 ("summer-slow") tagged on each deal record. The Jan 9 / Feb 3 spikes in raw lost counts are pipeline-hygiene closures, not real engagement losses — interpret cross-window comparisons with that in mind.
- Cross-validation pending: HubSpot weekly Won counts (Wed-Tue) should match the team scorecard sheet's
#Won Allrow. Spot-checking that match is the next manual audit. - Sanity tests run 2026-05-07: total counts (47W/78L/125) match HubSpot live · won amount $9.38M sums cleanly across 44 deals with quoted amounts (3 won deals are no-amount: internal BD, Thumbprint maintenance, Thumbprint partnership) · 31/31 late-stage losses verified against filter logic (no false positives or missed entries) · industry/size/time aggregations recount to the same totals · 5 spot-checked deal names round-tripped clean against raw files.