Direction and drift across the GTM motion (12 months)
MQL to SQL Handoff
8 days
Win Rate
48%
Zero-Activity Deal Rate
5%
MQL to SQL Handoff
8 days
+33% over 12 months
What this suggests
MQL-to-SQL handoff time is rising (33% change). Qualification is slowing down. Leads are sitting longer before sales picks them up.
Why it matters
Slow handoffs let intent decay. Every extra day between MQL and SQL reduces the chance of conversion and signals a break between marketing and sales.
Linked processes
Activity Volume per Deal
3.4
-19% over 12 months
What this suggests
Activity volume per deal is falling (19% change). Reps are logging fewer touchpoints per deal. This may weaken deal progression.
Why it matters
Deals with more logged activities close at materially higher rates. A decline in activity volume is often the earliest signal of sales effort thinning out.
Linked processes
First Response Time
3.8 hours
+19% over 12 months
What this suggests
First response time is rising at 3.8 hours. Support responsiveness is worsening while ticket volume remains elevated. Throughput may be slipping under load.
Why it matters
First response time is the most visible indicator of support quality to the customer. Worsening response times erode trust faster than slower resolution.
Linked processes
Zero-Activity Deal Rate
5%
-58% over 12 months
2025-06 — Spiked to 15% then dropped
What this suggests
Zero-activity deal rate is swinging at 5% (58% over the period). The swings suggest inconsistent rep follow-through at deal creation.
Why it matters
Deals with zero activity are pipeline fiction. They inflate coverage ratios and give a misleading picture of sales capacity.
Linked processes
Ticket Volume
67
+22% over 12 months
What this suggests
Ticket volume is falling (22% change). Fewer tickets could mean better product stability or reduced customer engagement.
Why it matters
Ticket volume in context reveals whether support load is scaling with growth or signalling product issues. Read alongside resolution time for the full picture.
Linked processes
Win Rate
48%
+26% over 12 months
What this suggests
Win rate is rising over the period (26% change). Closing discipline is strengthening.
Why it matters
Win rate is the single clearest signal of whether pipeline quality and sales execution are aligned. A declining win rate often precedes revenue misses.
Linked processes
Speed to First Activity
2.4 days
-25% over 12 months
What this suggests
Speed to first activity is falling (25% change). Reps are engaging new deals faster.
Why it matters
Research consistently shows that faster first contact correlates with higher conversion. Every extra day of delay reduces the likelihood of engagement.
Linked processes
Pipeline Coverage
2.9x
+4% over 12 months
What this suggests
Coverage is adequate but tight at 2.9x. But stable coverage can mask execution problems underneath — check win rate and activity volume alongside.
Why it matters
Pipeline coverage is a capacity metric, not a quality metric. High coverage with weak execution metrics can create a false sense of security.
Linked processes
Ticket Resolution Time
2.3 days
+10% over 12 months
What this suggests
Resolution time is holding steady at around 2.3 days. Support throughput is consistent.
Why it matters
Resolution time directly impacts customer satisfaction and renewal likelihood. Worsening resolution often precedes churn spikes.
Linked processes
Deal Cycle Time
58 days
-19% over 12 months
2025-09 — Spiked 37% then recovered — likely quarter-end deal bunching
What this suggests
Cycle time is falling (19% change). Notable: spiked 37% then recovered — likely quarter-end deal bunching. Deals are progressing faster through the pipeline.
Why it matters
Longer cycles tie up rep capacity and delay revenue recognition. Sustained increases often signal stalled deals or insufficient pipeline hygiene.
Linked processes