Lead Generation
(1) How are we doing with bringing in qualified leads and dollars, and (2) what's driving that?
Qualified Accounts by Month is used to gauge top-line lead generation. Net Qualified Accounts gives a more detailed sense of growth over time.
Shows how leads typically resolve by month. Historically about half of Account leads have gotten qualified.
Shows the total revenue Qualifications bring in each month once Closed. We now know our trends for volume, conversions, and dollars, which we can plug into our forecast.
Open Accounts Forecast for Next Quarter:
All open leads are expected to close within the next quarter.
Production Forecast for Next Quarter:
Forecast Next Quarter based on Qualifications
$440,535 (+13%/$54k)
The production forecast for qualifications is derived from rolling-3 and 12-month averages for Opps qualified, weighted towards the rolling 3-month average. This weighs recent performance more while also having some "regression to the mean" anchoring.
ARR is based on the rolling 3-mo average ARR for Closed Won deals, Win Rates, and Cycle Times. With 40-day cycle times we theoretically don't close opps created in the second half of a quarter in the same quarter. At roughly a ~40% Win Rate, we expect slightly less than half of all deals qualified to be Wins and we expect to close just over half of them within the quarter.
Conversions
(1) Are we winning our Qualified deals? (2) Where and Why?
Both lines should appear similar (and steady or trending down). In this case Aug+Oct had spikes in qualifications that led to a backlog that spiked cycle times in Sep+Nov.