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Self-check · Sales

Where do you lose revenue between lead and deal?

Ten routines that decide whether a lead becomes a deal. In 10 minutes you’ll see where revenue slips away, as a range in euros.

26%
of sales reps get one-to-one coaching at least once a week. In one study just 11.3% of companies coached with a formal process, almost 70% left it to chance.Sources: market studies, details at the end of the self-check.
  1. 1 · TickIs this true for you today? Be honest, nobody sees it but you.
  2. 2 · Enter figuresSales conversations or leads per year, close rate and average order.
  3. 3 · CalculateBelow, your ticks turn into a range in euros.
Topic · StatementIs this true for you?
YesPartlyNo
1 Lead handoverMarketing and sales share one definition of when a lead is handed over, with a fixed handover time.
2 Response timeWe respond to new enquiries within an hour, and we measure it.
3 Needs analysisOur conversations start with questions, not with the pitch. There is a guide for it.
4 Buying centreIn bigger deals we talk to several decision-makers, not just one contact.
5 PipelineEvery stage has clear criteria. A deal only moves on once they are met.
6 Next stepEvery conversation ends with a dated next step.
7 Win/lossWe review won and lost deals per stage, at least monthly.
8 CoachingEvery salesperson gets one-to-one coaching at least once a week.
9 Call reviewTeam leads listen in on calls and give concrete feedback.
10 CRMThe CRM is lean, mandatory fields are cut to what’s needed.

The statements follow the typical stumbling blocks from more than 25 optimised sales organisations. They apply to B2B and B2C, inbound and outbound.

DStratiCX Consulting UG · Bad Lausick, Germany · info@dstraticx.eu · dstraticx.eu1 / 2
DStratiCXSelf-check · Sales

What these gaps cost you

Your tickCountpp per tickcautiousoptimistic
Yesroutine is in place – ––
Partlyexists, but not reliably 0.1–0.25 pp pp pp
Nomissing 0.3–0.5 pp pp pp
= Close rate left on the table pp pp
×Close rate left on the tablefrom the table above, in percentage points to pp
×€
= Your lever per year

€ to €

Tick above, then enter conversations and order value here. A first order of magnitude, not a business case. The factors are our assumption from practice, not a measurement. Where exactly revenue slips away, and what it takes to fix it, we work out in the lever analysis with your figures.
%

Worked example, all assumptions open: 20 people in inbound sales hold 60,000 sales conversations a year, at a 15% close rate and a €200 average order. Say you tick “no” three times and “partly” four times. That leaves 1.3–2.5 percentage points of close rate on the table, so around €156,000–300,000 a year.

Why it rarely comes down to knowledge

  • The methods are known. Stages, SPIN, challenger: most sales teams have heard of them.
  • Implementation is the gap. Without fixed routines, method fades in day-to-day business.
  • Coaching makes the difference. What changes behaviour is regular feedback on real conversations.
  • Leadership sets the pace. Daily focus, weekly reviews, monthly win/loss: that turns method into routine.

30 minutes. One figure in euros.

In the free results check you get that figure, the three most expensive leaks between lead and deal and one action for Monday.

Memo by the next working day. If there’s nothing there, you get that in writing too.

30 minutes · free · confidential · directly with Matthias Werlich · Just bring this self-check along.

Book a results check calendly.com/dstraticx/30min

Sources

  1. Salesforce (2022): State of Sales, 5th edition, survey of 7,775 sales professionals (26 percent with weekly 1:1 coaching).
  2. Dickie, J. (2017): Dynamic Sales Coaching Can Help Your Players (Sales Reps) Win. CRM Magazine, based on the CSO Insights World Class Sales Practices Study 2017 (11.3 percent).
  3. Statements, factors and worked example: DStratiCX, based on the playbook “From Lead to Deal”. Assumptions, not a measurement.

Background: whitepaper “From Lead to Deal” →

Tools for your team: playbook “From Lead to Deal” →

DStratiCX Consulting UG · Bad Lausick, Germany · info@dstraticx.eu · dstraticx.eu2 / 2
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