Internal Brief: Evaluating a Revenue System Diagnostic

The problem being evaluated

Revenue depends on a small number of people, deals stall without a clear next step, and reporting describes the past rather than guiding the next decision. Adding leads or headcount to that situation increases cost without increasing certainty.

The engagement

A Revenue System Diagnostic is a structured investigation of how commercial work happens today: targeting, qualification, pipeline progression, CRM data, proposals, follow-up, and the automation around them. Typical duration: 3-4 weeks, depending on stakeholder availability, CRM access, and data quality.

• Stakeholder interviews across leadership, sales, and delivery
• Funnel and CRM review using the data currently available
• Scored assessment across the four parts of the revenue system
• Bottleneck map showing the weakest link and its downstream effects
• Prioritized 90-day action plan with sequencing and owners

Required participation

• An executive sponsor with authority to change the process
• Access to relevant CRM and funnel data
• Participation from sales and delivery stakeholders
• Roughly 60-90 minutes of working time per week
• Honest discussion of what is and is not being followed

Possible measures

One or two measures are agreed at kickoff, chosen from what the business can actually track.

• Lead-to-qualified-opportunity conversion
• Lead-to-quote and proposal turnaround time
• Share of deals with a confirmed next action
• Time between pipeline stages and stalled-opportunity share
• Forecast accuracy and CRM field completeness

Relevant experience

• Master of Engineering; more than ten years in complex B2B and technical sales
• Engineered systems, enterprise software, AI, and DevOps sales across Europe, Southeast Asia, and North America
• Documented outcomes include a €2M multi-partner solar program closed with a 53% reduction in lead-to-quote time
• Specialist collaborators are brought in when regulatory, technical, or AI-engineering depth is required

Data-handling principles

• Client data remains in client-controlled systems wherever practical
• Access follows least-privilege and is limited to what the work requires
• No automated external communication is activated without approval
• Data retention and deletion responsibilities are defined at kickoff