Ebsta RIaaS Supercharge Your GTM Efficiency
ACME 2025
Ebsta RIaaS, Supercharge Your GTM Efficiency
Ebsta’s Revenue Insights as a Service (RIaaS) helps organizations unlock their full revenue potential with data-driven intelligence. By turning insights into action, sales teams can boost win rates, streamline processes, and sharpen execution with targeted coaching.
Revenue Insights Report Chapters:
● Benchmark – Make it easy to replicate best practice by uncovering key signals from previously closed won deals
● Assess – Identify opportunities to improve, and trends that impact seller performance
● Coach – Empower sales leaders to deliver targeted coaching by identifying who needs support and in what areas
● Optimize – Optimize deal velocity by pinpointing bottlenecks and inefficiencies in the sales process
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1. Benchmark Understanding win/loss dynamics is essential for refining sales strategies and improving conversion rates. Our Win/Loss Insights analysis identifies the key factors behind successful deals and common reasons for deal losses. By analyzing customer objections, competitive threats, and sales cycle inefficiencies, we provide actionable insights that help sales teams refine their approach, improve positioning, and enhance overall win rates.
WHAT THIS SECTION COVERS
ACME State of GTM in 2025
WHAT THIS SECTION COVERS Sales Velocity Trend
CRM Data Quality
Win Loss Analysis
Engagement vs. Conversion
● ● ● ● ● ●
Multi-threading Impact
Time to Close
Stalled Deals Effect
Key Personas
Qualification Efficiency
WHAT THIS SECTION COVERS Discovery & Qualification Slippage Impact ●
ACME State of GTM in 2025: Overview
Data: FY2024 | All Teams | Comparison between H2 FY2024, H1 FY2024, and Ebsta Benchmark
New Logo Win Rate
Revenue Retention
Expansion Win Rate
Leads
MQL to SQL
ACME H2 FY2024
+2%
35%
16%
38%
72%
-18%
-6%
-10%
-23%
-14%
Ebsta Benchmark
73d $85K
34d $65K
All teams showed moderate improvement in H2 vs. H1; however, win rate and sales velocity remain below the Ebsta Benchmark.
Data source:
7
How is the sales velocity (SV)* trending over time?
Data: FY2024 and FY2025 | EMEA Teams | New Business Opportunities
Velocity has been steadily declining over multiple quarters, reaching its lowest point on record, primarily due to a continuous drop in win rate.
Acme Sales Velocity Ebsta Sales Velocity Benchmark Deal Count
Explore more on Ebsta Team Analytics
*SV = No. of Deals * Win Rate * ACV / Sales Cycle
Data source:
How complete and accurate is our CRM data?
44% of contacts never make it to CRM; 26% are decision makers
44%
CRM Data
17%
Breakdown
65%
17% records are out-of-date.
New phone (13%, 6.5K) New mobile (22%, 11K) New job title (65%, 32K)
Data source:
Automate adding and updating contacts with Ebsta Company Network
What level of engagement correlates with higher conversion rates?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Win rate increases by 234% when engagement scores reach between 80 and 100.
Avg Win Rate
Relationship Score
Data source:
What Deals Are At Risk Due to Low Engagement This Quarter?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
42 late-stage deals, worth $834K, are of low engagement score.
Deals with low engagement score
Engagement Score
Data source:
View low engagement score deals on Ebsta Pipeline Insights
What’s the optimal duration to close a deal?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Small Business (<£50K) 26d
SME Business (£50K-£100K) 43d
Enterprise Business (£100K+) 84d
Avg
Avg
Avg
Deal Age (Days)
Deal Age (Days)
Deal Age (Days)
There is a strong correlation between win rate and deal age. When deal age exceeds the optimal threshold, win rate can drop by as much as 267%.
Data source:
What’s the impact of stalled progress on win rate?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
When deals exceed the benchmark over 6 months, the win rate plummets by 52x, dropping to just 0.3% compared to the 15% average win rate.
Days Past Stage Duration Benchmark
Data source:
What Deals Are At Risk Due to Stalled Progress This Quarter?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
33 late-stage deals, worth $734K, stay longer at the current stage.
Deals Stalled in the Current Sales Stage
Days exceed benchmark
Data source:
View stalled deals on Ebsta Pipeline Insights
How multi-threading impact win rates and deal velocity?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
When 8 or more stakeholders are involved, the win rate increases by 256%.
Avg Win Rate
No. of Stakeholders Involved
Data source:
Which personas have the most impact on accelerating sales velocity?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Involving decision-makers increases the win rate by 50%. If their relationship score exceeds 40, the win rate jumps by 400%.
r
Data source:
What Deals Are At Risk Due to Fewer Stakeholders Engaged?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
33 late-stage deals, worth $734K, have fewer relationships engaged.
Deals with Fewer Relationships Involved
No. of Stakeholders Involved
Data source:
View stalled deals on Ebsta Pipeline Insights
What Deal Are At Risk Due to Single Threading This Quarter?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025; Excluding Stalled Deals
Re-Engagement
High Confidence
40 deals, worth $234K, have high engagement but with fewer stakeholders involved.
At-Risk
Single-Threaded
Data source:
View deals with fewer relationships engaged on Ebsta Pipeline Insights
Are highly-qualified deals closing more efficiently?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025; Excluding Stalled Deals
When average MEDDPIC scores are between 3 and 4, win rates are 3.2x higher than the overall average.
Avg Win Rate
0
1
2
3
4
Avg MEDDPIC Score
Data source:
What are the average MEDDPICCC element scores in successful deals?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
The average MEDDPICC score for won deals is 218% higher than that of lost deals.
Won deals
Lost deals
Data source:
How effectively are we applying the MEDDPICC methodology?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
There is a strong correlation between win rate and identified critical events, 72% of deals lack a defined Decision Process to capture the critical event.
MEDDPICC Score
MEDDPICC Note
Data source:
View MEDDPICC score and note per deal on Ebsta Pipeline Insights
What Deals Are At Risk Due to Poor Qualification This Quarter?
Data: All Teams; New Business Opportunities closing in Q4 FY 2024, Q1 FY 2025; As of April 28, 2025
There are 42 mid and late stage deals with MEDDPICC scores of 2 or below.
Mid-Late Stage Deals with Avg. MEDDPICC Score Lower Than 2
Data source:
View MEDDPICC score and note per deal on Ebsta Pipeline Insights
Does deal slippage significantly impact win rates?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
When a deal slips by three months, the win rate drops by 235%. If it slips more than twice, the decline continues, reaching 456%.
Deal Slippage Duration
Data source:
What Deal Are At Risk Due to Slippage This Quarter?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
23 late stage deals, worth $234K, have slipped 3 months +.
1 Week 1 Month
3 Months 6 Months 6 Months+
3 Months and 3 Times 3 Months and 3 Times +
Data source:
View slipped deals on Ebsta Funnel Analytics
Where in the pipeline did deals slip this quarter?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
33 late-stage deals, valued at $214K, have slipped from this quarter into future quarters.
6 Months+ 6 Months 3 Months 1 Month
Data source:
View slipped deals on Ebsta Funnel Analytics
How does sales efficiency vary across different ICP attributes?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
The top segment by firmographic data—Latin American, SaaS, and Mid-Market companies—makes up just 13% of the total pipeline.
*Sales efficiency = Win Rate * ACV / Sales Cycle
Data source:
Does discounting improve sales efficiency?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Sales Efficiency
1.86x
●
Win rates drop from 24% to 12% as discounts increase from 0–5% to 21–30%. Deal size shrinks from $78K to $53K, eroding overall value. Sales cycles lengthen from 42 to 62 days, slowing down velocity. Sales efficiency falls by over 50%, from 1.86 to 0.85, showing that deeper discounts hurt performance.
Win Rate
24%
0.85x
●
12%
96d
●
Sales Cycle ACV
42d
●
$78K
$53K
Discount Range
*Sales efficiency = Win Rate * ACV / Sales Cycle
Data source:
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2. Assess To drive predictable revenue growth, sales leaders need a clear understanding of pipeline health. This involves assessing pipeline maturity to ensure sufficient coverage and positive momentum for meeting targets. Integrating Win/Loss insights into the Deal Score Model helps prioritize high-value deals, optimize deal assignments, and drive targeted actions that improve conversion rates. Additionally, identifying at-risk pipeline using Win/Loss data enables leaders to forecast with confidence and provide data-driven coaching for sustained revenue performance.
WHAT THIS SECTION COVERS
Channel ROI
Good Deal Criteria
Deal Assignment
Deal Prioritization
Pipeline Coverage
WHAT THIS SECTION COVERS
Coverage Gaps by Teams
Discovery & Qualification
Competitor Comparison
At-Risk Deals
Are we optimizing effort in the right channels for maximum ROI?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Outbound sales efficiency is 70% lower than the overall average, indicating potential challenges in conversion rates, targeting, or engagement strategies.
82% of our revenue is generated through a single channel, posing a significant risk to diversification and long-term stability.
Referal sales efficiency is 88% below average, significantly underperforming compared to the Ebsta
benchmark, where partner and referral channels typically deliver 30% higher efficiency.
Data source:
What does a good deal look like?
Data: FY2024 and FY2025; EMEA Teams; New Business Opportunities Use ML to build your deal score model to help team focus on the right deal to max sales velocity
Key Attributes
Ideal Customer Profile
Industry
Live Entertainment, Conferences, Education, Nonprofits, Sports
Company Size
SMBs (50-500 Employees), Enterprises (500-5000 Employees)
Firmographics & Technographic
Location
North America, EMEA, APAC
CRM (Salesforce, HubSpot), Marketing Automation (Marketo), Payment Processors
Tech Stack
Engagement Score
83
Engagement/Behavioral
Stakeholders
3 stakeholders engaged with VP RevOps engaged
Intent Score
67
MEDDPICC Score
>=3.5
Annual Event Revenue
$500K - $50M in ticket sales
Qualification
Business Challenges Critical events
Data source:
What deals should we focus on closing this quarter?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
Example Opportunities
Engagement Score
Stakeholder Involved
Decision Maker Engagement
Qualification Score
Deal Name
Deal Score
Industry
Business Size
Location
Music & Entertainment ✅
Spotify
91% ✅
96 ✅
12 ✅
76 ✅
4.3 ✅
$14B ✅
North America ✅
Arts & Culture ⚠
<$500K ❌
Local Art Fair
67% ⚠
75% ⚠
9 ✅
25% ⚠
3.8% ⚠
North America ✅
Technology Events ✅
<$100K ❌
TechMeet
42% ❌
86 ✅
3 ❌
0 ❌
3.6% ⚠
EMEA ✅
Data source:
Explore more deal insights on Ebsta Pipeline Insights
Are deals assigned to the right sellers to maximize expertise?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Enterprise
Mid-Market
SMB
Sellers
Win Rate
Deal Count
Win Rate
Deal Count
Win Rate
Deal Count
Seller 1
0 %
16
11 %
83
0 %
3
Seller 2
4 %
28
15 %
101
8 %
25
Seller 3
0 %
26
13 %
67
0 %
1
Seller 4
0 %
15
10 %
40
0 %
3
Seller 5
21 %
14
10 %
82
13 %
8
Seller 6
9 %
11
14 %
73
7 %
15
Seller 7
0 %
6
13 %
39
13 %
306
Seller 8
17 %
6
25 %
8
0 %
0
Seller 2 excels at converting Mid-Market deals but struggles to close Enterprise deals, despite receiving the highest number of Enterprise opportunities.
Seller 8 is still ramping up but shows strong potential in closing Mid-Market deals.
Seller 5 excels at converting Enterprise deals but receives fewer than average.
Data source:
Are we prioritizing the right deals to maximize sales efficiency this quarter?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
Shift focus to engaging opportunities with a high likelihood of success.
High Potential
High Priority
Teams are spending valuable time pursuing low-probability deals.
At-Risk
Overinvested
Data source:
View deals with fewer relationships engaged on Ebsta Pipeline Insights
Do we have enough pipeline coverage (PC) to hit our revenue targets?
Data: EMEA Teams; New Business Opportunities closed in Q1, and closing in Q2 and Q3 FY 2025;
For Q3, the expected pipeline distribution is 30% early stage, 50% mid stage, and 20% late stage. However, 70% of the current pipeline remains in early stages;
For Q4, we expected to achieve 70% pipeline coverage; however, it's currently at just 39%.
No deals were closed in the first month in Q1, putting us behind pace.
Data source:
Which team has an insufficient pipeline to meet its target?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
Pipeline Coverage
Required Coverage
Pipeline Gap (This Quarter)
Pipeline Gap (Next Quarter)
Sellers
Quota
Pipeline
Seller 1 VP Sales - EMEA
$250K
$775K
3.1x
3.0x
$0K
$65K
Seller 2 Sales Director – APAC
$250K
$575K
2.9x
3.2x
$0K
$98K
Seller 3 VP Sales – DACH Seller 4 VP Sales - UK&I Seller 5 VP Sales - LATAM
$200K
$500K
2.3x
3.2x
$67K
$135K
All teams are currently facing insufficient pipeline coverage for next quarter.
$200K
$340K
1.7x
3.4x
$125K
$213K
$200K
$335K
1.7x
2.9x
$137K
$225K
Seller 6 VP Sales - North America
$150K
$240K
1.6x
4.2x
$167K
$256K
Seller 7 VP Sales - China
$150K
$230K
1.5x
3.9x
$148K
$319K
4 teams currently have insufficient pipeline to meet this quarter’s target.
Data source:
Who are our main competitors, and how do we perform against them?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Since launching our new product in Q3 FY24, win rates against Competitor 3 have increased as we've become more effective at showcasing its value and handling objections.
Win rates continue to decline against Competitor 1, highlighting the need for a focused win/loss analysis to uncover the root causes.
or
Data source:
Automate sync competitor mentions to CRM with Ebsta Conversation Intelligence
Which Competitor Do We Face Most Often?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Currently, 23% of the pipeline (125 deals) involves Competitor 4—where we see the lowest win rate.
or
Data source:
Automate sync competitor mentions to CRM with Ebsta Conversation Intelligence
How does win rate vary by team when a competitor is involved?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Deal Count
Seller
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Seller 1 VP Sales - EMEA
138
18.4%
16.8%
17.5%
3.5%
When competing against Competitor 4, Seller 1 has the lowest win rate at just 3.5%.
Seller 2 Sales Director – APAC
169
17.9%
17.2%
17.8%
9.2%
Seller 3 VP Sales – DACH Seller 4 VP Sales - UK&I Seller 5 VP Sales - LATAM
275
16.5%
15.9%
16.7%
10.5%
245
14.6%
13.2%
14.0%
4.8%
144
21.3%
19.8%
20.2%
17.3%
When competing against Competitor 4, Seller 5 outperforms the average with a win rate of 17.3%.
Seller 6 VP Sales - North America
259
6.5%
12.6%
11.8%
5.6%
Seller 7 VP Sales - China
151
13.5%
12.8%
13.0%
7.2%
or
Data source:
Automate sync competitor mentions to CRM with Ebsta Conversation Intelligence
What deals are at-risk this quarter?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
48 late stage deals, worth $234K, are at risk due to major negative factors.
Data source:
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3.Coach Sales success is driven by the people behind the deals. Our People Insights analysis focuses on evaluating individual and team performance, identifying strengths, and pinpointing areas for improvement. By leveraging data-driven insights, we help sales leaders tailor coaching strategies, enhance selling skills, and create a culture of
WHAT THIS SECTION COVERS
Q1 2024 Seller Performance
Sales Velocity Gap
Velocity Trends by Team
Coaching Focus Areas
WHAT THIS SECTION COVERS
Week-2 Forecast Accuracy
continuous improvement. Through personalized coaching insights and
Discovery & Qualification
Time on Selling Activities
benchmarking against top performers, we empower teams to optimize execution and achieve peak performance.
Discovery Effectiveness
Objection Handling Effectiveness
Seller Performance in Q1 2024
Data: EMEA Teams; New Business Opportunities; Comparing Q1 FY 2025 to Q4 FY 2024;
Q1 FY 2025
16% win rates
85K deal values
73d sales cycles
Q4 FY 2024
17%
88K
69d
69% sellers missed quota
4.3x velocity delta
36% deals slipped
62%
5.9X
31%
Data source:
What’s the sales velocity gap between top and bottom performers?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Top performers manage 164% more deals
Top performers ACV is 76% higher
Top performers Win Rates are 43% higher
# Deal count
$ Avg deal value
% Win rate
x
x
11x Velocity delta (Top performers generate 11x more revenue per day)
=
DIVIDED BY
Top performers Sales Cycle is 42% shorter
Avg sales cycle
Data source:
How is sales velocity evolving for each team over time?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Velocity ($/day)
Win Rate
Sales Cycle
Avg. Deal Value ($)
Opp Count
MEDDPICC Coverage
Name
Velocity Trend
Seller 1 VP Sales - EMEA
3,100
18.40% 52
$33.7K 96 68.4%
Seller 4 is new to the business and appears to be ramping up well, with sales velocity increasing month over month.
Seller 2 Sales Director – APAC
3,009
18.10% 55
$32.7K 78
63.1%
Seller 3 VP Sales – DACH Seller 4 VP Sales - UK&I Seller 5 VP Sales - LATAM
1.698
14.60% 74
$26.9K 72 44.6%
1,676
20.70% 82
$22.9K 59 59.7%
1,208
13.50% 95
$32.7K 66 33.5%
Seller 6 VP Sales - North America
1,154
18.40% 94
$19.1K 40 18.4%
Pipeline with Low MEDDPICC coverage
Sales velocity is declining as the sales cycle continues to lengthen.
Data source:
Where Should Coaching Focus to Reduce Deal Risk?
Data: EMEA Teams; New Business Opportunities closing in Q2 FY 2025;
Low Qualification Score
Deal Slipped (30d+)
Deals Discounted (20%+)
Total No. of Deals
% Deals At-Risk
Low Engagement
Fewer Stakeholders
Lack Key Stakeholder
Competitor 4 Involved
Sellers
Stalled
Seller 1 VP Sales - North America
39
45%
37.5% 17.5% 37.5%
57.5%
27.5%
17.5% 17.7% 15.5%
Seller 2 VP Sales - LATAM Seller 3 VP Sales – DACH Seller 4 VP Sales - UK&I Seller 5 VP Sales - EMEA
47
34%
32.7% 20.7% 40.7%
52.7%
32.7%
21.7% 23.7% 12.7%
104
34%
17.2% 37.2% 27.2%
18.2%
19.21% 27.2% 29.2% 37.2%
69
23%
14.6% 24.6% 12.6%
11.4%
14.9%
34.1% 11.9% 19.8%
85
14%
18.4% 12.4% 11.2%
8.90%
12.4%
21.4% 7.5%
4.4%
Seller 6 Sales Director – APAC
79
12%
18.1% 8.1%
3.1%
8.1%
6.1%
16.1% 2.9%
1.1%
A significant portion of deals include discounts greater than 20%.
A significant portion of deals involve fewer and lack stakeholders.
Seller 4 is demonstrating strong multi-threading skills, consistently engaging multiple stakeholders across deals
Data source:
How accurate is our week-2 forecasting?
Data: FY2024; EMEA Teams
The team’s average two-week forecast accuracy is 39%, indicating a significant gap between projected and actual performance, highlighting the need for improved forecasting processes and greater visibility into deal progression.
Data source:
Are sellers spending enough time each day on active selling activities?
Data: EMEA Teams; FY2024;
43%
21%
Average
Top Performers
Sellers Spend Less Than Two Hours per Day Actively Selling
Data source:
How effectively is the team conducting discovery?
Data: EMEA Teams; Calls conducted in FY2024; Based on the most recent 30 discovery calls.
With targeted coaching over the past quarter, the team has achieved a 25% improvement in Pain Point and Value Discovery.
Last Quarter
This Quarter
Data source:
Connect your Gong/Zoom account or use Ebsta Conversation Intelligence
How well does the team navigate objections?
Data: EMEA Teams; Calls conducted in FY2024; Based on the most recent 30 discovery calls.
With targeted coaching over the past quarter, the team has improved competitor objection handling by 25%.
This Quarter
Last Quarter
Data source:
Seller Selling Skill Leaderboard
Data: EMEA Teams;
Forecast Accuracy (2-week)
Overall Score
Demo SKill
Discovery Skill
Objection Handling
Negotiation Skill
Product Knowledge
Competitive Positioning
% Meeting Time
Multi threading
Seller
Engagement
Seller 1 VP Sales - EMEA
4.6
4.6
4.8
4.3
4.6
5.0
4.5
91% 62% 9.2
87
Seller 2 Sales Director – APAC
4.5
4.2
4.5
4.8
4.2
3.9
4.2
86% 58% 8.1
84
Seller 3 VP Sales – DACH Seller 4 VP Sales - UK&I Seller 5 VP Sales - LATAM
4.1
3.4
4.2
4.5
4.6
4.3
4.5
74% 55% 6.9
82
3.8
3.9
4.1
3.9
3.2
4.2
3.4
46% 48% 5.7
79
3.8
3.5
3.9
3.3
4.2
3.9
4.5
31%
36% 4.2
71
Seller 6 VP Sales - North America
3.2
3.2
3.5
2.7
2.9
2.1
3.1
23% 32% 3.8
62
Seller 3 struggles most with delivering effective demos, which may be impacting conversion in early-stage deals.
Seller 6 has the lowest score in responding to product-related questions from prospects.
Seller 2 score the lowest in Product Knowledge score.
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4. Optimise Effective sales processes are the foundation of predictable revenue growth. Our Process Insights analysis identifies inefficiencies within the sales funnel, uncovering bottlenecks that slow deal progression. By establishing proven benchmarks for entry and exit criteria, we help teams implement a structured, data-driven approach to managing opportunities. These insights enable sales leaders to refine methodologies, improve conversion rates, and ensure a scalable and repeatable sales process.
WHAT THIS SECTION COVERS
Sales & Marketing Alignment
Process Bottlenecks
Process Bottlenecks per Team
Process Adherence
Stage Criteria from Wins
How Aligned Are The Marketing and Sales Team?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
MQL to SAL conversion has dropped by 23% compared to last quarter and is currently 35% below the Ebsta benchmark.
Data source:
Explore more on Ebsta Funnel Analytics
7 Where are the sales process bottlenecks hindering deal progression?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
The Diagnostic stage has the lowest conversion rate and takes the longest to progress in the sales cycle.
Slippage in early stages is fine, but slippage at late stage (67%) materially affects win rates.
Data source:
Explore more on Ebsta Funnel Analytics
Which teams face the most bottlenecks, and where can they improve?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Qualification
Discovery
Alignment
Proposal
Negotiation
CVR *
Dur * (days)
Sellers
CVR Dur(days)
CVR Dur(days)
CVR Dur(days)
CVR Dur(days)
Seller 1 VP Sales - EMEA
78.3%
76.4%
81.1%
85.7%
89.5%
✅ 18 ❌ 45
✅ 11 ❌ 51
✅ 20 ❌ 45
✅ 11 ❌ 23
✅ 7 ❌ 14
Seller 2 Sales Director – APAC
86.1%
64.0%
68.8%
85.7%
85.7%
✅ 4 ❌ 38
✅ 22 ❌ 68
✅ 28 ❌ 49
✅ 5 ❌ 26
✅ 4 ❌ 10
Seller 3 VP Sales – DACH Seller 4 VP Sales - UK&I Seller 5 VP Sales - LATAM
80.0%
86.3%
90.5%
87.2%
96.7%
✅ 9 ❌ 26
✅ 4 ❌ 49
✅ 6 ❌ 12
✅ 16 ❌ 34
✅ 8 ❌ 12
89.1%
76.2%
90.3%
89.7%
100%
✅ 10 ❌ 29
✅ 10 ❌ 18
✅ 11 ❌ 17
✅ 14 ❌ 24
✅ 4 ❌ 5
95.4%
66.7%
70.0%
100.%
100%
✅ 35 ❌ 38
✅ 27 ❌ 12
✅ 27 ❌ 39
✅ 3 ❌ 5
✅ 4 ❌ 3
Seller 6 VP Sales - North America
83.7%
85.7%
58.8%
80.0%
100%
✅ 10 ❌ 49
✅ 14 ❌ 42
✅ 19 ❌ 51
✅ 20 ❌ 44
✅ 15 ❌ 17
✅ Converted Deals
❌ Closed Lost Deals
Closed-lost deals take up to 60% longer than closed-won ones, indicating pipeline management inefficiencies.
Sellers 2 and 6 face bottlenecks at the Alignment stage, with low conversion rates and extended stage duration.
CVR: Conversion; Dur: Duration
Data source:
Explore more on Ebsta Funnel Analytics
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Is the team consistently following the sales process?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
63% of deals jump 2 or more stages.
Only 43% of deals progress through stages
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What are the key stage criteria based on past wins?
Data: EMEA Teams; New Business Opportunities closed in FY2024;
Qualification
Discovery
Alignment
Proposal
Negotiation
Engagement (0-100)
85-100
50 to 60
60 to 90
70 to 85
70 to 85
Stakeholder Count
9+
1 to 2
2 to 3
4 to 6
6 to 8
M etric (0-4)
4.8
3.5
4.2
4.5
4.7
E conomics Buyer (0-4)
4.6
1.5
2.8
3.7
4.3
D ecision Criteria (0-4)
4.7
2.0
3.2
4.0
4.5
D ecision Process (0-4)
4.6
1.2
2.5
3.5
4.3
P aper Process (0-4)
4.5
0.5
1.5
2.8
4.0
I dentify Pain (0-4)
4.7
3.2
4.0
4.5
4.6
C hampion (0-4)
4.8
1.0
3.5
4.0
4.6
C ompetition (0-4)
4.6
1.5
3.2
3.8
4.0
Stage Duration (Days)
5
10
15
20
10
7
Case Study
WHAT THIS SECTION COVERS
Copado Case Study
How Copado Used Ebsta’s Revenue
Copado is an end to end native DevOps solution that unites Admins, Architects and Developers on one platform.
Intelligence Platform To Increase Sales Velocity By 24%
Industry Computer Software Company Size 51-200 Product Used Revenue Intelligence Region US
“ Thanks to Ebsta, Copado was able to continue growing. It allowed us to scale the business. If you like winning you need Ebsta."
The Challenge
● Unreliable pipeline forecast ● Difficult to identify good deals from bad ● No activity logging ● Inaccurate customer data in Salesforce
The Outcome
● Doubled revenues in one year ● High confidence in forecast ● Visibility three months out ● Immediate insights ● Sellers focused on best opportunities ● More productive Sales meetings
Ted Elliott , CEO, Copado
Forecast Cadence
Pipeline Tracker
Forecasting
Pipeline Change
Pipeline Insights Forecast Change
Product
Quarterly Progression
Team Performance
Pipeline Progression
Pipeline Review
View how pipeline is pacing towards quota and forecast change across the quarter.
Review team & member quota attainment and pipeline coverage.
Understand the change in pipeline since last 1:1/forecast call.
Consolidated view of fields required for deal inspection with inline edits and Qualification.
Forecast Judgement
Forecast Submission
Forecast Rollup
Forecast Change
Decide how each opportunity should enter the forecast. Including manager adjustments.
Submit your quarterly and/or monthly forecast. Auto sum or manual adjust.
Review AE’s forecast submissions, attainment and rollup quota.
Review how opportunities affected the last forecast submitted.
Key Contributing Factors
vs
Before Ebsta
After Ebsta
22%
50%
Quota Attainment
38%
22%
Deal Slipped
6
3
Avg Relationships
67 Avg Engagement Score
83
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