Ebsta RIaaS Report Example

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

7

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:

7

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:

7

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.

7

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

7

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

Explore more on Ebsta Funnel Analytics

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

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57

cloudratings.com

Powered by