𝗧𝗵𝗲 𝗦𝗲𝗻𝘀𝗶𝗻𝗴 𝗚𝗮𝗽

Here's the core issue with measurement-focused tools: By the time they identify a problem, you're usually 6-8 weeks past the point where you could have fixed it without losing the quarter.

Your CRM tracks deal stages, closures, and losses. Creates a reporting dataset. RevOps uses this to build dashboards showing win rates, average sales cycle, and conversion rates by stage. Leadership reviews these metrics monthly or quarterly.

But here's what this system won't tell you:

- When your ICP started shifting. You'll see this in conversion data 8 weeks later.
- When your competitor changed positioning. You'll see this in loss reasons 6 weeks later.
- When your messaging stopped resonating. You'll see this in stage velocity 4 weeks later.
- When discount pressure started building. You'll see this in closed deal data 10 weeks later.