For the past decade, CROs optimized for execution speed. Faster follow-ups. Shorter sales cycles. Higher activity volumes. More pipeline coverage.
The assumption was that faster execution automatically leads to better results.
But speed without awareness just scales inefficiency faster.
If your team is executing against a broken ICP, misaligned messaging, or outdated competitive positioning, more activity just means you lose deals at higher velocity. You hit your call targets and miss your revenue targets.
The real performance edge now is Speed to Detection. How fast your system can identify friction before it contaminates your entire pipeline.
The most reliable way to improve your RLI isn't hiring more reps or adding more pipeline. It's collapsing the sensing delay.
Detection speed beats execution speed.