The Measurement Standard.
One definition, one formula, one data source, one cadence. The same standard for one company or twenty.
The 10 metrics.
| Metric | What it answers |
|---|---|
| CAC | What does it cost to acquire a customer? |
| CAC payback | How long until the customer pays back? |
| Marketing-sourced pipeline contribution | How much pipeline did marketing create? |
| Pipeline velocity | How fast does pipeline move? |
| MQL → SQL conversion | Where does the handoff break? |
| Win rate | Are we closing the right deals? |
| Sales-cycle length | Is the cycle getting longer? |
| Net revenue retention | Does the base grow without new customers? |
| Marketing-sourced revenue | What revenue did marketing create? |
| Data quality | Can we trust the inputs? |
The 20 checks.
The Pipeline Truth Audit runs these 20 checks across Google Ads, HubSpot and your reporting, before we take a retainer.
- Tracking and conversion actions
- GCLID coverage
- Enhanced conversions
- Lifecycle stages
- Lead scoring
- Routing
- Deal stages
- Source data
- Consent
- CRM handoff
- Reporting reconciliation
- Dashboard definitions
- Data quality
- Integration health
- UTM discipline
- Offline conversions
- Attribution model
- Funnel conversion rates
- Pipeline velocity
- Data retention
The cadence.
| When | What you get |
|---|---|
| 5 business days | The audit. |
| 30 days | The baseline and the roadmap. |
| Monthly | The scorecard and the review. |
| Quarterly | The portfolio roll-up and the benchmark. |
Standardize the engine. Localize the story.
One definition of pipeline, one scorecard, one cadence. The campaigns, the offers and the message stay local.
Want the checks run on your accounts?
The 20 checks we run before we take a retainer.