The ten questions a CRO or sales VP asks at the start of the week, who is not working their book, which accounts are untouched, where is the base leaking, which reps are behind on pipeline, which deals keep slipping, what did we lose and to whom, who is winning without working, where are the reps overloaded, which new accounts are waiting, and what moved, each with the ranked list that answers it, the column it is ranked by, and the reason a dashboard cannot.
A chief revenue officer's Monday is ten questions and twenty minutes. Each question has a list, ranked by a value and owned by a name, from the same exports every week. This guide is the ten, the list for each, and what it is ranked by.
| # | The CRO asks | The list | Ranked by | Owner |
|---|---|---|---|---|
| 1 | Who is not working their book? | Reps by untouched revenue, with data quality score | Untouched revenue | Manager |
| 2 | Which accounts are untouched? | Accounts past cadence, per rep | Prior revenue | Rep |
| 3 | Where is the base leaking? | Customers whose share of wallet fell past threshold | Gap value | Rep |
| 4 | Who is behind on pipeline? | Reps below the needed weighted multiple | Gap to target in dollars | Rep |
| 5 | Which deals keep slipping? | Deals slipped three or more times | Value | Rep |
| 6 | What did we lose, and to whom? | Lost deals by competitor and segment | Value | Segment lead |
| 7 | Who is winning without working? | Reps with high penetration and low coverage | Untouched revenue | Manager |
| 8 | Who is overloaded? | Reps above the load band with low coverage | Weighted load | Manager |
| 9 | Which new accounts are waiting? | Assigned accounts past the first-touch threshold | Prior revenue | Rep |
| 10 | What moved? | The movements page | Value of movement | Whoever the line names |
List 1. R-04, $1.4m untouched, data quality 41 percent: the first conversation is about logging. R-22, $310,000, data quality 78: the second is about accounts.
List 2, R-22. 2207, $95,000, 71 days; 9034, $60,000, 52 days. Named.
List 3. Customer 9034 fell nine points at a stated wallet. Retention, this week.
List 4. R-04 at 0.7 times; R-22 at 1.0. R-04's pipeline is all discovery.
List 5. O-8821 and O-8834, three slips each, both R-04's.
List 6. Four losses, three to one competitor, all in enterprise.
List 7. R-22: 63 percent penetration, 49 percent coverage. Inherited book, half worked.
List 8. R-04 at 318 weighted against a band of 180 to 240.
List 9. Fourteen accounts assigned to R-04 in the last quarter, no touch, $420,000 prior revenue.
List 10. Seven movements, cited.
Twenty minutes, and R-04 is the week's conversation, on four lists, with the data quality score saying to start with the field.
A dashboard instead. Forty numbers; nothing to do.
Lists unranked. Row one is alphabetical.
No owner. The lists are read and nobody acts.
Twenty lists. Ten rows each, and not read.
Covirage produces the ten lists from the CRM, ledger and pipeline exports every week, ranked, owned and short. The sales insights solution describes the setup, and the lists guide covers why the list is the output.
Because a CRO on Monday has twenty minutes and needs to know who to call. A dashboard shows forty numbers; a list says rep R-04 has one point four million dollars in untouched accounts and the largest is 4471. The list is worked; the dashboard is glanced at.
Ten, each ten rows or fewer. A CRO who reads ten short lists on Monday knows everything that changed and who owns it. More lists, or longer ones, are not read.
Rep identifiers and account identifiers. The CRO has the lookup. The lists are computed on identifiers, which keeps them pseudonymised until the moment they are read.