MOP folks, when your boss asks “Why is pipeline down?”, and you say “Because our lead volume is down” — that’s an observation. Not an insight.
And although being able to pinpoint the root cause for performance trends is imperative for us to be able to fix it, your CEO / CMO / CFO are after insights. Not observations.
In other words, you need to be able to tell them the story about WHY lead volume is down.
What’s the difference anyway?
Still not sure what sets observations and insights apart? Let’s break it down for clarity:
- Observations are raw facts, data points, or findings that describe what’s happening. This is the straightforward, surface-level data we get from performance analysis.
For example: “Website traffic increased by 20% last month” or “Customers spend X more time on product pages compared to blog posts.”
- Insights go beyond the data to provide meaningful understanding and actionable knowledge. They are the result of interpreting observations in a way that explains WHY something is happening or how it can be used to drive decisions.
For example: “The increase in website traffic is due to a recent social media campaign targeting millennials, who are particularly engaged with the product pages because of the new feature update.”
Chapter 1 – The sensible path from observations to insights
Step 1 – Get the data
To get from static facts to actionable insights, start with a set of straightforward yes or no observations — questions that can easily be answered using data from your dashboard or reports.
Observations provide a broad snapshot of your GTM performance, allowing you to focus on key metrics like lead volume, opportunity quality, or sales activity.
For example, if we want to know why pipeline is down this quarter, knowing that we generated fewer opportunities doesn’t help us much, because it’s an observation that offers zero depth or context. But it’s a starting point. At this stage, our goal is to quickly identify potential areas of concern by identifying the what.
Step 2 – Drill down
Once you’ve identified an observation, the next step is to drill down past the raw data using a series of ad hoc questions that allow you to dig deeper. These questions move you beyond high-level metrics, helping you break down the issue into smaller, more specific components.
Each answer leads to a new question, creating a logical progression to uncover more detailed insights.
Through real-time questioning, whether you’re examining the performance of different channels, customer segments, or stages in the sales process, you can trace issues to their root cause, be it lead quality, Sales productivity, or external market factors.
For example, if your observation was “Lead volume is down,” the drill-down process might involve questions like “Which channels or campaigns are underperforming?” or “Are there fewer high-intent leads like demo requests?”
If you discover that paid ads are indeed underperforming, you could drill down further by asking “Has our ad targeting changed?” or “Are click-through rates lower than usual?”
Step 3 – Grab the insights (and run)
After drilling down through multiple layers of data, the final step would be to finally uncover the insights and get to the WHY.
For example, understanding that pipeline is down because a shift in targeting increased poor-fit prospects, which then decreased your lead-to-opportunity rate and led to a drop in qualified pipeline — is an insight you can take action on to improve performance.
Whether it’s refining your ad targeting, reallocating budget to more effective channels, or adjusting Sales follow-up processes, insights help you move from reactive decision-making to proactive problem-solving.
Chapter 2 – Five real-world examples of actionable & insights-driven answers
Now that we’ve covered the theoretical aspect of what sets insights apart from observations, let’s apply this knowledge to actual examples that will help you give your boss a detailed review of the what, why, and how to address common performance trends.
1. Answering “Why is opportunity quality lower than usual?”
To get to the root cause of why pipeline is down this month, start by assessing the quality of your opportunities. Poor-quality opportunities could be masking an otherwise healthy pipeline. Then, move on to investigate your sales funnel, common stages where deals get stalled, and AEs’ responsiveness.
What to look at:
Evaluate your opportunities’ quality based on your ideal customer profile (ICP), deal size, and engagement level.
Your key metrics:
- Average deal size – Are the deals in your pipeline of the same value compared to previous months?
- Win rate – Are your AEs closing deals at the same rate as before, or has this rate dropped?
- Velocity – Did the average length of time it takes leads to convert into opportunities go up?
- Lead score – Are your leads signaling intent in correlation to their customer journey?
Your data sources:
- Not an InfiniGrow user? Here’s what you’ll need:
- CRM – For tracking # of opps, # of leads/MQLs, deal size, lead score, ICP analysis, and win rate analysis.
- Attribution platform / Ad platform – For tracking channel, content, campaign cost and performance analysis. Ideally, your stack should be able to tie these to both opportunities and leads / MQLs.
- Google Sheets / Excel – To pull data from the above platforms and unify into a single report.
- InfiniGrow users – We got you covered.
If the quality of your opportunity is indeed down:
- Are you targeting less qualified leads or lower-value segments than usual?
Action: Revisit your targeting strategy, especially for recent campaigns. Look at whether broader, lower-value audiences have crept into your paid advertising, outbound efforts, or other marketing initiatives. If so, tighten your focus back to your ICP.
- ICP criteria – Consider factors like industry, company size, region, buying committee involvement, and business model — to evaluate if leads match your ICP.
- Is the audience responding to the wrong messages, leading to lower-quality leads?
Action: Review your campaign messaging. Is it resonating with your target audience or inadvertently attracting unqualified leads? Run A/B tests on your messaging to align with your ICP’s pain points and key decision drivers.
- Has the quality of your inbound sources declined, driving bad-fit opportunities?
Action: Analyze the performance of key acquisition channels. Are you seeing a shift in lead quality from inbound sources like paid ads, SEO, or referrals? If lower-quality leads are coming from new sources, reallocate budget or adjust strategy toward channels that have historically generated higher-quality leads.
If the quality of your opportunity is not down:
- Are high-quality opportunities not closing despite their fit?
Action: If leads fit your ICP but aren’t converting into closed-won deals, investigate where exactly in the funnel they’re stalling. Is there a pattern of delays at a particular stage — e.g. negotiation or proposal? If so, address potential objections, pricing issues, or competitor pressure that might be generating hesitation.
- Is the real issue around sales engagement and follow-ups?
Action: Review your AEs’ responsiveness. Are there delays in follow-up, or are reps not engaging with leads in a timely manner? If that’s the case, implement sales automation tools to ensure leads receive immediate and personalized follow-ups, and prioritize high-quality opportunities over lower-fit leads.
Avoid these traps at all costs:
- Trap #1 – Don’t rely too heavily on lead volume without examining the quality of the opportunities.
- Solution – Always segment leads by ICP fit to ensure your pipeline volume translates into high-quality opportunities.
- Trap#2 – Don’t ignore changes in targeting or messaging that result in a misalignment with your ICP.
- Solution – Regularly review campaign targeting criteria and messaging to ensure they reflect your ICP.
2. Answering “Why is lead volume down?”
As with our first example, we’ll first investigate where lies the problem. Then, we’ll get to the why. And that will lead us to what needs to be done to fix it.
What to look at:
We’ll start by evaluating the total number of leads generated across all channels, and make sure we focus on both high-volume and high-intent lead sources — to ensure we’re capturing quantity AND quality.
Your key metrics:
- Lead volume – Total # of leads generated, including MQLs.
- Inbound inquiries – Total # of leads from website forms or direct inquiries.
- Demo requests / free trial sign-ups – Total # of high-intent leads.
Your data sources:
- Not an InfiniGrow user? Here’s what you’ll need:
- CRM – For tracking # of leads
- Attribution platform / Ad platform – For tracking traffic, form submissions, overall conversion rates, lead volume, and high-intent behavior.
- Google Sheets / Excel – To pull data from the above platforms and unify into a single report.
- InfiniGrow users – We got you covered.
If lead volume has indeed dropped:
- Which channels or campaigns are underperforming?
Action: Review the performance of each marketing channel to identify which are generating fewer leads. Adjust spend or optimize campaigns accordingly.
- Are you spending less?
Action: Adjust spend or optimize campaigns accordingly.
- Are there fewer leads coming in from high-intent sources like demo requests or free trial sign-ups?
Action: Investigate whether your offer is resonating. Consider revisiting your value proposition or enhancing the visibility of demo and trial offers on key landing pages.
- Do certain campaigns drive traffic but fail to convert into leads?
Action: Assess your conversion rates across campaigns. If traffic is strong but conversion is low, optimize your landing pages, CTAs, or form fields in order to improve lead gen.
If lead volume didn’t drop:
- Is quality of leads the real issue?
Action: Assess whether your leads are meeting your ideal customer profile (ICP). Use lead scoring and firmographics to identify if unqualified leads are slipping through.
- Are leads progressing through the funnel (MQL-to-SQL) at the same rate?
Action: Investigate whether your MQL-to-SQL conversion rate has changed. If it has dropped, it might indicate issues with Sales’ follow-ups or lead nurturing.
- Are new channels or strategies driving low-quality leads?
Action: Reassess your targeting. Refocus your efforts on the channels that consistently generate qualified leads, even if the overall volume is not as high.
Avoid these traps at all costs:
- Trap #1 – Don’t rely on lead volume without understanding their quality.
- Solution – Always measure both the volume and lead quality by analyzing conversion rates and fit with your ICP.
- Trap #2 – Don’t Ignore high-intent lead sources like demo requests or trial sign-ups.
- Solution – Prioritize tracking high-intent actions over volume, as these are strong indicators of potential conversions.
3. Answering “Why is the lead-to-opportunity conversion rate down?”
What to look at:
To showcase how effectively Marketing & Sales are turning intent into closed-wons, we’ll start by reviewing conversion rates at key stages, especially MQLs-to-SQLs and SQLs-to-opportunities. Then, we’ll identify where leads are dropping off — to either reveal bottlenecks in your Sales funnel or issues with lead quality.
Your key metrics:
- MQL-to-SQL conversion rate – The percentage of leads that become Sales-ready.
- SQL-to-opportunity conversion rate – The percentage of Sales-qualified leads that progress into actual opportunities.
Your data sources:
- Not an InfiniGrow user? Here’s what you’ll need:
- CRM – For conversion rates between MQLs, SQLs, and opportunities.
- Attribution platform / Ad platform – For tracking channel, content, campaign cost and performance analysis. Ideally, your stack should be able to tie these to the conversion rates between each of your funnel stages.
- Google Sheets / Excel – To pull data from the above platforms and unify into a single report.
- InfiniGrow users – We got you covered.
If lead-to-opportunity rate has indeed dropped:
- Where do leads drop off?
Action: Is it from MQL to SQL, or SQL to opportunity? Pinpointing the exact stage can help you target specific areas for improvement, like Sales follow-up or lead nurturing.
- Are leads being followed up by Sales in a timely and effective manner?
Action: Review Sales activity and response times. Slow follow-up can lead to missed opportunities, especially for high-intent leads. Consider implementing automated alerts or reminders to help your AEs ensure timely follow-ups.
- Are Sales disqualifying more leads?
Action: Analyze whether lower-quality leads are coming in. Reassess your lead scoring system to ensure that only qualified ones are passed to the Sales team.
If lead-to-opportunity rate didn’t drop:
- Is closing deals the real issue?
Action: If lead volume and lead-to-opportunity conversion rates are steady, the issue might lie further down the funnel. Focus on closing rates and investigate at which stages deals are stalling more frequently.
- Could external factors like market shifts affect the pipeline?
Action: Competitor activity or market conditions can impact the pipeline despite steady conversion rates. Evaluate external trends or competitive pressures that might influence buyer decisions.
4. Answering “Why are opportunities stalling in the funnel?”
Even if leads are converting into opportunities, deals can stall at various stages in the sales process. When pipeline is down, we’ll need to determine if opportunities are getting stuck in our sales cycle longer than usual.
What to look at:
Assess how long deals are spending in each stage of the Sales funnel, from qualification to proposal to closing. Understanding where delays occur can help you uncover whether the problem is due to internal inefficiencies, customer indecision, or external factors.
Your key metrics:
- Average length of sales cycle – Compare the time it currently takes to close deals with previous months.
- Time spent at each stage – Track how long each deal stage lasts on average, e.g. qualification, demo, and proposal — to more easily identify possible bottlenecks.
- Behavior at each stage – Analyze touchpoints of each member in the buying committee to identify needs and interests at each stage of the sales process.
Your data sources:
- Not an InfiniGrow user? Here’s what you’ll need:
- CRM – For tracking average sales cycle length and time spent in each stage of the sales process.
- Attribution platform / Ad platform – For tracking channel, content, campaign cost and performance analysis. Ideally, your stack should be able to tie these to both opportunities and leads / MQLs.
- Google Sheets / Excel – To pull data from the above platforms and unify into a single report.
- InfiniGrow users – We got you covered.
If opps are indeed stalling in the sales process:
- Which stage of the funnel is seeing delays?
Action: Pinpoint the specific stage where deals are stalling (e.g. after the demo, before the proposal). If deals are stuck in a particular stage, assess whether the Sales team has the resources and information needed to push these deals forward.
- Are prospects asking for additional information or meetings, indicating indecision?
Action: If customers are repeatedly requesting more information, it could be a sign of indecision. Review the objections they raise or the questions they ask to refine your messaging. Offering case studies, detailed product comparisons, or additional value propositions could help them expedite their decision making process.
- Are there external factors like market uncertainty slowing decision-making?
Action: Evaluate whether external conditions — such as economic uncertainty or market shifts — are contributing to longer decision cycles. In this case, offering flexibility in terms of pricing, payment plans, or contract terms may help move the sales process along.
If opps are not stalling:
- Is the sales process smooth but deals aren’t closing?
Action: If opportunities are progressing smoothly through the funnel without closing, the issue might lie in competitive pressures or pricing objections. Analyze win rates and competitor activity — are customers opting for the competition because of better pricing or features? Adjust your Sales positioning to emphasize unique value propositions.
- Are deals progressing quickly through the funnel but then get lost during the final stages of negotiations?
Action: Investigate why deals are falling apart so close to the finish line. Common reasons might include pricing objections, contract terms, or misaligned expectations. Consider whether your Sales team is equipped to handle objections effectively and whether offering customized solutions could help close deals.
Avoid these traps at all costs:
- Trap #1 – Don’t automatically assume the issue lies with lead quality when it could turn out that the issue lies in the Sales process.
- Solution: Always track the length of time deals spend in each Sales stage to identify where bottlenecks are forming.
- Trap #2 – Don’t ignore external factors like market trends or economic uncertainty, which can slow down decision-making.
- Solution: Regularly assess external factors and adjust your Sales strategy accordingly to be able to address customer hesitations early on.
5. Answering “Why is Sales productivity down?”
Sales productivity directly impacts your pipeline’s ability to convert opportunities into closed-won deals. When pipeline performance drops, it’s essential to assess whether the Sales team’s activity is lower than usual. A dip in calls, emails, demos, or follow-ups can slow deal progression and bring about lost deals.
What to look at:
Measure the overall productivity of your sales team, focusing on their level of engagement with prospects. This includes metrics like call volume, email outreach, demos, and follow-ups, all of which contribute to the momentum of deals in the pipeline.
Your key metrics:
- Number of sales activities per AE – Calls made, emails sent, meetings held, demos conducted.
- Response time – How quickly are AEs following up with leads?
- Number of closed-won deals – How many deals are successfully being closed by the team?
Your data sources:
- Not an InfiniGrow user? Here’s what you’ll need:
- CRM – For tracking sales activity metrics (calls, emails, follow-ups) and closed deals.
- Sales Outreach Platform (Salesloft, Outreach, Apollo) – For analyzing sequences.
- Google Sheets / Excel – To pull data from the above platforms and unify into a single report.
- InfiniGrow users – We got you covered.
If Sales productivity is indeed down:
- Are AEs making fewer calls, sending fewer emails, or conducting fewer demos than usual?
Action: If overall sales activities are lower, investigate whether the issue is tied to workload, motivation, or resource constraints. Consider redistributing leads, providing training, or implementing efficiency tools that can help automate or streamline outreach.
- Were there delays in responding to leads or following up with qualified prospects?
Action: Slow response times can lead to missed opportunities, especially when it comes to high-intent leads. Implement Sales automation or reminders to ensure reps are following up promptly. Consider setting SLAs (Service Level Agreements) between sales and marketing for response times.
- Are there internal factors, like personnel changes or misalignment with Marketing, affecting productivity?
Action: If personnel changes (e.g. a key AE leaving) or a lack of alignment between Sales and Marketing is affecting productivity, be sure to address these gaps quickly. Ensure that Marketing is delivering high-quality leads and that Sales has the resources to nurture them down the funnel.
If Sales productivity is not down:
- Is Sales productivity normal, but they’re not converting as many leads into opportunities?
Action: If AEs are maintaining normal activity levels but aren’t converting leads, the issue might be lead quality rather than Sales efforts. Review the types of leads being passed down to the Sales team — are they qualified and aligned with your ICP?
- Could the issue be lead quality rather than Sales efforts?
Action: If lead quality is the root cause, work with the Marketing team to refine targeting criteria or adjust lead scoring. Focus on generating higher-quality leads that are more likely to convert into opportunities, rather than simply increasing volume.
Avoid these traps at all costs:
- Trap #1 – Don’t automatically assume the issue lies with Sales productivity when it’s actually lead quality.
- Solution – Always assess whether the leads being passed to Sales are well-qualified and likely to convert.
- Trap #2 – Don’t focus on total activity volume without considering the impact of response times or follow-up delays.
- Solution – Other than measuring the quantity of calls or emails, be sure to keep track of the speed of follow-up and engagement with high-quality leads.
TLDR
- Observations are the WHAT — They stem from reports & dashboards, describe the situation but lack depth or meaning.
- Insights are the WHY — They interpret the data in context, inform what strategies should follow, and help you showcase your performance.
- Your boss doesn’t care about the WHAT as much as the WHY, and the last thing they want is more static reports & dashboards that offer zero actionability.
- Observations and insights are both critical types of data analysis that represent different stages of understanding.
- Reports and dashboards are suitable for extracting observations, but when you need to tell a story (and showcasing your performance to your boss is storytelling in its essence) — insights are a must.
