Case study · CRM cleanup
The booked revenue that was counted twice
$13.78M → $11.21Mcorrected booked revenue
An onboarding pipeline recorded the delivery of a sale, not the sale. 61 of its 67 wins duplicated a sales deal. Because onboarding lags sales by about a year, the problem grew every year: 0% in 2023 and 2024, 24.7% in 2025, 35.7% in 2026. Fixing it moved like-for-like growth from +16.5% to −20.9%. We had already presented the +16.5%.
What we took from it
- The rule we wrote afterward: always ask what's underneath a correction that improves the number.
- The dated correction went at the top of the page people had already quoted.
CRM Cleanup & Migration
Duplicates, dead fields, deals counted twice, lead sources that went nowhere. We find them, fix them, and write the rule that keeps them from coming back.
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AI automation
78% of AI spendre-scoped to three bands
The flagship AI deal score was worse than a coin flip
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24.7% → 9.1%real new-business win rate
The win-rate analysis nobody could reproduce
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763 company-yearsback-tested