ROLLerUP Sales Performance Analysis

# ROLLerUP Sales Performance Analysis
## Executive Summary — March 3, 2026

### The Bottom Line
**Win rate has dropped from 23% (2019) to 13% (2025).** This is not a market problem—it's an activity discipline problem.

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## Key Discovery: Activity Volume Predicts Wins

| Activities per Deal | Win Rate | Multiplier |
|---------------------|----------|------------|
| 0-2 touches | 4% | Baseline |
| 3-5 touches | 9% | 2x |
| 6-10 touches | 47% | 12x |
| **10+ touches** | **86%** | **22x** |

**Current system averages 6 touches. Data says we need 10+.**

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## Lead Source ROI

### 🟢 INVEST (High Win Rate)
| Source | Win Rate | Action |
|--------|----------|--------|
| Returning Customers | 33% | Nurture program |
| External Referral | 35% | Build partner network |
| Customer Referral | 28% | Launch referral incentives |
| Cold Call | 25% | Expand outbound |

### 🔴 CUT (Near-Zero ROI)
| Source | Win Rate | Action |
|--------|----------|--------|
| Facebook Ads | 0% | Kill immediately |
| Facebook Organic | 0% | Stop boosting |
| Instagram | 8.5% | Reduce/eliminate |
| Home Shows | 3.9% | Stop attending |
| Google AdWords | 7.4% | Cut 75% |

### ⚠️ FIX (Attribution Problem)
- **2,415 deals marked "Unknown" source** (25% of pipeline)
- These convert at 22% — your second-best segment
- You're flying blind on where good leads come from

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## Deal Size Impact

| Deal Size | Win Rate |
|-----------|----------|
| Under $5K | 21% |
| $5K-$15K | 18% |
| $25K+ | **10.5%** |

Large deals close at half the rate. Need different process for $25K+.

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## Sales Cycle Insight

| Outcome | Avg Days |
|---------|----------|
| Won | 151 days |
| Lost | 116 days |

**Reps give up 35 days too early.** Won deals take longer.

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## Hidden Revenue

| Bucket | Deals | Value | Opportunity |
|--------|-------|-------|-------------|
| "Not Responding" | 809 | $7.3M | Recovery program |
| "Delayed Project" | 212 | $3.4M | Re-engagement |
| Follow-up Quotes | 183 | $3.4M | Active pipeline |

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## Seasonality
- **Best months:** June (21%), October (20.5%), August (20%)
- **Weakest:** March (16.5%), November (16.7%)
- Mild seasonal variation — focus on process, not timing

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## 90-Day Action Plan

### Week 1-2: Stop the Bleeding
- [ ] Kill Facebook/Instagram ad spend
- [ ] Implement 10-touch minimum requirement
- [ ] Launch "Not Responding" recovery squad
- [ ] Fix lead source attribution

### Week 3-4: New Cadence
- [ ] Roll out new follow-up templates
- [ ] Add SMS/text to cadence
- [ ] Train team on pre-estimate touches
- [ ] Implement Zoho scoring rules

### Week 5-8: Referral Engine
- [ ] Launch referral incentive program ($250-500)
- [ ] Build external referral partner network
- [ ] Returning customer nurture sequence

### Week 9-12: Measure & Adjust
- [ ] First win rate check (target: 16-18%)
- [ ] Activity compliance audit
- [ ] Refine scoring based on results

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## Success Metrics

| Metric | Current | 90-Day Target |
|--------|---------|---------------|
| Win Rate | 13% | 18% |
| Avg Activities/Deal | ~6 | 10+ |
| "Not Responding" Recovery | 0% | 10% |
| Referral Pipeline | ~5% | 15% |
| Unknown Attribution | 25% | <5% |

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**Prepared by:** ROLLerUP AI Executive Team  
**Analysis Date:** March 3, 2026  
**Data Source:** Zoho CRM (9,594 deals analyzed)