Two systems read the same deal. One of them was wrong for 78 days.

CRM with a model on top · health 30

Form parsed. Intent and use case pulled out of the request text.

Warm inbound. Worth qualifying.

Do this: Assign the lead and book discovery inside 24 hours.

Nudge · buyer state 30

None. They asked for a meeting.

They want something. Nothing is owed either way yet, so this is a baseline and not a reading.

• they own the next step: not applicable
• it has a date: not applicable
• their last promises landed: not applicable
• it opened a door: not applicable
• they can deliver it: not applicable

Do this: Book discovery, and ask them to bring whoever else has to be convinced.

CRM with a model on top · health 55

Transcript analysed. Pain, current stack and timeline extracted. Marc tagged as champion.

Strong discovery. Champion identified, qualification fields populated.

Do this: Send the recap and advance the stage to Qualification.

Nudge · buyer state 60

Marc will circulate our summary internally.

His to keep, and within his reach. No date on it and no named audience.

• they own the next step: yes
• it has a date: no
• their last promises landed: not applicable
• it opened a door: no
• they can deliver it: yes

Do this: Before he circulates anything, get two names and a day out of him. Who sees this, and by when.

CRM with a model on top · health 70

Economic buyer present. Budget referenced. MEDDIC fields auto-filled from the transcript.

Economic buyer engaged. Deal well covered.

Do this: Send the proposal. Champion and economic buyer are both engaged.

Nudge · buyer state 80

Claire will take the business case to the operating committee.

The high point of the whole deal. The signer came in person and put an action on herself.

• they own the next step: yes
• it has a date: no
• their last promises landed: yes
• it opened a door: yes
• they can deliver it: yes

Do this: Ask Claire which committee date it goes to, and ask to be on the call for the questions. Ask while she is still in the room.

CRM with a model on top · health 78

Document sent, pricing extracted, stage advanced to Proposal.

On schedule. Proposal stage entered on plan.

Do this: Set a follow-up task for three days out.

Nudge · buyer state 82

Ours. We sent a document.

Every field in this event belongs to us. Our own effort is the one thing a pipeline can always manufacture.

• they own the next step: no
• it has a date: no
• their last promises landed: not applicable
• it opened a door: no
• they can deliver it: not applicable

Do this: A document buys nothing on its own. Trade it: offer to walk the committee through it before they read it alone.

CRM with a model on top · health 78

Reply parsed: “let me take this internally.” Classified as buyer-side progression.

The buyer is driving it internally. Good sign.

Do this: No action. Let the buyer run its internal process.

Nudge · buyer state 70

Claire will take it internally.

She owns it and she can deliver it. Nothing is owed back to us on any particular day.

• they own the next step: yes
• it has a date: no
• their last promises landed: yes
• it opened a door: no
• they can deliver it: yes

Do this: Reply today and put a date on it. Shall I check back on the 14th, or does the committee sit later than that.

What it is testing. An internal review with no date has no failure mode. There is no morning on which it is late, so there is no morning on which anyone chases it.

CRM with a model on top · health 74

Outbound logged. Seven days without a reply. Engagement decay noted.

Cooling slightly. Recommend a follow-up.

Do this: Send a follow-up email.

Nudge · buyer state 58

Still the day 40 promise. Nothing has come back.

Seven days of one-way traffic against an open promise that nothing can chase.

• they own the next step: yes
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: yes

Do this: Stop emailing Claire. Ask Marc in writing what happened to the committee review and when it now sits.

CRM with a model on top · health 80

Call analysed, 22 minutes. Commitment extracted: Marc will introduce the CFO. Next step captured on the record.

The champion committed to an executive introduction. Deal progressing.

Do this: Log the next step and wait for the introduction.

Nudge · buyer state 55

Marc will introduce us to the CFO.

Undated. Two of his previous promises have already slipped, and he has never opened a door above his own line in this account.

• they own the next step: yes
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: no

Do this: Write the introduction for him and ask him to forward it by Friday. A champion who will not send it cannot send it.

What it is testing. The same sentence is worth different amounts from different people. Read it against what this champion's last two promises did, and against whether he has ever reached above his own line here.

CRM with a model on top · health 78

Declined meeting. Engagement dip recorded against the contact.

Minor. Offset by champion activity the same week.

Do this: Minor. Keep the champion warm.

Nudge · buyer state 50

Nothing new. The day 40 promise is still open.

The only person who can sign has closed access while still owing us an undated step.

• they own the next step: yes
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: yes

Do this: Two open promises and a closed door is one problem. Ask Claire whether the business case is still live, and make it easy for her to say no.

CRM with a model on top · health 76

Enrichment updates the contact record if the job-change feed runs. That feed is not wired to anything in the deal.

Contact updated. Deal score unchanged at 76.

Do this: Update the contact record.

Nudge · buyer state 20

Two open commitments were his.

Both leave with him. Nobody on the buyer side owns a step in this deal any more. This is the day it died.

• they own the next step: no
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: no

Do this: Both open commitments just left the building. Get a new owner and a new date out of Claire this week, or write the deal down.

CRM with a model on top · health 78

New contact discovered at the account. Added to the contact map.

Contact coverage expanded. Neutral.

Do this: Add him to the contact map.

Nudge · buyer state 18

None. We have never spoken to him.

The authority this deal was routed toward has changed hands. The business case has no sponsor in the seat.

• they own the next step: no
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: no

Do this: The new CFO inherits nothing. Ask Claire for fifteen minutes with him, and expect to run the business case again from the start.

CRM with a model on top · health 86

Document parsed. Control families and procurement-stage language extracted. Inbound buyer artifact.

Procurement is underway. Strong buying signal.

Do this: Prioritise the questionnaire. Procurement is a strong buying signal.

Nudge · buyer state 12

Procurement wants 112 answers. Nothing was offered in return.

The control set is not ours. This is process traffic from an account with no sponsor attached to it.

• they own the next step: no
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: no

Do this: Answer it against something. Happy to turn this round by Thursday, can we get thirty minutes with Tobias the week after.

What it is testing. Work arriving is not the same as a buyer moving. A questionnaire with no date back and nobody in the seat is an account clearing a checklist it has to clear for everyone.

CRM with a model on top · health 83

Second decline. Engagement decay compounding across the account.

Cooling. Recommend re-engagement from the rep.

Do this: Recommend re-engagement from the rep.

Nudge · buyer state 10

None, twice over.

Two declines thirteen days apart, no counter-proposal either time. Access to authority is closed.

• they own the next step: no
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: no

Do this: Ask the question that either ends it or restarts it. Has this moved to someone else, or has it stopped.

CRM with a model on top · health 81

Stage duration past the 30 day benchmark. Alert raised, low severity, one of 23 this week.

Stalled. Recommend re-engagement.

Do this: Stalled. Recommend re-engagement.

Nudge · buyer state 10

Still none.

Forty-five days in this stage and not one dated obligation has sat on their side of it.

• they own the next step: no
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: no

Do this: Re-engaging is what we have been doing for forty-five days. Take it off the forecast and work the account as new.

CRM with a model on top · health 88

New stakeholder engaged. Requirement extracted and added to the list. Contacts engaged 3 to 5, single-threading risk down.

Multithreading improved. Best reading of the quarter.

Do this: Answer the requirement and record the new stakeholder.

Nudge · buyer state 8

They want an answer on data residency. No date, nothing offered in return.

A criterion introduced on day 90 by someone absent from every discovery call, and it is not in our scope. That is a comparison grid being filled in.

• they own the next step: no
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: no

Do this: Ask who else is answering the same question and what the deadline is. If neither answer comes back, we are the reference quote.

What it is testing. A requirement that arrives this late, from someone who was not in discovery, is usually being collected on behalf of a decision that is already leaning somewhere.

CRM with a model on top · health 86

Call logged. Next step captured: procurement review.

Recent touch. Deal green.

Do this: Recent touch. No action needed.

Nudge · buyer state 8

The next step is ours again. Procurement reverts when it reverts.

Ninety-three days in and not one dated obligation has ever sat on their side.

• they own the next step: no
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: no

Do this: Nothing here is ours to move. Say that in the forecast and spend the hour on a deal with a dated step on the buyer's side.

CRM with a model on top · health 35

Close date slipped. Deal flagged at risk.

At risk. The first real warning, thirty-two days after it ended.

Do this: At risk. Push the close date and re-engage.

Nudge · buyer state 5

Nothing left to test.

Every commitment here was undated, unowned, or made by someone who could not deliver it. All three were true on day 19.

• they own the next step: no
• it has a date: no
• their last promises landed: no
• it opened a door: no
• they can deliver it: no

Do this: Do not push the date. Run the loss review from day 19, and go looking for the same three failures across the rest of the book.