Know where your revenue actually comes from. In 21 days.
A 21-day paid pilot on the CRM you already have. You walk away with the leads worth calling, the channels worth funding, and a forecast you can defend to the board. If the findings don't earn their fee, you get your money back.
The query below replays two years of a client's inbound leads (shared with permission), after every lead was scored against closed-won history.
Exhibit A · live replay
faddom_leads.sql
tierleadswinsconversion
Prime ICP45823
Strong ICP1,45230
ACP1,6984
Out of scope6650
4 rows · 4,273 leads · top tier converts at 3.8x the average · 665 leads were never going to close
Faddom, Series A. The sales team now works the score instead of the queue. Full case: case-studies/faddom
Exhibit A2 · interactive · same data, three questions
Most of the leads sit in tiers that barely convert. Click through the views. That flip is the whole business case.
Exhibit B · the forecast test
Same foundations, pointed forward: lead quality × demo quality × deal size, rolled into a full-year forecast.
predicted 56 wins · $3.47M actual 57 wins · $4.15M
Off by one win. Revenue higher because the deals grew.
Exhibit C · sworn statements
"I don't dig into lead details anymore. I go straight to the score."
Omer Rabinowitz, Co-Founder & CGO, Faddom
"Questions we'd been circling for weeks come back as clear, decision-ready analysis."
Yael Weinreich, Director of Business Operations, Formsort
"We come with a question and leave with an answer and next steps."
Aliocha Blaise, Co-Founder, Courtmaster
02
Findings: the questions you can't answer yet
Every engagement starts the same way. A team with plenty of data, and five questions running on gut feel. See how many of these read familiar.
Finding 1: your leads are not created equal, and nobody knows which is which. Somewhere in your funnel there is a segment converting at several times your average. Untagged, unworked, treated like everything else.
// typical spread we find: best tier converts 15–20x the worst
Finding 2: marketing works with a lag your reports ignore. Spend looks dead for sixty days, then pipeline lands. Judged monthly, your best channel looks like your worst. Cohorts fix this.
// 60–90+ days from first touch to pipeline is normal in B2B
Finding 3: your funnel leaks at the top, not the bottom. Teams tune close rates while most of what they paid for dies before a first meeting. The cheap wins live in the early stages.
// ask: which leads deserved to survive, and did they?
Finding 4: the forecast is a feeling. Stage-weighted spreadsheets measure optimism, not probability. Lead quality plus deal signals make a number the board can actually plan on.
// see exhibit B for how close this gets
03
What you walk away with
Four things your team starts using the next morning:
I
A ranked call list
Every lead scored against who actually buys. Reps stop guessing which call to make first.
II
A budget you can defend
Channels graded by the customers they produce, not the leads they generate.
III
A forecast the board believes
Built from lead quality and deal signals. See exhibit B for how close that gets.
IV
Your real ICP, in writing
From closed-won evidence, not the strategy offsite. Sometimes it's two ICPs. You'll know.
How: weeks 1–2 audit your stack → weeks 2–3 findings and models → day 21 decisions on the table. If you want more, it becomes a monthly engagement. If you don't, you keep everything anyway.
04
The analyst
Elisha Amir
Seven years in data and product analytics. I write these reports for a living, usually about revenue data, sometimes about football. Same rigor either way.
It starts with a free 30-minute look at your data. The pilot itself is a fixed fee over 21 days, with your money back if the findings disappoint. Most clients continue monthly. That part is entirely up to you.
