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Pressure-test your revenue engine in an afternoon. The same checkpoints Kory White runs on a fractional-CRO engagement, boiled down to the twelve that surface the most revenue the fastest.
Work top to bottom. For each point, mark whether you have a clear, current answer. Any point you cannot answer with a number is a place revenue is leaking. Three or more blanks means it is time for a full teardown.
Do you have at least 3x to 4x of quota in qualified pipeline for the current period, by rep and by segment?
Red flag: coverage below 3x, or a number nobody can produce on demand.
Do you know your conversion rate between each pipeline stage, and how many deals have not moved a stage in 30-plus days?
Red flag: a fat middle stage where deals go to die and no one owns unsticking them.
Over the last three periods, how close was your committed forecast to actual closed revenue?
Red flag: swings beyond 10 to 15 percent, or a forecast built on gut instead of stage and commit discipline.
Do you know win rate split by lead source, segment, and rep, not just one blended number?
Red flag: a single company-wide win rate that hides where you actually win and lose.
What is your median cycle by segment, and which single stage adds the most calendar time?
Red flag: cycle creeping up quarter over quarter with no named cause.
Is there a written ICP, and do sales and marketing agree on what a qualified lead is?
Red flag: reps working leads they privately believe will never buy.
How long until a new rep is productive, and what share of the team is actually at quota?
Red flag: the number depends on two or three heroes while the rest sit well under plan.
Does the comp plan pay for the behavior your strategy needs right now (new logos, expansion, retention)?
Red flag: a plan that rewards activity the business no longer needs most.
Do you know gross churn, net revenue retention, and expansion, and is retention owned by someone?
Red flag: all the attention on new bookings while the back of the bucket leaks.
What does it cost to acquire a customer, and how many months until that customer pays it back?
Red flag: payback stretching past 18 to 24 months with no plan to compress it.
Is there one system everyone trusts, with clean stages, owners, and close dates?
Red flag: the real forecast lives in a side spreadsheet, not the CRM.
Are the handoffs from marketing to SDR to AE to customer success defined, measured, and free of leaks?
Red flag: leads and accounts dropped at the seams because no one owns the handoff.
Book a free 30-minute revenue checkup. Bring your answers to this checklist and Kory will name the one or two fixes that move revenue fastest. No pitch, no obligation.
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