Turning Metrics into Revenue: My Journey at Owner

Name: Turning Metrics into Revenue: My Journey at Owner
Uploaded: 2024-11-18T13:09:31+00:00
Duration: 44 s
Channel: Jason M. Lemkin
Description: In this brief first‑person narrative, the speaker recounts their initial two months at Owner. During the first month they focused on cleaning up bad…

18 Nov 2024 · 1 min

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In this brief first‑person narrative, the speaker recounts their initial two months at Owner. During the first month they focused on cleaning up bad deals and terminated two of four sales reps, resulting in performance that was worse than when they started. The second month was even poorer. However, leading indicators such as deal quality, average deal size, and pipeline velocity began to improve. When the speaker presented these positive trends at a board meeting, the board responded that while the metrics were interesting, they needed to see actual revenue, prompting the speaker to shift focus from leading indicators to bottom‑line results.

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So this is a story that I like to tell but never really told you. In my first full month at Owner, the results were worse than the month when I started. I was cleaning up a bunch of bad deals. I had to let 2 of the 4 reps go. We were just trying to upgrade and move to our next level of sophistication. My second month was worse than my first month. And then we had a board meeting and we had seen a bunch of leading indicators now all tracking the right way. Deal quality was up, the size, The pipeline velocity was increasing. I felt good with the direction we were going and presented it in the board meeting. And your feedback was, those are interesting metrics, but it's not revenue. So let me know when it's revenue.