92%
Know how fast money moves - and where time leaks.Cycle time, by stage and by source, lag-corrected.
Velocity & Lag measures the speed of the business: how long deals take by stage and source, where time leaks, and what will actually land once in-flight pipe is corrected for your real cycle. The honest version of the forecast.
Velocity & LagDemonstrative data
Survival curves · enquiry to won, by source
Each line is the share of enquiries still open over time. Repeat converts fast - half are won by day 30; Google carries a long tail.
Median lead→won
58d
▼ 4d
Enquiry→quote
12d
▼ 2d
On-time conv.
74%
▲ 3pp
Stuck $ at risk
$5.2M
past median
Fastest source
Repeat
38d median
Longest tail
Google
68d median
Service analytics from the team behind $150M+ in revenue influenced
What it answers
The questions about speed and certainty.
Not a single cycle number. Where time leaks, which sources drag, and what is genuinely bankable.
01
How long does money actually take to move?
Median time from enquiry to won, end to end and stage by stage, so the real speed of the business is a number, not a guess.
02
Which sources convert fast, and which drag?
Time-to-won by source, so a channel that quotes big but closes slowly is visible against a fast one.
03
Where in the funnel does time leak?
Time-in-stage at every step, so the stage quietly adding weeks to the cycle is exposed.
04
What is bankable, in-flight, and projected?
A lag-corrected forecast that separates won, near-certain and projected, so the number you plan against is honest.
05
Where is at-risk pipe concentrated?
Open value dwelling past its stage median, by stage and owner, so the deals about to become losses get worked.
06
Is the cycle getting faster or slower?
Cycle time over time, with significance, so a creeping slowdown is caught before it costs a quarter.
Stage velocity
See exactly where time leaks.
A 58-day cycle can hide one stage doing all the damage. Median and tail time at every step shows where deals sit, so you shorten the cycle at its real bottleneck rather than pushing everywhere.
- Median and tail - P50, P75 and P90 per stage
- The real bottleneck - the step adding the most days
- Compare to prior - is each stage speeding up
Velocity & Lag · stagesLive
Time-in-stage · P10-P90 days, by step (funnel order)
Box = P25-P75, the line is the median, whiskers are P10-P90. Quote is the slowest and most variable stage - median 18 days, with a P90 tail stretching to 44.
Lag-corrected forecast
Plan against an honest number.
In-flight deals are right-censored: counting them at face value overstates, ignoring them understates. Lag-correction projects maturing pipe from your own history, so the forecast separates the bankable from the hopeful.
- Bankable vs projected - won, near-certain and modelled, split
- From your own lag - not a straight-line extrapolation
- Coverage vs plan - how much of target is in the pipe
Velocity & Lag · forecastLive
Lag-corrected forecast · next 90 days
Bankable
$8.1M
won + near-certain
In-flight
$15.0M
open, weighted
Projected
$18.2M
90% CI $15.1-21.6M
Coverage
1.8×
vs plan
In-flight pipe is lag-corrected from your own cycle, so the $18.2M projection reflects how deals really mature, not a straight line.
Stuck-deal heatmap
Work the pipe before it becomes a loss.
Every loss was once a live deal that sat too long. The stuck heatmap maps open value by stage and dwell, so the pools about to age out are visible and workable while there is still time.
- Stage by dwell - at-risk value where it concentrates
- Past-median only - normal-speed deals excluded
- Drill to the deal - open any cell to the list
Velocity & Lag · stuckLive
Stuck pipe · stage × dwell, $ at risk
0-14d
15-30d
31-60d
60d+
Enquiry
$0.2M
$0.1M
·
·
Qualified
$0.5M
$0.3M
$0.1M
·
Quote
$0.3M
$0.6M
$1.2M
·
Negotiation
$0.4M
$0.7M
$0.5M
$0.2M
$1.2M sits in Quote past 31 days - the hottest at-risk pool. Empty cells are within normal dwell.
Where the numbers come from
Built on your systems, reconciled to your records.
Pipeline Money is not a parallel set of figures. It joins the systems you already run into one number that ties out, then keeps it current.
☷Your CRM
Every deal, stage, owner and close date. We map your real pipeline stages with you, so the funnel matches how your business actually sells.
↗Your marketing channels
Spend, clicks and campaigns from every paid source, joined to the deals they created with server-side tracking, lag-corrected to your sales cycle.
⚙Your operations software
Quoting, job management and finance, so contracted and settled revenue is grounded in delivery, not just CRM optimism.
Proof
What operators get when time is measured.
When the cycle is broken down by stage and corrected for lag, the bottleneck gets fixed and the forecast gets honest. A sample of the outcomes.
Field services30:1return
Australian Air Conditioning & Electrical
Heating & cooling
$3M in closed revenue from $100K of spend - 2,600 qualified enquiries traced to the jobs they became over twelve months.
Read case study →
Field services$5Mnew revenue
I Heat & Cool
Heating & cooling
A full year of new revenue with cost-per-deal cut from $90 to $41.95 once spend was judged on closed jobs, not leads.
Read case study →
Field services$840Kpipeline
King Cooling
Heating & cooling
1,500 enquiries at a $27 cost per enquiry, with 28% converting to booked jobs - visible, stage by stage, in one view.
Read case study →The rest of the picture
One view of nine.
Every dimension of your revenue, at the same depth, reconciled to the same source.
Pipeline Money →
Where revenue is won, contracted and in-flight.
Channels & ROAS →
Where the work comes from and which we win.
People & Performance →
Region, team and rep performance.
Won / Lost →
Why deals close or die.
Customers →
The full journey and where revenue concentrates.
Geography →
Zone and branch benchmarks.
Velocity & Lag ◆
How fast deals move and mature.
Pipeline Economics →
CAC by stage, LTV:CAC, payback.
Questions
The things buyers ask.
In-flight deals have not finished maturing. We project them from your own historical time-to-won distribution, with confidence bands, so the forecast neither overstates open pipe nor undercounts it.
With medians and tails (P75, P90), not averages, so a few stuck whales do not distort the picture of how long a stage really takes.
Yes. Survival curves and time-to-won are shown per source, so a fast channel and a long-tail one are compared honestly rather than blended.
Stage timestamps and close dates from your CRM, joined to finance for the won figures, so every duration is reproducible.
It carries a confidence band and is built from your own lag, separating bankable from projected - a range with a track record, not a single optimistic line.
See the real speed of your pipeline.
Connect your CRM. We measure time at every stage, correct in-flight pipe for your cycle, and hand you an honest forecast.
01
Connect your CRM
Stage timestamps and close dates.
02
Map your stages
Your real funnel, mapped with us.
03
Measure the cycle
Median and tail, every stage.
04
Correct for lag
In-flight pipe, projected honestly.
05
Forecast with confidence
Bankable vs projected, split.