Module 1 · What a revenue lead actually reads
The five questions
The questions every pipeline view must answer on the first screen.
A revenue lead opens a pipeline report with a decision already in mind. They are deciding where to spend the team's next week. Your report is useful only if it answers their questions before they have to ask them.
The five questions
- How much is in play this period, and is that more or less than last week?
- Which specific deals moved, and which did not move at all?
- What is at risk — and what does 'at risk' mean in this report?
- If nothing changes, where do we land against the target?
- What should I not trust in these numbers?
Notice that only two of the five are about totals. Most weak reports answer question one beautifully and ignore the rest, which is why they get glanced at and closed.
Put the answers above the fold
Whatever tool you use, the first screen carries: the period total with a week-over-week delta, movement since last week, a short at-risk list with a stated rule, a simple projection, and your caveat line. Detail tables belong underneath or on a second tab.
Weak: a single tab of 400 opportunity rows sorted by close date. Strong: a summary block of five answers, then the 400 rows on a second tab for anyone who wants to check you.
Define every judgement word you use. 'At risk' must have a rule attached — for example, no logged activity in 14 days, or a close date already in the past.
Key takeaways
- The first screen answers five questions, not one
- Every judgement word needs a stated rule
- Detail supports the summary; it does not replace it
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