OK — All primary sources returning live data. · HubSpot (via BigQuery, data through 2026-03-03), Fathom SPICED (via BigQuery, last 90 days), HubSpot Engagements (via BigQuery, last 30 days) · as-of 2026-03-03T09:00 MST
Brutal Truth
What the numbers say: Pipeline shrank 16% in a week. We lost 5 deals (3 were zombies we recommended killing — good hygiene) but the Lane Venture loss ($11K, budget-approved deal with a March go-live) is painful. Zero deals closed won. Zero new deals created. The pipeline is shrinking with no replenishment.
What improved: The stagnation problem from last week was largely addressed. Stagnant deals dropped from 7 to 3. Gar Products ($26K), Z-Lite ($19.2K), and Toltec ($8.7K) were all re-engaged. Z-Lite now has a dated next step (3/6). SPICED was added to Lib & Co. Loomcraft got a detailed next-step plan. The team executed on the hygiene actions.
Total open pipeline
$210,961
16 deals
Deals with dated next step
19%
3 / 16 (19%) — Z-Lite (3/6), Beacon (3/5), Coppersmith (3/5)
Stagnant (>14d no activity)
3 deals
3 deals (19%) — Canarm (36d), Legrand (14d), Woodbridge (14d)
Close dates this month (≤3/31)
$179,160
12 deals
1
Close Legrand ($25.2K, Commit)
Close date is 3/31 (pushed from 2/27). No contact since 2/17 — 14 days. Trey is still in "corporate approval" limbo. Jon must call this week with a firm ask: "I need to know where this stands by Friday so I can plan resources." If no answer, consider direct outreach to Angela Coffman.
2
Advance Loomcraft ($8.7K, Assist) to Propose
Suzanne is creating a mock-up of the sample order form. Jon will build a tailored demo from it and Suzanne presents to Brian for buying approval. Jon to confirm receipt of mock-up and deliver the visual asset this week.
3
Stop the bleeding: generate 2-3 new opportunities
Zero new deals were created this week. Five were lost. At this rate, the pipeline will be empty by April. Emery and Jon need to prioritize new outbound or inbound follow-ups immediately.
01
Weekly Movement
Closed Won
None this week
Closed Lost
Lane Venture ($11K)
Jon, 2/24. Budget-approved deal lost. Schon went dark despite 3+ follow-ups.
Jon, 2/24. Budget-approved deal lost. Schon went dark despite 3+ follow-ups.
Baker McGuire ($4.7K)
Jon, 2/27. Existing customer upsell. Andrew never got leadership approval.
Jon, 2/27. Existing customer upsell. Andrew never got leadership approval.
Gama Sonic ($8.7K)
Jon, 2/27. Spencer never booked discovery.
Jon, 2/27. Spencer never booked discovery.
StarFire Crystal ($8.7K)
Emery, 2/26. Francis no-showed 3 times.
Emery, 2/26. Francis no-showed 3 times.
GOODLITE ($8.7K)
Emery, 2/26. Izzy never responded.
Emery, 2/26. Izzy never responded.
New Deals
None this week
Close Dates Pushed
Legrand ($25.2K)
Jon, 2/24. Pushed 2/27 → 3/31.
Jon, 2/24. Pushed 2/27 → 3/31.
Fanimation ($25.2K)
Emery, 2/24. Pushed 2/27 → 3/27.
Emery, 2/24. Pushed 2/27 → 3/27.
Other Changes
Lib & Co ($13.2K) Stage → Demo (from Discovery)
Jon, 2/24. SPICED data added. Verbal commitment from Silvio at Lightovation.
Jon, 2/24. SPICED data added. Verbal commitment from Silvio at Lightovation.
Luho ($11K) Amount increased
Jon, 2/26. $8,700 → $11,040. Next steps updated with integration plan.
Jon, 2/26. $8,700 → $11,040. Next steps updated with integration plan.
Loomcraft ($8.7K) Next step updated
Jon, 2/25. Suzanne creating mock-up → Jon builds tailored demo → Suzanne presents to Brian.
Jon, 2/25. Suzanne creating mock-up → Jon builds tailored demo → Suzanne presents to Brian.
Z-Lite ($19.2K) Next activity date set
Jon. Set to 3/6 ("contact to schedule SC overview").
Jon. Set to 3/6 ("contact to schedule SC overview").
Beacon ($8.7K) Next activity date set
Emery. Set to 3/5.
Emery. Set to 3/5.
Coppersmith ($1) Next activity date set
Emery. Set to 3/5.
Emery. Set to 3/5.
Pattern Alert
Lane Venture loss is the worst outcome this week. This was a budget-approved deal with a March 1 go-live target. Schon Duke went silent despite multiple escalating emails, including the 2/23 email that offered to bring the CEO. A $11K deal with a champion who goes dark after saying "budget is approved" suggests an internal political change or competing priority we weren't told about.
Pipeline hygiene improved materially. 4 of the 5 closed-lost deals (Baker McGuire, Gama Sonic, StarFire, GOODLITE) were flagged for close-lost in the 2/24 report. The team executed.
Two February close dates punted to March. Both Legrand and Fanimation missed their 2/27 close dates and were pushed to end of March. Neither had a prospect-confirmed close path.
Net Pipeline Δ
–$41,880 (lost) + $2,340 (amount increase) = –$39,540 net
Forward Movement
1 deal — Lib & Co (Discovery → Demo, 2/24)
Closed Won
0 deals / $0
02
Pipeline by Stage
Qualifying
4
$34,381
avg $8,595
Canarm ($17K) 36d dark is the biggest zombie; Coppersmith has next step 3/5
Discovery
2
$21,900
avg $10,950
Trans Globe active (2/26); Beacon has meeting set 3/5
Demo
5
$75,000
avg $15,000
Lib & Co advanced here this week; Fanimation ($25.2K) is paused by prospect
Assist
3
$28,440
avg $9,480
Luho ($11K) + Loomcraft ($8.7K) both have clear next actions; Woodbridge 14d dark
Propose
1
$26,040
avg $26,040
Gar Products re-engaged 3/2 — momentum restored
Commit
1
$25,200
avg $25,200
Legrand only — 14d dark, close date pushed to 3/31
| Forecast | # Deals | Total $ |
|---|---|---|
| BEST_CASE | 3 | $59,940 |
| PIPELINE | 9 | $116,640 |
| Unknown (NULL) | 4 | $34,381 |
Pipeline is shrinking with no replenishment. 5 deals out, 0 deals in. Net –$39.5K. If this continues, March coverage collapses. Top-of-funnel generation is the single most urgent operational problem.
Demo stage is the bulkiest ($75K, 5 deals) but contains a paused deal. Fanimation ($25.2K) explicitly paused by Cathy on 2/11 ("pausing any decision making"). Close date pushed to 3/27. This $25K should not be treated as active pipeline.
Assist is healthy. All 3 deals (Luho, Loomcraft, Woodbridge) have SPICED data and clear next steps. Woodbridge needs re-engagement but has a BEST_CASE forecast.
Qualifying is still bloated with zombies. Canarm ($17K) has been dark for 36 days with zero SPICED. Three of 4 Qualifying deals have no forecast category.
Late stage is thin but real. Gar Products ($26K, Propose) was re-engaged on 3/2 after 14d dark. Legrand ($25.2K, Commit) is the only Commit deal and hasn't been contacted in 14d. These two deals represent $51.2K — nearly 25% of the entire pipeline.
03
Coverage & Hygiene
Jon Vanderberg 9 deals Critical
Emery Rust 7 deals Critical
Emery still has 3 deals with no next step at all. Canarm and Oxygen are zombie-grade; Trans Globe needs a next step added after last week's demo.
| Issue | Deals |
|---|---|
| No forecast category | Canarm, Hanover Lantern, Oxygen, Coppersmith (4 deals, 3 Emery / 1 Emery) |
| No SPICED data | Canarm, Trans Globe, Beacon, Toltec, Oxygen, Coppersmith (6 deals) |
| Amount = $1 (placeholder) | Coppersmith |
| No next step + no next activity date | Canarm, Trans Globe, Oxygen (3 deals) |
| Action | Owner | By When |
|---|---|---|
| Add forecast category to all 4 uncategorized deals | Emery | Wed 3/5 |
| Add next step text for Trans Globe (post-demo follow-up plan) | Emery | Wed 3/5 |
| Update Coppersmith amount from $1 to real estimate | Emery | Wed 3/5 |
| Set dated next activity for Woodbridge and Legrand | Jon | Fri 3/7 |
| Complete SPICED for Trans Globe and Beacon (post-discovery) | Emery | Fri 3/7 |
| Resolve Canarm: close-lost or book discovery call | Emery | Fri 3/7 |
04
Top 5 Winnable Deals
Gar Products eCat with CPQ ($26,040 / Propose / Jon)
Single Next Action
Jon to use the 3/2 re-engagement to schedule a 15-min technical call with Eli + Brent this week. Goal: remove the GP integration question and create a reason to re-send the proposal with a time-bound offer.
Why / WhatFull SPICED captured, demo completed, proposal sent 1/19, and Jon re-engaged with Eli on 3/2 after a 14-day gap — momentum restored. Aaron Mueller (President) needs to solve a quoting bottleneck for 17-18 reps funneled through one CS person.
Decision pathAaron Mueller (President, lead decision-maker) → Eli Mosak (Business Development, technical evaluator) → Michelle Tully (CS Manager, key beneficiary). Integration with Microsoft Dynamics GP is a gate.
- No critical event. Aaron says they've "talked about it for a while." There's no forcing function — they can keep delaying.
- GP integration uncertainty. Eli needs to validate the import format/schema. Technical call with Brent (CTO) not yet scheduled.
- Proposal age. Agreement was sent 1/19 — 6 weeks ago. Multiple follow-ups, no signature.
Exit / DeadlineEli confirms GP integration path is viable, Aaron verbally commits, and contract enters signature process.
Luho Design House eCat ($11,040 / Assist / Jon)
Single Next Action
Jon to deliver the integration scope assessment (Extensiv 3PL + QBO) to Jessica this week. If feasible, send the contract alongside it.
Why / WhatJessica Allen (sole decision-maker/founder) is month-to-month with RepZio at $1,100+/mo. SuperCat is dramatically cheaper. Amount increased to $11K this week (integration scope added). Meeting held 2/24, detailed next steps set including Extensiv 3PL + QuickBooks Online integration investigation.
Decision pathJessica Allen — sole decision-maker. No committee.
- Integration scope. Jon's dev team needs to investigate and scope the 3PL and QBO integration. If this takes too long, Jessica may lose momentum.
- Post-market inertia. NY Now ended 4+ weeks ago. The longer the gap, the more likely she stays with RepZio by inertia.
- Rep adoption concern. Jessica acknowledged her "seasoned reps" have "limited adaptability."
Exit / DeadlineIntegration scope confirmed as feasible, contract sent, Jessica's verbal commitment.
Loomcraft Textile eCat ($8,700 / Assist / Jon)
Single Next Action
Jon to check with Suzanne by 3/5 to confirm she's working on the mock-up. If not received by 3/7, offer to create a first draft for her review.
Why / WhatActive engagement with Suzanne (evaluator). Clear next-step chain: Suzanne sends mock-up → Jon builds tailored demo → Suzanne presents to Brian (economic buyer) for approval. High Point Market (April) is a soft deadline. Discovery and detailed executive summary completed.
Decision pathBrian Frankel (CEO, economic buyer, cost-sensitive) → Suzanne Fukunaga (evaluator, project manager) → Christine Soh (technical, ERP details).
- Brian is cost-sensitive. He asked about price immediately post-demo. $8,700 needs to feel like clear ROI.
- Mock-up dependency. The deal is now gated on Suzanne creating and sending the mock-up. If she doesn't deliver it, the process stalls.
- "Nice to have" framing. Brian downplayed the bottleneck: the deal could be deprioritized if they get busy with other pre-market prep.
Exit / DeadlineBrian sees tailored visual demo, confirms budget, proposal sent.
Lib & Co eCat ($13,200 / Demo / Jon)
Single Next Action
Jon to confirm with Brent that the Business Central integration outline is ready, then schedule a call with Silvio and Tony to present the integration plan + proposal.
Why / WhatSilvio (owner's son, Sales Manager) gave a verbal commitment at Lightovation. Tony (President) is on board. SPICED now captured: critical event is June market 2026. Integration with Business Central 3rd party is the key gate. Stage advanced Discovery → Demo this week.
Decision pathTony Zitoli (President) → Silvio Zitoli (Sales Manager) → Reshma Dharia (Accounting). Integration requirement is a must-have.
- Business Central integration. Jon needs to meet with Brent to outline the integration approach. This hasn't happened yet.
- Timeline comfort. June market gives 3 months but implementation needs to start soon.
- Verbal vs. written. Verbal commitment at a market doesn't always translate to signed contract.
Exit / DeadlineIntegration plan presented and accepted, proposal sent.
Woodbridge Furniture eCat ($8,700 / Assist / Jon)
Single Next Action
Jon to call Audra this week. Direct ask: "Let's get Brent and Watts on a call by Friday. That clears the path to sign."
Why / WhatBEST_CASE forecast. Champion Audra Stewart was hired to drive this project. NDA signed, detailed 2-phase implementation plan sent. High Point Market (April) creates timeline pressure.
Decision pathAudra Stewart (project lead) → Kevin Hinshaw (Principal, likely decision-maker) → Watts Humphrey (Owner, technical).
- 14 days dark. Last contact was 2/17. The Brent ↔ Watts tech call still hasn't been scheduled.
- Close date pushed to 3/31. Was 2/27. Missing the original date without a clear reason is a yellow flag.
- Technical validation gap. Watts needs to validate Acumatica integration with Brent before signing.
Exit / DeadlineTech call completed, Audra confirms internal alignment, proposal enters signature.
05
High-$ At-Risk — Recovery Plans
Fanimation eCat ($25,200 / Demo / Emery) — PAUSED BY PROSPECT 3/27 (current close date) — if no signal by then, move close date to Q3 or close-lost.
Single Next Action
Stop active pursuit. Send one professional "parking" email: "Understood. I'll check back in 30 days unless something changes on your end. We're here when you're ready." Set a calendar reminder for 4/1. Update forecast category to reflect paused status.
Why / WhatCathy replied on 2/11: "We are pausing any decision making on this topic at this time. I do not have a timeline." Emery has made multiple STVM calls since (2/18, 2/20, 2/24). Close date pushed from 2/27 to 3/27. The RevZio termination deadline (Feb 10) passed without notice being given — the urgency lever is gone.
Exit / Deadline3/27 (current close date) — if no signal by then, move close date to Q3 or close-lost.
Legrand Showroom Sales ($25,200 / Commit / Jon) — 14d DARK 3/14 — if no meaningful response by then, downgrade from BEST_CASE to PIPELINE and push close date to Q2.
Single Next Action
Jon to call Trey this week — not email. Ask: "I need to give my team a status update. Has corporate approved, or is there a specific holdup I can help address? If there's a different contact I should be talking to, I'm happy to engage directly." If Trey is unreachable, email Angela Coffman (VP Marketing, angela.coffman@legrand.com).
Why / WhatClose date pushed from 2/27 to 3/31. Last contact was 2/17 (email "Time to re-engage"). No response. Trey says "corporate approval wait game." No visibility into where the approval stands. The original Lightovation go-live deadline (Jan 2026) passed 2 months ago.
Exit / Deadline3/14 — if no meaningful response by then, downgrade from BEST_CASE to PIPELINE and push close date to Q2.
Canarm eCat, eOL ($16,980 / Qualifying / Emery) — 36d DARK 3/7 — close-lost.
Single Next Action
Close-lost this week. If Emery wants to make one final attempt, call Justin Draughn (jdraughn@canarm.com) directly — not another email. But the recommendation is to close it and focus energy on active deals.
Why / WhatLast contacted 1/26 — over 5 weeks ago. Zero SPICED, no forecast category, no next step. Emery's last email was "bringing this to the top of your inbox." No response. This deal was flagged for close-lost in the 2/24 report but is still open.
Exit / Deadline3/7 — close-lost.
Z-Lite eCat ($19,200 / Demo / Jon) — Recovering but fragile 3/21 — if the overview call hasn't happened, the deal has stalled again.
Single Next Action
Jon to execute the 3/6 follow-up and schedule the comprehensive SuperCat overview for the following week. Goal: get Scott (senior partner/budget holder) on the call.
Why / WhatWas 20d dark at the 2/24 report. Jon re-engaged on 2/24 and set a next activity date of 3/6 ("contact to schedule SC overview"). This is better, but the deal has been in Demo since December with no forward stage movement. Zack Zimmer needs to see a cost estimate and agree to a side-by-side evaluation.
Exit / Deadline3/21 — if the overview call hasn't happened, the deal has stalled again.
Woodbridge Furniture eCat ($8,700 / Assist / Jon) — 14d DARK 3/14 — if tech call isn't scheduled, downgrade from BEST_CASE to PIPELINE.
Single Next Action
Jon to call Audra today. Stop asking "when works for you" — instead: "I have Brent available Thursday at 2pm or Friday at 11am for the Acumatica call. Which works?"
Why / WhatBEST_CASE forecast but last contact was 2/17. Close date pushed to 3/31. The critical Brent ↔ Watts Acumatica tech call has never been scheduled despite being identified as the key gate since late January.
Exit / Deadline3/14 — if tech call isn't scheduled, downgrade from BEST_CASE to PIPELINE.
06
Stagnant Deals — Recover or Kill
Recoverable Stale
| Deal | Owner | Inactive | Re-engagement Hook | Meeting Ask | Due Date |
|---|---|---|---|---|---|
| Legrand ($25.2K) | Jon | 14d | Corporate approval status; offer to engage Angela Coffman directly | "What specific information does the approval chain need? Let me help." | 3/7 |
| Woodbridge ($8.7K) | Jon | 14d | High Point Market in April; Brent available for Acumatica tech call | Propose 2 specific time slots for the tech call | 3/7 |
Zombie Stale
| Deal | Owner | Inactive | Recommended Action | Rationale |
|---|---|---|---|---|
| Canarm ($17K) | Emery | 36d | Close-lost by 3/7 | No SPICED, no next step, no forecast, 36 days dark. Was recommended for close-lost on 2/24. Still open. |
| Deal | Owner | Inactive | Stage | $ | Action | Due |
|---|---|---|---|---|---|---|
| Canarm | Emery | 36d | Qualifying | $16,980 | Close-lost | 3/7 |
| Legrand | Jon | 14d | Commit | $25,200 | Call Trey; escalate to Angela if needed | 3/7 |
| Woodbridge | Jon | 14d | Assist | $8,700 | Call Audra; schedule Brent/Watts tech call | 3/7 |
07
Data Gaps Blocking Forecast
Key Assumptions
"Open pipeline" = SaaS pipeline (pipeline_id 22556594), stages Qualifying through Commit. Excludes Closed won, Implemented, and Closed lost.
Stagnation threshold: >14 calendar days since
notes_last_contacted.Lane Venture was closed lost on 2/24 (at the edge of the 7-day history window). Confirmed via direct property history query.
Fanimation ($25.2K) is marked PIPELINE/Demo in HubSpot but is effectively paused per Cathy's 2/11 email. Real active pipeline is $185,761 (excluding Fanimation).
Lib & Co was advanced Discovery → Demo on 2/24 (confirmed via property history).