HubSpot (via BigQuery, data through 2026-03-02), Fathom SPICED (via BigQuery, last 90 days), HubSpot Engagements (via BigQuery, last 30 days) · as-of 2026-03-03T09:00 MST · OK
What Changed Since Last Week
9 changesPipeline shrank from 10 → 8 deals
StarFire Crystal, GOODLITE closed-lost per last week's recommendation. LDN Art Collections also closed-lost ($13.4K). Several other zombies cleared. Pipeline cleaner, but thinner.
StarFire Crystal, GOODLITE closed-lost per last week's recommendation. LDN Art Collections also closed-lost ($13.4K). Several other zombies cleared. Pipeline cleaner, but thinner.
Beacon demo rescheduled → Thu 3/5
Original 2/25 cancelled (Clint out). Rescheduled and confirmed for Thursday 3/5 at 12pm MST.
Original 2/25 cancelled (Clint out). Rescheduled and confirmed for Thursday 3/5 at 12pm MST.
Coppersmith demo booked → Thu 3/5
Jordan Davis replied 2/26: "Can we do Thursday the 5th at 2:00?" Confirmed. First live call.
Jordan Davis replied 2/26: "Can we do Thursday the 5th at 2:00?" Confirmed. First live call.
Better Home Plastics advancing
Phil called 2/24: "This is more of a when than an if." Meeting 2/27 to discuss internally and determine next steps. Tech call with Rami still pending.
Phil called 2/24: "This is more of a when than an if." Meeting 2/27 to discuss internally and determine next steps. Tech call with Rami still pending.
Hanover Lantern — delayed but alive
Justin replied 2/26: "On the road visiting showrooms in South Carolina. Team will review Monday and follow up." Expect response today (3/3).
Justin replied 2/26: "On the road visiting showrooms in South Carolina. Team will review Monday and follow up." Expect response today (3/3).
Trans Globe — went quiet
Michael requested recording link 2/20 (engaged). Emery left LVM 2/26. No reply since. 5 days since last contact.
Michael requested recording link 2/20 (engaged). Emery left LVM 2/26. No reply since. 5 days since last contact.
Fanimation — still frozen
Emery called 2/24 (no answer). No change since Cathy's 2/11 pause.
Emery called 2/24 (no answer). No change since Cathy's 2/11 pause.
Canarm — still zombie
36 days since last notes (1/26). No response to any outreach.
36 days since last notes (1/26). No response to any outreach.
Oxygen — still zombie
Emery called 2/24 (office # no answer, cell not connecting). 34 days since meaningful contact.
Emery called 2/24 (office # no answer, cell not connecting). 34 days since meaningful contact.
Net assessment: Pipeline dropped from $107K to $90K, but it's more honest. Two real demos booked for Thursday. Better Home and Hanover both showing buyer signals. This is the best week Emery has had in a month — if he executes.
If I Do One Thing Well This Week
"If I do only one thing well this week, it is nail both Thursday calls — Beacon at noon and Coppersmith at 2pm — and walk away with SPICED captured and a next step locked for each."
Pipeline Health Warning
No deals past Demo stage. Zero in Assist, Propose, or Commit. Nothing is close to closing. The pipeline has zero late-stage coverage.
Fanimation ($25.2K) remains frozen. Cathy's 2/11 email ("pausing any decision making") still stands. Emery called 2/24 — no answer. Three weeks of silence. This deal should not be in any forecast.
Canarm ($17K) and Oxygen ($8.7K) are still in pipeline despite being recommended for close-lost last week. They should have been cleaned. If they're still open by Friday, close them.
Discovery/demo calls scheduled
2
2 — Beacon Lighting (Thu 3/5 @ 12pm MST) + Coppersmith (Thu 3/5 @ 2pm MST). Best week in a month.
Open pipeline deals
$90,180
8 deals / $90,180 (down from 10 / $107K after healthy close-lost cleanup)
Biggest revenue at risk
$50,880
$50,880 — Fanimation ($25.2K paused since 2/11), Canarm ($17K, 36d dark), Oxygen ($8.7K, 34d dark)
Biggest upside if I execute
$21,900
$21,900 — Trans Globe ($13.2K, demo done, needs follow-up push) + Beacon ($8.7K, demo Thursday)
This Week
Beacon Lighting — Discovery + Demo (Thursday 3/5 @ 12pm MST)
Thursday 3/5 @ 12pm MST
Deal
Beacon Lighting — eCat / $8,700 / Discovery
Buyer
Clint Carson (Operations Administrator). Possibly Jack Panjer (GM). Clint handles day-to-day operations — he'll evaluate practicality. Jack will decide budget.
SPICED
Situation: Beacon Lighting is a major Australian lighting brand expanding in the US (San Diego HQ). Likely selling through US showrooms and reps.
Pain: Unknown. Hypothesize: fragmented product info for US reps, difficulty managing catalogs across showroom accounts, manual processes.
Impact: Unknown. Probe: time lost on manual quoting, catalog costs, rep onboarding speed.
Critical Event: Unknown. Probe: upcoming Lightovation (June), website refresh, product launches, system migration.
Decision: Jack Panjer (GM) is likely decision-maker. Clint evaluates feasibility. Probe: who else needs to see this, budget authority, timeline.
Pain: Unknown. Hypothesize: fragmented product info for US reps, difficulty managing catalogs across showroom accounts, manual processes.
Impact: Unknown. Probe: time lost on manual quoting, catalog costs, rep onboarding speed.
Critical Event: Unknown. Probe: upcoming Lightovation (June), website refresh, product launches, system migration.
Decision: Jack Panjer (GM) is likely decision-maker. Clint evaluates feasibility. Probe: who else needs to see this, budget authority, timeline.
History
Origin: Jack Panjer met Emery at Dallas Lightovation (Jan 2026). Jack showed initial interest.
Rocky scheduling: Demo originally set for 2/12 — Jack cancelled. Emery chased for a week. Jack redirected to Clint on 2/19. Clint confirmed 2/25 at 12pm MST on 2/20.
2/25 cancelled: Clint was unexpectedly out. Emery sent new availability 2/25. Clint rescheduled to 3/5 on 2/27. Emery confirmed and sent invite 3/2.
Materials sent: Overview deck sent 2/23. No SPICED exists — this IS the discovery.
Key concern: Two cancellations and a redirect from the GM to an Operations Administrator could signal lukewarm interest — or it could mean Jack is genuinely busy and delegating properly. The call will tell.
Rocky scheduling: Demo originally set for 2/12 — Jack cancelled. Emery chased for a week. Jack redirected to Clint on 2/19. Clint confirmed 2/25 at 12pm MST on 2/20.
2/25 cancelled: Clint was unexpectedly out. Emery sent new availability 2/25. Clint rescheduled to 3/5 on 2/27. Emery confirmed and sent invite 3/2.
Materials sent: Overview deck sent 2/23. No SPICED exists — this IS the discovery.
Key concern: Two cancellations and a redirect from the GM to an Operations Administrator could signal lukewarm interest — or it could mean Jack is genuinely busy and delegating properly. The call will tell.
Fit Score
Medium — Australian-origin lighting brand with US showroom channel. Clint Carson (Operations Administrator) is the evaluator; Jack Panjer (GM) redirected to Clint after cancelling his own demo. No SPICED data exists. This call determines fit.
Questions to Ask
"Walk me through how your US reps access product info, pricing, and place orders today — what does that process look like?"
"What prompted Beacon to start looking at a tool like this? Was there a specific pain point or trigger?"
"How many reps carry the Beacon line in the US, and are any of them already using eCat for other brands they rep?"
Urgency: Is there a date or event — a market, a product launch, a system change — where having this in place would make a real difference?
Qualify out: If we determined this was a good fit, what would the decision process look like? Who else would need to weigh in?
Don't pitch yet: Don't discuss pricing or eOL add-ons. Keep focused on understanding their pain. If discovery is strong, propose a follow-up demo for Jack/leadership with a scoping conversation.
Lookalike Customers
Hanover Lantern (similar stage), Golden Lighting, Accord Lighting, Bethel International
This Week
Coppersmith — Intro + Discovery (Thursday 3/5 @ 2pm MST)
Thursday 3/5 @ 2pm MST
Deal
Demo Request — Coppersmith / $1 (placeholder — needs real estimate) / Qualifying
Buyer
Jordan Davis (Digital Experience Manager — scheduling contact), possibly Jillian Beranek-Dee (Director of Market Success), Bill Green (CEO) in background
SPICED
Situation: Coppersmith manufactures high-end copper, brass, and stainless steel outdoor lighting. Likely sells through lighting showrooms, designers, and architects. Products are configurable (finish, size, mounting options). Architecture/planning industry classification suggests spec/design channel.
Pain: Unknown. Hypothesize: managing configurable product data for reps/designers, manual quoting for custom orders, outdated print catalogs.
Impact: Unknown. Probe: quoting turnaround time, catalog costs, designer/architect experience, order accuracy.
Critical Event: Unknown. Probe: upcoming markets, website refresh, system changes, competitive pressure.
Decision: Bill Green is CEO. Jillian directs Market Success. Jordan manages Digital Experience. Decision likely requires Bill's sign-off with Jillian/Jordan recommending.
Pain: Unknown. Hypothesize: managing configurable product data for reps/designers, manual quoting for custom orders, outdated print catalogs.
Impact: Unknown. Probe: quoting turnaround time, catalog costs, designer/architect experience, order accuracy.
Critical Event: Unknown. Probe: upcoming markets, website refresh, system changes, competitive pressure.
Decision: Bill Green is CEO. Jillian directs Market Success. Jordan manages Digital Experience. Decision likely requires Bill's sign-off with Jillian/Jordan recommending.
History
Origin: Jillian Beranek-Dee submitted a demo request in Oct 2025. No immediate follow-up captured.
Re-engagement: Emery called 2/18, spoke with Jillian. She gave Jordan Davis's number and said "we will be for sure talking down the road — sounds like they are definitely interested."
Scheduling: Emery called/emailed Jordan 2/18. Jordan responded 2/24 asking for availability. Emery sent wide availability. Jordan replied 2/26: "Can we do next Thursday the 5th at 2:00?" Emery confirmed, sent invite and overview deck.
Time zone confusion: There was a mix-up on time zones. Emery adjusted the invite to Jordan's requested time and bumped to 30 minutes.
No SPICED data exists. Zero discovery captured. This is a cold start.
Re-engagement: Emery called 2/18, spoke with Jillian. She gave Jordan Davis's number and said "we will be for sure talking down the road — sounds like they are definitely interested."
Scheduling: Emery called/emailed Jordan 2/18. Jordan responded 2/24 asking for availability. Emery sent wide availability. Jordan replied 2/26: "Can we do next Thursday the 5th at 2:00?" Emery confirmed, sent invite and overview deck.
Time zone confusion: There was a mix-up on time zones. Emery adjusted the invite to Jordan's requested time and bumped to 30 minutes.
No SPICED data exists. Zero discovery captured. This is a cold start.
Fit Score
Medium-High — Copper/brass outdoor lighting manufacturer. Inbound demo request (Oct 2025). Jillian Beranek-Dee confirmed "we will for sure be talking down the road." Architecture/planning industry. Made-to-order products likely.
Questions to Ask
"Tell me about how your sales team and designer partners work with your product catalog today — is it print, digital, or a mix?"
"What does your quoting process look like for a custom or configured order? How long does it typically take?"
"What made Jillian reach out to us back in October, and what's changed since then that makes now the right time?"
Urgency: Is there a market, a product launch, or a website project that has a deadline you're working toward?
Qualify out: If this looks like a fit, who would need to be part of the decision — and what does that process look like at Coppersmith?
Don't pitch yet: Don't discuss eOL or Sales Portal upsells. Focus purely on understanding their sales model, product complexity, and current pain. This is a true discovery call — let them talk 70% of the time.
Lookalike Customers
Hanover Lantern (similar configurable outdoor lighting), Hubbardton Forge, Troy Lighting
Action Stack — This Week
5 actions1
Prep and execute Beacon demo · Beacon ($8.7K)
Discovery/demo Thu 3/5 at noon. Capture SPICED. Propose next step before hanging up. Send same-day recap.
Thu 3/5
2
Prep and execute Coppersmith discovery · Coppersmith ($1 → TBD)
Intro/discovery Thu 3/5 at 2pm. Full discovery — get SPICED, understand product complexity, update deal amount. Same-day recap.
Thu 3/5
3
Follow up on Better Home Plastics · Better Home ($8.7K)
Call Phil today: "How did Friday's meeting go? Can we get Rami on a call this week?"
Mon 3/3
4
Push Trans Globe forward · Trans Globe ($13.2K)
Email Michael with 2 specific follow-up times. "Have you shared the materials? Let's reconnect."
Tue 3/4
5
Pipeline hygiene · Canarm, Oxygen, Fanimation
Close-lost Canarm and Oxygen. Update Fanimation forecast to reflect pause. Update Coppersmith amount after Thursday's call.
Fri 3/7
Also This Week
- Check for Hanover Lantern response today (Justin said team would review Monday). If nothing by EOD, call Justin tomorrow.
- Send Fanimation final "parking" email if not already done.
Advance or Disqualify This Week
Beacon LightingDiscovery→→ Demo completed with SPICED captured and next step scheduled
CoppersmithQualifying→→ Discovery completed, deal amount updated, next step scheduled
Better Home PlasticsDemo→→ Tech call with Rami scheduled
Trans GlobeDiscovery→→ Follow-up call with broader team scheduled
Hanover LanternDemo→→ Scoping call with Keith Fogle (COO) scheduled
CanarmQualifying→→ Close-lost
Oxygen by QuorumQualifying→→ Close-lost
FanimationDemo→→ Remove from active forecast; set 3/24 follow-up
Stalled Deals
3 dealsFanimation
This Week
Stop calling. If not already sent, send one final email: "Understood — I'll check back in late March. If anything changes, I'm here." Set calendar reminder for 3/24. Remove from active forecast.
IssueCathy said "pausing any decision" with no timeline. Three voicemails since. Deal is functionally frozen.
Risk if nothingEmery continues burning time on a dead deal instead of prepping for Thursday's two live calls.
Canarm
This Week
Close-lost today. 36 days without response = no deal. If Emery insists on one more try, send a single breakup email to Justin Draughn: "Closing the loop — if timing changes, reach out."
IssueNo discovery call ever happened. No response to any outreach since Lightovation. Recommended close-lost last week — still open.
Risk if nothingInflates pipeline by $17K. Every week this stays open is a lie to the forecast.
Oxygen by Quorum
This Week
Close-lost today. Same as Canarm. If one more try, email Field Bradford (fbradford@quorumintl.com, Sales Director): "Want to reconnect briefly — are you still evaluating?"
IssueCell phone not connecting. Office no answer. Never progressed past initial Lightovation contact.
Risk if nothingSame as Canarm — zombie inflating pipeline.
Moving Deals
5 dealsBetter Home Plastics ($8,700 / Demo / PIPELINE) — Closest to advancingBest Deal
This Week
Call Phil today (3/3): "How did Friday's meeting go? Can we get Rami on a call this week with our implementation lead?" Propose 2 specific times.
WorkingPhil DeLuca called 2/24: "This is much more of a when as opposed to if." He said they need to pull in their outsource IT consultant Rami. Emery spoke with Phil again 2/26: "They are meeting tomorrow to discuss everything and determine next steps."
AcceleratorGetting Rami's contact and scheduling the tech/scoping call. The internal meeting happened ~2/27 — follow up today to learn the outcome.
Exec CoverNot yet — but if they agree to the tech call, having Kylor (implementation lead) on the line would accelerate the scoping conversation.
Trans Globe Lighting ($13,200 / Discovery / PIPELINE) — Needs a push
This Week
Email Michael today: "Have you had a chance to share the recording with your team? I'd love to schedule a 20-minute follow-up to answer any questions. Would Wednesday at 10am or Thursday at 3pm MST work?" Be specific — don't send a menu of times.
WorkingDiscovery demo completed 2/19 with Michael Ziv (Director of Product Development/Sales, 40 reps). Comprehensive recap sent 2/20. Michael requested the recording link same day (strong signal). Emery followed up 2/26 (LVM, no answer).
AcceleratorGetting Michael to share internally and scheduling a broader follow-up with leadership/ops.
Exec CoverNot yet — but if Michael shows buying signals, Kjael joining a leadership call could help close the gap.
Beacon Lighting ($8,700 / Discovery / PIPELINE) — Demo Thursday
This Week
Prep and execute the demo Thursday. See Section 2 for full prep. After the call, send a same-day recap with SPICED summary. Set a follow-up date before hanging up.
WorkingDemo rescheduled and confirmed for Thu 3/5 at 12pm MST with Clint Carson. Emery sent overview deck. Clint is engaged enough to reschedule twice (not just ghost).
AcceleratorStrong discovery that surfaces real pain. Getting Jack Panjer (GM) to join.
Coppersmith ($1 / Qualifying / Unknown Forecast) — Demo Thursday
This Week
Prep and execute discovery Thursday. See Section 2 for full prep. After the call, update deal amount based on what's learned. Send same-day recap.
WorkingInbound interest. Jillian confirmed intent ("we will for sure be talking"). Jordan Davis scheduled for Thu 3/5 at 2pm. Multiple stakeholders in HubSpot including CEO (Bill Green).
AcceleratorA strong first impression. Capturing SPICED. Getting a dollar value on the deal.
Hanover Lantern ($8,700 / Demo / Unknown Forecast) — Awaiting Monday response
This Week
If no email by end of day today (3/3), call Justin tomorrow (3/4) morning: "Wanted to check in on the team's discussion. Are you ready to set up a scoping call with Keith?" Don't let this slip another week.
WorkingJustin replied 2/26: "On the road visiting showrooms with reps in South Carolina. Team will review Monday and follow up." Justin is field-active (good sign). Emery previously sent case studies (Hubbardton Forge) and Lightovation timeline framing. Tim (CEO), Justin, Ruth, Keith (COO) all engaged at various levels.
AcceleratorGetting the Monday follow-up today. Scheduling a scoping call with Keith Fogle (COO) re: implementation methodology.
Exec CoverNo — but if they agree to a scoping call, consider whether Kjael or a CTO presence would strengthen it given the ERP migration conversation.
Deprioritize This Week
Fanimation ($25.2K)Prospect explicitly paused 2/11. Three voicemails since with zero response. Set 30-day follow-up. Do not call.
Canarm ($17K)36 days dark. Recommended close-lost last week. Close today.
Oxygen ($8.7K)34 days dark. Phone numbers not connecting. Close today.
Closed Won Customers
4 customersEmery has 4 closed-won accounts ($61,020 total). Use Coaster ($24.9K) as the reference story for larger deals. MAGIC LITE for multi-product (eCat + eOL). Kuzco for Sales Portal use case.
VoC Cheat Sheet
Pain Themes You'll Hear
"Our reps already use eCat for other lines"
Trans Globe (40 reps, most on eCat with other brands), Beacon Lighting (lighting reps in showroom channel likely familiar). This is the single strongest adoption lever: eCat is the default in lighting. "You're not asking reps to learn something new — you're adding your line to the tool they already carry."
Trans Globe (40 reps, most on eCat with other brands), Beacon Lighting (lighting reps in showroom channel likely familiar). This is the single strongest adoption lever: eCat is the default in lighting. "You're not asking reps to learn something new — you're adding your line to the tool they already carry."
"We just went through a major system change"
Trans Globe completed Acumatica migration. Hanover Lantern is mid-ERP cloud migration. Both are in the "now what?" window where sales tooling investments make sense. Emery should tie SuperCat to the system change momentum: "Most clients implement eCat right after an ERP migration because the data is freshest."
Trans Globe completed Acumatica migration. Hanover Lantern is mid-ERP cloud migration. Both are in the "now what?" window where sales tooling investments make sense. Emery should tie SuperCat to the system change momentum: "Most clients implement eCat right after an ERP migration because the data is freshest."
"We're still manual — catalogs, emails, spreadsheets"
Hanover Lantern is "at Stage 0–2 in digital maturity." Better Home Plastics relies on trunk catalogs. Coppersmith is likely similar (architecture/planning industry, configurable products). These prospects don't need feature demos — they need to see what "modern" looks like.
Hanover Lantern is "at Stage 0–2 in digital maturity." Better Home Plastics relies on trunk catalogs. Coppersmith is likely similar (architecture/planning industry, configurable products). These prospects don't need feature demos — they need to see what "modern" looks like.
Objection → Reframe
"We need to discuss internally first" (Trans Globe, Hanover, Better Home)Absolutely — who should be in that conversation? I can put together a tailored summary for them, or join a 15-minute call to answer questions directly. What would be most useful?
"We're not ready to make a decision right now" (Fanimation pattern — could repeat at Beacon or Coppersmith)Understood. What would need to change for this to become a priority? Is there a specific event or deadline that would create urgency? I'd rather set a realistic check-in than guess.
"How does this integrate with our ERP / systems?" (Trans Globe/Acumatica, Hanover/cloud ERP, Better Home/consultant Rami)We integrate with every major ERP — Acumatica, SAP, NetSuite, Sage. Most clients start with a file-based approach and automate in Phase 2. I can pull in our CTO for a quick technical call once we confirm fit.
Quotes to Remember
"This is much more of a when as opposed to if."
Phil DeLuca, Better Home Plastics (2/10)
"We're probably at Stage 0–2 in our digital maturity."
Tim Raubenstine, Hanover Lantern (2/6 demo)
"They just hate it."
Cathy McCroskey, Fanimation, on reps' feelings about RepZio
Competitive Landscape
RepZio / ANDMOREFanimation extended their RepZio contract while "pausing" the SuperCat evaluation. RepZio is the incumbent; they won by inaction.MED
Custom in-house solutionsTrans Globe uses flip books + website. Hanover uses Google Drive + email. These aren't competitors — they're the "good enough" that prevents urgency.MED
"Do Nothing"Canarm and Oxygen have shown zero urgency. Do Nothing has won these deals.MED
Talk Track Adjustments
✓ Lean Into
"Your reps are already using eCat for other brands they carry. Adding your line means instant adoption — no new app, no training, no learning curve. You're meeting your reps where they already are." (Deploy at Beacon and in Trans Globe follow-up.)
✕ Stop Saying
Stop sending wide-open availability windows ("my availability is: Monday 9-4, Tuesday 8-5, Wednesday..."). It signals low demand and makes scheduling feel like work for the prospect. Instead: propose exactly 2 times — "Would Wednesday at 10am or Thursday at 3pm work?" Reduces decision load, projects confidence. (This pattern appeared again in the Beacon rescheduling thread — 5 days of availability offered.)
Personal Focus
🎯 Coaching Note
Pattern observed: Emery's follow-up cadence is improving — the pipeline cleanup happened and both Thursday calls were earned through persistent but appropriate follow-up. However, a new pattern is emerging: Emery over-indexes on Thursday. Both scheduled calls landed on the same day because Emery offers wide availability and lets prospects pick. This creates a feast-or-famine week where Monday–Wednesday are empty and Thursday is overloaded. Coaching point: When scheduling calls, anchor to earlier in the week first: "Would Tuesday at 10am or Wednesday at 2pm work?" Save Thursday/Friday as backup options. Front-loading the week means if a call reschedules (as Beacon did twice already), there's buffer. It also gives Emery time to send post-call recaps and follow-ups while the conversation is fresh, instead of scrambling on Friday.