Revenue Demo · FY2026
Revenue Command Centre demo
A BI dashboard reports what happened. This recomputes what's now required, prices each lever, dates the window to act and says what to do next.
It's the weekly view a leadership team works from. Overview shows where the year will land and which lever broke. Marketing shows what's driving pipeline and what it costs. Accounts shows where rep time goes against where revenue comes from, and Detail has the quarter-by-quarter numbers behind it all.
ACME is a B2B SaaS company modelled on real data, with names replaced and the company anonymised. Read how it's built in the playbook →
ARR trajectory · FY2026
Q3 full-quarter forecast +£1.36M against +£2.61M plan.
Drift · plan against actual
| Lever | Plan | Last 90 d | FY impact | Status |
|---|---|---|---|---|
| Opp to close ratioWin rate down from 33% to 15% | 3.0 : 1 | 6.8 : 1 | −£1.85M | Broken |
| Opportunities createdVolume is up, but 58% of Q3's new deals are Tier 3. This is what pulls the win rate down. | 22 / mo | 31 / mo | +£0.90Mfrom extra volume | Risk |
| Average deal sizeNet new ACV | £95.0k | £87.0k | −£0.55M | Watch |
| Sales cycleFirst engagement to close | 120 d | 148 d | −£0.50M | Watch |
| Gross revenue retentionTrailing 12 months | 91.0% | 88.2% | −£0.57M | Broken |
| Expansion rateShare of base ARR | 17.0% | 16.9% | −£0.03M | On plan |
| Total | −£2.60M |
FY impact uses 90-day rates in every view, so the six impacts always add up to the gap.
The bottom line
Forecast lands at £27.4M, £2.6M short. Win rate is the lever that broke.
Reps opened 41% more deals than plan, but the opp to close ratio went from 3:1 to 6.8:1. Most of the extra deals are Tier 3, where reps win 6% of the time.
At a 148-day cycle, pipeline created after 5 Aug can't close this year. Churn is £0.31M over plan in Q3 alone, and at this rate costs £0.57M over the year.
How we still get there
The 5 Aug cutoff has passed. This year's number comes from deals already open and customers we already have.
Focus on Tier 1 and 2 deals closing inside 90 days
101 deals, £11.0M, closing by 29 Nov. They win at 25% blended today. Full focus lifts that to Tier 1's 34%.
Park Tier 3 and stop opening new Tier 3 deals
Park the 83 Tier 3 deals with no close date. New opportunities go to Tier 1 and 2 only, so volume drops back to plan with a better mix. Frees the rep time the first move needs.
Save at-risk Q4 renewals
£0.6M of renewals flagged at risk. Save half.
Pull forward Tier 1 expansion
Expansion due at Q1 renewals, brought into Q4.
Reset the target with the board now, not in December.
Key takeaway · Marketing, year to date
Marketing sourced 38% of new ARR, £0.48M behind target. Paid payback has stretched to 21 months.
Payback · months to recover CAC
Blended payback crossed the 12-month threshold in Q4 25.
Attribution · share of pipeline
Content and paid social create pipeline. Paid search and outbound close it.
Pipeline funnel · year to date
Conversion to the next stage, against planKey takeaway · Accounts, ABM and ICP tiers
Target accounts win at 4.2× the rate of the rest. 49% of rep time goes to Tier 3 accounts outside the ABM target list.
Account progression · target list
140 target accounts are engaged but have no meeting booked.
Accounts to act on · engagement change, 30 days
N******** F****** Tier 1
Meeting booked. Bring EMEA pricing.
B********* H***** Tier 1
Three new contacts on the pricing page. SDR call this week.
C***** S****** Tier 2
Attended the webinar. Send the logistics case study.
A******* R***** Tier 2
Trial started. Book onboarding with the champion.
T****** L*** Tier 2
Opportunity stalled 40 days. Exec outreach.
M***** & F**** Tier 1
Q4 renewal. Champion left, find a new sponsor.
What changed · last 7 days
- Won K****** A******** · Tier 1 · £124k2d ago
- Lost P***** G**** · Tier 3 · £58k, no decision2d ago
- Renewal at risk: M***** & F**** · £160k3d ago
- Tier 3 opportunity opened: O******* S*******3d ago
- Meeting booked: N******** F****** · Tier 14d ago
- Expansion signed: H***** M**** · +£36k5d ago
- Tier 3 opportunity opened: B**** L*******6d ago
Where we win, where time goes · YTD
Tier 3 takes 49% of rep time and returns 13% of new ARR won.
Tier 3 share of new opportunities
Tier 3's share of new opportunities has risen every quarter and spiked in Q3. It's taking the highest share of rep time without bringing in the revenue to match.
ICP tiers · year to date
Tier 3 on ABM list: 0| Tier | Opps YTD | Win rate | Avg deal | Cycle | Won YTD | Time per £ | Main loss reason | On ABM list |
|---|---|---|---|---|---|---|---|---|
| Tier 1 | 46 · 22% | 34% | £118k | 112 d | £2.29M | 1.0x | Competitor price, EMEA | 180 · all |
| Tier 2 | 68 · 32% | 19% | £88k | 139 d | £1.43M | 2.5x | No decision | 240 · all |
| Tier 3 | 97 · 46% | 6% | £61k | 171 d | £0.55M | 10.2x | No decision, poor fit | 0 |
Quarter detail · plan against actual
| Motion | Q1 · closed | Q2 · closed | Q3 · actual to 31 Aug | ||||||
|---|---|---|---|---|---|---|---|---|---|
| Actual | Plan | Diff | Actual | Plan | Diff | Actual | Plan | Diff | |
| Net new | £1.74M | £1.68M | +£0.06M | £1.61M | £2.02M | −£0.41M | £0.92M | £1.45M | −£0.53M |
| Expansion | £0.71M | £0.68M | +£0.03M | £0.84M | £0.82M | +£0.02M | £0.55M | £0.59M | −£0.04M |
| Churn and contraction | −£0.42M | −£0.45M | +£0.03M | −£0.47M | −£0.45M | −£0.02M | −£0.61M | −£0.30M | −£0.31M |
| Net ARR added | £2.03M | £1.91M | +£0.12M | £1.98M | £2.39M | −£0.41M | £0.86M | £1.74M | −£0.88M |
Q3 plan is pro-rated to two of three months.
Definitions
- Tier 1
- Size, sector, tech stack and buying intent all match the ICP.
- Tier 2
- Two or three of the four match.
- Tier 3
- One or none match. Tiers are set at planning and re-scored as deals close, won or lost.
- Last 90 days
- One quarter of closes. Long enough that a few deals don't swing the rates, short enough to catch drift before the quarter is lost.
- Sales cycle
- From first meaningful engagement to close, not from when the contact was created.
- FY impact
- The full-year forecast with that one lever back at plan, minus the forecast today. The six impacts add up to the gap.
- Rep time
- Estimated from activities logged against open opportunities.
- Time per £ won
- Rep time share divided by share of new ARR won, indexed to Tier 1.
- Best case
- Today's forecast plus the value of each move in How we still get there.
- Marketing-sourced
- New ARR from deals whose first touch was a marketing channel.
- CAC
- Sales and marketing cost divided by new customers won. Paid CAC counts paid media and its share of team cost only.
- Payback
- Months of gross margin needed to recover CAC.
- Attribution
- First touch credits the first recorded interaction, last touch the final one before the opportunity, linear splits credit evenly across every touch.
- Target account
- An account on the ABM list, chosen at planning from Tier 1 and Tier 2.
- Engaged
- A target account with a tracked visit, reply, event or meeting in the last 90 days.