GTMcraft Plays · The Real Coverage Play

Your 4x coverage counts deals that keep moving their close date; strip them and rebuild the ratio on pipeline that is actually moving.

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The 90-second read

Your coverage ratio counts dollars. It does not count deals that can close. Jeff Ignacio of RevOps Impact made the point on 20 October with one example. A 10M target. 40M of open pipeline. 4x on the dashboard. Strip the stale and inactive deals and about 1.8x of moving pipeline remains. He calls the rest zombie dollars. The cause is almost always a close date that keeps moving. So count the moves. Draw your own win rate curve. Strip the kicked cans. Report coverage in 3 numbers, not 1.

• Gross coverage counts every open dollar, including deals that stopped moving.
• A close date that moves twice with no stage change is a kicked can.
• Win rate by number of close-date moves is a curve you draw from your own deals.
• Report gross, qualified and weighted coverage every week.
• Required coverage is 1 divided by your win rate on qualified pipeline.

Read time: about 6 minutes. First step runnable Monday morning.

The #1 move this week

Count the close-date moves on every open deal in this quarter's pipeline. Flag each deal with 2 or more moves and no stage change since the first date. Add up those dollars and subtract them from your gross coverage. The gap is the size of your coverage problem, measured for the first time.

Start here: export your open deals with close date history from HubSpot, Pipedrive or Salesforce, and paste the file into Claude. You need CRM export rights and about 90 minutes.

Ignore this week: the forecasting tool trial, a stage definition rewrite, and a new deal scoring model. Counting moves needs one export.