◆ Sales & Marketing Intelligence — by hot cognition

You can't scale
what you can't see.
Now you can see
everything.

Which reps are closing. Which campaigns are converting. Which channels are moving pipeline. Which content is winning. All connected. All actionable. In 4–6 weeks.

Meridian Supply Co. · 24-Month Intelligence
◆ CRM + Email + Media + Events
61%
Current Win Rate
$18.4M
Pipeline Value
4.2×
Top Channel ROAS
$6.1M
Recoverable Revenue
◆ What's Moving the Needle
Email Series 4
84%
Rep: Sales Lead #1
78%
Paid Search
71%
Trade Show Q2
65%
Product Content
59%
◆ Priority Actions

Not just data.
What to do next.

Every insight surfaces a ranked action — with estimated revenue impact, a specific three-step playbook, and clear ownership. So your team doesn't just understand the picture. They act on it.

◆ Priority 1 · People
Address underperforming reps before another quarter passes
One rep is generating 3× the loss rate of the team average — across hundreds of quotes. The problem is identifiable, traceable, and fixable. The cost of waiting isn't.
$1.8M
Annual recovery potential
Pull the rep's lost-deal breakdown by reason and deal size
Initiate structured coaching with weekly pipeline review
Set a 60-day win rate target with a clear reassignment trigger
01
◆ Priority 2 · Pipeline
Eliminate the never-touched quote problem immediately
312 quotes were never followed up on. Win rate drops from 72% to 17% when first follow-up is delayed past 7 days. This isn't a market problem — it's a process gap costing real money every week it goes unfixed.
$980K–$1.7M
Estimated recovery from follow-up cadence
Flag every open quote with no activity past 3 days — assign to rep immediately
Implement same-day or next-day first-touch as a hard process rule
Automate 3 / 7 / 14-day follow-up sequences for quotes with no response
02
◆ Priority 3 · Product Mix
Shift rep focus toward high-margin, high-volume products
Not all revenue is equal. Your optimal portfolio mix — high-margin products at scale, or the right balance of volume drivers and margin leaders — is measurable. Right now reps are closing what's easiest, not what's most profitable.
+18%
Gross margin lift from mix optimization
Map every SKU on a margin × volume matrix — identify your ideal quadrant
Realign rep incentives to reward gross margin, not just revenue
Set quarterly mix targets — track margin per closed deal, not just deal count
03
◆ Priority 4 · Spend
Reallocate media budget from channels below breakeven
Display and programmatic are running below 1.4× ROAS while your top channels are underfunded. Every dollar shifted pays back at 6–7× instead of 0.9–1.4×. Budget arbitrage hiding in plain sight.
+$180K/mo
Incremental revenue at current ROAS
Pause display and programmatic spend immediately
Shift $40K/mo to paid search and sponsored content
Review ROAS by channel monthly — rebalance quarterly
04
◆ Priority 5 · Pricing
Build a pricing playbook for large deals
Price-lost deals average 48% larger than no-response losses. Reps are losing big deals on price without a structured response — no discount tiers, no competitive comp sheets, no objection framework.
$3.6M
Revenue lost to price objections
Define discount authority tiers by deal size and rep level
Build a competitive comparison sheet for top 5 objection scenarios
Train the team — measure price-lost rate monthly
05
◆ Priority 6 · Growth
Double down on what's already working
Your top reps, top channels, and content-supported products are significantly outperforming. The fastest path to growth isn't fixing everything — it's scaling what's already winning.
Scale it
Amplify your existing wins
Replicate Sales Lead #1's workflow and talk tracks with the bottom half of the team
Expand Email Series 4 to more segments — your highest-lift asset
Increase focus and stock depth on 54–64% win-rate products
06
◆ Intelligence Modules

Seven signals.
One picture.

Every module connects a driver to an outcome — and surfaces the action that follows. Built from your CRM, email platform, media accounts, and events data.

01 · People
Rep Performance vs. Win Rate
Who's closing — ranked against team average with lost-reason breakdown per rep.
Sales Lead #1
78%
Sales Lead #2
64%
Sales Lead #3
57%
Sales Lead #4
44%
Sales Lead #5
22%
Team Avg
53%
Action: Sales Lead #5's 22% win rate across 340 quotes is recoverable with coaching. Estimated $1.8M annual recovery.
02 · Pipeline
Pipeline Aging & Never-Touched Quotes
Which deals are aging past the point of recovery, which quotes were never followed up on, and where the real leak is hiding in your pipeline.
◆ Quote Age at Time of Loss
Never followed up
312 quotes
21–45 days stale
238 quotes
8–20 days stale
160 quotes
46+ days stale
119 quotes
◆ Win Rate by Days to First Follow-Up
Same day
72%
1–3 days
55%
4–7 days
38%
8+ days
17%
Action: 312 quotes were never followed up on. Win rate drops from 72% to 17% when first follow-up is delayed past 7 days. Same-day response is your single highest-leverage process change.
03 · Intelligence
Lost Revenue by Reason
Why deals are lost — ranked by revenue impact. Separates fixable process failures from structural losses.
No Response
$4.9M
Price
$3.6M
Competitor
$2.3M
Timing
$1.4M
Other
$0.9M
Action: "No Response" at $4.9M is a process failure — not a market problem. A 3-7-14 follow-up cadence recovers 20–35% reliably.
04 · Campaigns
Email Campaign Impact on Pipeline
Which sequences influence win rate — tied to click-to-quote and downstream close rate.
Q2 Product Launch Series
6-email sequence · April
+31%
New Product Alert
Existing customers · Aug
+22%
Re-engagement Drip
Cold leads · Ongoing
+18%
Monthly Newsletter
All contacts · Monthly
+3%
Promo Blast — Jan
One-time broadcast
−4%
Action: Expand the Q2 Launch Series format to more products — your highest-lift asset. Batch-and-blast suppresses close rates. Retire or redesign.
05 · Spend
Media Spend vs. Revenue Lift
ROAS by channel — connected to closed revenue, not just clicks or impressions.
Paid Search
6.8×
$42K/mo
Sponsored Content
5.2×
$14K/mo
Retargeting
4.1×
$9K/mo
Social Ads
3.1×
$28K/mo
Display
1.4×
$18K/mo
Programmatic
0.9×
$22K/mo
Action: Shift $40K/mo from Display + Programmatic to Paid Search. At current ROAS that's an estimated +$180K/mo in incremental revenue.
06 · Events
Event Impact on Pipeline
How trade shows, webinars, and sponsorships translate to pipeline and closed deals — 90 days post-event.
Industry Trade Show — Q2
In-person · 3 days · $68K cost · 27× ROI
$1.84M pipeline
Regional Sales Summit
In-person · 1 day · $22K cost · 28× ROI
$610K pipeline
Virtual Product Webinar
Online · 60 min · $4K cost · 85× ROI
$340K pipeline
Sponsored Conference
Sponsorship only · $35K cost · 5× ROI
$180K pipeline
Action: Owned events outperform passive sponsorships 5–6×. Replace the sponsored conference with a second owned regional summit.
07 · Product Mix
Margin Optimization & Product Mix Analysis
Identifying your optimal revenue mix — high-margin high-volume winners, and the right balance between volume-driven and margin-driven products across your portfolio.
◆ Ideal — High Margin · High Volume
SKU A
42% margin · $2.1M revenue
Scale
SKU B
38% margin · $1.8M revenue
Scale
◆ Mixed — Optimize the Balance
SKU C
28% margin · $3.4M revenue
Volume
SKU D
51% margin · $480K revenue
Grow
SKU E
33% margin · $1.2M revenue
Hold
◆ Caution — Low Margin · Low Volume
SKU F
14% margin · $310K revenue
Review
SKU G
11% margin · $190K revenue
Exit?
◆ Portfolio Opportunity Gap
$3.9M
Revenue from ideal mix SKUs
+18%
Margin lift if mix is optimized
$500K
Revenue in sub-15% margin SKUs
Action: SKUs C and D represent the key optimization — SKU C drives volume at thin margins while SKU D has strong margin but limited scale. Growing SKU D by 30% while holding SKU C flat delivers more gross profit than growing SKU C by 50%. Review SKUs F and G for exit or repricing.
◆ Illustrative Case Study
B2B Supply Co. · 24-Month Analysis · CRM + Email + Media + Events

They knew revenue was leaking.
They didn't know exactly where — or what to do — until now.

Meridian Supply Co. had a strong product line, an active sales team, and a full marketing calendar. Win rates had been declining for two quarters and nobody could agree on why — marketing said leads were strong, sales said they were cold, finance said the numbers didn't add up.

We connected their CRM, email platform, ad accounts, and events data into a single intelligence layer. Within 4–6 weeks, three root causes were identified and prioritized. One rep was responsible for the majority of recoverable losses. Two high-volume products had zero content support. Their best-performing media channel was underfunded while a sub-1× ROAS campaign ran untouched for six months.

Each finding came with a specific, ranked action and revenue impact estimate. The first action alone paid for the engagement before the quarter ended.

$6.1M
Recoverable revenue identified
3
Root causes · 4–6 weeks to surface
+19%
Win rate lift in 90 days
1 quarter
Payback on full engagement
◆ What You Get

Connected.
Actionable. Fast.

We connect your existing data in 4–6 weeks and deliver a live intelligence layer — plus a prioritized action plan with revenue impact estimates for every finding.

🔗
Data Integration
CRM, email, ad accounts, and events — unified. We handle the connection and cleaning. No new tools required.
📡
Live Intelligence Dashboard
Seven connected modules updated in real time — accessible to your CEO, CMO, and sales leadership from day one.
🎯
Priority Action Report
Ranked actions with specific revenue impact estimates, three-step playbooks, and ownership — not just charts.
🤝
Strategic Coaching
We work alongside your team to align stakeholders and activate the plan. Human intelligence, AI-accelerated.
◆ Ready to see what's moving the needle

See it with
your data.

We'll show you what's working, what isn't, and exactly what to do about it — using your actual data, in 4–6 weeks.

Book a Discovery Call
hotcognition.ai  ·  30 minutes  ·  No obligation