Critical Decisions Needed: Budget allocation for Q1 2026 marketing campaigns needs approval by January 10. Deal pipeline in Enterprise segment suggests resource reallocation from SMB to Enterprise sales.
Analysis: Enterprise tier launched in Q4 contributed €85K in new MRR from 3 customers. Expansion revenue driven by upsells to existing SMB customers upgrading to Professional tier. Churn remained controlled at 2 customers (-€18K MRR), both due to business closures (non-product related).
Analysis: Win rate improvement driven by new sales playbook implementation focusing on vertical-specific messaging. Sales cycle reduction attributed to improved qualification (BANT framework) and faster legal/procurement processes. Pipeline weighted heavily toward Enterprise (€850K) vs SMB (€1.25M).
Channel Performance: Content marketing and SEO contributed 42% of qualified leads (highest efficiency at €95 CPL). LinkedIn ads improved ROAS from 1.8x to 2.4x through audience refinement. Paid search remains expensive (€285 CPL) — recommend 30% budget reduction and reallocation to content.
Initiative 1: Launch Enterprise Tier — ✅ Completed. 3 customers onboarded in December, €85K new MRR. Positive feedback on feature set, pricing validated at €28K-€35K ACV.
Initiative 2: Implement Sales Playbook — ⚠️ Delayed 2 weeks. Training completed for 80% of team, final rollout pushed to January 15 due to holiday schedule.
Initiative 3: Optimize Lead Scoring — ✅ Completed. New AI-powered scoring model deployed, increased lead-to-opportunity conversion from 21% to 24%.
Risk: €85K Enterprise deal (TechCorp) slipping to Q1 2026 due to budget freeze. Mitigation: Engaged CFO directly, proposed pilot structure to accelerate Q4 close. 60% probability of close by January 15.
Risk: Marketing budget constraint impacting Q1 lead generation targets. Mitigation: Reallocating €12K from low-performing paid search to content marketing and partnerships.