DEAL PLAYBOOK: Why 53% of deals fail

53% of "sure things" fall through at the last minute.

These insights are based on the analysis of 3,768 deals & AE performance reviews.

But we went even further...

last year, we spoke with 3-5 CROs from successful companies every single week. (Nearly 200 per year)

In these conversations, we discuss the brutal truth...

namely, why 53% of deals fail.

We often mistakenly think it's due to these reasons:

Sounds like: "It's not the AE's fault"

But those are just SYMPTOMS.

The "deal-killer" arguments from customers are just the result of our own shortcomings.

Here are the real reasons... (not made up by us... based on the analysis of 3,768 deals and CRO conversations)

The Hidden Multiplier of Deal-Killers: TIME

The hidden deal-killer multiplier: TIME

What most AEs don't understand:

Each of these mistakes doesn't just hurt the deal...

It kills it slowly by adding more TIME.

Let's look at an example:

Involving the team too late:

1. Product review: +3 weeks
2. Legal review: +2 weeks
3. Security review: +4 weeks = 9 weeks of death by delay

The top 1% know:

You aren't just fighting objections.

You are racing against TIME.

We'll show you how the top 1% systematically avoid these mistakes...

The unfair advantage - What do the top 1% of AEs do differently?

Most lost deals fail due to INACTION.

Don't play the WAITING GAME!...

Top sales reps do this instead 👇

Make the cost of WAITING appear HIGHER

than the COST OF BUYING!

Here is how:

#1 Create urgency:

"If you miss the Q1 budget, you miss your hiring plan"

#2 Multiple champions:

"CRO no longer involved? No problem, the CFO is looking for cost savings"

- 3 different stakeholders activated.

#3 Early risk management:

"We start the security review now, not just when it's time to sign"

#4 Escalate quickly:

Involve teams early. Top performers know that deals die when critical insights get lost in the void between departments.

#5 Control the timeline:

"Next Tuesday at 10 AM works perfectly for your team"

Come with a concrete proposal.

Here's are some examples of that:

1. Involve the product team early

Let's be honest: How often do you hear "Great product, BUT..."?

The best AEs? They don't wait. They LEAD.

As soon as a feature request comes in:

• Schedule a product meeting immediately
• Share context
• Align on the roadmap
  

📌 A top AE at a $2.3B SaaS company recently told us: "Since we started bringing the product team into EVERY major discovery call, we're closing 3x more enterprise deals."

2. Use marketing as a weapon

Average AEs? They fight alone.

The best? They involve marketing IMMEDIATELY when:

• A customer is enthusiastic
• ROI figures are mentioned
• Use cases are discussed
  

They know: Marketing needs these insights like air to breathe.

📌 And the payback? "Our case studies sell for us now", VP Sales.

3. See legal as a partner

Classic mistake: Involving legal only during contract review.

Result? Last-minute deal-stoppers.

The top 1%?

• Share critical contract points EARLY
• Hold weekly legal syncs
• Use legal as advisors
  

📌 An enterprise AE told us: "Since we started involving legal during the discovery phase, we've reduced our contract cycle time by 68%."

4. Leverage leadership strategically

Weak AEs? Run to the VP when things get tough.

Strong AEs?

• Identify exec sponsorship early
• Create clear escalation paths
• Use leadership as relationship builders
  

📌 "My best AE exceeded her quota by 312% because she systematically involves leadership", a CRO told us.

The TRUTH is:

Sales is a team sport.

If you go it alone, you lose.

Download the full deal playbook