Analytics and win-rate attribution
See which references get used, which advocates are stretched, and what shows up in won deals.
Analytics are for coaching the system, not for scoring sellers. Look at coverage, overused advocates, and whether proof appeared in deals you won.
What to watch
- Requests and uses by segment — gaps usually mean a thin library, not lazy sellers.
- Advocate load. If one customer is in every deal, you are heading for a “no”.
- Win-rate on deals where a reference was used, compared with similar deals without one. Treat this as a signal, not a courtroom.
Share it well
- Show coverage gaps to whoever owns the library.
- Show advocate fatigue to whoever owns customer relationships.
- Do not publish individual seller leaderboards that reward spamming requests.
Related guides
- Match a prospect to a reference
Find the best-fit customer proof for a live deal, then request it the right way.
- Advocates, consent, and permissions
Record who said yes, how they want to help, and when to stop asking.
- References and the proof library
How the library is organised, what belongs in a reference, and how to keep it trustworthy.