Analytics and win-rate attribution
See which references get used, which advocates are asked too often, and which customer proof shows up in the deals your revenue team has actually won.
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- Do not publish individual seller leaderboards that reward spamming requests.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 with recorded consent so the right advocate is asked only in the right way for that deal.
- Advocates, consent, and permissions
Record who said yes, how each advocate is willing to help, and when to stop asking, so consent is clear before anyone on the team contacts a customer.
- References and the proof library
How the proof library is organised, what belongs in a customer reference, and how to keep quotes, metrics, and stories accurate for every live sales deal.