A more accurate measurement system can be intimidating because it reveals uncomfortable truths. It may show that seemingly successful activities, like generating high MQL volume, had a negligible impact on actual pipeline. Leaders must prepare to face this exposure to truly improve performance.

Vanity metrics like total revenue can be misleading. A startup might acquire many low-priced, low-usage customers without solving a core problem. Deep, consistent user engagement statistics are a much stronger indicator of genuine, 'found' demand than top-line numbers alone.

By measuring success on 'last lead source,' the company was incentivized to pour money into paid search for product trials—a clear final touchpoint. This model blinded them to the higher value of other lead types and actively discouraged investment in demand creation activities that build brand and generate higher-quality leads.

The critical flaw in most sales tech is its failure to correlate rep behavior with performance outcomes like quota attainment. The real value is unlocked not just by knowing what reps do, but by connecting those actions to who is succeeding, thus identifying true winning behaviors and separating A-players from C-players.

Cybersecurity firm Wiz achieved hyper-growth by optimizing for a rare metric: the ratio of deal size to implementation speed. By closing large, six-figure deals in weeks instead of months, they defied the typical enterprise trade-off between deal size and sales cycle length.

In the run-up to its IPO, Snowflake slowed hiring to optimize for profitability. This caused the sales team to focus on easier upsells from existing accounts (with 177% net retention) instead of new business. As a result, they neglected new logo acquisition for two years, hurting long-term growth.

Startup valuation calculators are systematically biased towards optimism. Their datasets are built on companies that successfully secured funding, excluding the vast majority that did not. This means the resulting valuations reflect only the "winners," creating an inflated perception of worth.

A key reason for the company's low win rate wasn't just poor execution; it was a flawed process. Sales reps created 'opportunities' to track target accounts for prospecting, not actual qualified deals. This practice completely polluted their pipeline metrics and disguised the true performance of their sales motion.

At a small company, one or two big deals can significantly inflate the average productivity per rep. This hides the fact that the majority of the team may be underperforming. As the team grows and these outliers have less impact, the true, often flatlining, productivity of the sales force is exposed.