Read the Executive Read for a connected tool
The Executive Read page turns one tool’s deals into the page a board asks for: a plain-sentence summary, up to six pipeline tiles, the sources and the people behind the wins, and a ranked list of what to do next. Every figure is arithmetic over the deals in scope, nothing on the tab is written by a model, and each card states what it was counted on. If you want the ranked to-do list on its own rather than the numbers behind it, read What should you fix first? instead.
Before you start
Plan required
The page itself runs no plan check. You reach it through Insights, which Starter does not include, so a Starter workspace has no route to it. Free Trial, Pro, Business, Enterprise and Partner all do.
- A tool whose sync pulls deals: HubSpot, Salesforce, Pipedrive, Zoho CRM, Microsoft Dynamics or Pardot (MCAE).
- At least five deals in that tool’s store, created inside whatever date range you pick.
- One finished sync. The figures come from MarqIQ’s copy of your deals, not from a live call to the tool.
Leads are not deals
On Pipedrive, anything sitting in the Leads Inbox is set aside before a single figure is worked out, because a lead has no pipeline and no outcome. The count that was set aside is written on the Data Audit page, not this one.
Open the Executive Read
Open Insights in the left-hand menu, then Executive Read.
It is the view Insights opens on, so you are usually there already.
Pick the tool you want to read along the top.
The line under the pills gives the tool, its contact count, its opportunity count and the date of the last sync. The page opens on your system of record — the tool holding deals — or on the tool you chose last time.
Pick a period under Created to narrow the figures.
The pills are All time, Last 30 days, Last 90 days, This quarter, Last quarter, This year and Last 12 months, and a Custom pill opens a from and a to date beside them. The range scopes people and deals together by the tool’s own created date, and it lives in the address bar, so you can paste the filtered view to a colleague and they see the same numbers.
Click Recompute if the sync finished in the last few minutes.
The audit is held for five minutes per tool and per range. Recompute works it out again from the store as it is now. On a very large workspace that takes longer than one request: the page says so and keeps the audit computed before, with its date.
What the whole tab is measured on
Every card reads the deals of one tool, created inside the range you picked. No deal is capped away and none is sampled; the one cap on this tab is on linked contacts, and it is stated in the buyer’s journey below. When a range is set, a line above the cards spells the population out: “People created 1 Jul 2026 – 30 Sep 2026 · 176 of 715; deals created in the same period · 42 of 310.” Read that line before you read anything below it.
The executive read: the opening sentences
The tinted panel at the top is a short summary written from the numbers underneath it. Each sentence is assembled by arithmetic, so it cannot say something the cards below contradict.
At most one of each of these appears, in this order:
- The totals: deals in scope, how many won, lost and open, their money values, and the win rate on closed deals. A by-value win rate is added only when it differs from the by-count rate by ten points or more.
- The currency, when it needs saying. Where your deals are in more than one currency, a sentence says so. Up to three currencies then get a sentence each, with their own won, lost and open totals and the number of deals behind every figure. Where your tool records no currency on its deals, a sentence says the amounts are in the tool’s own currency. For a spreadsheet upload the sentence says MarqIQ reads no currency from the file.
- A small-sample warning when there are fewer than 30 deals in scope.
- How much of the money is missing: either the share of deals carrying an amount, or a sentence naming how many of your wins carry one and saying that won revenue therefore reads low.
- Where the typical win sits: “Half the wins came in above $18,000 and half below”, with the average beside it so a book skewed by a few large deals is visible.
- How long deals take: the median days a win takes and the median a loss takes.
- The strongest source, its wins, its won revenue and its win rate.
- The share of deals carrying no source, when that share is 15% or more.
- The share of open pipeline past its close date, when that share is 25% or more and there are at least ten open deals.
- The creation trend, in the same words the chart uses.
- The opening sentence of the buyer’s journey.
Take care
When fewer than three deals carry an amount above zero, or priced deals are under 5% of the set, an amber line appears under the summary: “Amounts are missing on most deals, so nothing here is valued in money.” Every money figure on the tab is then absent rather than wrong. Do not read a missing money figure as a zero.
The currency the money is in
MarqIQ reads the currency your tool records on each deal and does not convert between currencies. What you see depends on the deals in scope that carry an amount.
| Your deals | What the tab does |
|---|---|
| All in one currency | Every figure is printed in that currency: “€185,600”. A deal with an amount and no currency is read as that currency, and a line under the summary says how many such deals there are |
| In more than one currency | Nothing is added across currencies. A Value, by currency table under the tiles gives each currency its own won, lost and open value, its typical win, its overdue and old open value and its top-five share. Every figure is followed by the number of deals it rests on, and the currency on the most deals comes first |
| No currency recorded, or a spreadsheet upload | The figures are plain numbers with no symbol, and the summary says they are in your tool’s own currency. For a spreadsheet upload it says MarqIQ reads no currency from the file |
Where your deals are in more than one currency, the figures that need a single currency are left out. Those are the by-value win rate, the Typical win and Top 5 accounts tiles, the Rev. share column, the money in the monthly chart and the money beside each loss reason. The ranked actions give their money per currency, and they leave out an estimate that would need one.
Where the currency comes from
MarqIQ reads the Currency property on a HubSpot deal, the currency of a Pipedrive deal’s value, the Currency field on a Zoho CRM deal and the Opportunity Currency field on a Salesforce opportunity, which exists only when your org has multiple currencies switched on. Microsoft Dynamics gives the currency’s name, so a figure reads “US Dollar 185,600”. Pardot (MCAE) opportunities carry no currency, and MarqIQ does not read one from a spreadsheet upload.
Pipeline health: the tiles, and what each one is measured on
Up to six tiles appear. Which ones you get depends on what your deals carry, so an unpriced pipeline shows three and not six. The card’s own note states the rule that catches most people out: win rate is counted on closed deals only, and an open deal is neither a win nor a loss yet.
| Tile | The figure | Measured on | Appears when |
|---|---|---|---|
| Win rate | Wins divided by closed deals, with the by-value rate beside it | Closed deals only — “43 won of 118 closed”. The by-value rate is won amount divided by won plus lost amount. Open deals are in neither number | Always. With nothing closed it reads “nothing closed yet” |
| Typical win | The median won deal, with the average underneath | Only the won deals carrying an amount above zero — the tile says “median of the 53 of 68 won deals with an amount” | At least three deals, and 5% of the set, carry an amount above zero |
| Days to win | Median days from the tool’s created date to the close date | Won deals carrying both dates, counting spans of 0 days up to but not including 2,000. The line underneath gives the same median for lost deals | Five dated wins or five dated losses |
| Open past close date | How many open deals sat past their close date, as “12 of 88” | Open deals whose close date is more than seven days in the past, out of every open deal. The line underneath gives their total amount where amounts exist, and otherwise counts the open deals older than 180 days | There is at least one open deal |
| Top 5 accounts | The share of won revenue held by the five largest accounts, plus the share held by the single largest deal | Won revenue — the total of the won deals carrying an amount. The five accounts are named in a line under the tiles | Amounts exist and won revenue is above zero |
| Amount coverage | The share of deals carrying an amount | Every deal in scope. A deal recorded as zero counts as carrying no amount. When your wins are worse covered than the rest, the tile says so | At least three deals, and 5% of the set, carry an amount above zero |
Note
When there are too few dated deals for Days to win, a seventh tile takes its place: Open older than 180 days, counting open deals created more than 180 days ago and their value. The two never appear together, which is why six is the most you will see.
Check this before you quote Top 5 accounts
The account on a won deal is the account the sync linked it to. Where a won deal has no linked account, the deal’s own name stands in. On a store whose deals are not linked to accounts, the “five accounts” are therefore five deals, and the concentration reads higher than it is. Open the named accounts in your tool before you put that figure on a slide.
What the analyses found that you should know
Directly under the tiles sits a card headed What the analyses found that you should know. It is not part of the deal arithmetic. It carries the top three findings from the analyses on the Analysis tab — the ones marked Doing harm now or Costing you results — each with an observation, a What to do, an owner and a See the evidence link into the analysis it came from.
The card holds nothing else. When no analysis raised a critical or high finding, it does not appear at all, and anything ranked lower is counted in a line at the foot of the card and ranked in full on the Suggested Plan page. The plan is built from the same findings, so the two tabs cannot disagree.
Sources that win, not just sources that produce
A table of every source with deals in scope, biggest first by deal count. Volume and win rate sit side by side on purpose: the loudest source is rarely the one that converts. The card names the field it read — “Read from HubSpot deal field “Original Source”” — so you can check that field in your tool.
| Column | Measured on |
|---|---|
| Deals | Every deal in scope carrying that source value |
| Share | That source’s deals divided by all deals in scope |
| Win rate | Its wins divided by its closed deals, with those two counts printed in brackets beside the percentage |
| Won revenue | The total of its won deals that carry an amount. Where your deals are in more than one currency, one line per currency with the number of deals behind it |
| Rev. share | That total divided by won revenue across the whole set. Absent where your deals are in more than one currency |
| Days to win | The median created-to-close span of its won deals |
| Read | The one-word verdict, explained below |
The verdicts compare each source against the overall win rate of the same deal set:
- Growth engine — wins at least 40% above the overall rate, on 10% or more of all deals.
- Under-fed — wins at least 40% above the overall rate, but supplies under 10% of deals. This is the one worth acting on.
- Volume, poor conversion — supplies 10% or more of deals and wins at 60% or less of the overall rate.
- Too few to judge — fewer closed deals than the minimum volume, which is the greater of eight closed deals or 3% of the set. No rate is claimed for these.
- In line — anything else.
Every verdict except In line and Too few to judge is repeated as a full sentence under the table, carrying the numbers it rests on. A final row labelled (no source recorded) holds the deals whose source is blank or holds a filler value — Unknown, N/A, None, Null, Blank, Other, “not set”, a run of dashes, a question mark and the to-be-decided shorthand all count as no source. That row is always Too few to judge, because deals with no source cannot be credited to anything.
Note
The card appears only when at least 20% of the deals in scope, and at least five of them, carry a usable source. Below that the whole card is absent rather than showing a table built on a handful of records.
Who is sitting on the overdue and stale deals
A card under Pipeline health that splits the two aging figures by owner: for each owner, how many open deals are past their close date and how many were created more than 180 days ago, each with the money it rests on and the number of priced deals behind it. The eight largest holders are shown and the rest are counted in a last row. Unowned is the deals that carry no owner at all, ranked like anyone else, so a book whose largest holder is nobody says so.
| Column | Measured on |
|---|---|
| Past their close date | Open deals whose close date is more than seven days in the past — the same rule as the Open past close date tile |
| Created more than 180 days ago | Open deals whose created date in the tool is more than 180 days ago. This is age since creation, not time since the deal last changed: MarqIQ does not read when a deal last moved here |
Read when the page is opened, beside figures that were computed earlier
The tiles above come from the stored audit, computed when the audit was. This card is read from your deals as they stand when you open the page, so its own totals are printed in its note with that moment: “Read when this page was opened, on 21 Oct 2026, 09:12, over 41 open deals: 13 past their close date, 9 created more than 180 days ago”. When those totals are the tiles’, the note says so. When they are not — a sync has run since, or a close date has passed — the note gives the audit’s moment and says that is why the two differ. Neither figure replaces the other.
- Ranked by the value held, largest first, when your amounts are in one currency; by the number of deals held when they are in several, or when no deal carries an amount. The note says which.
- A deal can be both past its close date and created more than 180 days ago, so the two columns do not add up to one figure.
- Money is per currency and never added across currencies. Where your deals are in several, each owner’s figure is given per currency with the deals behind it.
- The card obeys the Created range, like every other card on the page. Leads in a Pipedrive Leads Inbox are never counted.
- When nothing is past its close date or older than 180 days, the card says so rather than showing an empty table. When the read did not come back in time, it says it could not be read just now and nothing else.
- Ask answers “who is sitting on stale deals”, “stale deals by rep” and “which reps have overdue deals” from the same read, leading with the owners.
Who closes
A leaderboard of deal owners, ranked by won revenue and then by wins, showing the top ten. The columns are Deals, Won, Win rate, Won revenue and Open pipeline. The note above the table counts the deals that have no owner at all; those deals are outside every row. Where your deals are in more than one currency, the ranking is by deals won, and the two money columns give one line per currency.
Read this before you make a performance decision on it
The owner is the person on the record now, not necessarily the person who closed the deal. Where a workspace re-assigns won deals to a house account, this table credits the house account. MarqIQ watches for exactly that shape: when one name holds 60% or more of all wins on under 40% of deals, and there are at least ten wins in the set, the card replaces its note with a plain warning that either one person closes nearly everything or won deals are re-assigned after closing — and that rep win rates here are not real until you know which.
- Each rep’s win rate has its own denominator. A 100% win rate on two closed deals sits in the same column as 41% on 180.
- Won revenue counts only that rep’s won deals carrying an amount, so a rep who leaves amounts blank ranks below one who fills them in.
- The table obeys the Created range. A rep who joined last quarter is measured on last quarter’s deals only.
- Owner names are resolved from ids at read time. A value that is nothing but a run of three or more digits and cannot be resolved shows as “Owner #12345”, never as a bare number.
- The card needs an owner on at least 30% of the deals in scope, and at least five of them, and more than one owner with deals. A single-owner book shows no card at all.
Last twelve months
Twelve pairs of bars. The blue bar counts deals by the month they were created. The green bar counts wins by the month they closed, which is a different question about a different set of dates — a deal created in March and won in August raises March’s blue bar and August’s green one.
The twelve months are anchored on today, or on your newest deal when the data stops earlier. Where that newest deal is more than two months old, the trend sentence names the month the data ends in, in brackets. The line under the chart gives the last three months of creation and wins against the three before them.
The sentence above the chart is the one that calls a trend, and it is held back deliberately:
- It needs your oldest deal to sit at least 150 days before the anchor, and the prior three-month window to hold at least ten created deals. Otherwise it says “The data covers under six months, so no creation trend is claimed” or says nothing at all.
- A fall of 30% or more reads “Pipeline creation is slowing”. A rise of 30% or more reads “accelerating”. Everything between reads “steady”.
- Every version of the sentence prints both counts, so you can see what the percentage is made of.
Tip
Hover a month to see its created, won, won value and lost counts together. Under a Created range, both bars describe only the deals created inside that range, so a green bar can be shorter than the month’s real wins.
The buyer’s journey
This card rebuilds the funnel from the stage-entry dates on the deal record itself, orders the stages by how many deals reached each one, and marks the step with the biggest fall in red. Each stage box shows how many reached it, its share, and how many ended there without winning; the gap between two boxes shows the conversion and the median days from one to the next. The note at the top of the card states the denominators it has — how many deals carry stage dates, how many carry a first or last touch, and in each case how many carry neither.
Beside it, where the deals link to contacts, MarqIQ adds what each first touch is worth, the commonest first-touch-to-last-touch paths, the median number of marketing touches before a win against a loss, and the median days from first contact to an open deal. Touch paths read at most 20,000 linked contacts. On Pipedrive, Zoho CRM and Microsoft Dynamics a deal links to one person only, so first touch and last touch come from that one record.
Note
The ladder needs five deals in the whole set carrying at least one stage-entry date, and it draws only the stages that three or more of those deals reached, and only when two or more stages clear that bar. Won and lost stages are held out of the ladder and shown as the end box. It reads dated fields on the deal itself and nothing else, so Salesforce, which has no standard stage-entry date field and keeps its stage history in Opportunity History, draws no ladder here unless your org keeps its own dated stage fields on the Opportunity. The Forecast analysis on the Analysis tab is the screen that reads that history.
Why deals are lost
The recorded loss reasons, the eight commonest and no more, each as a bar with its count, its share and the revenue it cost. The card’s subtitle carries the coverage — “Recorded on 118 of 304 lost deals” — so a thin sample is visible before you read a single bar. The 118 counts the lost deals carrying one of the eight reasons shown, so where you record more than eight reasons the ones below the top eight are in neither the bars nor that count.
- The share is of every lost deal, not of the lost deals that carry a reason. Where half your losses record nothing, the bars will not add up to 100%, and that is correct.
- The revenue beside each reason is the total of the lost deals carrying that reason and an amount. A lost deal with no amount adds nothing to it.
- The card needs five lost deals carrying a reason, so below that it is absent. Separately, where you have 20 or more losses and fewer than half of them record a reason, a ranked action appears at the foot of the tab telling you to make lost reason required on the closed-lost stage. The two are independent: a card built on five reasons and that action can both be on the page at once.
What to do about it
Up to six numbered actions. They are ranked by how much of the number each one moves, not by the order the checks ran, and each one prints three lines: Evidence (the figures it rests on), Do (the action) and Payoff (what changes). A coloured tag names the owner — Marketing, Sales, RevOps or Leadership.
An action appears only when its own evidence threshold is met, so a clean pipeline produces a short list rather than an invented one. The checks behind the list are: won deals carrying no amount, the attribution gap, an under-fed high-converting source, a high-volume low-conversion source, open pipeline that is not really open, revenue leaning on five accounts, losses that take longer than wins, rep numbers made unreliable by ownership, missing amounts, missing loss reasons, the biggest drop in the journey, and slowing pipeline creation.
Tip
The won-deals-with-no-amount action is the one to read first when it appears, because it is raised only when your wins are worse priced than the rest of your pipeline. It names the pipeline those deals sit in and estimates what they would add at your median win, labelled as an estimate.
Which sections go blank, and on which tools
A missing card always means the evidence for it is missing, never that the card failed. Use this to work out which.
| Card | What it needs | Where it stays blank |
|---|---|---|
| The whole tab | Five deals in the store, created inside the range | Marketo, Mailchimp, Salesforce Marketing Cloud, Adobe Campaign and Adobe Journey Optimizer sync people and not deals, so the tab never fills for them |
| Every money figure | Three deals, and 5% of the set, carrying an amount above zero | Any tool whose deals are left unpriced. This removes Typical win, Top 5 accounts, Amount coverage, the revenue columns and the money inside the loss reasons |
| The by-value win rate, Typical win, Top 5 accounts and Rev. share | Deals with an amount that are all in one currency | Any tool whose deals are in more than one currency. The Value, by currency table gives the typical win and the top-five share for each currency instead |
| Sources that win, not just sources that produce | A field on the deal that MarqIQ reads as a source, filled on 20% of deals and at least five of them | Pardot (MCAE): its opportunities carry name, value, probability, stage, status, type, campaign and account, and no source field at all |
| Who closes | An owner on 30% of deals, and more than one owner | Pardot (MCAE): its opportunities carry no owner. Also any single-owner book, on any tool |
| Why deals are lost | Five lost deals carrying a reason | Pardot (MCAE), which records none. Salesforce, unless your org has an Opportunity field MarqIQ reads as the lost reason: Loss_Reason__c, Lost_Reason__c, Closed_Lost_Reason__c and Reason_Lost__c are read by name, and a field under any other name is read where the Field Intelligence page shows it as your lost reason. Microsoft Dynamics fills it from the opportunity’s status reason — Canceled, Out-Sold — which is not a loss-reason picklist, so read those labels as statuses |
| The stage ladder in The buyer’s journey | Five deals carrying a stage-entry date, and two or more stages that three of them each reached | Salesforce, unless your org added its own dated stage fields to the Opportunity — its stage history lives in Opportunity History, which this tab does not read. HubSpot’s Date entered properties are the usual source of a full ladder |
| Touch paths and first-contact figures | Five deals with a linked contact carrying a source field | Pardot (MCAE) links no contact to an opportunity, so these never appear. Pipedrive, Zoho CRM and Microsoft Dynamics link exactly one person to a deal, so first touch and last touch are read from that same person and every path reads as one channel to itself. HubSpot and Salesforce link several, so their paths are real |
| Last twelve months | Ten deals carrying a created date | Any store that thin. The trend sentence has its own, stricter rule above |
Putting it in front of the board
The tab is meant to be shown, and there are two ways to hand it over that keep the denominators with the figures. A screenshot does not.
Click Export report at the top of the page.
A letterheaded report sheet opens. Your Created range travels with you, so the sheet covers the same deals you were looking at.
Click Download PDF on that sheet.
It opens your browser’s print dialogue. The sheet carries the executive read and the tiles, plus the people and deal field-intelligence profiles inline — profiles the Data Audit page hides and keeps on the Field Intelligence page.
Click Download Excel instead when somebody will want the rows.
The workbook carries an Executive Read sheet holding the summary sentences and every pipeline-health figure with the basis printed beside it.
Take care
Quote the denominator with the number, every time. “A 38% win rate” means nothing on its own; “38%, on the 118 deals that closed in the last quarter” is the same figure and cannot be misread. Every tile on this tab prints that second half already — keep it.
If it did not work
“The executive read needs synced deals — it appears once at least five opportunities are in the store”
Why: This tool has fewer than five deals in MarqIQ, or its sync pulls people and not deals at all.
Fix: Check the tool in the table above. Where it does sync deals, run a sync from Data sources and come back when it has finished. Marketo, Mailchimp, Salesforce Marketing Cloud, Adobe Campaign and Adobe Journey Optimizer will never fill this tab.
“Fewer than five deals were created in this range — widen it to get the executive read”
Why: The store holds deals, but under five of them were created inside the Created range you picked. The range filters by creation date, so a quarter of closing activity on older deals falls outside it.
Fix: Pick a wider pill under Created, or click All time.
Every money figure is missing and an amber line mentions amounts
Why: Fewer than three deals, or under 5% of the set, carry an amount above zero. MarqIQ shows no money rather than money built on a handful of deals.
Fix: Fill the amount on your closed-won deals first, then make it required before a deal can move to a won stage. The ranked actions at the foot of the tab say how many deals this affects and what they would be worth at your median win.
A card you expected is not there
Why: Each card has its own evidence threshold, and a card with nothing behind it is left out rather than shown empty.
Fix: Find the card in Which sections go blank, and on which tools above. It names what that card needs and the tools where it cannot appear.
The figures have not moved since the sync finished
Why: The audit is held for five minutes, per tool and per range. After that you are shown the stored audit while the new one is worked out, and a grey line under the tabs says when the figures were computed.
Fix: Click Recompute. Where the figures still look stale, read the grey line under the tabs and the last-synced date under the page heading: no line means the figures are current.
The win rate looks far higher than your team’s own number
Why: Win rate here is counted on closed deals only, so every open deal is excluded from both halves of it. A team that counts open deals in its denominator will always read lower.
Fix: Compare like with like: take the “43 won of 118 closed” line under the tile and check both numbers against your tool. On Pipedrive, also check the lead count set aside on the Data Audit page — leads are never counted as deals.
The owner leaderboard credits one name with almost everything
Why: Either one person closes nearly everything, or won deals are re-assigned to a house account after closing.
Fix: Read the warning MarqIQ prints on the card when it detects that shape, then confirm in your tool whether a house account receives won deals. Where it does, report on the original owner and treat the rates on this card as unusable until you do.
Next steps
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