Entirely Dial
Tuesday 14 July 2026 · the first read
5 sources connected · 3 pending · 1 manual input
The first read · group · from connected sources only

We have signed €4.47M of this year's €7.8M goal. On paper the pipeline holds twice what we still need. Count only deals that moved in the last four months, and it holds just 70%.

The gap between those two numbers is 242 deals worth €12.0M that nobody has touched in over four months. That is 61% of everything in the pipeline, most of it at Censhare (€5.8M) and Marmind (€3.5M). Working through that list is the most valuable hour this week. The rest of the picture is quietly strong: 94.8% of existing revenue is being renewed (finance's number), 16 deals that sell Entirely across products are worth €5.1M with 15 still open, and the 27 customers who already use several products bring in almost a quarter of all revenue.

Built from what is connected today: five sources and one number entered by hand. Grey boxes on every chain say which system they are waiting for.
New revenue signed · 2026
€4.47M / €7.8M
57.4% of the yearly goal · 52.3% of the year gone
ahead of pace +€0.39MSFDC export · 10 Jul
Existing revenue renewed
94.8%
entered by finance until NetSuite billing connects
manual input · MayFinance
Existing customers
€52.0M · 967 clients
yearly revenue · top 10 customers hold 20.7%
Client list · 6 Jul
Cross-product deals
€5.1M · 16 deals
deals selling more than one product · 15 still open
the thesis, working
What our AI assistants cost · this month
€…
reading Bedrock metrics…
Bedrock metrics · dailylist-price estimate
The first read: what the connected data already says 4 findings · every number can be traced back to its source file
Stalled deals: 242 of them, worth €12.0M. That is 61% of the pipeline
No activity for over four months. Censhare holds €5.8M of it (43 of its 60 open deals), Marmind €3.5M (27 of 42). Only 13 deals look truly dead, so this is a working list, not a cleanup job: every deal that stays needs a dated next step, and the rest get closed out. Whatever survives is the real number to plan the second half on.
coverage at stakeSFDC export · 10 Jul
The target market is now mapped: 5,821 accounts we want to win
The full target universe (Tier 1: 1,249 · Tier 2: 1,450 · Tier 3: 1,385 · Tier 4: 1,737) is now a source. First read: only 9% touched in the last 90 days. Tier 1 sits at 13%, and 1,599 accounts have never been worked. Around 80 targets are already clients carrying ≈€8.7M ARR, yet Salesforce marks only 15 accounts in the entire universe as customers, the crosswalk found what the Type field lost. Tier-1 greenfield: ≈1,220 accounts; five owners hold 86% of the map, 1,826 of it on one desk.
new source liveSFDC ICP export · 9 Jultype field stale
What the data cannot answer yet, and the one request that fixes it
Lost deals are never recorded, not once in 1,880 rows. Without them we cannot know how often we actually win. On top of that, 104 open deals have no stage and 201 have no region (€1.8M). One simple rule for the sales team fixes all of it: record every loss, and give every deal a stage and a region. The cheapest fix on the board.
data askSFDC export · 10 Jul
Customers already buy the Entirely story: cross-product deals are growing
16 deals that sell Entirely across products are worth €5.1M, and 15 are still open. They have names like “Entirely expansion: Marmind for IKEA.” Among existing customers, the 27 who already use several products bring in €12.3M, almost a quarter of all revenue from under 3% of customers. Whether they also stay longer is the first thing billing history will tell us when NetSuite connects.
thesis evidenceSFDC + client list
Needs a decision 3 open · all workable this week
This week
Work through the stalled deals: €12.0M decides whether the second half is safe.
Each deal owner goes through their own stalled list and either commits to a dated next step or closes the deal out. The result is an honest pipeline number to plan the second half of the year on. Censhare first: €5.8M across 43 deals.
group · coverage
One policy · sales ops
Start recording lost deals. The cheapest improvement in the whole plan.
Losses are never logged, so win rate, the strongest driver in the value chain, cannot be measured. Policy: every closed deal gets an outcome, every active deal a stage and region. Win rate, velocity and stage-conversion light up on their chains within weeks of the first losses landing.
data ask
Scoping call
Which source next: HiBob or NetSuite?
HiBob is quick to connect and unlocks a lot: headcount on every chain and two of the gates the businesses are waiting on. NetSuite unlocks the profit numbers and true renewal figures, but depends on the group-wide rollout timeline. The blueprint recommends HiBob first.
sequencing
● Salesforce: 1,880 deals, export 10 Jul ● Target accounts: 5,821 in 4 tiers, 9 Jul ● Customer list: 967 customers, 6 Jul ● Cost ledger: 2025 facts, live (spender) ● AI usage: connecting… ● Currency rates: daily, live ● Renewal rate: entered by hand (May) ● HiBob · NetSuite P&L · product telemetry : waiting for data
Value chains

Every euro in, traced to the outcome it bought.

Each business runs its own chain, gated to its maturity, the KPIs that matter at product-market fit are not the ones that matter in growth acceleration. Lit nodes are computed from connected sources; dark nodes are not connected yet and name what they are waiting for. The chain lights up as connections land.

Marmind

Evidence on this chain
Stage gates
    Signals

    The outside world, held against our own numbers.

    Market evidence is treated like any other input: it has a source, a date, and it goes stale. Strategy stays a set of bets we can test, including the tests that would prove us wrong.
    Our newest market evidence is 13 months old (AWS Summit Cannes, June 2025). Twenty-four signals, eight bets confirmed twice over, none re-tested since. The next collection is booked: DMEXCO, September 2026, owned by VP Partnerships. Evidence this old stops counting in 60 days.
    82%
    of advertisers expect to buy AI ads within 6 months
    McKinsey demand data · Cannes panel · Jun 2025
    75%
    predict increased spend with AI, additive, not substitutive
    McKinsey demand data · Cannes panel · Jun 2025
    86%
    of marketers name simplicity their #1 demand
    CMO fireside · Zoom, Slack, Slalom · Jun 2025
    The bets, against the evidence 10 strategic bets · 8 double-validated
    What would change our mind standing falsification tests, the system watches these
    Open-ecosystem premium. If multi-product accounts do not out-retain the single-product base once billing history lands, the cross-sell reinvestment loop loses its priority weighting. Today they hold 23.7% of ARR on 2.8% of accounts, concentration is proven, retention is not yet. not yet measurable · needs billing
    Partner-sourced ARR. If partner-sourced new ARR is still below 10% by Q2-2027, the 25% ecosystem target gets re-based and the partner-program input is re-priced in every chain. not yet measurable · needs partner tagging
    MCP as the protocol. A credible competing protocol reaching two of our top-20 accounts triggers the transport-layer review already scoped in architecture. no signal
    The ICP skew is a bet. 34% of the target universe is US-based while 67% of installed ARR is DACH. If US Tier-1 conversion lags DACH through Q1-2027, the tier weights get rebuilt against installed-base evidence. tracking
    Agentic demand is real demand. If the 16-deal Entirely-expansion motion's win rate drops below the portfolio average, the AI cross-sell thesis is downgraded from driver to hypothesis. tracking · needs Closed-Lost
    Watchlist carried from the board risk register · reviewed quarterly
    Hyperscalers build their own orchestration layer. Mitigation: marketing-domain depth, ontology, compliance, 20+ years of data models.watching
    Pace of change exceeds engineering capacity. MCP and the knowledge layer stay non-negotiable; everything else follows.active constraint
    Panel signals lag mid-market buyers. €52M installed base provides runway; adoption tracked quarterly against the 6-month McKinsey figure.watching
    The truth-loop problem applies to us too. Mitigation: this system. Our operating model is a differentiator only if our own signal flow works as designed.you're looking at it
    Decisions

    Every bet we place, remembered, and scored.

    A decision goes into the journal as a bet: what we are doing, what we expect it to change, by when, and why we believe it. On the review date the system brings it back with the real numbers next to the prediction. Losing bets count too, because they end old beliefs. Three candidates are waiting on the Today page.
    The journal opens empty, on purpose

    No decision has been logged yet. The journal starts at the scoping workshop, seeded with the three decisions already on Today (the stalled-book triage, the Closed-Lost policy, the next connection). The entries below are worked examples of how a logged decision reads and how it is scored.

    How entries will read worked examples, not real yet
    exampleFacelift
    Shift two FTE from legacy support to the orchestration pivot team
    Because the pivot is capacity-constrained on solution engineering, not on demand, we expect new-category pipeline +30% by Q4 with legacy NRR held ≥ 90%, recognized through qualified new-ICP opportunities per month.
    Logged 20 Jun 2026 · hub leadCheckpoint 31 OctAffects: product investment → new-category pipeline
    Expected → latest
    pipeline +30% → +12% after 3 weeks
    Guardrail
    legacy NRR ≥ 90% → 91.0% holding
    exampleEpoq
    One additional AE, approved against the efficiency gate
    Because CAC payback comes in at 5.1 months against the ≤ 6-month hire gate, the number HiBob and the P&L will make live, and revenue per FTE is climbing from its ≈€92K base toward €150K, we expect +€300K qualified pipeline by Q4 with payback held ≤ 6 months, recognized through the new territory's SQL volume.
    Logged 30 Jun 2026 · hub leadCheckpoint 15 NovAffects: deployed FTEs → pipeline coverage
    Expected → latest
    +€300K pipeline → ramping · wk 2 of 8-mo ramp
    Guardrail
    payback ≤ 6 mo → 5.1 mo
    exampleCenshare
    €90K AI-workflow upsell push into the enterprise install base
    Because AI-assisted content workflows were the most-requested roadmap item across QBRs, we expected +€400K upsell ARR by June, recognized through expansion bookings on flagged accounts.
    Logged 12 Jan 2026 · CS hubCheckpoint due · score nowAffects: product investment → renewal bookings
    Expected → actual
    +€400K → +€310K (78%)
    System note
    Shortfall maps to stage-conversion drag, the metric stage history will make measurable, not to demand. Recommend: confirm partially, keep edge weight.
    How scoring will read worked example, not real yet
    refuted, and usefulexample · Marmind
    €40K paid-social retargeting to lift MQL→SQL conversion
    Because we believed mid-funnel drop-off was an awareness problem, we expected MQL→SQL +20% by May. It moved +3%. The edge from paid retargeting to qualified exposure was weakened; the budget re-routed to the partner co-marketing test, which is outperforming it 4:1. Folklore retired.
    Logged 3 Feb · scored 31 MayLearning captured in the chain registry
    Expected → actual
    +20% → +3%
    Log a decision the whole form is one sentence
    Because statement

    Write the bet you are placing: what you will do, which number it should move, by when, and why you believe it. Log it and the record remembers it, brings it back on the checkpoint date with the real number next to the prediction, and keeps the score forever.

    When we , then moves from to by , because . We recognize it through .
    The checkpoint is scheduled automatically. The system does the remembering.
    Dial · the Entirely business operating system, design prototype, July 2026 Every lit number is computed from a connected source: Salesforce export 10 Jul · ICP universe 9 Jul · client list 6 Jul · FY25 cost ledger (live) · Cannes signals Jun 2025. The renewal rate is a manual finance input. Dark nodes await their named source; the decision journal opens at the scoping workshop.