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Pipeline coverage is a comforting number; pipeline quality is the one that decides the quarter. A Propensity to Buy Playbook scores every account on near-term purchase likelihood across the catalog, surfacing the deals most likely to close and the ones the pipeline is overcounting.
The Challenge
CRM stages assume forward motion: a deal in stage 4 is closer to close than a deal in stage 2. In reality, deals in stage 4 often stall and never close, while deals in stage 2 sometimes close fast. Stage alone is not a reliable purchase signal.
Forecast calls run on rep confidence, which is anchored to the deals the rep is invested in. The forecasted close list reflects emotional weight, not statistical likelihood. The quarter ends with both upside surprises and forecasted deals that never closed.
Pipeline forecasting focuses on the deals already in pipeline. The expansion opportunities sitting inside existing accounts (accounts highly likely to buy an add-on but not yet quoted) rarely show up in the forecast. The team misses propensity-driven revenue because it never made it onto the list.
How eyko Solves It
A Propensity to Buy Playbook reads pipeline state, behavioral signals (engagement, usage, intent), historical close patterns of similar accounts, and external signals to score every account on near-term purchase likelihood across the catalog. It produces a probability per opportunity and per account, surfaces the high-propensity expansion opportunities not yet in pipeline, and identifies the in-pipeline deals the model thinks will not actually close.
The Playbook scored 1,420 accounts on near-term purchase likelihood across 8 product lines. 312 in-pipeline deals show high close probability ($8.2M ARR forecast). 184 in-pipeline deals show low close probability despite late-stage status ($4.6M at risk of slipping). 240 accounts not currently in pipeline show high propensity for an add-on purchase worth $3.8M if the team builds the opportunity.
| Metric | Current | Benchmark | Status |
|---|---|---|---|
| Primary indicator | Flagged | Target | Action needed |
| Secondary indicator | Monitoring | Within range | On track |
| Trend direction | Declining | Stable | Review required |
Propensity to Buy scores every account on near-term purchase likelihood across the product catalog. The Playbook reads pipeline state, behavioral signals, historical close patterns of similar accounts, and external signals to produce a probability per opportunity and per account. It surfaces high-propensity expansion opportunities not yet in pipeline and identifies in-pipeline deals the model thinks will not actually close so revenue leadership sees the forecast in signal terms rather than stage terms.
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FAQ
Everything you need to know about Propensity Forecast.
Propensity to Buy is an AI-driven score on every account's near-term purchase likelihood across the product catalog. The Playbook reads pipeline state, behavioral signals, historical close patterns of similar accounts, and external signals to produce a probability per opportunity and per account, surface high-propensity expansion opportunities not yet in pipeline, and identify in-pipeline deals the model thinks will not actually close.
The Playbook reads from your CRM (pipeline state, opportunity history, account context, win/loss outcomes), product analytics (usage signals on existing customers), marketing automation (engagement signals on prospects), CRM activity logs (meetings, emails, content interactions), and external intent data where available (Bombora, G2, ZoomInfo). At least 18 months of paired pipeline-to-outcome data anchors the propensity model in actual close patterns.
Rep forecast calls run on stage progression and rep judgment, both of which are vulnerable to anchoring and emotional weight. Propensity to Buy is signal-based and statistical: it scores every account on the same evidence framework and produces probabilities calibrated against actual close history. The two are complementary, but propensity scoring is the one that surfaces both the at-risk deals reps are over-forecasting and the high-propensity expansion accounts not yet in pipeline.
Yes. For each scored account the Playbook recommends a specific action: rep validation on at-risk in-pipeline deals, pipeline-building motions on high-propensity expansion opportunities not yet quoted, and forecast adjustments to reflect propensity rather than stage. Each recommendation projects expected revenue impact so revenue leadership can prioritize the moves that improve both forecast accuracy and revenue capture.
Join the enterprises replacing weeks of manual analysis with a single prompt. See what eyko Playbooks can do with your data.
