Deal health

Deal health answers one question: If this deal closes, will it become a good customer? Every morning it takes your open deals from your CRM and records what your CRM says about the relationship behind each one — today, how many of the buyer’s contacts are linked to it — and groups them by segment and by how many people are on the deal. It belongs to the Sales family — see Modules.

This page describes the module as it runs today. The open deals and the number of contacts linked to each are live. Deal health — the score from 0 to 100 for each deal — and everything built on it: its tier, pipeline value by deal health, the five checks and the alerts, is designed and not calculated yet. How each of the score’s five parts turns what Beacon reads into a number from 0 to 100 is not yet written down, and four of the five parts have nothing to read in your CRM yet. The rules the live figures follow are set out below.

What it does

A deal can be very likely to close and still turn into a weak customer: one contact on the buyer’s side, no senior sponsor, no plan for what happens after signing. Deal health is built to score the relationship behind every open deal, from the Demo stage on, so those deals are seen and fixed before the contract is signed rather than after. Today it does the part that needs no score. Once a day, after your CRM has loaded and Deal likelihood has listed your open deals, it:

Takes the same open deals Deal likelihood lists — one list of open deals for both modules, so the two never disagree about which deals are open.
Records how many contacts are linked to each deal, as your CRM counts them.
Groups the deals — all of them, each segment, and each segment by how many people are on the deal: none or one, two, three or four, five or more.

Beacon never writes into your CRM. It does not add contacts or fill in fields for you.

What it produces

Its headline is two figures. Neither is calculated yet.

KPI	What it measures	Today
Deal health	Each open deal’s relationship, from 0 to 100 against deals in its own segment and stage — higher is healthier — with its tier: Healthy, Developing, At risk or Critical	Not calculated yet — how each of the five parts becomes a score is not written down
Pipeline value by deal health	The value of open deals at Demo or later in each health tier, by segment — and by customer fit or deal economics. The figure the page leads with	Not calculated yet — waits for deal health. The page shows each segment’s open deals and their value instead, marked not yet calculated

Deal health links to its definition, which also says how the Data API and MCP will carry it — neither serves it yet. Pipeline value by deal health gets its definition when it is calculated. Behind them it also produces:

What	What it tells you	Today
Your open deals	Every open deal with its stage as your CRM names it, its segment, its value and its close date — the same list Deal likelihood shows	Produced daily
Contacts linked	How many of the buyer’s contacts your CRM links to each deal, and how many open deals have at least one	Produced daily
People engaged per deal	Open deals in each segment by how many people are on them — none or one, two, three or four, five or more	Produced daily
The six deal fields	Whether a sponsor is named and confirmed, a success plan is done and linked, the technical evaluation is done, and the champion has access to executives	Not checked yet — Setup asks where your CRM records them
Calls, emails and meetings	Who reaches out — the buyer or your team — and how fast your team replies	Not read yet — not on the CRM connection
The five parts	People engaged, executive sponsor, buyer response, success plan and technical evaluation, each from 0 to 100	Not calculated yet
Tier	Healthy, Developing, At risk or Critical, for each deal	Not calculated yet
The five checks	No executive sponsor, single-threaded, buyer gone quiet, no success plan, Critical	Each waits for something Beacon cannot read yet
Alerts	Five rules — no sponsor at Proposal, single-threaded, buyer gone quiet, no success plan at Proposal, and Critical	Described, none sent

How it is worked out

The figures produced today

These are counts and sums of what your CRM records, worked out by fixed, written rules — the same data always gives the same figures. The page itself works nothing out: it shows what the morning run wrote.

Which deals. The open deals Deal likelihood listed that morning. A deal Deal likelihood did not list is not here either — see Deal likelihood for which deals count as open.
Contacts linked is your CRM’s own count of contacts associated with the deal, as it arrives in that morning’s read. If your CRM does not give the count for a deal, or gives something that is not a whole number, the deal reads Not read — it is never counted as zero.
People engaged puts each deal in one group by that count: none or one (0 or 1), two, three or four, five or more — or not read.
Segment is the segment Deal likelihood gives the deal, or Unsegmented.
Groups. One for all open deals, one per segment, and one per segment and people-engaged group. Every people-engaged group is written even when it is empty, so the chart shows its zeros; not read only where a deal sits in it.
Open deals, value and contacts linked for each group are added up in Beacon’s data layer from those rows.
A deal that is no longer open is marked as no longer current and kept, never deleted, so the groups count only today’s open deals.

The run is part of the morning CRM load, straight after Deal likelihood’s step. It stops without writing anything if your billing or your CRM is not connected.

How deal health will be worked out — designed, not calculated

Each open deal is scored on five parts, each from 0 to 100 against deals in its own segment and stage, then weighted and added up. Higher is healthier.

Part	Weight	What it will read	In your CRM today
People engaged	30%	How many people from the buyer are on the deal, how senior they are, which teams they come from, and how often they reach out themselves	Partly — the number of contacts linked. Who they are is not read yet
Executive sponsor	25%	Whether a senior sponsor is named and confirmed, has met your executives, and is still active on the deal	Not checked yet — Setup asks where your CRM records the sponsor
Buyer response	20%	Whether the buyer reaches out as well as replies, how fast your team answers, and how long since the last two-way contact	Not read yet — calls, emails and meetings are not on the CRM connection
Success plan	15%	Whether a plan for after signing is agreed with the buyer, with a timeline and milestones, reviewed together	Not checked yet — Setup asks where your CRM records it
Technical evaluation	10%	Whether the technical evaluation is done, a technical evaluator is involved, and a security review is passed where one is needed	Not checked yet — Setup asks where your CRM records it

Tiers. Healthy — 70 and over. Developing — 55 to 69. At risk — 40 to 54, a sales manager reviews it. Critical — under 40, out of the committed forecast until a sales manager reviews it. The lines are the same for every growth plan. Stage checks.

Executive sponsor by Proposal. Without one, the deal cannot move on unless a sales manager approves an exception with a reason. Where your pipeline has no Negotiation stage, the check runs when a deal moves to Closing.
People engaged by Demo. Enterprise at least 3, Mid-market at least 2, Small business no minimum unless you set one.
Success plan by Proposal — a plan with a timeline.
Buyer silence. From Demo on, 14 days without the buyer reaching out raises a warning. Deal likelihood lowers its read at 21 days — the week between is the time to win the buyer back.
Critical. Under 40, the deal leaves the committed forecast. Finance can put it back only with a written recovery plan.
Effect on Deal likelihood. A Critical deal lowers Deal likelihood’s read by 8 points; a deal at 75 or more lifts it by 4.

The rules.

When a deal is scored — from the Demo stage on. At Discovery a deal gets an early reading once 40% of what it needs is there; under that it shows Health assessment pending.
Norms per segment and stage — start from an estimate across companies, then switch to your own once 10 deals have closed in a segment. Updated every quarter.
Incomplete records — when Data integrity marks a deal’s record as incomplete, its score is shown as less certain. The score itself is not changed.
Changing the weights — a change of 3 points or less applies by itself, at most once every 90 days. A bigger one needs your sales leader. Tiers and stage checks change only with your sales leader’s approval, and Beacon never changes them on its own.
Customer fit and deal economics are ways to view the pipeline, not parts of the score. The score asks only about the relationship.
Deal size does not enter the score. A small deal and a large one with the same relationship score the same.
Recalculated — on every change in the CRM, and in full every morning.

None of this is calculated today. How each part turns what Beacon reads into a score from 0 to 100 is not yet written down; the six deal fields are not looked for in your CRM yet; calls, emails and meetings are not read; and which of your stages count as Demo and Proposal waits for the stage line-up. Until then, the page shows what your CRM records and says Not yet calculated for the score.

What you see on its page

In Beacon, open Go-to-Market under Growth and choose Deal health. The banner shows each segment’s open deals and their value, each marked not yet calculated, the total, and what Beacon still needs in your CRM to start scoring — contacts linked to each deal, and somewhere to record the sponsor, success plan and technical evaluation. The page has six tabs:

Overview — what your CRM records about each deal’s relationship: the five parts, what Beacon looks for and what it can read for each today, with contacts linked, deal fields found and calls, emails and meetings; the deals to act on, each check saying what it waits for; where to spend the effort; the deals it will score, by stage as your CRM names them; how the score is built; who it is for, its data sources, what it reads from and feeds, and where it shows up.
Dashboard — the module’s seven charts: pipeline value by deal health, health against likelihood, deal health against customer fit, sponsor and success plan at Proposal and later, net revenue retention by deal health at signing, deals improving and worsening week by week, and people engaged per deal by segment. The last is drawn from your CRM today; the others say what they wait for.
Signals & alerts — what the module watches and what it can see today, and its five alert rules with what each waits for.
Scorecard — the five parts and their weights, the tiers, the stage checks and the rules.
Deals — every open deal, filterable by segment and stage, with its stage as your CRM names it, deal health (Not yet calculated), whether it can be scored, sponsor and success plan (Not recorded), contacts linked and value. Select a deal for what Beacon can read on it and what would let it be scored.
Setup — the module’s questions, the stage line-up it shares with Sales lifecycle intelligence, and the company questions it shares with the rest of Beacon.

The page reads Not measured yet until your CRM is connected, Coming until the first morning run has written, and Running with gaps once it has. It does not read Live yet, because deal health is not calculated.

What it needs

Tool		What it adds	Checked today
CRM (HubSpot)	Needed to start	Your open deals, their stages and close dates, and how many contacts are linked to each	Yes
CRM deal fields	Needed for three parts	Six fields on each deal — sponsor name, sponsor confirmed, success plan done, success plan link, technical evaluation done, champion has access to executives. Most companies do not have them yet; Setup asks where yours are, or offers to create them	Not checked yet
CRM contacts and activity	Adds detail	Who each contact is — seniority and team — and calls, emails and meetings with the buyer	Not read yet
Billing (Stripe)	Must be connected	Beacon runs no module without billing. Deal health reads nothing from it today; later, revenue after signing for the health-at-signing chart	Yes

See Connect your tools for how each connection is made.

Reads from

Module	What Deal health uses it for
Deal likelihood	The list of open deals, their stage, segment, value and close date — read today. Later, its check against Finance’s guardrails, as a way to view the pipeline, not part of the score
Data model	Your deals and the companies behind them in one shape — read today, through Deal likelihood. Later, the contacts on each deal and the activity
Segments	Each deal is judged against deals in its own segment. Today the page groups by the segment Deal likelihood gives each deal
Data integrity	When a deal’s record is incomplete, the score is marked as less certain — not read yet
Segment revenue paths	The starting norm for each part, per segment and stage, until 10 deals have closed in a segment — not read yet
Signals	How engaged the buyer is, as context for buyer response — not read yet
Customer fit	How well the product fits the customer adds to technical evaluation; the fit band is also a way to view the pipeline — not read yet, because the fit score is not calculated
Pipeline velocity	Tells a quiet buyer who is reviewing internally from a deal that is stalling — not read yet
Sales lifecycle intelligence	Which of your stages count as Demo and Proposal — the stage line-up, not read yet
Product usage	How fast similar customers get started, to check a success plan’s timeline is realistic — later

Which modules read it

Module	What it uses Deal health for
Deal likelihood	The people-engaged and sponsor scores. A Critical deal lowers its chance of closing; a deal at 75 or more lifts it. Where the two disagree by 15 points or more, Deal health decides about the relationship
Sales forecast	Critical deals leave the committed forecast until reviewed; the health mix of the pipeline
Sales lifecycle intelligence	Which milestones are done on each deal — sponsor, success plan, technical evaluation, more than one person
Segment revenue paths	A healthy deal is expected to follow a stronger path after it closes
Customer fit	How deals of each fit level turned out
Churn risk	A won deal’s final health is the customer’s starting point
Forecast confidence	The share of pipeline value that is At risk or Critical
Usage intelligence	Who was involved on the deal at signing — the starting point for how many teams should use the product

All of these read the score, its tier or the deal fields, which are not calculated or not read yet, so none of them receives anything from this module yet. The Modules page in The Brain shows which modules are running for you.

Alerts

Five alert rules are described.

Alert	When it fires	Goes to
No executive sponsor at Proposal	A deal reaches Proposal with no sponsor named. Moving on is blocked until a sponsor is named or a sales manager approves an exception. Urgent	Deal owner and sales manager — HubSpot and Slack
Single-threaded deal	A deal reaches Demo with fewer people engaged than your minimum — Enterprise 3, Mid-market 2. Still below it at Proposal, moving on is blocked	Deal owner — HubSpot
Buyer gone quiet	At Demo or later, no contact started by the buyer for over 14 days and buyer response down 10 points or more in 3 weeks. Urgent at 21 days, when Deal likelihood also lowers its read	Deal owner — HubSpot
No success plan at Proposal	A deal reaches Proposal without a success plan with a timeline	Deal owner — HubSpot
Deal health Critical	A deal’s health falls under 40. It leaves the committed forecast until a sales manager reviews it. Urgent	Deal owner, sales manager and Finance — HubSpot and Slack

No alert is sent yet. No executive sponsor and No success plan wait for the deal fields, Single-threaded for the stage line-up, Buyer gone quiet for calls, emails and meetings on the CRM connection, and Critical for the score. Who gets the alerts is picked from your Beacon users in Setup; every alert also goes to the deal’s owner. Separately, the Signals module has its own signal, Only one contact on a deal, read from the same count in your CRM.

Setup questions

Where does your CRM record the sponsor, the success plan and the technical evaluation? Recommended: Beacon creates the six fields in HubSpot for you, and HubSpot asks you to approve the change first. Other answers: point Beacon to your own fields; you do not record these yet. Today the answer is saved as your choice; nothing is created in HubSpot yet.
Does your team link the buyer’s contacts to each deal? People engaged is the biggest part of the score. Answers: yes, you will start linking them; contacts sit on the company only — use those; not yet.
Who counts as an executive sponsor? Recommended: the standard — vice-president and above for Enterprise deals, director and above for Mid-market and Small business. Other answers: vice-president and above everywhere; director and above everywhere.
How many people should be engaged by the Demo stage? Recommended: the standard — Enterprise 3, Mid-market 2, Small business no minimum. Other answers: one fewer in every segment; set your own per segment.
Do you agree a success plan with buyers? Answers: on most deals; on large deals only; no. Without one, the success plan part scores low until you do.
What counts as the technical evaluation being done? Answers: a technical call with written sign-off; a sandbox or trial; a security review passed; a formal pilot.
Who gets the deal health alerts? The sales manager, and Finance for Critical deals, picked from your Beacon users. Not available on the page yet.

The first six are saved from the Setup tab. Today’s figures do not depend on them; they are used once deal health is scored. Which of your stages is Demo and which is Proposal is answered once, in Sales lifecycle intelligence. How you segment your customers and whether you have a sales team are asked once, in Company DNA.

What is not calculated yet

Deal health for each deal, its five parts and its tier.
Pipeline value by deal health, by segment, customer fit and deal economics.
The five checks and the six score charts on the Dashboard, including net revenue retention by health at signing.
The six deal fields — not looked for in your CRM yet — and who each contact is, calls, emails and meetings — not read yet.
Which deals are at Demo or later — waits for the stage line-up.
Alerts — none is sent yet.
Deal health through the Data API, MCP, events and your CRM — defined, not served yet.

Modules

The ten module families and which modules are available today.

The score from 0 to 100, its five parts, its tiers and what it is not.

Deal likelihood

Whether each open deal closes — the other half of the picture, and the list of open deals both modules share.

Signals

What changed on each deal, including only one contact on a deal.

Deal stage

Where a deal is in your pipeline, and the six standard stages.

Days in stage

How long a deal has sat in its stage — a different clock from buyer silence.

​What it does

​What it produces

​How it is worked out

​The figures produced today

​How deal health will be worked out — designed, not calculated

​What you see on its page

​What it needs

​Reads from

​Which modules read it

​Alerts

​Setup questions

​What is not calculated yet

​Related