B2B Services
Pipeline, delivery margin and account health from one definition.
In B2B the deal and the delivery are measured by different teams, in different systems, on different definitions. Sales forecasts optimistically, delivery reports late, and nobody can say which accounts actually make money. We join the commercial and delivery sides so the answer is one number.
The numbers that matter here
What we'd connect here
Whatever it is and however it exposes itself — API, database, nightly file, or a spreadsheet somebody maintains by hand. We only ever need read access, with personal data excluded.
What we do about it
Where it hurts
- CRM pipeline and delivered revenue never reconcile
- Delivery margin per account unknown until the quarter closes
- Renewal risk spotted after the renewal conversation, not before
- Every board meeting starts with rebuilding the same numbers
What Acta builds
- Opportunity-to-cash timeline joining CRM, delivery and finance
- Account-level margin including delivery cost and time
- Leading indicators for renewal and expansion risk
- A commercial pack the sales and delivery leads both sign off
What you get
One view of which accounts are worth more effort, and which are quietly costing you.
Live in months rather than years, from £5k a month, on your own Google environment — handed over to you, or run by us.
Inside a B2B services engagement
In a services business the deal and the delivery are owned by different people, measured in different systems, on different definitions. Sales forecasts from the CRM, delivery reports from a PSA or a stack of timesheets, and finance books the revenue somewhere the other two never see. So pipeline and delivered revenue never reconcile, and account-level margin — the number that actually tells you which clients are worth keeping — is unknown until the quarter closes, if it is knowable at all.
We build one opportunity-to-cash timeline that joins CRM, delivery and finance in your own BigQuery, with delivery cost and time attributed to the account that consumed them. The account that most often surprises people is the marquee logo that looks excellent on revenue and turns out thin or negative on margin once the servicing effort behind it is counted. The same history exposes leading indicators for renewal and expansion risk, so a churn conversation happens before the renewal date rather than at it.
Once it is live the commercial and delivery leads sign off one set of numbers, and the board meeting stops opening with a rebuild of the same figures. Win rate, delivery margin, net revenue retention and utilisation all read from one definition, so effort goes to the accounts worth more of it and away from the ones quietly costing you.
Common questions
Why do our CRM pipeline and delivered revenue never reconcile?
Because sales and delivery measure different things, in different systems, on different definitions. We build one opportunity-to-cash timeline joining CRM, delivery and finance, so pipeline, delivered revenue and margin all resolve from the same events instead of three teams' spreadsheets.
Can you show delivery margin per account before the quarter closes?
Yes. We build account-level margin that includes delivery cost and time, updated as the work happens rather than reconciled at quarter-end. You can see which accounts are worth more effort and which are quietly costing you, in time to do something about it.
How much does it cost and how quickly do we see something?
Solving one area — usually the commercial-plus-delivery view — is £60k a year at £5k a month, built in your own Google environment. A real number is in front of you within a week, with the full commercial pack live over the following months.
Which B2B services systems do you connect to?
Whatever you already run — it makes no difference whether a system exposes an API, a database view, a nightly file or a spreadsheet somebody maintains by hand. In B2B services that usually means: CRM (Salesforce, HubSpot, Dynamics); PSA, time recording and billing; Finance (Xero, Sage, NetSuite); Contract and document store; In-house SQL database. We only ever need read access with personal data excluded, and the layer is built in your own Google environment rather than ours.
Other sectors
Bring one decision your data should be helping you make.
30 minutes, no deck. We'll tell you on the call whether we're the right partner, and exactly what we'd ship in the first 30 days.