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thresholds.md

110 lines · small-business/skills/growth-pulse/reference/thresholds.md at 2574e29

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1# Thresholds
2
3Status cutoffs for each view. These are SMB defaults — they should be tuned to the owner's actual targets.
4
5Any threshold still marked "confirm with owner" should produce a one-line note at the top of the first pulse so the owner knows to correct it.
6
7---
8

Thresholds

Status cutoffs for each view. These are SMB defaults — they should be tuned to the owner's actual targets.

Any threshold still marked "confirm with owner" should produce a one-line note at the top of the first pulse so the owner knows to correct it.

Raw lines 1 to 8
9## Channel trend
11**Revenue versus prior period**
12- Green: flat or growing
13- Yellow: down 0% to 10%
14- Red: down more than 10%
16**Revenue versus same period last year**
17- Green: up 10% or more
18- Yellow: down 5% to up 10%
19- Red: down more than 5%
21**Channel concentration**
22- Green: no single channel above 60% of revenue
23- Yellow: one channel at 60% to 80%
24- Red: one channel above 80% — this is a fragility flag even when the trend is up
26---

Channel trend

Revenue versus prior period

  • Green: flat or growing
  • Yellow: down 0% to 10%
  • Red: down more than 10%

Revenue versus same period last year

  • Green: up 10% or more
  • Yellow: down 5% to up 10%
  • Red: down more than 5%

Channel concentration

  • Green: no single channel above 60% of revenue
  • Yellow: one channel at 60% to 80%
  • Red: one channel above 80% — this is a fragility flag even when the trend is up
Raw lines 9 to 27
28## Funnel conversion
30**Lead volume versus prior period**
31- Green: flat or growing
32- Yellow: down 0% to 20%
33- Red: down more than 20%
35**Win rate**
36- Green: 20% or higher — confirm with owner, this varies enormously by industry
37- Yellow: 10% to 20%
38- Red: below 10%
40**Stage drop-off**
41- Green: no single stage loses more than 50% of what enters it
42- Yellow: one stage loses 50% to 70%
43- Red: one stage loses more than 70% — this is almost always the highest-value finding in the pulse
45**Response speed**
46- Green: median first response under 1 hour
47- Yellow: 1 to 24 hours
48- Red: over 24 hours
50Response speed deserves attention out of proportion to its size. Inbound leads go cold fast, and it is the cheapest thing on this list to fix.
52---

Funnel conversion

Lead volume versus prior period

  • Green: flat or growing
  • Yellow: down 0% to 20%
  • Red: down more than 20%

Win rate

  • Green: 20% or higher — confirm with owner, this varies enormously by industry
  • Yellow: 10% to 20%
  • Red: below 10%

Stage drop-off

  • Green: no single stage loses more than 50% of what enters it
  • Yellow: one stage loses 50% to 70%
  • Red: one stage loses more than 70% — this is almost always the highest-value finding in the pulse

Response speed

  • Green: median first response under 1 hour
  • Yellow: 1 to 24 hours
  • Red: over 24 hours

Response speed deserves attention out of proportion to its size. Inbound leads go cold fast, and it is the cheapest thing on this list to fix.

Raw lines 28 to 53
54## Campaign return
56**Return on ad spend**
57- Green: 3x or better
58- Yellow: 1.5x to 3x
59- Red: below 1.5x
61**Cost per lead, trend**
62- Green: flat or falling
63- Yellow: rising 0% to 25%
64- Red: rising more than 25%
66A rising cost per lead alongside rising spend means the channel is saturating. More budget will not fix it, and recommending more budget there is the most common way this pulse gives bad advice.
68---

Campaign return

Return on ad spend

  • Green: 3x or better
  • Yellow: 1.5x to 3x
  • Red: below 1.5x

Cost per lead, trend

  • Green: flat or falling
  • Yellow: rising 0% to 25%
  • Red: rising more than 25%

A rising cost per lead alongside rising spend means the channel is saturating. More budget will not fix it, and recommending more budget there is the most common way this pulse gives bad advice.

Raw lines 54 to 69
70## Product performance
72**Top and bottom**
73- Always name the top 3 and bottom 3 by revenue
74- Flag any product whose revenue moved more than 25% either direction
76**Concentration**
77- Green: top product under 30% of revenue
78- Yellow: 30% to 50%
79- Red: above 50% — name it, because the whole trend is really that one product
81---

Product performance

Top and bottom

  • Always name the top 3 and bottom 3 by revenue
  • Flag any product whose revenue moved more than 25% either direction

Concentration

  • Green: top product under 30% of revenue
  • Yellow: 30% to 50%
  • Red: above 50% — name it, because the whole trend is really that one product
Raw lines 70 to 82
83## Customer sentiment
85**Average review score, trailing 90 days**
86- Green: 4.3 or higher
87- Yellow: 3.8 to 4.3
88- Red: below 3.8
90**Review score trend**
91- Green: flat or improving
92- Yellow: down up to 0.3
93- Red: down more than 0.3
95**Disputes and chargebacks**
96- Green: under 0.5% of transactions
97- Yellow: 0.5% to 1%
98- Red: above 1%
100**Repeat purchase rate**
101- Green: flat or improving
102- Red: down more than 10% versus prior period
104---

Customer sentiment

Average review score, trailing 90 days

  • Green: 4.3 or higher
  • Yellow: 3.8 to 4.3
  • Red: below 3.8

Review score trend

  • Green: flat or improving
  • Yellow: down up to 0.3
  • Red: down more than 0.3

Disputes and chargebacks

  • Green: under 0.5% of transactions
  • Yellow: 0.5% to 1%
  • Red: above 1%

Repeat purchase rate

  • Green: flat or improving
  • Red: down more than 10% versus prior period
Raw lines 83 to 105
106## A note on applying these
108Thresholds set the status color. They do not write the finding.
110"Win rate is yellow" is not useful. "Win rate fell to 14% from 22%, and the drop is entirely in leads from the trade show list" is. Use the cutoffs to decide what deserves attention, then go look at why.

A note on applying these

Thresholds set the status color. They do not write the finding.

"Win rate is yellow" is not useful. "Win rate fell to 14% from 22%, and the drop is entirely in leads from the trade show list" is. Use the cutoffs to decide what deserves attention, then go look at why.

Raw lines 106 to 110