That's the question Ebsta and RevOps Co-op wanted to answer with this report.
Why?
RevOps is often responsible for putting the infrastructure in place to enforce deal qualification. We also see how resistant salespeople are to filling out these fields and hear the complaints about "too much data entry."
In order to convince salespeople to use the systems we put in place, we have to understand 1. what's useful and 2. the impacts of not performing what those systems are intended to support.
If we want better forecasts, we have to understand what’s driving them.
At RevOps Co-op, we believe revenue teams deserve more than guesswork. But here’s the truth: even with great tools and processes, if your qualification practices are weak or inconsistent, your forecasts will fall apart.
This report from Ebsta digs into a core truth: qualification isn’t just a checkbox. It’s a habit.
One that separates winning teams from the rest.
High-performing teams aren’t just qualifying more efficiently, they’re qualifying more accurately. They treat qualification less like a checkbox exercise and more like a performance lever, using it to ruthlessly prioritize who to engage, how to engage, and when to walk away.
Our data shows a clear relationship: the higher the qualification score, the higher the likelihood of conversion - and the faster the deal closes.
In fast-moving, competitive markets, qualification discipline isn’t just about starting strong, it’s about maintaining rigor at every stage of the funnel.
Top performers don’t waste time on marginal opportunities after Discovery.
Instead, they sharpen their focus as deals progress, ruthlessly disqualifying lower-fit opportunities and concentrating effort where it counts most.
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