European Revenue Leader Roadshow 2026 · Three cities, 75 revenue and value leaders, nine experts panelists

The coverage gap

One breakout asked what share of last quarter’s closed-won deals had a quantified value case behind them. Three leaders answered about their own companies, and none of them said what their sellers would have said.

Closed-won deals with a quantified value case

Same deals, same quarter, same room.
What sellers report
80%
What their leaders counted
5% to 40%

Every one of those companies has a dashboard reporting that the work is being done.

IN THE ROOM

DUBLIN

“Probably less than 40%.”

One revenue leader
BERLIN

“The sales reps would say all of them. 'I totally did an ROI.' In reality, I don't think they even know what it is. I'd say low 20s.”

One revenue leader
LONDON

“I'd say 5%.”

One revenue leader

What it costs

The gap is not between good teams and bad ones. It is between a document that exists and a case somebody actually believes.

It costs you late. A case the buyer never internalised still passes every internal check, so the deal reaches decision day with nothing the buyer would defend to their own CFO. The forecast reads as covered until the quarter closes.

The counter-argument, from the same room

One leader pushed back, and he was right to. Coverage can honestly reach 100% when the business case belongs to the customer rather than the seller. That is a different measurement, and it is the one that matters.
THE QUESTION BACK

What share of your closed-won deals last quarter had a quantified value case behind them, by your count rather than your CRM's?

If you know the number, it is worth writing down. If you don’t, that is the more common answer and the more useful one.