Deliverable-Type: pipeline-audit
Title: Weekly Pipeline Hygiene Audit — 2026-07-12

## Metrics

Stale-deal count (age threshold: 21 days with no stage change): 47 [source: SQL `stale_deals.sql` against Supabase `deals` table]

Next-step-empty count: 12 [source: SQL `next_step_empty.sql`]

Stage-conversion rates vs prior period: Inquiry->MQL 18% (was 21%), MQL->SQO 34% (was 30%), SQO->Won 22% (was 24%) [source: report `stage_conversion_weekly.sql`]

Pipeline coverage ratio vs target: 2.1x vs target 3.0x [source: SQL `pipeline_coverage.sql`]

## Top-5 at-risk deals
1. Contact #4021 — Reason: no next-step for 18 days, last touch 25 days ago
2. Contact #3877 — Reason: stalled at SQO for 30+ days with no closer activity logged
3. Contact #4502 — Reason: score decayed below MQL threshold after initial spike
4. Contact #2210 — Reason: enrichment failed, missing firmographic fields blocking scoring
5. Contact #3390 — Reason: duplicate record suspected, identity resolution flagged conflict

## Ranked action list
1. Owner: funnel-closer — work the 5 at-risk SQO deals this week, log next-step for each
2. Owner: outreach-operator — re-enrich Contact #2210 and the 11 other next-step-empty contacts
3. Owner: human — 19Keys to approve raising pipeline-coverage target investment (ad spend) to close the 2.1x vs 3.0x gap