If you run a sales team or manage a revenue pipeline, you know most deals won't close as planned. Forecasts get missed, reps swear their deals are “good,” and the quarter-end scramble is brutal. Pipeline risk is always lurking, but most CRMs bury the real signals in a mess of notes and “next steps.”
This guide is for sales leaders, managers, and ops folks who want to spot risk early—using real engagement data, not gut feel. We’ll break down how to use Ebsta score insights to cut through the noise and actually do something about pipeline risk. No hype, no magic—just what works (and what doesn’t).
Why Most Pipeline Risk Signals Are Garbage
Before jumping into the how-to, let’s be honest about the state of pipeline risk management:
- Aging opportunities: Just because a deal’s been sitting for 60 days doesn’t mean it’s dead—or alive.
- Rep-entered next steps: Wishful thinking, half the time.
- Deal stages: Often lag reality by weeks.
- Gut feel: Useful, but not scalable (and frankly, a lot of reps are overly optimistic).
If you’re relying on these alone, you’re basically guessing. That’s where engagement scoring—like Ebsta’s—comes in. It doesn’t fix your pipeline by itself, but it gives you a fighting chance to spot risk before it bites.
What Actually Is an Ebsta Score?
Ebsta score is a number (usually 0–100) that tells you how strong the relationship or engagement is between your team and the buyer. It’s based on real activity: emails sent and received, meetings held, response rates, and so on.
Think of it as a “how alive is this deal, really?” meter. Unlike stage changes or owner optimism, it shows what’s actually happening.
- High score: Frequent, two-way engagement. People are replying, meetings are happening.
- Low score: Ghost town. Maybe some outreach, but no buyer activity.
It’s not perfect—sometimes deals really do go dark for a while. But as a leading indicator, it beats most of the stuff you’ll find in your CRM.
Step 1: Set Baselines and Benchmarks
Don’t bother with scores until you know what’s normal for your team. Here’s how to set a useful baseline:
- Look at closed-won deals from the last 6–12 months. What do their Ebsta scores look like, especially in the final 30 days?
- Check lost/stalled deals. How low did their scores dip, and when?
- Get averages by deal size, sales cycle, and segment. Enterprise deals might have lower engagement but still be healthy.
Pro tip: Don’t assume “higher is always better.” Some industries are just slow responders. The key is to spot change—not chase arbitrary numbers.
What to ignore: - Comparing your scores to benchmarks from other companies. Every sales org is different. - Freaking out over every dip—look for sustained drops, not normal day-to-day wiggles.
Step 2: Map Scores to Pipeline Stages
Now, align your Ebsta scores to your own pipeline:
- Early-stage deals (Discovery, Qualify): Expect lower scores. If buyers engage quickly, that’s a good sign, but it’s normal to have a slow start.
- Mid-stage (Evaluation, Proposal): Scores should be climbing. If not, you’ve probably got a disengaged buyer or a deal that’s stuck.
- Late-stage (Negotiation, Commit): This is where high engagement matters most. If the score drops here, it’s a flashing red light.
Watch out for: - Deals with “happy ears” (reps insisting it’s good, but the score says otherwise). - Sudden drop in score after a key meeting—often means something went off the rails.
Step 3: Spot Risk Early Using Score Trends (Not Just Snapshots)
A single low score isn’t the end of the world. What matters is the trend:
- Flat or dropping scores over a week or two? That’s risk.
- Sudden spike, then silence? Could be a sign the buyer is shopping you around—or lost interest after getting your proposal.
- No engagement for 10+ days in late stage? That’s a classic “slipped deal” risk.
What works: - Setting up alerts for downward trends, not just low scores. - Comparing score movement to your typical sales cycle length.
What doesn’t: - Panicking over every slow day (especially around holidays or quarter-end). - Micromanaging reps when a deal is still early and naturally slow.
Step 4: Dig In—Diagnose What’s Actually Happening
When a deal looks risky, don’t just ask the rep “why is this score low?” That’s a dead end. Instead:
- Check the communication pattern. Is your team doing all the talking? Are buyers ghosting you?
- Look for gaps. Has the main decision-maker stopped replying? Is legal or procurement missing in action?
- Cross-check with CRM notes. Is the rep’s story matching the engagement data?
Pro tip: If a deal is in “commit” but no one’s replied in two weeks, it’s time for a tough conversation.
What to ignore: - Excuses like “they’re just busy.” Maybe true, but if there’s no reply in late stage, assume something’s up. - Blind faith in “we have a great relationship”—if the score doesn’t back it up, dig deeper.
Step 5: Take Practical Action—Don’t Just Watch the Score
Here’s where most teams stumble: they see the risk, but don’t change anything. If a score trend signals trouble:
- Coach your rep: Get them to re-engage with a new angle, loop in new stakeholders, or escalate.
- Re-stage the deal: If it’s clearly not moving, pull it back from “commit” to “upside” or “pipeline.”
- Review next steps: Are they real, or just wishful thinking?
- Use the score in pipeline reviews: Make it part of your standard deal inspection—not a “nice to have.”
Don’t: - Force reps to chase dead deals just to bump the score. Quality over quantity. - Rely solely on Ebsta (or any score) to make forecast calls. Use it as a signal, not a crutch.
Step 6: Use Ebsta Scores for Forecasting—But Don’t Blindly Trust Them
Ebsta scores can help you improve forecast accuracy—but only if you use them right:
- Flag deals with low or dropping scores in late stages for extra scrutiny.
- Weigh deals more heavily if their scores are rising and engagement is strong.
- Share trends with the team—transparency helps everyone improve.
But remember: - Scores aren’t magic. Sometimes buyers go quiet but still buy. Sometimes engagement is high but there’s no budget. - Combine with other signals: deal size, sales cycle, buyer profile, and, yes, a little gut feel.
Step 7: Review and Iterate—Don’t Set and Forget
Set aside time each quarter to review:
- Are your score thresholds realistic?
- Are you missing deals that looked “healthy” but died anyway?
- Are reps gaming the system (e.g., sending spammy emails just to pump the score)?
Be ready to adjust. The goal is to spot real risk, not chase perfect numbers. It’s a tool, not a scoreboard.
Summary: Keep It Simple, Act Fast, and Iterate
Pipeline risk isn’t going away, but you don’t have to fly blind. Ebsta score insights give you a clearer view—if you use them as intended. Set baselines, watch for trend changes, and have honest deal reviews. Don’t overcomplicate it. Trust the data, but check the story. And remember: the best process is one you’ll actually use, not the perfect one you’ll never stick with.
Get your team in the habit of acting on risk—not just admiring the dashboard. Adjust as you go, and you’ll be way ahead of most.