Lighthouse pipeline tracker
Owner of the pipeline: Markus / 4Rooks BD. Florian's role: provide the structure (this tracker, account scoring, stage definitions, conversion math, account file template) and review with Markus weekly. Florian does not run the outreach.
Target: 4Rooks signs 2 lighthouse customers by 2026-08-05. Definition of "lighthouse": signed pilot ≥ €100k, named publicly or under reference rights, with launch milestone agreed.
Stage definitions
| Stage | What's true at this stage |
|---|---|
| 0 - Target | On the 60-account list, ICP fit, no contact yet |
| 1 - Engaged | Outreach sent, no response or early reply |
| 2 - First call done | 30-min exec qualification call completed; problem validated |
| 3 - Assessment proposed | Architecture & migration assessment proposal sent |
| 4 - Assessment signed | 10-day fixed-fee assessment signed |
| 5 - Pilot proposed | Pilot SOW + ROI worksheet sent |
| 6 - Pilot signed | Lighthouse customer ✅ |
| 7 - Pilot delivered | Reuse forecast produced, case note written |
Pipeline (operational view)
| Account | Vertical | Region | Stage | Sponsor identified | Trigger event | Last touch | Next action | Owner |
|---|---|---|---|---|---|---|---|---|
| populate | 0 |
Conversion math (working assumption — Florian's framework, Markus's actual numbers)
To hit 2 lighthouse pilots by 2026-08-05, working backwards:
| Stage | Conversion (assumed) | Volume needed |
|---|---|---|
| Pilots signed | — | 2 |
| Pilot proposals | 50% close | 4 |
| Assessments signed | 50% upgrade to pilot | 4 |
| Assessments proposed | 50% acceptance | 8 |
| First calls done | 50% lead to assessment | 16 |
| Outreach replies (positive) | 30% lead to first call | 50 |
| Outreach attempts | 8% positive reply | 600 |
The 600 outreach number is high because we're in early-market mode. Two levers reduce it: a) inbound (KNX/CRA webinar, content) and b) referral partners.
If 25% of pipeline comes from referrals + inbound, outbound need drops to ~450. If 40%, drops to ~360.
Action: validate these conversion rates against Markus's prior experience and recalibrate after week 4.
Targeting principles (account selection)
- DACH heavy in first 30 accounts
- Building automation #1 priority — start with KNX manufacturer directory
- Industrial edge #2 — OPC UA / fieldbus heritage
- Trigger event must be visible: hiring of embedded eng, recent product launch, certification news, CRA mention, public mention of standards migration
- Skip companies with <5 embedded engineers (too small) and Tier-1 multinationals (too slow for our timeline)
Last modified 2026-05-05. Suggest a change to this page →