How Starlight increased their win rate by 37% in one quarter

The challenge

Starlight's reps were closing deals, but no one could explain why the top performers consistently outpaced the rest. Coaching was based on instinct, not evidence.

Key takeaways

1. Codify what top reps do. The best closers shared a case study within 24 hours of discovery. Starlight made it a team standard.

2. Coach on moments, not averages. Reviewing the specific stage where deals stalled beat ranking reps on aggregate numbers.

3. Make the playbook repeatable. Documented plays meant new reps ramped faster and results held across the team.

Daily execution checklist

• Send a relevant case study within 24 hours

  Mirror the play that the top performers run on every discovery call.

• Review stalled-stage moments weekly

  Look at where deals slip, not just the final outcome.

• Rank reps on aggregate numbers alone

  Averages hide the coachable moments that actually move win rate.

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