Winning the Work: conversion & deal-value card

What this tab is

Winning the Work is one of the four tabs in the Sales & Marketing card deck. It holds the two numbers that describe how well you close the leads you already have: how often a lead turns into a signed job (Close Rate), and what the average job sells for once it does (Average Job Value). Where the sibling Getting Leads tab is about what it costs you to bring work in the door, Winning the Work is about what happens once that work is in front of you, whether you land it, and what it's worth when you do.

Verinode does not run your sales process or negotiate your scope. It reads the leads and won jobs already flowing into your account, computes your own close rate and average job value once you have enough of them, and holds each one up against operators like you. You decide what, if anything, to change.

Where to find it

Open Sales & Marketing from the sidebar, under the Revenue group, at /growth. There are two ways into this tab:

1. Tap the Average Job Value tile or the Close Rate tile in the Explore row near the bottom of the home page. Either one opens the card deck already on Winning the Work.
2. Once the deck is open, use the tab strip across the top: Findings, Pipeline, Getting Leads, Winning the Work. Tap or swipe to the last one, marked with a green accent.

The two benchmark metrics

Each metric renders as its own block: the label and a plain-language caption on the left, the headline number and where it came from on the right, and (once there's a distribution to show) a quartile bar underneath.

Average Job Value

What it measures. What the average job sells for once it closes. The caption under the label reads "What the average job sells for." Higher is treated as better here, a rising average job value alongside a steady close rate is usually a sign your scoping or pricing is capturing more of the job's real value.

What you see. A dollar headline, for example a job value shown as a whole-dollar figure. Underneath it, a small label tells you what the number actually is:

• "Your value", your own average across your own won jobs.
• "Peer median", with the number of peer operators feeding that median, shown when you don't have your own number yet.
• "Typical · industry", a published industry figure, shown only when neither your own value nor a peer median exists.
• "Warming up", shown as both the headline and the label underneath when none of the three exist yet for you.

Close Rate

What it measures. How many of your leads turn into actual, signed jobs. The caption reads "How many leads turn into jobs." Higher is better: a low close rate against a healthy lead volume usually points at the sales process itself, follow-up speed, quoting, or how leads are qualified, rather than at demand.

What you see. A percentage headline, with the same "Your value / Peer median / Typical · industry / Warming up" source label underneath as Average Job Value.

How to read the quartile bar

Underneath each metric, once there's a peer distribution or a value of your own to plot, a horizontal bar shows where the cohort sits:

• A shaded band marks the spread between the 25th and 75th percentile of operators like you. The band's width on screen is a fixed visual convention, not a literal scale. What matters is that it shows a middle and an edge, not a raw number line.
• A tick in the middle of the band marks the peer median.
• If you have your own value, a colored dot sits on the bar at the position that reflects where your number falls relative to that spread: further right the higher above the median you are, further left the lower below it, and clamped so it never runs off either edge of the track.
• The dot is colored green when your value is on the better side of the median for that metric (higher, for both Average Job Value and Close Rate), and red when you're on the worse side. If there's no median to compare against yet, the dot shows in copper instead.

Below the bar, three labels read left to right: P25, Median (in a slightly heavier weight), and P75, each showing that percentile's value in the compact format described above.

If a published industry figure exists separately from the peer median, it appears as one more line beneath the bar: "Typical (industry): " followed by the value. This is the same anonymized, no-source-name convention used across every benchmark in Verinode, industry figures are shown as a typical value, never attributed to a named report.

Cold-start behavior and empty states

Each tab in the deck opens with a short intro sentence. On Winning the Work it reads:

"How often you win the work and what it sells for, compared to operators like you. Your own numbers appear as your leads and won jobs flow in."

If neither metric on this tab has a peer median yet (regardless of whether you or the industry figure have a value), an honest note appears above the two metric blocks:

"The peer cohort is still forming for these metrics. Each one fills in once enough operators like you contribute."

This is Verinode being straight about a genuinely thin cohort rather than showing a placeholder number. Individually, a metric block with nothing behind it at all, no value of yours, no peer median, no industry figure, still renders, it just shows "Warming up" as its headline and its source label, with no quartile bar underneath (the bar itself only appears once there's at least a median or a value of your own to plot).

As your leads and won jobs flow in (from your inbox, a connected CRM or job-board export, or your books), your own Average Job Value and Close Rate populate first and take over the headline position. As more operators like you contribute their own anonymized numbers, the peer median and the quartile spread sharpen. Verinode never sells your data to carriers or anyone else, the peer comparisons on this tab exist because contributing operators get this benchmark back in return.

Where this connects to Findings and Margin

If your close rate or your average job value falls behind the peer median by enough to matter, Verinode can raise it as a Decision on the sibling Findings tab of this same deck, for example a decision titled "You win fewer of your leads than operators like you" when close rate lags, or one labeled around your job value sitting below peers, when average job value does. A close-rate gap typically points toward a sales-process review, follow-up speed, how quickly leads get quoted, how they're qualified. A job-value gap typically bridges into a scoping or pricing review, which is where Understanding your margin picks up the thread, since deal size and net margin are two views of the same job.

Best-practice example

Say your Close Rate reads 24%, with the peer median sitting well above it and the dot on the bar showing red, clearly left of the median tick. Your Average Job Value, by contrast, shows a green dot to the right of its median, you sell jobs for more than operators like you once you win them. Read together, that's a signal that your pricing and scoping are fine, the leak is earlier: leads are coming in and not converting. That's a sales-process conversation (follow-up speed, quoting turnaround, how leads get qualified) rather than a pricing one, and it's the kind of gap that would surface as a Decision on the Findings tab pointing at a sales-process review rather than a scope review.

Related articles

• Sales & Marketing: section overview
• The four Sales & Marketing vitals (hero panel)
• Explore tiles: the Sales & Marketing metric catalog
• How benchmarks work
• Reading a benchmark
• Benchmarks overview
• The decision workspace
• Understanding your margin
• Clients and carriers
• Forwarding documents
• Connecting your data