# Execution Drift

## Definition

Execution Drift is the silent deviation of a deal from its intended execution trajectory. It occurs when the gap between planned milestones and actual progress widens without explicit acknowledgement. Unlike deal loss — which is a discrete event — drift is gradual, often invisible in traditional CRM systems, and is the primary cause of forecast inaccuracy.

## Causes

### Stakeholder Disengagement

When key decision-makers reduce engagement frequency or delegate to non-authoritative contacts, the deal's momentum decays without a visible trigger.

### Milestone Stagnation

A deal that remains at the same milestone for longer than its expected window is experiencing drift, even if activity continues. Activity without progression is not execution.

### Commitment Erosion

Verbal commitments that are not converted into documented agreements within expected timeframes indicate weakening buyer intent.

### Context Decay

The original rationale for a deal may become outdated due to organisational changes, budget shifts, or competitive developments. When context decays, the deal's foundation erodes.

## Detection Model

Revenos detects execution drift through a multi-signal analysis:

1. **Milestone Velocity**: Measures the rate of milestone completion against expected timelines.
2. **Engagement Density**: Tracks the frequency and quality of stakeholder interactions.
3. **Evidence Freshness**: Evaluates how recently new evidence has been attached to the deal.
4. **Commitment Strength**: Assesses the progression from verbal to documented commitments.

A deal is flagged as drifting when two or more signals simultaneously fall below their expected thresholds.

## Mitigation Strategies

### Re-Anchoring

When drift is detected, the deal owner must re-anchor the deal by confirming current stakeholder intent, updating milestone timelines, and documenting the revised trajectory.

### Escalation Protocol

Deals that continue to drift after re-anchoring are escalated to leadership review. This is not punitive — it ensures organisational awareness of at-risk revenue.

### Controlled Pause

If a deal cannot be re-anchored, it should be explicitly paused rather than allowed to drift indefinitely. A paused deal has a defined re-engagement date and criteria.

## Related Concepts

- [The Revenos Execution Framework](https://revenos.tech/knowledge/execution-framework)
- [Milestone-Based Control](https://revenos.tech/knowledge/milestone-based-control)
- [Revenue Visibility Model](https://revenos.tech/knowledge/revenue-visibility-model)