Which level are you actually on?

Which level is your revenue org on?

Keenan's maturity model has five levels. He says most revenue orgs are a 2 or a 3.

When he published it in June I said the stall happens between 1 and 2. I've changed my mind about that.

A level 1 org knows it is improvising. That is uncomfortable enough to get fixed. A 3 has nothing telling it anything is wrong, which is why orgs sit there for years.

I work with B2B founders at the 5 to 100 person stage who run the sales motion themselves. When revenue stalls, the founders I work with reach for one of two explanations. The process is wrong, or the people are. So they buy a tool to fix the process or a hire to fix the people, and six months later the number hasn't moved.

There is a third explanation nobody reaches for. You don't know which level your revenue org is on, so every fix is aimed at the wrong altitude.

What is the PCOS maturity model?

A Sales Growth Company published the PCOS Maturity Model in June 2026. Five levels, from no real system to one that improves itself. A level 3 org has the methodology trained and certified, commit accuracy in the low-to-mid 70s, and win rates that stay predictable but flat. A level 5 org gets lost-deal patterns into the curriculum in weeks and runs commit accuracy above 90.

The model is written for orgs with a CRO and a head of enablement. Translate it down and it still holds, because at your size you are all of those people at once.

Why does a level 3 feel like a level 5?

From the inside, a 3 and a 5 look similar. Both have the CRM and the dashboards. Both measure. What separates them is what happens after a loss.

You have won customers without a written playbook. The method exists. It just hasn't been written down, because nothing in the week ever asked for it.

How do you tell which level you are on?

Take your last five lost deals and write one sentence for each. What did we change because we lost this? Not the loss reason you logged. What changed.

If the answer is nothing, five times over, that is a 3. Not a discipline problem. Nothing in a normal week was ever built to carry a loss forward, so the loop never had anywhere to form.

The founders who answer that question honestly tend to do the same thing next. They cut the toolstack rather than add to it.

Founders who get this diagnosis right stop buying altitude fixes. A level 3 org does not need another tool. It needs the loop that turns losses into changes, and that loop is the cheapest thing on this page. One standing question, asked every week, and written down.

That loop is the first working part of a revenue operating system, before the CRM and before the stage names, and it is what makes the motion improve while you are busy running the company.