Sales up, cash down: which number is moving?
Won deal value and cash collected are separate totals built on separate dates. Before explaining a gap between them, confirm what each one counts and which customers account for the change in cash.
By Manny Sidhu · Practical guide · Published · Updated
Name both numbers precisely
Won deal value in HubSpot is the sum of won deal amounts, grouped by each deal's close date. Collected cash, as AirCEO reports it from Xero, is recorded invoice payments minus customer refunds, grouped by payment date.
That collected figure leaves out prepayments, overpayments, and receive-money transactions, so it is not every dollar that reached the bank. Two totals built on different events and different dates can move in opposite directions without either system being wrong.
An illustrative example
Illustrative example, not customer data: in March, won deal value is A$180,000, up from A$120,000 in February. Net recorded collections are A$95,000, down from A$110,000.
Most of the March wins closed in the final week and have not been invoiced yet, while several February invoices were paid inside February. Both totals are accurate. They describe different moments in the same sales.
Line up the dates first
Compare the same calendar dates for both totals, and note when each system last synced. A final day captured partway through can understate either total. AirCEO flags a final day that may be incomplete instead of treating the missing hours as zero.
If HubSpot and Xero record amounts in different currencies, AirCEO does not combine them into one comparison.
Find which customers moved the cash
Compare net recorded collections for the current period with an earlier period, customer by customer. The change splits into each customer's contribution, which shows whether a fall is spread across many accounts or concentrated in a few.
The contributions account for the size of the change. They do not show why a customer paid more or less.
What a side-by-side view can and cannot show
Ask Alex can place won deal value next to net recorded collections for the same dates. Across complete calendar months, it can also report the correlation between the two monthly totals, with no adjustment for payment delays.
Neither result links a particular deal to a particular payment, and neither is a conversion rate. To follow specific deals through to cash, use a fixed group of won deals, as described in the guide on whether sales are turning into cash.
What each answer shows
Every Ask Alex answer lists its source, scope, time, assumptions, and calculation, along with the HubSpot deals and Xero payments behind each total. The figures are calculated by code from those records.