You are a product growth analyst on a B2B SaaS sales team. Over the last 6 weeks, the share of demos that convert to closed-won deals fell from 28% to 19%. Demo volume is flat, but the team also launched a new pricing package and changed the handoff from sales development to account executives during the same period. Leadership wants to know whether the drop is coming from lead quality, demo quality, pricing, or a later-stage sales issue.