01
Sales
SDRs, account executives, account managers, presales and enablement. The team with the quota, so the first to be asked why it was missed.
Lost in the handoffs
Functions
Six functions, and one bill they all add to.
Revenue leakage looks different from sales, marketing, customer success, RevOps, GTM strategy and finance, and each sees its own part. The bill lands on one P&L, so it is read across all six.
By function
Start with the seat you sit in, then read across.
Six pages, one for each function the revenue passes through. Each says where the leak shows from that seat, which five levers it sits in, and what it costs.
02
Marketing
Demand, product marketing and the definition of a good lead. Its MQL target is met before the leak shows, one team further on.
Lost in the definition
03
Customer Success
Onboarding, renewal and expansion. Where what was said in the sale is either kept or paid for.
Lost at the renewal
04
RevOps
Stages, data, the forecast and the stack, and the agreement between teams that no tool can supply.
Lost in the system
05
GTM Strategy
ICP, motions, coverage, quota and the annual plan: the choices made once and paid for all year.
Lost in the plan
06
Finance
The commercial budget, pricing and the forecast. Where spend is approved, and loss arrives without a name.
Lost off the books
One leak, six desks
One lost renewal, seen from six seats.
The same event reaches every function as a different problem. Nobody sees all of it, which is why nobody prices it.
- GTM Strategy
- Marketing
- Sales
- Customer Success
- RevOps
- Finance
Who reads it
Written for the leadership team and the people who run the week.
Each page speaks to two levels of the same function. The executive sees the figure; the director sees the week it is made in.
- 01
The CEO
The one seat that sees all six functions, and the one that decides which leak is closed first.
- 02
The executive of each function
CRO, CMO, chief customer officer, COO, the head of GTM and CFO: the cost of the leak in their part of the organisation, at their own rates.
- 03
VPs, directors and team leads
The handoffs, the reports and the weeks where the leak is made, and the fixes they will own.
The evidence
Four numbers that cross the functions.
Four published figures, each with its source and sample, none from one function alone. Each is a number the CEO can set beside the company's own.
- 01
20%, 38%, 36%
How far sales forecasts typically miss, as sales and finance leaders report them: 20% land within 5%, 38% miss by 5 to 9%, 36% by 10 to 19%, and 7% by 20% or more. One company in five forecasts to the accuracy its board assumes.
Xactly, 2024 Sales Forecasting Benchmark Report, 405 North American sales and finance leaders, vendor survey, p. 9, 10 July 2024
- 02
56% and 54%
The two handoffs senior revenue leaders name first when asked where pipeline leaks: "poor and slow upsell/cross-sell pipeline tracking" at 56%, and a "missing or broken marketing-to-sales lead handoff" at 54%. One sits between sales and customer success, the other between marketing and sales.
Clari, 2024 Revenue Leak Report, 420 senior revenue leaders in the US and UK, fielded by Vanson Bourne, vendor survey, p. 26, 2024
- 03
35% against 26%
The median growth rate private SaaS companies planned for 2025, against the median they recorded in 2024. The plan is one seat's number; the nine points between the two are made in six functions.
Benchmarkit, 2025 B2B SaaS Performance Metrics Benchmarks, N=149 for 2024 actuals and N=71 for 2025 plans, pp. 7 and 9
- 04
96% and 101%
What a private B2B SaaS company spends across all departments as a share of ARR, at the median: 96% if bootstrapped, 101% if equity-backed. A company spends about what it earns; what the commercial share of that buys is what the Diagnosis reads.
SaaS Capital, Spending Benchmarks for Private B2B SaaS Companies, 15th annual survey, 1,000+ companies, 10 June 2026
Where to go next
Read it by stage or by sector.
- 01
By growth stage
Which function carries the heaviest cost changes as the company grows.
- 02
- 03
The services
From a three-hour workshop, through the two-month Diagnosis, the usual place to start, to a fractional Chief Commercial Officer, with the prices in public.
FAQ
Before you pick a function.
Which function should we start with?
Where it hurts most is rarely where it starts. Read the page for your own seat; the Diagnosis works out where the leak begins.
Do you work with one function or the whole commercial organisation?
The whole of it. A leak that shows in one team usually starts in a handoff from another, so the work covers every team the revenue touches, whichever one you start from.
Where do enablement, presales and account management sit?
With sales, because they share its pipeline and its handoffs. Partnerships and the deal desk are read with sales and RevOps; pricing is read with finance, and at plan level with GTM strategy.
Is this only for software companies?
No. It is for B2B companies whose revenue recurs: subscriptions, retainers and contracts, in any sector.
Get started
Pick one function. The Diagnosis reads the other five.
Thirty minutes on the team where the complaint is loudest, and the records that would show where it starts. If it starts somewhere else, that is where we look.