You hit your booking numbers but your revenue fell short. Or you hit your pipeline numbers but deals didn't close. Or you have paying customers but your CAC is too high. Something in the funnel broke. You don't know what. You don't know if it's marketing, sales, product, or pricing. And you don't know where to focus next quarter.
Built for founders managing revenue delivery and needing clarity on where the gap lives. Applies to any operator whose revenue miss is unclear and whose organization is guessing on the cause.
Get a Revenue Audit →Revenue misses happen for four reasons. Pipeline was short. Close rates collapsed. Deal sizes shrank. Or customer quality dropped and you're losing them fast. Most organizations find out weeks after quarter close. An organizational audit maps your funnel by period and tells you exactly where the gap is. Then you know what to fix.
Everyone blames marketing. You brought wrong customers. Sales blames product. The product doesn't support the use case. Product blames pricing. The price is wrong for the market. But nobody actually knows. You're optimizing blind because you don't have clarity on which metric broke. An audit brings clarity. Then you optimize with confidence.
If you missed by pipeline shortage, you need more marketing budget next quarter. If you missed by close rate collapse, you need sales coaching. If you missed by deal size shrinking, you need pricing work. If you missed by churn, you need product focus. You'll optimize the wrong thing if you're guessing. A revenue audit costs four weeks and saves you twelve months of wasted optimization.
One: Pipeline by month. What volume did you need and what did you deliver. Two: Close rates by month. Were they stable or did they collapse. Three: Deal size by month. Were your deals getting smaller. Four: Churn or retention patterns. Are you losing customers fast. Five: Attribution by channel and segment. Where did good customers come from and where did leaky ones. You'll know what to fix and what to leave alone.
You share your monthly bookings, closes, pipeline stages, and deal sizes from the past 12 months. We analyze the data. We identify where the gap is. We deliver a findings document showing you which metric broke and what's likely causing it. Cost is $15,000 to $25,000 depending on data complexity. Timeline is three to four weeks from kick-off to findings. You'll know what to fix for next quarter.
Not always. You might have hit bookings because you brought in wrong-fit customers who signed but didn't stay or who need expensive support. Or you hit bookings but the booking sizes were wrong. Or your booking funnel was strong but your product-market fit for those customers is weak. A revenue miss with strong bookings is often a marketing quality issue, not a quantity issue. You're bringing wrong customers.
Then we'll say so. If the problem is product, pricing, or sales execution, we'll identify it and tell you exactly where to focus. Marketing gets blamed for everything because it touches the top of the funnel. An organizational audit separates what's actually marketing's responsibility from what's everyone else's. Sometimes you'll fix the wrong problem because you don't know the real one.
We analyze your funnel by period. Pipeline volume by month. Close rates by month. Deal size by month. Churn by month. We map revenue miss against each metric to see where the gap opened. You might have pipeline collapse. Or you might have consistent pipeline but collapsing close rates. Or consistent pipeline and rates but deal sizes shrinking. The data tells the story. The story tells you where to fix.
Yes. We quantify it. If you missed by $500K and our analysis shows $200K is from pipeline shortage and $300K is from deal quality or close rate issues, we tell you explicitly. You'll know what to double down on and what to fix. You'll also know what's not your problem. Marketing leaders spend time fixing things outside their control. We help you focus on what's actually yours.
That's the most common finding. You know you missed. You don't know why. You're guessing on pipeline numbers. Your close rates are estimated. Your deal sizes aren't tracked by channel or segment. We can't fix that in this engagement. But we can tell you what data to build so you're never guessing again. Clarity is the first deliverable.
Full Marketing Diagnostic · $15,000–$25,000 · Complete funnel audit plus findings document in 3-4 weeks. Know what broke and what to fix.
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