The Cost of Opacity in Lead to Stage 1 Pipeline is a Revenue Killer

A Story Of Expensive Leakages

It is estimated that an average of 30% of water is lost in North America's supply due to pipeline leakages. This accounts for non-revenue water loss costs at an estimated USD$15 billion per year to the US govt.

There’s another “revenue leakage” that I want to highlight, the one that is the subject of this blog: revenue lost to missing potential leads in your funnel.

When you realize that the industry average cost per lead stands at about $198, you already know B2B lead gen is expensive. However, what’s more expensive is not knowing you have potentially hot leads unattended or going entirely after the wrong ones ,  things that bleed your marketing budget and the opportunity cost of building revenue.

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How Did We Get To This Point?

No org wants to lose a prospect. No org wants a prospect in waiting. So what leads to this leaky funnel where potential leads are missed out? The answer is two-fold: poor business processes and poor analytical systems.

Poor business processes:

What is a qualified prospect? If you dig into this question, you realize the question is an onion with peeling layers of more questions. RevSure’s Funnel Health Intelligence ingests your lead data to map which ones are converting down the funnel.

It means your organization has put in place a documented methodology of defining lead scoring; it means your org has capacity planning in place to ensure there are enough reps to manage the generated demand. It also means your org has very clear definitions of what gets transferred to sales and when. Far too many orgs suffer from siloed data to poor business processes. The good news is this can be easily fixed. I cannot say the same for the next problem.

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Poor analytical systems:

When your campaign data is on a spreadsheet, your funnel conversions for last Qtrs leads on another spreadsheet, your opportunity conversion data on Salesforce, and your MQL to SAL metrics on another spreadsheet ,  you are less Business Analyst and more “Spreadsheet Manager.”

If sales & marketing meetings had one system that ingested all the data from marketing automation tools to sales automation tools to see holistically what campaign is leading to a dollar in the bank, what ICP is no longer working in a specific region, what insights lie buried deep in your terabytes of org data ,  the problem of leakages was solved. You need to move from spreadsheets to a proactive analytical system like Unified Funnel & Cohort Intelligence.

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Do You Really Know Your ICPs?

This opacity in leads to opportunity conversion plagues organizations. More so, given Demand Gen teams are signing up for the “marketing-generated revenue” goal. More so, coz SDRs are being compensated on “Stage-2 of the opp” and not on just converting it and parking it in Stage-1 for sales to pick up. RevSure’s Account & Lead Intelligence automatically surfaces ICP shifts based on live pipeline data.

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The Cost Of Acting On Incorrect Metrics

The leakages in your Lead to Stage 1 conversion are an outcome of the opacity of what happens in your funnel. What you need is the ability to see through what exactly converts in your funnel, what ICP is not working out, what campaigns are sucking your dollars with poor ROI, and what personas to go after. And so much more ,  and you need all this shared with you live now with RevSure’s AI Funnel Conversion.

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RevSure dissects your entire funnel by variables of your choice like Industry, Title, Persona, and others. Ready to reduce leakage in your pipeline? Book a RevSure demo today and turn your lead-to-stage-1 journey into a predictable, measurable growth engine.