» 5 Critical Fixes for B2B Revenue Leaks

Revenue leaks in B2B companies often start small—unnoticed inefficiencies that quietly snowball into million-dollar shortfalls. While most organizations suspect leaks exist, few have a system to address them effectively. 

In our previous article, we outlined seven warning signs of revenue leakage. Here, we’ll explore five proven fixes to stop the leaks and transform your funnel into a high-performing revenue engine.

1. Build a Revenue Engine, Not Just a Funnel

Most B2B funnels are designed as a series of handoffs between teams—marketing drives leads to sales, and sales drives deals to close. But this linear approach creates natural breaking points where deals stall or die. A true revenue engine operates as a synchronized system, with marketing and sales sharing ownership of revenue outcomes. 

This transformation hinges on three core components: 

• Evolving qualification frameworks based on real revenue outcomes. 
• Shared metrics that align both teams on pipeline health and progression. 
• Cross-functional incentives to reward collaboration and revenue contributions. 

For example, marketing compensation should partially tie to opportunity creation and pipeline quality, while sales should be incentivized on early-stage engagement metrics like lead response time. 

Case in Point: An enterprise software company hit its MQL targets but saw sales falling short on revenue goals. They restructured incentives—tying 30% of marketing compensation to pipeline quality and adding lead feedback metrics to sales KPIs. Within six months, their pipeline velocity increased by 40%, and the marketing-sales divide disappeared.

2. Design for the Buying Committee, Not Just the Champion

Enterprise deals rarely depend on one decision-maker. Yet, 78% of accounts remain single-threaded, according to Dynamic Books. That’s a recipe for stalled deals and missed opportunities. 

To succeed, reimagine your engagement strategy around consensus-driven buying. This includes: 

• Creating role-specific content for each stakeholder, like ROI calculators for CFOs or security documentation for IT leaders. 
• Equipping champions with tools to build internal consensus, such as proposal templates that address diverse stakeholder concerns. 

Multi-threaded engagement drives broader buy-in and larger deals. Companies that adopt this approach see 42% higher close rates, thanks to stronger value alignment across the buying committee.

3. Transform Static Stages into Active Milestones

Pipeline stages like “Proposal Sent” or “Evaluation” don’t reflect actual buyer momentum. Passive labels allow deals to stagnate. Instead, use active milestones that require specific buyer actions to progress. 

Examples include: 

• Replace “Solution Review” with “Solution Workshop Completed with All Stakeholders.” 
• Swap “Proposal Sent” for “ROI Model Validated by Finance.” 
• Update “Technical Evaluation” to “Security Requirements Document Approved.” 

Real Impact: A technology firm discovered 35% of their deals were stuck in “Evaluation” for over 90 days. By implementing milestone-based progression, they resolved stalled deals and boosted forecast accuracy.

4. Create Value-Based Engagement Paths

Traffic and content engagement mean nothing if prospects don’t see how your solution solves their problems. Value-based engagement paths systematically build the business case for change—moving prospects from curiosity to commitment. 

Here’s how: 

1. Quantify the cost of doing nothing: Use calculators and assessments to highlight inefficiencies. 
2. Show how you solve their problem: Use case studies and webinars tailored to specific roles or industries. 
3. Validate expected outcomes: Offer ROI frameworks and testimonials to prove success. 

For example, a lead interested in pipeline optimization could move from: 

• A calculator showing the cost of poor conversions → 
• A case study of a similar company’s success → 
• An implementation roadmap tailored to their needs. 

This progression not only converts inquiries into opportunities but also accelerates decision-making by directly addressing objections.

5. Establish a Closed-Loop Revenue Learning System

Without systematic feedback loops, revenue leaks will recur. A closed-loop learning system captures insights from every stage of the funnel to continually refine targeting, messaging, and engagement strategies. 

This goes beyond basic win/loss analysis. It means: 

• Linking sales outcomes to early-stage decisions like lead scoring and targeting. 
• Using CRM data to identify at-risk deals based on historical patterns.
• Refining ideal customer profiles (ICPs) with real-time feedback. 

For example, if deals lost to “no decision” share common traits (e.g., lack of early ROI validation), you can adjust nurture campaigns to address those gaps proactively. 

Transform Your Revenue Engine 

From breaking down silos to creating consensus-driven engagement, these fixes aren’t just tactical—they’re transformative. Companies that implement them see dramatic results, including: 

• 208% higher revenue growth from aligned teams. 
• 42% higher close rates with multi-threaded engagement. 
• 20% faster pipeline velocity with active milestones. 

In our next article, we’ll show how Tegrita helps organizations implement these solutions, avoiding common pitfalls and accelerating time to value. 

Ready to stop the leaks and turn your funnel into a revenue-driving machine? Contact Tegrita today to start building your revenue engine. 

[1] Demandbase Research, 2023 https://www.demandbase.com/blog/b2b-sales-marketing-alignment/   

[2] Dynamic Books B2B Sales Analysis, 2023 https://www.gradient.works/blog/2024-b2b-sales-benchmarks  

[3] Xerago B2B Revenue Operations Study, 2023 https://b2b.xerago.com/post/the-revenue-operations