Leaky Funnel Audit
Quantify where revenue is leaking out of your funnel before the next board meeting. Four short steps across volumes, governance and stack, with a Revenue Visibility Score, an estimated monthly leakage figure and prioritised recommendations.
“The board asks why pipeline coverage is 4x and the forecast still misses. The answer almost never sits in the funnel rates. It sits in the governance between them, the unrouted leads, the drifting MQL definition, the missing reconciliation with finance. That is where revenue actually leaks.”
Tejas Dhabalia, Co-founder, DS Consulting
The audit framework
Revenue visibility is assessed across three dimensions, weighted by their impact on whether your pipeline numbers are defensible. Governance receives the highest weight at 50% because governance gaps compound over time and quietly erode the value of every other improvement.
Single MQL definition, routing and SLAs, change control, dashboards, metric ownership and a named CRM owner
Lead to MQL, MQL to SQL and SQL to Won conversion rates relative to B2B benchmarks
CRM, marketing automation, BI reporting layer and a finance system link with reconciliation
Funnel volumes
Tell us about your current lead flow and deal value.
Why funnels leak
Most leaky funnels are not broken at the conversion rates. They are broken at the seams. Leads arrive and sit unrouted. Marketing and sales disagree on what an MQL is, so handoff data is disputed. A CRM change goes live without a change register entry and half the pipeline reports quietly stop matching reality. By the time leadership asks why the number moved, no one can reconstruct what happened.
Leakage compounds cycle over cycle
Each unaddressed governance gap creates a compounding cost. A missing MQL definition this quarter becomes drifting metric definitions next quarter, then pipeline disputes the quarter after that, then a forecast miss the quarter after that. The tools are usually fine. The problem is that nobody owns the joins between them.
The audit is designed to put a number on that cost and surface the largest gap first, so leadership teams can sequence the fix rather than trying to remediate everything at once.
Frequently asked questions
What does Revenue Visibility Score mean?
Revenue Visibility Score measures how confidently leadership can trust the numbers coming out of your funnel. It combines governance health, stack coverage and funnel conversion performance into a single 0-100 score. High scores mean pipeline numbers reconcile with finance, stage movement is reliable and forecast quality is defensible. Low scores mean disputed pipeline numbers, unreconciled CRM data and governance drift.
How is the monthly revenue leakage estimate calculated?
The leakage estimate takes your current monthly revenue (leads, conversion rates and deal size) and applies a leakage percentage based on governance and stack gaps. Each unaddressed governance item contributes around 12% leakage and each stack gap contributes around 6%, capped at 60% total. These coefficients are calibrated against patterns we see in mid-market B2B engagements.
Why weight governance higher than stack or funnel rates?
Governance problems create compounding revenue loss that tools alone cannot fix. Without a single MQL definition, routing SLAs, change control and metric ownership, every stack improvement and every conversion rate gain gets eroded by drift. Governance is weighted at 50% of the Revenue Visibility Score because it determines whether the other improvements stick.
Is this a replacement for a full revenue operations review?
No. This audit is a diagnostic, not a remediation plan. It surfaces where the largest gaps are so leadership teams can prioritise. A full revenue operations engagement includes data audit, architecture review, governance framework design, implementation and change control. The audit is a starting point for that conversation, not a substitute.
Get the full audit report
Complete the audit and enter your work email to receive the full PDF with your Revenue Visibility Score, leakage estimate and a prioritised 30-day action plan.
Run the audit
Twenty years across marketing operations, RevOps and CRM governance. Leads the revenue operations practice at DS Consulting and has rebuilt funnel governance for mid-market B2B and B2C teams on Salesforce, HubSpot and Dynamics.
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