DiagnosticFive minutes · no email

Where is your company leaking revenue?

Twelve questions about how revenue actually moves through your company. Answer honestly — nobody sees this but you. At the end you get a read on which of the eight leak areas to look at first, and what I’d read next.

Acquisition
1. We know which marketing spend produces customers who actually stay — not just leads.
2. Our reported return on ad spend has been reconciled against bank or platform sales in the last six months.
Conversion
3. Qualified prospects say yes in the meeting and then stall in the proposal, the cart, or the paperwork.
4. Closed deals wait more than two weeks for onboarding or kickoff to actually start.
Pricing
5. Our list price was set more than two years ago, and discounts off it are common.
Retention
6. We find out a customer is unhappy when they leave, not before.
7. Someone owns the renewal and expansion number for existing customers.
Operations
8. Routine deliverables pass through three or more people and at least one approval before they ship.
Software & process
9. We pay for tools or subscriptions that fewer people use than when we bought them.
Product
10. Most of what we shipped in the last year was measured against a revenue number afterwards.
Organisation
11. Important decisions wait on one person’s calendar.
12. There is a known decision — pricing, a product to retire, a hire — that has been open for more than three months.

Your read

A self-assessment can only point. The three areas below are where your answers point hardest — and the first places I’d look in a teardown.

    All eight areas
      Talk it through with me See what the leaks looked like elsewhere