Three things kill B2B sales. Most teams don’t know how to fix them.
WHY OPPORTUNITIES STALL
19%
Slower growth for teams that don't align
Forrester Research
70%
More revenue lost to friction
Our analysis
14-23
Stakeholders in the average tech purchase
Gartner Research
A growth framework for B2B technology companies — Built on 20+ years of experience
THE PROBLEM
Three reasons opportunities die.
Most B2B tech deals die before the salesperson even tries to close. This is why:
The pipeline is filled with leads sales don’t trust will close
Sales and marketing each build a different picture of the ideal customer. Without a shared definition, marketing fills the pipeline with leads sales don’t see as opportunities — and a pipeline that looks healthy but isn’t.
Prospects go quiet during evaluation
During evaluation, prospects hit challenges you didn’t anticipate. With the right support, most are fixable. Without it, they quietly move on — still in your pipeline, still taking your calls, but already gone.
Your champion faces 14-23 skeptics
Success in the trial creates a second challenge. Your champion must now convince decision-makers who weren’t part of the discovery — each with their own reasons to say no. 74% of buying teams experience conflict at this stage.
Three reasons. Two problems. One root cause.
Misaligned teams mean the wrong deals enter the pipeline. Buyers who get stuck are the ones you lose. Both are symptoms of the same thing: no shared system for how sales and marketing work together to help buyers buy.
The pain affects everyone - how you experience it depends on your role
FOUNDERS & CEOs
“We’re growing, but it feels harder than it should”
You’ve got product-market fit. Now give your go-to-market team the system to scale it.
SALES LEADERS
“We have a pipeline, but deals keep being delayed”
You’ve got pipeline. Now you can close it.
MARKETING LEADERS & CMOs
“Marketing is generating pipeline. The question is whether it’s converting”
You’re generating pipeline. Now make sure it converts.
Stop losing deals you should win
There’s always a deal you were sure of. The demo lands, the champion’s sold, the trial gets signed off — then it goes quiet, and a quarter later it’s gone, with no clear reason why.
It’s rarely one thing, and it’s rarely bad luck. It’s a pattern — and patterns can be fixed. Here are two ways to fix this one.
