Sample Revenue Audit findings

What a Revenue Audit finding looks like. Illustrative example, anonymized.

Note: This page is an illustrative example of the format. It is not a real client and the situation is a composite of common patterns. No figures are shown on purpose.

A Revenue Audit gives a founder a ranked list of where revenue is stuck. Each finding has the same parts: what we saw, the evidence, why it matters, what we do not know, and the first fix.

What founders tell us

Founders rarely say “our CRM has a data problem.” They say:

“Sales are stale.”
“Sales are down.”
“Costs are up and growth is not.”
“We need to grow. We need to scale.”

Your sales and marketing people handle the day-to-day layer. You feel the result. A Revenue Audit starts with what you feel and shows what it looks like in the data, so you can see which one fix will move it.

Example company

A founder-led B2B services company, about 40 people. Leads come from referrals, a website form and outbound. One person runs sales and the CRM.

What those symptoms look like in the data

Three findings, ranked by money recovered. Each starts with what the founder feels, then shows what we found.

Finding 1: “Sales are stale” means open deals sit without a next step

What the founder feels: The pipeline looks full but nothing closes.

What we saw: Several open deals have no scheduled next action and have not moved stage in weeks.
Evidence: CRM export: stage entry date and next-step field, per deal.
Why it matters: Deals that stall quietly are the cheapest revenue to recover and the easiest to lose, and the founder only sees it when the quarter comes up short.
Unknown: Whether the owner is following up outside the CRM.
First fix: Set a time limit per stage and a required next step. Review the list weekly.

Finding 2: “Sales are down” starts with new leads waiting too long for a first reply

What the founder feels: Marketing spends, the calendar stays empty.

What we saw: Form leads are answered in hours or days, and some are not logged at all.
Evidence: Form submissions compared with CRM contact creation dates.
Why it matters: Speed of first reply is one of the strongest drivers of conversion.
Unknown: Leads that arrive by phone or email and never reach the CRM.
First fix: One owner, one inbox, one reply target.

Finding 3: “Costs are up and growth is not” means no one can see which source returns revenue

What the founder feels: Spend keeps rising and nobody can say what is working.

What we saw: Marketing counts leads. Sales counts opportunities. Nobody owns the path between them.
Evidence: Two reports with different definitions of a qualified lead.
Why it matters: You cannot see which source returns revenue, so spend follows habit.
Unknown: Revenue by source. The data is not in the CRM.
First fix: Agree one lead definition and add the source field to every deal.

From symptom to one fix

“We need to grow” is not a plan. The audit turns it into one first move you can hand to your team: set a stage time limit, name one owner for new leads, or agree one lead definition. Pick one and we start there.