Leads are coming in. Revenue isn’t following.
I find out where demand is being generated, wasted, or never created at all — and tell you which of the three is costing you the most. One or two days a week, with AI doing the work that used to take a team.
Twenty-five years leading marketing. Most recently: 700%+ ROAS on a paid program I rebuilt.
Free, 30 minutes, no pitch. Worst case you leave clearer than you came in.
Some version of this is usually happening
- MQLs are up. Closed-won isn’t.
- Sales says the leads are wrong. Marketing says sales doesn’t work them.
- CAC payback keeps stretching and nobody can say exactly why.
- You’re spending everything on capturing demand, in a category that doesn’t know it has a problem.
The distance between pipeline and revenue has a number on it. Most companies have never worked it out.
Take the deals that entered pipeline last year and didn’t close. Not the ones you lost to a competitor — the ones that went quiet. Multiply by average contract value.
That figure is usually larger than the entire marketing budget, and it never appears in a marketing report, because marketing stops counting at the handoff.
That’s the number this work is aimed at.
Five layers. Every one of them has revenue stuck in it.
Demand creation
Most B2B marketing spends everything on people already looking. That’s a small, expensive room, and your competitors are bidding for the same seats. The larger market doesn’t yet know it has the problem you solve — and nobody is telling them.
Demand capture
The people who are looking need to find you and believe you quickly. Search, paid, the site, the proof. It’s the layer most agencies sell, and the one that gets optimised while the other four sit untouched.
Routing and speed
A lead that waits four hours is a different lead. Handoffs, routing rules, response times, and who owns the first reply — unglamorous, frequently broken, and usually the cheapest thing on this list to fix.
The handoff
Sales and marketing each hold half the story and neither can see the other’s. That isn’t a personality problem. It’s that nobody built one definition of a good lead and made both sides live by it.
Retention and expansion
Every point of churn is a lead you have to buy twice. Expansion revenue is the cheapest revenue in the business, and it is almost always owned by nobody in particular.
You can’t take them in order. They only move together.
You’re not short on data. You’re short on someone who can say what it means.
Every dashboard in the business is technically correct and none of them settle the argument. Attribution that three people read three ways. A pipeline report that says one thing and a bank balance that says another. A standing meeting where it all gets debated again.
What’s missing isn’t measurement. It’s someone with the authority and the scar tissue to say this is what’s happening, and this is what we do about it — and then be accountable for it.
Sometimes the pipeline is a symptom.
If the positioning is wrong, every layer above it compensates forever — better targeting, better copy, better follow-up, all working to sell something the market hasn’t been given a reason to want.
That isn’t a funnel problem, and no amount of funnel work fixes it. I’ll tell you if that’s what I find, even though it’s the more expensive answer for both of us.
Bring the thing that’s actually nagging you.
A 30-minute call
Spend that isn’t turning into pipeline. A team that’s outgrown its plan. A strategy nobody can say out loud in one sentence. Thirty minutes, no deck. If I’m the right person you’ll know, and if I’m not I’ll tell you who is.
Pick a time →Opens the calendar in a new tab · 30 minutes · no pitch
The Pipeline Teardown
A written read on where your demand is leaking and which of the five layers is costing you the most. One email, no call.
Coming shortly
Questions people ask first
How is this different from an agency?
An agency executes a plan. I decide what the plan is and stay accountable for the number it produces. If you already know exactly what to do and need hands, an agency is cheaper and you should hire one.
We already have a head of marketing.
Then you probably don’t need me full-time — you may need me for a quarter, next to them. The most common version of this work is helping a capable in-house lead get the strategy settled and defensible, not replacing them.
How fast does this show up in revenue?
The diagnosis takes days. The routing and handoff fixes show up in weeks. Demand creation is a two-to-three quarter story, and anyone who tells you otherwise is selling you demand capture and calling it something else.
What does the AI part actually mean?
Research, analysis, content production and reporting that used to need a team of four. It’s how one or two days a week produces the output it does. It is not a content firehose — the strategy still has to be right, and AI pointed at the wrong strategy just makes the wrong thing faster.