Demand is being generated in one silo and converted in another. Between the two, value leaks — quietly, consistently, expensively.
Typical symptoms
- Healthy lead volume with weak or costly conversion
- Sales questioning lead quality while marketing defends volume
- CRM data that explains activity but not outcomes
What businesses commonly misdiagnose
This is usually treated as a sales-effort problem or a lead-quality problem. More often it is an integration problem: brand, digital, performance, sales and CRM running as separate functions with separate truths.
The diagnostic approach
Diagnosis traces the full path from first impression to closed revenue, finds where intent is actually lost, and rebuilds the handoffs — not just the top of the funnel.