Most B2B companies between $5M and $20M have the same problem. They're working hard. They're closing deals. They're growing. Just not as fast as they should be.

The issue isn't effort. It's leakage.

Revenue is slipping through cracks they can't see. Opportunities are dying in the pipeline. Strategic decisions are being made with bad data. And the team is too busy executing to step back and find the holes.

We've spent years auditing HubSpot portals and building revenue systems for companies in this range. The patterns are consistent. These are the five places we see revenue leaking, and how to find them in your own business.

1. Your Win Rates Are Hiding Pipeline Problems

Something that feels good but is actually a problem: high win rates.

Anything over 30% deserves a closer look. Anything over 40% is a red flag.

Why? Because high win rates usually mean the team isn't capturing all opportunities. Deals are only being logged when they're already likely to close. The messy early-stage conversations, the ones that might convert with better nurturing, aren't making it into the system at all.

What you end up with: incomplete data, inaccurate conversion rates, and no ability to reactivate prospects later. We estimate companies miss 10-25% more revenue per year just from this gap.

How to find it: Pull your win rate by rep and by source. If anyone is above 40%, dig into their deal creation habits. Are they only logging sure things?

2. Your Deal Timing Is Costing You Conversions

Speed matters in sales. But faster isn't always better.

We analyzed deal cycles across clients and bucketed them by time-to-close. The results surprised us.

0-7 days: 29% win rate. 8-14 days: 61% win rate. 60+ days: 4%.

Coming in too hot actually hurts conversion. You're not building enough trust. You're signaling desperation, or worse, automation.

The sweet spot for most B2B sales is that 8-14 day window. Enough time to have a real conversation. Enough follow-up to demonstrate value. Not so long that momentum dies.

After 60 days, the deal is basically dead. At 4%, you're better off closing it out and putting them back into marketing sequences.

How to find it: Build a report that buckets your closed deals by days-to-close. Where's your sweet spot? Where does conversion fall off a cliff?

3. Your Closed-Won Data Is Lying to You

We were working with a client and pulled their deal data by industry. Manufacturing showed $195k in closed-won. Logistics showed $90k.

Easy decision. Go hard on manufacturing.

Except when we looked at actual revenue collected over 12 months, the picture flipped. Logistics brought in more real dollars.

The closed-won amount was fiction. Contracts got renegotiated. Scope changed. Some deals collected 80% of what was quoted. Others collected 120%.

This happens constantly with service businesses. Engagement structures vary. Budgets flex. Invoices don't match proposals.

If you're making strategic bets based on closed-won data alone (which verticals to target, which ICPs to prioritize, which campaigns to scale), you might be optimizing for the wrong customers entirely.

How to find it: Pull your top 10 deals from last year. Compare closed-won amounts to actual revenue collected. The gap will tell you whether your CRM reflects reality or fiction.

4. Your Expansion Motion Doesn't Exist

One of the most common root causes we see: no expansion strategy.

Companies win accounts. They deliver. And that's it.

There's no systematic process for cross-sell. No playbook for upsell. No triggers to identify expansion-ready accounts. The revenue team is so focused on new logos that the existing customer base gets ignored.

Meanwhile, your best growth opportunity is sitting right there. People who already trust you, already have budget, and already know your team.

How to find it: Ask your team: what's our expansion playbook? If the answer is "we don't really have one" or "it's ad hoc," you've found a leak.

5. Your Teams Have Never Aligned on the Numbers

Pattern we see constantly: Marketing reports one number. Sales reports another. Finance has a third. And no one trusts any of them.

This happens because critical systems aren't connected. HubSpot doesn't have accurate financial data. The definitions of "opportunity" or "qualified lead" vary by department. And the handoffs between teams are clunky enough that prospects fall through the cracks.

Just having the conversation to align these numbers will surface gaps you didn't know existed. Teams that have never discussed certain transition processes. Customer experience problems that span multiple departments. Data discrepancies that have been quietly undermining every strategic decision.

How to find it: Get Marketing, Sales, and Finance in a room. Ask each team to define "revenue" and "opportunity." If the definitions don't match, start there.

The Hidden $290k

Before we work with a client, we run a manual audit of their HubSpot portal. We look for missed opportunities: deals that went dark, accounts that were never followed up, closed-lost contacts who are still engaging.

The minimum we find is 10 opportunities. Multiply that by the average deal size, and you get $290k+ in recoverable pipeline.

That's before we touch automation, dashboards, or process changes. That's just the obvious stuff sitting in plain sight.

Most companies don't have a lead generation problem. They have a follow-through problem. The opportunities are already in the system. They're just not being worked.

What to Do Next

Revenue leakage isn't a single problem. It's a system of interconnected gaps. The good news is that each gap has a diagnostic question you can ask this week:

Win rates: Are we capturing all opportunities or just the ones likely to close?

Deal timing: Where's our conversion sweet spot, and what happens after it?

Data accuracy: Do our closed-won amounts match actual revenue collected?

Expansion: Do we have a systematic playbook for growing existing accounts?

Alignment: Do Marketing, Sales, and Finance agree on basic definitions?

You don't need to fix everything at once. Pick the gap that's costing you the most and start there.

The revenue is already in your system. You just have to find it.

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