Growth that doesn't start with adding more.

Why The Avoidable Part Survives

Some Loss Is Part Of Doing Business. But Not All Of It.

It never hurts enough A slow bleed across months and departments never forces a decision.

The fix looks too big Patching takes an afternoon. Fixing takes a quarter and a budget. So it gets patched again.

Nobody owns it It is in no one’s job description to go looking — and the trail usually leads back to a decision someone already defended.

Everyone is being asked to do more with less. This is the version where nothing gets cut — the money is already yours, and you already paid to earn it.

Before Any Of It

You Can’t Find What You’re Losing In Numbers You Don’t Believe.

Ask most companies a straightforward question about their own revenue and it takes a week. Ask again next quarter and the answer has changed, and nobody can say which one was right.

More than half of sales leaders say they lack confidence in their own forecast accuracy (Gartner, 2023). They run the pipeline reviews anyway. They submit the forecast anyway.

Everything after that — hiring, territory design, compensation, investment — gets decided on numbers the person reporting them privately doubts.

So that is where I start. The first thing I hand you is not a recommendation. It is a figure you can check.

The Most Common Reason

Most pipelines record what a salesperson believes is happening.

Almost none record what the buyer actually did.

An opportunity shouldn’t advance because a rep sent the proposal. It should advance when the buyer opened it.

Loss analysis, stage conversion, rep performance, every AI feature your CRM is selling you — all of it sits downstream of that one choice. You don’t need new software to fix it. What is broken is not the tool. It is what you decided to make it record.

What Gets Examined

Revenue Doesn’t Come From One Place.

So it doesn’t leak from one place either. A review that only looks at your CRM will only find what lives in your CRM, and miss the rest.

Revenue you earned

Inside the CRMTen things Pipeline, forecast, stages, data.

Outside the CRMSeven things Software, discounting, renewals.

People and capacityThree things Territory, attrition, selling time.

What you keep

This shows where revenue leaks, not how much. A review that stops at the first one never sees the other two.

Twenty things in all. See all twenty →

What You Actually Get

A List. In Order. With Numbers On It.

Two lines from it, exactly as they appear in the report.

FINDING 03 of 17 Verified · checked against your records

Licenses with no login in ninety days

An expense you can cancel. It is not revenue, and I will not call it that.

$145,000 a year

Direct cost · spend you stop

DiagnosisProcess gap — nobody owns the renewal list

EvidenceInvoices against usage exports

Who fixes itYou can do this

Proves inYour next invoice

Ranked third because it pays back fastest — not because it is the biggest number. The biggest one sits sixth and will not report back for a year.

FINDING 11 of 17 Not priced · deliberately

Your strongest people stopped raising problems early

Real, expensive, and I am not going to put a number on it.

No figure

No kind — there is no figure to classify

DiagnosisLeadership gap — bad news is expensive for the messenger

EvidenceSlippage clustered in the final two weeks

Who fixes itMetrixGrove, with you

Proves inNot measurable from your systems

Putting a figure on this would be invention — and that would put every other number in the report in doubt. You get the finding, the evidence, and no number.

Illustrative — a fictional company, not a client result.

How Every Finding Is Labelled

Verified A figure, checked against your own records. This is the one you can put in front of finance.

Estimated Real, but your inputs will not support a single number. You get a range, and the reason it is a range.

Not priced Something I can name and cannot price. A number here would be invention, and that would put every other number in doubt.

Every priced finding also says what kind of money it is — spend you can stop, cash you can collect, hours you can redirect, or revenue you might win. They are different things, so they never get added together. And every finding says why it happened: a tool misconfigured, a tool misused, a process gap, or a leadership gap. That last column is usually the one worth the most.

Why Me

Nothing I Find Makes Me Money.

Which is the only reason the findings are worth reading.

I don’t sell software No licenses, no referral fees. Nothing to buy from me at the end.

I don’t bill by the hour A fixed figure, agreed before I look. Taking longer doesn’t pay me more.

I’m not paid on what I find No percentage, no contingency. A bigger number puts nothing in my pocket.

I don’t need you to continue The report is the deliverable. You are free to stop there, and plenty of teams should.

Ask me what tool I would use and I will tell you. If you need someone to build it and have nobody in-house, I will make an introduction — and he keeps the entire fee. I just don’t earn anything either way. The fix happens in the software you already own.

The Credential · Out Now

Silent Revenue Killers

The Everyday Losses Draining Your Profit

Thirteen patterns that quietly drain revenue from healthy companies — each one costed, each one with a fix. The book is where this method came from, and it is the fastest way to judge whether I am worth twenty minutes.

Read About The Book

Out now on Amazon, paperback and Kindle. The book site also has a free workbook of its tables, set up for your own numbers.

"There will probably be moments where parts of it feel familiar in an uncomfortable way. I think that is part of what makes it useful."

Allen Padilla · CEO, The CSU Foundation · from the foreword

Who I Am

Thirty-Five Years On Every Side Of The Revenue Question.

Fifteen years running retail floors and stores, where a lost sale never showed up on any report. Then B2B: I built a company’s first sales performance reporting, carried a number myself, led an inside sales team, then ran the analytics function that told a combined company whether any of its numbers were real.

Macy’s · Certiport · TestOut · CompTIA

The Same Thing Kept Happening.

Someone would ask a straightforward question. It took days, and the answer was soft. Nobody was hiding it. There was simply no one whose job it was to go looking.

Spend enough time inside a system and you stop seeing what you have learned to work around. That is why this is easier to find from outside.

Available for leadership sessions and workshops on the same material.