The structural view
of revenue.
Research backed breakdowns of why revenue systems fail, organized by the five pillars of The Sales Lab Engine™. Every figure carries a named source.
Why sales forecasts keep missing
Only 9 to 20 percent of companies land within 5 percent of their forecast. The reason is structural, and it is measurable.
Your pipeline is full, so why nothing closes
Only 23 percent of pipeline fits the company’s own ICP, and 40 to 60 percent of deals die to no decision. A full pipeline is not a forecast.
Why your best reps carry the whole company
14 percent of sellers drive 80 percent of revenue. The cause is a management system that coaches almost no one and inspects almost nothing.
Your CRM is full of data you cannot trust
44 percent of companies lose over 10 percent of revenue to bad CRM data, and reps sell only 30 percent of the week. The tools are not the problem.
You pay for new customers you already had
A 5 percent retention lift raises profit 25 to 95 percent, and referrals convert 3x better than cold. Most companies leave both on the table.
Your industry, your benchmarks
Healthcare and MedTech
Long cycles, Value Analysis Committees, and dual clinical plus economic buyers.
Industrial and Field Services
Multi function buying groups and bid math that breaks standard pipelines.
Technology and Software
A 6.8 person committee, security reviews, and slippage as the top failure mode.
Professional and Business Services
Reputation shortlists you, response speed wins the work.
Distribution and Wholesale
Share of wallet and line growth, not opportunity win rates.