Services
RevOps
Cross-Functional Funnel Audit
Audit the complete funnel across marketing, sales, and CS to find where cross-team friction costs revenue.
Performance
The cross-functional audit exists for a specific situation: individual team metrics look acceptable, but total revenue output is lower than those metrics predict. Marketing conversion looks fine. Pipeline is healthy. CS retention is reasonable. But somewhere in the transitions between teams, value is being lost at a rate nobody can explain from inside their own function. This audit traces a full cohort through the complete revenue lifecycle and shows exactly where the losses happen and what they cost.
Marketing, sales, and customer success each manage their piece of the revenue funnel well enough that nothing obvious breaks. The problem is in the transitions: the MQL-to-SQL handoff where leads lose context, the closed-won to onboarding moment where customer knowledge resets, and the mid-funnel stage where a deal stalls because marketing stopped nurturing and sales hasn't picked it up yet. Each team sees their part working. The system as a whole leaks.
This is the hardest category of revenue problem to diagnose because it doesn't show up clearly in any single team's metrics. Marketing's conversion looks fine. Sales pipeline looks reasonable. CS retention is acceptable. But the revenue the company is actually producing is less than what the individual team metrics would predict, and nobody can explain the gap.
What we do
We trace a complete cohort of contacts through the full revenue lifecycle, from first marketing touch to renewal decision. We map every handoff, measure what gets lost at each transition, identify the structural gaps in coverage between teams, and quantify the revenue impact of each gap.
We work with all three teams simultaneously, which matters: cross-functional findings require cross-functional context to diagnose correctly.
For context on what this type of analysis typically surfaces, read where cross-functional handoffs destroy funnel efficiency.
Deliverable
A cross-functional funnel audit with cohort analysis, handoff quality assessment at each transition, gap identification and revenue impact quantification, and a cross-functional action plan with owners and timelines assigned to each recommendation.
Outcome
A revenue system where the transitions work as well as the individual stages. Fewer leads lost at handoff. Faster time from marketing touch to customer value. CS starting accounts with the context they need to succeed.
How Stratum Group Cut Reporting Time by 50% and Detected Churn 60 Days Earlier — cut decision time by 50% and started detecting churn 60 days earlier.
See how it worked in practice: Bridgepoint built revenue visibility across 6 portfolio companies.
Best Fit
For companies where marketing, sales, and CS are mature enough to have real processes but are experiencing revenue underperformance that no individual team's metrics fully explain. If your board meeting always includes a conversation about which team is responsible for the gap, this audit provides the cross-functional view that ends that conversation.