Before you spend another dollar on growth - find out exactly where it's leaking
A 4-week sales audit: a structured diagnostic of your entire sales system. You walk away with a written report, prioritized fixes, and a 90-day action plan - built for IT services and SaaS.
THE HONEST QUESTION
"Why should I pay for an audit?"
Because the alternative is spending 10–20× more on the wrong fix. Here's the math most CEOs don't run.
$200K+
Hire more SDRs without diagnosing the leak
If pipeline doesn't convert, more leads won't fix it. You'll spend 6 months learning that and burning $200K in salary on the wrong solution.
$80-120K
Build a new CRM/RevOps stack when the issue is qualification
Reps don't qualify because they don't have a framework, not because the CRM is bad. New tools won't fix human process gaps.
A quarter lost
Push the team harder with the wrong strategy
Targeting the wrong ICP harder doesn't change the result. The team burns out, you miss the number, and the diagnosis comes too late.
The audit typically pays for itself within 60 days.
We usually identify 5-10× the engagement cost in fixable revenue leakage and quick wins. Worst case: you confirm what’s already working and stop second-guessing. Either way – you stop guessing.
OUR METHODOLOGY
The 4 layers we audit
A framework adapted from enterprise GTM benchmarking practice to IT services and SaaS. We don't audit in isolation. Each layer feeds into the next.
If Layer 3 is broken, the cause is usually in Layer 1 or 2. We diagnose top-down – so the fix actually holds.
SEE AN EXAMPLE
Two anonymized examples based on real engagements - names changed, numbers rounded.
Here's what a real sales audit looks like
▾ Pick your industry ▾
SALES SYSTEM AUDIT · FINDINGS REPORT
ENGAGEMENT
"TechFlow SaaS"
B2B SaaS · $4.2M ARR · 12 reps · Q2 2024 audit
4 weeks
✓ Completed
EXECUTIVE SUMMARY
The pipeline isn’t the problem. The team generates 2.4× the qualified pipeline needed for quota, but win rate dropped from 28% to 17% over 6 months. Root cause is in Layer 2 (pricing model misaligned with Mid-Market segment), not in Layer 3 (execution).
Finding 1 · ICP & segment penetration
62% of revenue comes from Mid-Market, but only 35% of effort is allocated there. SMB is over-targeted with thin returns.
Finding 2 · NRR waterfall - where revenue actually leaks
Logo churn looks healthy (5%), but dollar churn is 14% in SMB. The "good" cohort is masking real damage.
Finding 3 · Funnel - discovery to demo is bleeding
Reps generate plenty of MQLs. The breakdown is between discovery and demo - qualification is rep-dependent and inconsistent.
BENCHMARK
65–70%
CURRENT
40%
LOST PIPELINE
~$840K / yr
SALES SYSTEM AUDIT · FINDINGS REPORT
ENGAGEMENT
"DevWorks LLC"
IT Outsourcing · ~80 developers · 14 active accounts · Q1 2024 audit
4 weeks
✓ Completed
EXECUTIVE SUMMARY
94% of sales effort goes into cold outbound that generates 6% of pipeline. Meanwhile, 14 existing accounts have $2.1M in untapped expansion — and no AM owns them. The growth lever isn’t more SDRs. It’s account expansion + referrals.
Finding 1 · Account portfolio - where the real money is
Of 14 active accounts, 6 have high expansion potential. None are being actively grown. Most attention goes to new logo acquisition that's not converting.
Where outbound effort goes vs. where pipeline comes from
Cold email and Upwork eat 94% of SDR effort. They contribute 6% of qualified pipeline. Referrals and inbound - almost untouched - deliver 71% of revenue.
Finding 3 · Positioning - stuck in the "great devs" commodity trap
Website, pitch deck, and rep talking points all sell the same thing: "experienced developers, flexible team." Indistinguishable from 200 other vendors. Win rate vs. price competition: 12%.
❌ CURRENT POSITIONING
- “We have senior developers”
- “Flexible team scaling”
- “Cost-effective rates”
- “Wide tech stack expertise”
- “Agile delivery”
Differentiation score: 1/10 · Indistinguishable
✅ RECOMMENDED POSITIONING
- Specific vertical: SaaS scale-ups, Series B–D
- Specific problem: Replatforming from legacy to modern stack
- Specific proof: 12 case studies in the vertical
- Specific offer: “Replatform pod” — defined, fixed scope
- Specific outcome: Documented time-to-deploy benchmarks
Expected win rate: 28–35%
This is a fraction of the actual report. A full audit typically produces 15–25 findings across all 4 layers, plus a prioritized 90-day action plan.
DELIVERABLES
What you walk away with
Findings Report
20–35 page written report with every finding documented, evidenced, and rated by impact. No 80-slide fluff deck.
Executive Summary
1-pager you can send to your board: top 5 issues, projected revenue impact, and recommended actions.
Prioritized Action Plan
Every finding mapped to an action, an owner, an effort estimate, and an expected outcome. Ready to execute.
90-Day Roadmap
Sequenced rollout plan: quick wins first (≤30 days), then structural fixes, then strategic shifts.
THE PROCESS
4 weeks from kickoff to action plan
COMMON QUESTIONS
The questions every CEO asks before paying
“Can’t I do this analysis myself?”
You can analyze what you already know to look at. The value of an outside audit is the questions you don’t know to ask – and the benchmarks from companies who’ve solved the same problem. Most CEOs find the audit reveals issues they were sure didn’t exist.
“What if you don’t find anything?”
Almost never happens. In 100% of audits to date, we’ve identified findings worth 5-10× the engagement cost. But if we did: you’d get written confirmation that your system is best-in-class – which is itself useful for the board.
“How is this different from hiring a sales consultant?”
Most consultants give you frameworks and generic advice. We give you findings – specific, evidenced, dollar-quantified problems with owner-mapped fixes. And we only work in IT services and SaaS, so the benchmarks and playbooks are built for your market, not borrowed from retail or manufacturing.
“Do I have to hire you after?”
No. The audit is standalone. You can take the action plan and execute internally. Many clients do exactly that. About 60% choose to engage us for implementation – because the audit shows we know how to fix what we found.
Stop guessing where your sales system leaks
4 weeks. Real findings. Clear action plan. The audit typically pays for itself within 60 days - or shows you it doesn't need to.
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