The True Cost of the Buyer Gap
Every painful problem in enterprise sales traces back to one root cause: not knowing who really matters in your deals.
The Root Cause Behind Endless Sales Problems
When you don't know who matters in a deal, everything else falls apart. Here's how the buyer gap creates the problems that keep sales leaders awake at night.
Not knowing who matters in your deals
Immediate Effects
- • Wrong people contacted
- • Missing key stakeholders
- • Wasted sales effort
- • Weak business cases
Deal Consequences
- • Deals stall for months
- • Forecast becomes unreliable
- • No-decisions multiply
- • Competitors sneak in
Business Impact
- • Revenue targets missed
- • Customer churn increases
- • Team morale plummets
- • Growth stagnates
How the Buyer Gap Destroys Revenue
These aren't separate problems—they're all symptoms of the same underlying issue
Customer Churn: The Silent Killer
You win the deal but miss the renewals team. Six months later, they churn because the people who actually use your product were never properly onboarded or engaged.
of churn happens because wrong stakeholders were engaged during sales
months average for deals that stall vs 3.1 months for those that don't
Deal Paralysis: The Momentum Killer
Your champion says "yes" but nothing happens. Months pass. Deals sit in pipeline purgatory because you never identified the people who actually approve budgets and drive internal adoption.
Forecast Panic: The Leadership Nightmare
Your forecast is built on relationships with people who don't actually make decisions. When deals slip quarter after quarter, leadership loses confidence in the entire revenue organization.
of forecasted deals slip to next quarter due to incomplete stakeholder coverage
more likely to lose deals when you have incomplete buyer group intelligence
Competitive Blindsiding: The Silent Defeat
You think you're winning until the last minute when a competitor emerges with relationships you never knew existed. They've been working the real decision-makers while you pitched the wrong people.
The Multiplier Effect
The Buyer Gap doesn't just cause one problem—it creates a cascade of failures that compound over time
Month 1-3
- • Deals start strong
- • Champions seem engaged
- • Pipeline looks healthy
- • Forecast feels real
Month 4-6
- • Momentum slows
- • "Budget freeze" excuses
- • Meetings get postponed
- • Competitors surface
Month 7+
- • Deals officially stall
- • Forecast gets slashed
- • Team confidence drops
- • Leadership panics
The Hidden Cost to Your Business
Every quarter you don't solve the buyer gap problem, the damage compounds
Stop Treating Symptoms. Fix the Root Cause.
Most tools, processes, and training programs focus on fixing symptoms. But until you address the buyer gap—the root cause—these problems tend to persist.