Businesses struggle to identify and capture revenue opportunities
Many organizations are held back by their systems and processes.
Mike Pastore on April 11, 2025 at 10:21 am | Reading time: 1 minute
MarTechCharts regularly highlights data of interest to marketers and marketing operations professionals.
Revenue inefficiencies are silently draining millions from companies, according to a report from Conga and Ascend2 Research.
The report “The Revenue Imperative: Overcoming Efficiencies to Maximize Growth” (registration required) surveyed more than 600 business decision-makers across the U.S. and UK.
Among its findings:
- 46% of professionals lack confidence in their company’s ability to identify and capture revenue opportunities.
- Half of organizations cite higher operational costs as a direct result of mismanaged revenue processes.
- 43% risk lost sales due to inefficient processes, and 41% expect to see customer dissatisfaction and churn if they fail to improve current processes.
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About the author
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Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.