MarTech » MarTechCharts » Businesses struggle to identify and capture revenue opportunities

Businesses struggle to identify and capture revenue opportunities

Many organizations are held back by their systems and processes.

By Mike Pastore ,

Head of Content & Media

Published on April 11, 2025 • Last updated on April 11, 2025 • 1 minute read

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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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MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Mike Pastore

Head of Content & Media

Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked 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.

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