GTM drift is the silent killer of growth.
One clear example is MQL generation underperformance.
In this case, the target was 1,500 MQLs, but only 1,200 were achieved.
That 20% shortfall translates to:
❌ 300 missing leads
📉 8 lost deals
💸 $400K in annual revenue
⏰ Late detection means the shortfall only becomes apparent through missed pipeline and failed forecasts. By then, the revenue is already locked out.
✅ Early detection changes the outcome:
🎯 Adjusting campaigns
🔎 Refining scoring
These shifts can recover about half the gap—roughly $200K preserved.
This drift occurs at the top of the funnel. The key question is whether you detect it early enough to save the revenue.
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