How a $25M SaaS Company Discovered a $3.5M Blind Spot in its Revenue Engine

Jan 8, 2026

A $25M SaaS company faced declining win rates and revenue visibility challenges, revealing that 80% of pipeline opportunities had no clear lineage. Paid search was misconfigured, attracting low-intent traffic which wasted budget. The team discovered marketing's influence diminished in late-stage deals, creating a pivotal gap. By improving visibility across the funnel, they projected a potential uplift of ~$1M in revenue without additional spending, proving the importance of clear data for decision-making and revenue strategies.

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INSIGHT

Visibility Trumps More Budget

A $25M ARR SaaS firm had strong demand but declining win rates and no shared system linking marketing to revenue.
Fixing visibility, not adding budget or headcount, revealed ~$1M+ in potential incremental revenue.

INSIGHT

Format Beats Mere Data Quantity

The problem is often not absence of data but lack of data in the right format for decisions.
Structuring and simplifying GTM data enables smarter, actionable choices.

ANECDOTE

Leader Regretted Waiting To Run The Sprint

The senior director of marketing joined recently and immediately wanted data-driven decisions for 2026 planning.
She said she regretted not doing the sprint six months earlier after seeing the value.

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In this episode, Carolyn and Amber break down a real-world case study of a $25M ARR enterprise SaaS company in a highly regulated industry that came to Passetto with strong teams, active demand, and declining win rates...but no reliable way to explain the genetic makeup of their deals or prove how marketing influenced revenue.

We break down what surfaced during a 14-day analysis: why most opportunities had no clear lineage, how underperforming channels like paid search were absorbing spend without driving meaningful conversion, and how marketing influence effectively disappeared once deals entered the sales cycle.

Most importantly, we share how rebuilding visibility across the funnel can turn win rate into a controllable lever, and why we estimate this shift alone could unlock ~$1M in incremental revenue, without increasing pipeline volume, budget, or headcount.

We break down the insights their team uncovered:

Why 80% of opportunities ($3.5M) had no explainable lineage, making pipeline creation effectively invisible
Why paid search underperformed by driving low-intent traffic instead of pipeline-ready buyers
How marketing influence dropped to near zero in late-stage deals, leaving active opportunities unsupported
Why win rate, not pipeline volume, was the primary revenue constraint
How improving visibility alone created a clear, estimated ~$1M revenue upside using the existing pipeline and budget

This episode shows how a clear view into what actually drives revenue became a forcing function for action, giving this team’s leadership the confidence to move fast, fix foundational gaps, and use the findings as a business case for planning the first two quarters of 2026.

🔗 CTAs & LINKS:

Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.
Register for Passetto’s upcoming virtual events
Book a free 1:1 Revenue Visibility Assessment
Follow Carolyn on LinkedIn
Follow Amber on LinkedIn

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This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next.

Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what’s working and what isn’t, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.