The taxonomy
Revenue leakage is demand a business has already paid to create, which then fails to convert for reasons that have nothing to do with the buyer losing interest.
It does not happen inside the stages of a go-to-market system. It happens at the joins between them — which is exactly where no single team owns the number.
Three leaks sit on a handoff. The fourth does not: decision blindness is a feedback loop that was never closed, so it is drawn as the return path that never arrives.
Because a stage has an owner and a join does not. At every meaningful transition there are four questions, and a leak is one of them going unanswered:
Of the six below, 4 have an Amoris intervention designed and 1 is available today. Two have neither, and are listed anyway — a taxonomy where every problem happens to be one this agency solves would be a sales sheet.
Acquisition → Leads
What it looks like. Sales opens a record with a name, an email and nothing else. The first call starts by asking questions the visitor already answered.
What is actually wrong. The form captured the identity and discarded the situation - the page they were on, the question they asked, what they compared you against.
No Amoris intervention
Demand → Leads
What it looks like. Someone raises their hand at 9am and hears back the next afternoon, by which point they have spoken to two competitors.
What is actually wrong. Routing depends on a person noticing a queue. Nothing is wrong with the system; nobody is watching it at 9am.
Lead Response EngineIn design
Leads → Intent
What it looks like. A database of leads that were interested once, went quiet, and have not been contacted since. Everyone knows it is there. Nobody wants to open it.
What is actually wrong. The reason each one stalled was recorded by sales, and the thing that would resolve it shipped in product or marketing. Nobody joins those two records, so a company ships exactly the thing that lost it forty deals and never tells those forty people.
Dormant Lead Revenue RecoveryAvailable now
Intent → Qualification
What it looks like. A prospect visits pricing three times in a week and nobody knows. The signal exists in a product, a support ticket or a review site.
What is actually wrong. The signal lives in a system nobody has joined to the CRM. It is a plumbing failure that presents as a demand problem.
No Amoris intervention
Opportunity → Revenue
What it looks like. A qualified prospect waits days for a proposal, and the document that arrives reads like the last one because it is the last one.
What is actually wrong. Producing the artefact is manual, so it queues behind everything else - and the objection that eventually kills the deal is never written down.
Proposal-to-CloseIn design
Revenue → Market
What it looks like. Everyone can report what closed. Nobody can say which change caused it, so next quarter funds the same assumptions.
What is actually wrong. The loop that should carry the outcome back to positioning was never closed. This is not a broken handoff - it is a handoff that does not exist.
Revenue IntelligenceIn design
Every leak sits between two teams, and both of them are hitting their own targets. Marketing delivered the leads. Sales worked the ones that were routed. The gap between them is not on either dashboard.
The visible symptom is always the same - not enough pipeline. So the response is always the same: buy more traffic. That treats the one input that is expensive and leaves the one that is already paid for untouched.
Nobody gets promoted for joining a loss-reason field to a product changelog. It is smaller and less interesting than a new channel, and worth more than one.
Not by estimating it. Every leak above leaves a trace in data a business already has — a timestamp gap between enquiry and first touch, a closed-lost field, a cohort with no activity since a given date.
The Opportunity Scan is that read, on one export, written up and yours to keep whether or not anything follows. It can also conclude there is nothing here worth doing, and that is written into how it is scoped.
What it will not do is put a number on what you would recover before the work is scoped. A figure invented to fill that gap would be worth less than the honest absence of one.