1
THE 2024 REVENUE LEAK REPORT
THE 2024
REVENUE
LEAK REPORT
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THE 2024 REVENUE LEAK REPORT
01
INTRODUCTION
3-6
07
SO WHAT NOW?
35-37
02
EXECUTIVE SUMMARY
7-8
03
THE IMPACT OF
REVENUE LEAK
9-15
04
REVENUE EXPECTATIONS
FOR 2024
16-24
05
REVENUE LEAK
INSIGHTS
25-28
06
HOW TO SPOT AND STOP
REVENUE LEAK
29-34
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THE 2024 REVENUE LEAK REPORT
As Revenue Leaders, we all know that every dollar counts in the hyper-competitive B2B landscape.
And yet, we face the dual challenge of generating growth while preventing Revenue Leak, revenue that is lost
to breaks in your revenue process.
Revenue Leak is a silent killer in many organizations. It can take multiple forms, and it can be hard to identify
and track the source. For example, we might miss upsell, cross-sell, and expansion opportunities. We may
lack clarity on top-of-funnel pipeline, or specificity on conversion rates needed to present a predictable
forecast to the Board.
Revenue Operations (RevOps) leaders may not know if their sales effectiveness investments and programs
are working. Rather than working in sync from accurate, real-time data, their teams end up cobbling together
an unstandardized forecasting process of CRM, BI, and spreadsheets - therefore missing revenue-critical
signals. They struggle to produce a complete and reliable view of their business, and can’t advise the team on
where to focus their efforts.
Issues ranging from poor data management, to missed opportunities or lost deals, to inefficient processes
and misaligned teams can all represent revenue leaking from your bottom line.
Knowing you have Revenue Leak is one thing. But not knowing where it is happening in your revenue process
and where to focus – that’s where CROs and RevOps leaders become frustrated.
INTRODUCTION TO THE 2024 REVENUE
LEAK REPORT: A CRUCIAL ANALYSIS
FOR B2B REVENUE LEADERS
4
THE 2024 REVENUE LEAK REPORT
WHY NOW AND WHAT’S AT STAKE
I firmly believe that Revenue Leak is the biggest business problem hiding in plain sight.
Organizations fail to capture many revenue-generating opportunities. These systemic
breakdowns in visibility, process, and execution generate a chain reaction that fuels
misalignment from top revenue execs down to the most junior rep.
The 2024 Revenue Leak Report reveals these hidden pitfalls in revenue management. This
report empowers senior executives with the insights they need to understand and combat
Revenue Leak effectively.
THE STAKES ARE HIGHER THAN WE IMAGINED.
Even a small percentage of Revenue Leak can translate into significant financial loss.
Revenue Leak destroys hundreds of millions of annual revenue globally, impacting investor
confidence and hindering growth. It prevents predictable, repeatable revenue capture. And
poor tooling and process waste up to 30-50% of sales time.
Addressing these leaks can unlock trapped value, improve operational efficiency, and
enhance competitive edge.
I hope you find this data as insightful as I do, and I’m looking forward to continuing the
conversation as we all work on the most important process in business: revenue.
Andy Byrne, CEO at Clari
A note from Clari’s CEO:
ANDY BYRNE
5
THE 2024 REVENUE LEAK REPORT
HOW TO USE THIS REPORT FOR MAXIMUM IMPACT
We designed this report to be a practical tool for revenue leaders. Use it to:
•	 Diagnose issues: Identify specific areas where Revenue Leaks are likely to occur.
•	 Educate your team: Share insights with your team to foster a culture of continuous improvement and
vigilance against Revenue Leak.
•	 Measure progress: Use benchmarking data to measure your progress and ensure efforts yield results.
This report is an essential resource for any B2B SaaS revenue leader committed to maximizing their
organization’s potential. By leveraging the insights and strategies within, you can take proactive steps to
safeguard your revenue and drive sustainable growth.
6
THE 2024 REVENUE LEAK REPORT
ABOUT THIS SURVEY
We conducted a comprehensive survey of 420 senior revenue leaders to gather firsthand
insights into their challenges and pain points around Revenue Leak. Our goal was to identify
common themes and uncover actionable strategies to mitigate these issues.
More about the survey and its data:
•	 420 total respondents from across the US and UK
•	 92% of respondents are from companies with over $100M in revenue; 60% over $1B
•	 Majority of respondents are senior leaders: C-suite (57%), senior leadership (40%),
mid-level leadership (3%)
•	 Respondents directly manage (51%) or indirectly manage (49%) the revenue
operations function
•	 Industries represented: IT/technology, telecoms, retail, consumer services,
manufacturing, financial services, construction, business and professional services,
biotechnology/life sciences, energy, healthcare, media, and leisure and entertainment
•	 Independent research firm Vanson Bourne conducted the survey
7
THE 2024 REVENUE LEAK REPORT
EXECUTIVE SUMMARY
A significant number of companies struggled to meet their revenue targets in 2023. Despite this, there is an
encouraging sense of optimism, as the majority of companies we surveyed plan to increase their investments in
both headcount and technology to drive growth in 2024 and beyond.
KEY TAKEAWAYS:
01
61% of companies did not achieve their 2023 revenue targets. However, 72% remain optimistic about improving
revenue attainment in 2024, prompting plans to expand teams and increase technology investments.
02
Improving revenue forecasting has been identified as the primary area for new sales and revenue tech spend
in 2024 (34%), followed by sales enablement (33%) and sales engagement (30%). This focus aims to enhance
the accuracy and reliability of revenue predictions.
03
On average, RevOps leaders reported a 26% loss in global annual revenue due to Revenue Leak (revenue that is
lost due to breaks in the revenue process). CROs reported losing 16% of their revenue to Revenue Leak.
8
THE 2024 REVENUE LEAK REPORT
04
This issue is particularly pronounced in enterprise-level organizations (1,000+ employees), where the average
revenue loss reaches 20%. Revenue Leak’s impact is global as well, with the UK experiencing 25% loss.
05
Revenue Leak occurs across the funnel - from pipeline creation to opportunity conversion and closing deals.
Common challenges include: poor expansion pipeline tracking and uncertainties in converting pipeline, inability to
diagnose deal progression, uncertainty about where pipeline is dropping off, and misalignment with buying teams.
Factors preventing deals from closing include slipped deals and slow adoption of AI technology.
06
To stop Revenue Leak, organizations are turning to AI to speed up time to revenue, improve decision-making,
and assess market and competitive dynamics more objectively. These technologies offer precise pipeline
insights and predictions, and enhanced forecasting capabilities, providing a hopeful outlook for addressing
revenue challenges and driving growth.
THE 2024 REVENUE LEAK REPORT
9
THE IMPACT OF
REVENUE LEAK
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THE 2024 REVENUE LEAK REPORT
WHAT IS REVENUE LEAK?
REVENUE LEAK HAPPENS
WHEN YOUR REVENUE
PROCESS BREAKS DOWN.
Revenue Leak can take many forms – the key is identifying and tracking the sources.
Revenue Leak happens for every revenue-critical employee - from the CRO and across RevOps teams, all the way
down to individual sales reps and across your sales funnel - from create, to convert, to close.
11
THE 2024 REVENUE LEAK REPORT
COMMON SOURCES OF REVENUE LEAK
For CROs, Revenue Leak happens every time their teams miss an opportunity to upsell,
cross-sell, or expand with key accounts. You might have unknown or imprecise pipeline
coverage across your team, or pipeline insights that lag behind when your organization
needs them. Maybe your resource allocation is, in turn, inaccurate because of those gaps
in pipeline visibility.
Any and all of those are sources of Revenue Leak. And they each contribute to uncertainty
in your top-line forecast numbers - itself another form of Revenue Leak.
One in two CROs report ineffective pipeline generation as a key factor causing Revenue
Leak for their organization.
RevOps leaders have their own sources of Revenue Leak, both strategic and tactical.
Do you trust your revenue data? And do you know where to find it? Or is it spread across
your CRM, BI tool, and dozens upon dozens of spreadsheets?
Data goes missing when you have multiple systems. Reps miss the signals that an
account or opportunity is at risk. You might see decreasing productivity in your team - and
inaccurate forecasting across the business units that make up your revenue operations.
65% of senior RevOps leaders report that a main reason their organization experiences
Revenue Leak is hidden or incorrect forecast and pipeline details.
Within RevOps teams, managers and reps see revenue leaking from their day-to-day
activities. Pipeline coverage is insufficient to hit goals. Deals slip. Forecasting is hazy and
subjective. Your reps may be spending too much time logging CRM details, or focusing on
the wrong activities or even accounts. But your managers may not even know where things
are going wrong.
CRO
REVOPS
MANAGERS/REPS
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THE 2024 REVENUE LEAK REPORT
COMPANIES ARE LOSING 26% OF THEIR
REVENUE EVERY YEAR TO REVENUE LEAK
Our 2024 survey responses further quantify Revenue Leak’s impact for organizations.
26%
of a company’s revenue is lost
due to Revenue Leak according
to RevOps Leaders we surveyed
$
2Tof economic value is destroyed
each year by Revenue Leak
BCG
13
THE 2024 REVENUE LEAK REPORT
REVOPS LEADERS REPORT LOSING A MASSIVE 26%
OF GLOBAL ANNUAL REVENUE TO REVENUE LEAK
KEY TAKEAWAYS:
•	 RevOps leaders report losing 26% of global
annual revenue to Revenue Leak, while CROs
report losing 16% of their revenue.
•	 Among RevOps leaders, 57% say slipped deals are
a major cause of Revenue Leak.
•	 40% of revenue leaders say they’re unable to
pinpoint where to coach reps to improve their
performance.
The wide range of responses regarding the
proportion of annual revenue lost suggests that many
organizations struggle to confidently track Revenue
Leak. This uncertainty further emphasizes the need
for improved tracking systems to address and mitigate
these losses effectively.
Investing in advanced Revenue Platforms and AI
technologies is crucial for improving pipeline tracking,
enhancing forecasting accuracy, and ultimately
preventing Revenue Leak in order to secure future
growth.
26%
16%
13%
RevOps CROs
Board/C-level
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THE 2024 REVENUE LEAK REPORT
IN THE ENTERPRISE, 20% OF REVENUE IS LOST TO
REVENUE LEAK
KEY TAKEAWAYS:
•	 The scale of Revenue Leak is even more damaging
at the enterprise level, underscoring the urgent
need for robust, end-to-end revenue management
strategies.
•	 These significant losses highlight the critical
necessity for organizations to take swift measures
to safeguard and reclaim this lost growth.
Up to an average of 26% in the
1,000-2,999 employees range
51%
0.01-0.99%
2%
11-20%
8%
1-10%
2%
21-30%
36%
41% or more
1%
31-40%
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THE 2024 REVENUE LEAK REPORT
REVENUE LEAK CAUSES SIGNIFICANT DAMAGE ACROSS
THE BUSINESS, FROM SLOW GROWTH RATES TO FALLING
STOCK PRICE.
KEY TAKEAWAYS:
•	 Declining revenue growth is the #1 most cited
negative consequence of Revenue Leak. It’s
followed by reduced budget and reduced staffing/
headcount.
•	 The US is more likely to identify reduced staffing
headcount as their top-ranked concern (18%
compared to 13% in the UK).
•	 Meanwhile, the UK is more likely to identify stalled
innovation or product development as their primary
concern (15% compared to 12% in the US).
Understanding and quantifying Revenue Leak’s current
business impact is critical. Our survey also shows
broader revenue expectations for 2024, and how
Revenue Leak fits into Revenue Leaders’ attainment
strategies.
Slow or declining
revenue growth
Losing ground to
competitors
Falling stock price
Reduced
budgets
Stalled innovation /
product development
Reduced staffing
/ headcount
Stalled geographic
expansion
COMBINATION OF RANKED FIRST, SECOND, AND THIRD
TOP RANKED
21%
54%
17%
13%
54%
40%
16%
49%
15%
43%
11%
40%
6%
20%
THE 2024 REVENUE LEAK REPORT
16
REVENUE
EXPECTATIONS
FOR 2024
OUR SURVEY REVEALS HOW YOUR REVENUE PEERS PERFORMED LAST YEAR AND WHY,
PLUS THEIR OUTLOOK FOR 2024 REVENUE ATTAINMENT AND STRATEGY.
17
THE 2024 REVENUE LEAK REPORT
Revenue Target Benchmarks
61% OF COMPANIES MISSED THEIR 2023 REVENUE TARGET
KEY TAKEAWAYS:
•	 75% of enterprise companies (1,000+ employees)
missed their annual target last year, highlighting a
critical need for improved revenue strategies and
solutions.
•	 Only 1% of companies managed to exceed
their revenue goals, underscoring the urgency
for businesses to reevaluate and enhance their
revenue generation tactics.
•	 UK-based companies and those with over 1,000
employees faced the greatest struggles, pointing
to specific regional and organizational challenges
that companies need to address.
While most industries suffered, IT, tech, and telecoms
experienced slightly better outcomes. That suggests
these sectors may offer insights or best practices for
others to emulate.
5%
11%
44%
38%
1%
0% to 49% 50% to 79%
80% to 99% 100%
we exceeded our sales goals
18
THE 2024 REVENUE LEAK REPORT
Revenue Target Benchmarks
DESPITE LAST YEAR’S CHALLENGES, 72% ARE OPTIMISTIC
THAT REVENUE ATTAINMENT WILL BE HIGHER THIS YEAR
KEY TAKEAWAYS:
•	 Enterprise companies (1,000+ employees) are
less optimistic, with a concerning 38% expecting
their revenue to stagnate or decline this year. That
signals an urgent need for strategic intervention.
•	 In the US, 23% of companies anticipate no
revenue growth, while this figure rises to 31% for
UK-based companies.
•	 UK companies are notably less confident about
revenue improvement compared to their US
counterparts, highlighting a critical area for
focused support and resources.
Despite these concerns, there is an overarching
optimistic view of market recovery. That suggests that
if they implement the right strategies and technologies,
businesses can overcome recent economic challenges.
HIGHER ABOUT THE SAME/SIMILAR LOWER
72%
26%
2%
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THE 2024 REVENUE LEAK REPORT
Revenue Target Benchmarks
MANY COMPANIES FEEL VULNERABLE, WITH 55% CITING
INDUSTRY AND SECTOR TRENDS AS SIGNIFICANTLY IMPACTING
THEIR REVENUE OUTCOMES
KEY TAKEAWAYS:
•	 “Company-specific strategy” (57%) is the most
cited influence on expected revenue attainment,
showing that organizations believe they can
shape their future and differentiate themselves
from competitors. This underscores the urgency
for businesses to refine and execute their unique
strategies.
•	 That said, a significant 55% of companies —
particularly those in the technology sector — feel
influenced by broader industry and sector trends.
This highlights the need for businesses to stay
agile and responsive to industry shifts to maintain a
competitive edge.
•	 With 51% of organizations acknowledging the
impact of macroeconomic trends, it’s clear
that external economic factors remain a critical
consideration. Companies must stay vigilant and
adaptable to navigate these broader economic
influences effectively.
TOTAL
IT, TECH AND TELECOMS SECTOR
Company specific
strategy or execution
Shifting customer
buying patterns
Industry/sectorspecific
trends
Geopolitical trends
and events
Macroeconomic
trends
43%
41%
48%
59%
47%
57%
61%
51%
67%
55%
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THE 2024 REVENUE LEAK REPORT
Headcount Benchmarks
MOST LEADERS ARE EXPECTING TO GROW HEADCOUNT TO
SUPPORT THEIR GROWTH TARGETS
KEY TAKEAWAYS:
•	 Last year’s holding pattern appears to have been
temporary - leaders are looking to invest more
in headcount this year. Increasing sales team
headcount is one strategy organizations are taking
to improve attainment.
•	 Only 3% of organizations plan to decrease
headcount this year, which indicates a strong
commitment to growth and stability.
0 100
Increase
Stay the same
Decrease
2023 2024
64%
34%
34%
63%
3%
4%
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THE 2024 REVENUE LEAK REPORT
Technology Spend Benchmarks
LEADERS EXPECT TO INCREASE TECHNOLOGY SPEND, AND AT A
SIGNIFICANTLY HIGHER RATE THAN LAST YEAR
KEY TAKEAWAYS:
•	 With 61% of organizations increasing their tech
budgets and 36% maintaining current levels, it’s
clear that the trend of cutting tech spend has
ended. This shift underscores technology’s critical
role in driving business growth.
•	 Despite economic challenges, only 2% of
organizations are decreasing their technology
spend in 2024.
This dual investment approach - in headcount and
technology - indicates that organizations see both
people and platforms as fundamental to a strong
revenue outcome. It’s encouraging to see organizations
view technology as complementing their workforce,
rather than a replacement. This perspective highlights
technology’s value, enhancing human capabilities and
productivity.
0 100
Increase
Stay the same
Decrease
2023 2024
61%
37%
36%
60%
2%
4%
22
THE 2024 REVENUE LEAK REPORT
KPI Benchmarks
LEADERS EXPRESS CONFIDENCE IN MEETING THEIR REVENUE
TARGETS FOR 2024, BUT THE RISK OF FALLING SHORT
REMAINS HIGH
KEY TAKEAWAYS:
•	 There’s an “optimism vs. confidence gap.” 72%
of companies are optimistic about higher revenue
attainment. But only 37% are fully confident they
will hit their targets. There’s a pressing need for
actionable strategies to bridge this confidence gap.
•	 Alarmingly, only 73% of C-suite executives report
being “very confident” (scoring between 8-10 out
of 10 confidence) in their revenue projections. That
compares to 85% of senior leaders. Regardless
of why confidence is so variable at different
leadership levels, companies must ensure that all
levels of the organization are seeing the same data
and working from the same assumptions. 56%
confident
7%
somewhat
confident
37%
completely
confident
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THE 2024 REVENUE LEAK REPORT
KPI Benchmarks
SALES GROWTH RATE IS THE MOST IMPORTANT KPI,
FOLLOWED BY PIPELINE CONVERSION METRICS
KEY TAKEAWAYS:
•	 The top three KPIs driving business success
across all segments (combined) are sales growth
rate, lead-to-opportunity conversion rate, and
average contract value (ACV).
•	 For enterprise organizations, the focus shifts
to deal size (ACV) as the most crucial KPI, with
the lead-to-opportunity conversion rate as the
second priority. That is presumably because most
enterprises’ maturity means plateaued growth rate
and little expectation for ongoing high growth.
•	 When we segment out respondents who have
a Revenue Platform, they prioritize pipeline
conversion speed (i.e. sales cycle length) and
pipeline closure value (i.e. ACV) over pipeline
creation. This focus accelerates revenue
generation and maximizes deal value. It also,
perhaps, indicates a slightly more sophisticated
understanding of the levers these organizations can
pull to boost growth.
Average value
of new contracts
Customer churn rate
Sales cycle length
Average selling
price/deal size
Lead-to-opportunity ratio
Sales growth rate
28%
31%
31%
34%
36%
42%
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THE 2024 REVENUE LEAK REPORT
KPI Benchmarks
SALES FORECASTING IS THE BIGGEST AND MOST URGENT
FOCUS FOR NEW SALES/REVENUE TECH IN 2024
KEY TAKEAWAYS:
•	 The top investment areas Revenue Leaders
cite are:
•	 Sales forecasting (34%)
•	 Sales enablement (33%)
•	 Sales engagement (30%)
Leaders are prioritizing investments in predictability
and sales effectiveness, aligning with their top KPIs, to
ensure measurable and impactful outcomes.
Sales forecasting
34%
Sales enablement
33%
Sales engagement
30%
CRM
29%
Planning and territory
management
28%
Incentive management
28%
Data capture/ingestion
26%
Buyer/seller collaboration
25%
Conversation intelligence
23%
Opportunity management/
deal inspection 23%
Contact database
22%
THE 2024 REVENUE LEAK REPORT
25
REVENUE LEAK
INSIGHTS
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THE 2024 REVENUE LEAK REPORT
Creating Pipeline
ORGANIZATIONS MUST BETTER MANAGE TRACKING AND
EXECUTING BOTH NEW AND EXPANSION OPPORTUNITIES
WHEN CREATING PIPELINE
KEY TAKEAWAYS:
•	 56% of respondents cite “poor and slow upsell/
cross-sell pipeline tracking” as the greatest factor
contributing to Revenue Leak when creating
pipeline. That’s money left on the table now - and
risk later if a client or customer walks out the door
because they heard about a critical product feature
too late.
•	 “Missing or broken marketing-to-sales lead
handoff” closely follows at 54%.
•	 Surprisingly, there is no real difference based on
company size or industry, as most reported the
same core challenges when creating pipeline.
56%
54%
54%
50%
45%
41%
Poor and slow upsell/cross-sell pipeline tracking
Missing or broken marketing-to-sales lead handoff
Ineffective pipeline generation programs
Time spent on wrong accounts and activities
Pipeline coverage is unknown or imprecise
Not enough pipeline coverage
0 100
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THE 2024 REVENUE LEAK REPORT
Converting Pipeline
EVERY RESPONDENT REPORTED LOSING REVENUE DURING
PIPELINE CONVERSION
KEY TAKEAWAYS:
•	 Lack of deal visibility (49%) and deal progression
(49%) are the top reasons pipeline isn’t converting
– and most leaders aren’t able to quickly identify
where the issues are.
Converting pipeline is tough, especially without clear
data visibility, consistent follow-ups, and accurate data
interpretation.
The most effective way to prevent Revenue Leak is to
dramatically improve reporting. Ensure all team members
have clear visibility into individual deals and the overall
pipeline. Confidence in deal status is crucial for accurate
forecasting and timely action.
Unable to pinpoint where
to coach to improve rep
performance
Unidentified turnover of
key stakeholders in deals
Unsure what a good
deal looks like
Unknown reasons for
stage conversion
Buying teams not
on same page
Unsure where and why
pipeline is dropping off
and what to do about it
Issues with or unable
to diagnose deal
progression
38%
39%
39%
39%
48%
49%
49%
28
THE 2024 REVENUE LEAK REPORT
Closing Pipeline
MISSING AND INACCURATE DATA ARE THE TOP FACTORS
PREVENTING LEADERS FROM CLOSING PIPELINE
KEY TAKEAWAYS:
•	 Bad, missing, and stale data is a major issue. 71%
of sales teams report hidden or incorrect forecast
and pipeline details as the cause for their inability
to close pipeline.
•	 “Missing upsell, cross-sell, or expansion
opportunities” is the next biggest factor at 63%,
closely followed by “slipped deals” at 60%.
A centralized Revenue Platform ensures data accessibility
and accuracy, eliminating the need for multiple, laborintensive
systems like spreadsheets and BI tools. This
leads to better visibility and cohesiveness in revenue
processes.
51%
57%
60%
63%
71%
Unknown reasons for win rates
Struggle to handle buyer objections and differentiate
Slipped deals
Missing upsell, cross-sell, or expansion opportunities
Forecast and pipeline details hidden or incorrect
0 100
THE 2024 REVENUE LEAK REPORT
29
HOW TO SPOT AND
STOP REVENUE LEAK
30
THE 2024 REVENUE LEAK REPORT
RELIANCE ON MANUAL, GENERAL-PURPOSE TECH IS NOT
HELPING REVENUE LEADERS SPOT AND STOP REVENUE LEAK
KEY TAKEAWAYS:
•	 64% of respondents cite both CRM and BI tools
as their top technologies to gather, analyze, and
report revenue data.
•	 “Spreadsheets or Excel-based tools” followed
close behind, with 54% saying they rely on them to
manage their revenue data.
New purpose-built, AI-powered Revenue Platforms
present an opportunity for organizations to automate the
revenue process, accelerate time to revenue, and stop
Revenue Leak.
As almost half of respondents recognize, these
purpose-built platforms can help RevOps teams run
revenue predictably.
64%
64%
54%
54%
45%
Business intelligence
(BI) tools
CRM
Spreadsheets or
Excel-based tools
Purpose-built sales/revenue
technology point solutions
Purpose-built sales/revenue
unified platform/suite
31
THE 2024 REVENUE LEAK REPORT
WHAT ARE THE TOP USE CASES FOR “REVENUE AI”?
Revenue Leaders today have two primary tasks:
•	 Predictably achieve revenue goals
•	 Maximize the revenue team’s productivity
AI-powered Revenue Platforms can help by doing two key things. First, they analyze gigabytes of data, generating
insights into patterns and outliers that enable revenue teams to meet their targets. They also automate busywork,
leaving time to create, convert, and close more selling opportunities.
An AI-powered Revenue Platform incorporates three types of Revenue AI:
01
Descriptive AI helps unlock actionable insights. It identifies champions
and detractors, evaluates competitive threats, and highlights areas of
success.
03
Generative AI enhances productivity by automating tasks such as email
generation, summarizing information, and suggesting next steps. This
allows sales representatives to focus on their core strengths—selling.
These AI types align with the two main goals of Revenue Leaders: 1) predictably achieve revenue goals, and 2) maximize
productivity of the revenue team.
Many survey respondents already see the potential AI has for running revenue predictably and efficiently.
02
Predictive AI monitors metrics like Net Recurring Revenue (NRR),
retention rates, and cross-selling opportunities. It uses time-series
data to signal when course corrections are needed to meet or exceed
revenue targets. It also proactively identifies at-risk deals and accounts.
32
THE 2024 REVENUE LEAK REPORT
REVOPS LEADERS RECOGNIZE AI AS CRITICAL TO
IMPROVING THE REVENUE PROCESS
KEY TAKEAWAYS:
•	 Nearly all respondents (99%) are leaning into
AI to improve the revenue process and stop
Revenue Leak.
•	 About a third of respondents (32%) have
fully embraced AI and say they have already
implemented some form of AI in their revenue
process.
•	 40% are planning to implement AI into their
revenue process within the next six months, while
27% plan to do so within the next twelve months.
40%
plan to implement AI
in the next 6 months
32%
have already
implemented AI
27%
plan to implement AI in
the next 6-12 months
33
THE 2024 REVENUE LEAK REPORT
ACCELERATING TIME TO REVENUE IS THE #1 REASON
TO ADOPT AI
KEY TAKEAWAYS:
•	 Faster time to revenue is cited by 58% of
respondents as the top benefit of adopting AI,
followed by improved decision-making (56%)
and better assessment of market and competitive
dynamics (50%).
•	 Despite AI providers emphasizing productivity,
efficiency ranks surprisingly low among desired
benefits, coming in second to last (45%).
•	 Among UK respondents, the primary reason
for adopting AI is to enhance decision-making
capabilities.
Organizations using AI speed up their time to revenue,
improve decision-making, and better assess market
dynamics. Offering precise pipeline insights and
predictions and enhanced forecasting capabilities, these
technologies boost optimism for improving revenue
processes and driving growth.
Reduced costs
Operational efficiency /
team productivity
More accurate forecasting
Better view into the
macroeconomic or
competitive environment
Improved decision making
Faster time to
revenue
41%
45%
50%
50%
56%
58%
34
THE 2024 REVENUE LEAK REPORT
THREE STEPS TO SPOT AND STOP REVENUE LEAK
Revenue Leak doesn’t have to be a problem if you have the right processes and tools in place. There are three key
actions you can take, starting today.
01
Automate Your Data Capture: Ensure accuracy by using a tool to
automatically capture deal data. A Revenue Platform like Clari gathers
data from emails, calendars, CRMs, and more, creating a shared source
of truth that is always up-to-date.
03
Streamline Communication and Improve Collaboration: The entire
revenue team needs to work together to move a prospect through
the sales funnel. This requires excellent communication and smooth
handoffs. Everyone from marketing to sales to customer success
should be on the same page, looking at the same information.
Automation helps keep deal information updated in real time. Tools that gather and present real-time deal data in a
unified format across teams are essential for effective communication and collaboration.
02
Ensure Data Transparency and Use AI Insights: Regularly review
deals in your pipeline to prevent them from falling through. Clari, for
example, ensures accuracy and transparency by capturing data from
various sources and presenting it in a single, accessible format. Its
AI and machine learning can analyze current and past data to provide
actionable insights.
THE 2024 REVENUE LEAK REPORT
35
SO WHAT NOW?
HERE ARE RESOURCES YOU CAN USE TO IDENTIFY SOURCES OF
REVENUE LEAK WITHIN YOUR REVENUE PROCESSES.
36
THE 2024 REVENUE LEAK REPORT
REVENUE CADENCE PLAYBOOK
Discover how to control and run your revenue cadences so you can
win more revenue — predictably and confidently. This playbook is a
step-by-step guide to identify your major revenue moments (and how
to win them). It includes example quarterly business review (QBR)
agendas, a template for “running the numbers” and additional assets
and tactics to help you remove surprises from your revenue process.
“WE DON’T HAVE A CRYSTAL
BALL, BUT WE HAVE CLARI.”
50% TIME SAVED ON FORECASTING
Jules Gsell
RVP of Growth and Start-Up Sales Orgs at Databricks
REVENUE LEAK ASSESSMENT
Use Clari’s Revenue Leak Assessment to detect which factors are
contributing to your Revenue Leak and how much you stand to lose.
Calculate now
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THE 2024 REVENUE LEAK REPORT
“CLARI PROVIDES
PIPELINE GENERATION IN
A REPEATABLE FORMAT.
THIS EXTRA LAYER OF
VISIBILITY HAS HELPED
ANCHOR A LOT OF
CONVERSATIONS AT THE
LEADERSHIP LEVEL.”
19% INCREASE IN WIN RATES
Kai Mak
VP of Sales and Customer Success at Webflow
TAKE THE PRODUCT TOUR
Learn more about how the Clari Revenue Platform can help you
create, convert, and close more pipeline — all in one AI platform.
REVENUE PLATFORM BUYER’S GUIDE
Learn why thousands of B2B companies have already adopted
an end-to-end Revenue Platform to capture more revenue and
consolidate their spend. With this guide to the RevTech landscape,
you will learn:
•	 What a Revenue Platform is and why it’s necessary for modern
business
•	 How to assess your specific business needs and the steps for
implementing a Revenue Platform
•	 How to choose and customize the right Revenue Platform for
your organization
Download now
Take the tour