Fix These 5 Broken Links in Your Buyer Journey

If you’re missing revenue targets, don’t just look at the top of the funnel. Your buyer journey might be quietly falling apart. 

Most teams assume it’s a traffic or lead volume issue. But more often than not, the real problems lie deeper in the funnel. 

Here are five critical breakpoints we see every week in client audits and how to fix them before they drag your numbers down. 

1. You're attracting interest…but from the wrong buyers 

You’re getting leads, but they’re not converting. Chances are, your ICP and persona definitions are outdated (or were never properly defined). When your messaging and targeting are off, your funnel starts breaking before a prospect even clicks. 

👉 Fix it: Revisit your ICPs and buyer Personas. Check if your messaging reflects real buyer pains, not just product features. 

2. Your marketing and sales content don’t connect 

Marketing is pushing awareness. Sales is pushing for close. But what happens in the middle? Often, nothing. The journey stalls here because there’s no “middle bridge” content guiding the buyer through their evaluation phase. 

👉 Fix it: Map content to each stage of the journey - especially the messy middle where buyers are comparing and evaluating. (e.g. ROI calculators, buyers checklist of what to look for, customer case studies) 

3. Your lead handover process is clunky (or worse, invisible!) 

Leads drop into the CRM… and sit there. No one follows up. Or they’re handed to sales with zero context. This disconnect costs deals. 

👉 Fix it: Define (and automate) your lead scoring and handover rules in your CRM. No lead should go cold by accident.  Actively measure and monitor this! 

4. Your follow-up is too slow - or too generic 

We still see businesses taking days to follow up on demo requests or inbound leads. And when they do, it’s a canned message. This erodes trust instantly. 

👉 Fix it: Set SLA-based workflows for rapid follow-up. Personalise and align to your unique value. Speed matters. 

5. You’ve got no reporting on what’s working 

No dashboards. No journey analysis. No clarity on where deals stall. That is just gambling with your revenue. Good governance starts with data-led accountability: knowing exactly where you’re winning, where you’re leaking, and who owns fixing it. 

Audit your buyer journey and measure conversion rates at every stage. You’ll quickly see where leads drop off, where process gaps exist, and what needs fixing to unlock growth. 

This is where RevAdvice comes in. 

Our RevAdvice service is built to spot and fix these kinds of issues. Whether it’s a one-off audit or embedded strategic support with SHIFT’s RevOps as a Service offering, we work inside your systems to continuously measure and improve the buyer journey from the ground up. 

Want to see how your funnel stacks up? Download our Revenue Health Check - it’s a fast, self-guided way to find the hidden gaps holding back your growth. 

🔗 Every broken step costs you deals.

Shift Advisory audits and rebuilds buyer journeys so leads don’t just enter your funnel — they close.

👉 Book a Buyer Journey audit today with our team.